Tata launches Neu, a super app. What is it?
FIRST, WHAT IS TATA GROUP'S NEU APP? The TATA Group has finally brought together all its brands under one BIG umbrella to create a BIGGGG Tata-Only Online App. The Super App, called Tata Neu, basically contains multiple app-like experiences inside a mega app, and encompasses all TATA brands under one.
WHY DID THE TATAS LAUNCH NEU? The Tata Group desires to tempt customers with a variety of choices and provide a seamless and easy shopping experience. Apart from the fact that the app provides an all-in-one experience to customers, the super app also seems to be created to compete with Reliance and Amazon.
Remember when Reliance launched its all-in-one Jio World Drive Mall? Well, it had a similar concept, wherein it housed all of its national and international brands and also had third party brands under the same roof. The only difference was that Reliance's premium mall included external brands too and is a physical store, whereas the Tata app is a virtual one.
Touted to be the youngest member of the Tata Family, Tata Neu comes at a time when competitor brands are strongly competing for attention and brand loyalty. This move brings the Tata Group in focus, which has gone a step ahead to encourage its customers to shop for all its products in one place.
As per Economic Times, the Tata Group has also roped in former Amazon executive Akash Banerjee as Head of the Content and Entertainment vertical of the app. This is because the app wants to also focus on creating content, which will lead to traffic and e-commerce.
WHAT CAN YOU GET ON NEU? Launched by Tata Digital, Neu's home page has 12 verticals including grocery, beauty, electronics, flights, hotels, health and entertainment. They have a default black background which is covered with colourful app icons and logos.
Once you sign up, you can order groceries from BigBasket, book a stay at a property of Indian Hotels Co, buy electronics from Croma, and book a flight on Air Asia, all in one app.
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Thanks to Neu, Tata has also joined the UPI bandwagon with TataDigital, which allows online payments and other financial services. Neu also offers personal loans, short-term credit, and insurance, along with bill payments. A user can track and pay electricity, mobile, DTH, broadband bills, recharges, all in one go.
So, the super-app seamlessly blends product commerce, service commerce, and financial services into an integrated experience. While many brands have already joined the Neu app, some brands like Vistara, Air India, Titan, Tanishq, Tata Motors will join soon.
FIRST DAY, FIRST REVIEW
Some users faced glitches and poor experience on Neu's launch day. Users took to Twitter to share issues with their one-time password and login, while others who attempted to sign up received a 'there was an error' message.
While some weren't all that impressed:
Have you tried the app? What was your experience like?