Tata Group’s super app Neu is gearing up to enter the online food ordering space by tapping open e-commerce network ONDC to onboard external restaurants, beyond just the Taj or other Tata hospitality brands. People close to the developments revealed plans currently undergoing closed user group trials before likely month-end public launch.
The foray intends catalyzing transaction volumes and consumer retention for Neu by developing high-frequency ordering use cases that compel return visits while enabling seamless cross-selling Tata’s diverse product portfolio from flights to jewellery.
Challenging Duopoly With Unified Platform
Food delivery promises immense competitive potential for the Tata umbrella app to drive daily engagement and retention while benefiting from maturing ecommerce ecosystems via ONDC that facilitate level playing accessibility to thousands of hyperlocal vendors.
Currently the over ₹25,000 crore market remains singularly dominated by Swiggy and Zomato with negligible challenges from vertical aggregators like Amazon or niche startups. Tata Neu with its unified shopping proposition can target an integrated share of consumer wallet across categories.
