Tata Neu to On-board Tata Motors and Air India
The strategic move of bringing Air India and Tata Motors to Neu’s digital platform will make people’s lives simpler.
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Eighteen months after the launch of its digital super app, Tata Neu will expand its portfolio by bringing Air India and Tata Motors on the platform. Air India and Tata Motors will come on the digital platform soon, as part of the vision to make people’s lives simpler by bringing Tata brands to Neu customers.
Sanchit Vir Gogia, Chief Analyst and CEO of Greyhound Research said, “Tata Neu executives need to envisage the super app as an umbrella loyalty programme rather than a platform. Making a platform is no longer a differentiator. Practically everyone has a super app. As traditional Tata brands come on board Neu, they must sunset traditional loyalty programmes that have worked independently of them. That is the only way customers will be incentivised to use Neu. Tata Neu should integrate seamlessly with other e-commerce platforms, where Neu points can be acquired by shopping for Tata products on other online platforms too.”
Tata Neu has had a sluggish start to on-boarding new customers. It was envisioned as a singular platform that would bring all Tata brands under one roof. Sources said the plan is to bring an omnichannel shopping experience across all Tata brands.
