Tatas, in the past, have benchmarked practices for others to follow, creating brand equity where consumers expect top-notch quality from them. In the current case, it may be intriguing to see if this brand equity helps them tide over their existing challenges with Tata Neu
Tata Neu app was officially launched for Indian consumers on April 7, 2022, with the chairperson introducing it as a new way to discover the world of Tata. He said that the aim behind the app is to make the life of Indian consumers easier and simpler. Tata Neu app is a "Super App" with the 154-year-old conglomerate's brands like Westside, Tata Play, Tata Cliq, Starbucks, Qmin, IHCL, AirAsia, Cultfit, Croma, 1mg, and BigBasket available on a common platform. In addition, the app also has a provision for UPI payments.
It is a 'Tata only' app where no third-party apps are onboarded. It seems like TATA is betting on its ability to cross-sell. For example, they hope to sell a holiday wardrobe to someone booking air tickets to Goa. They have Neu coins and Neo pass as key players in their cross-sell model. Neo coins are earned on each purchase made on the Tata Neu platform, which can then be redeemed across product categories.
[This article has been reproduced with permission from the Indian School of Business, India]