A month on, has Tata Neu lived up to its initial hype?

“If you are looking for an app that lets you shop, book tickets, order food or make payments at a non-Tata brand, you will have to wait a little longer. Until then, if you want all things Tata, Neu is the app for you.”

With a variety of hooks to lure in and retain customers, Tata Group’s much touted ‘super app’ presents an interesting opportunity for customers and the conglomerate.

Launched by the company’s digital arm in early April, the Tata Neu app offers access to major brands like BigBasket, 1mg, Tata CLiQ, Croma, IHCL hotels, UPI payment, and also provides users the ability to book flight tickets.

The “super app” offers discounts, often through its NeuPass and NeuCoins. NeuPass lets customers get items delivered for free, and NeuCoins gives them access to a reward-based point system. 

During its launch a month an half ago, the app created quite a buzz. It currently has over 5 million downloads on Google Play Store and ranks 9 in the shopping category on iOS.

But the high downloads number don’t tell the full story. Ratings on respective app stores paint a different story, but more of that later.

A ‘super app’?

First let’s look at what a ‘super app’ means and where Tata Neu fits in that universe.