Tata’s costly mistake? Inside Chandra’s challenge to save the Neu super app.
Andrew McCollum
Chairman of Tata Sons, Natarajan Chandrasekaran, participates in the launch of the new digital app Tata Neu in Mumbai on April 14, 2022.
Synopsis
Poor consumer feedback forced the company to go back to the drawing board. In the mean time, downloads and user activity on the app dropped. With users continuing to shop on the separate Bigbasket and 1mg apps, the very idea of a super app is facing a test. Can the Tatas shake off the setbacks and turn Tata Neu around?
The Tatas have a Neu problem. When the salt-to-software conglomerate won the title sponsorship for this year’s IPL, the team at new entity Tata Digital thought the biggest sporting event in the country would be the right platform to launch Tata Neu as the cool, new ‘super app’. What followed was a grand roll-out and media blitz for Tata Neu during the IPL in April, almost a year after the company had acquired businesses such as e-grocer
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