The latest reports indicate that the Indian salt-to-software conglomerate, Tata Group is all set to launch its super application ‘Tata Neu’ next month.
Tata Neu Launch
In this app, Tata has integrated all its top group assets such as BigBasket, 1mg, Croma, flight booking services and Tata Cliq under one umbrella.
The Indian conglomerate was piloting its super app using the huge base of its employees over the past few months.
An official announcement on the app’s launch to consumers is expected on April 7 during the upcoming Indian Premier League (IPL) cricket season, as per the sources.
Aggressive Marketing Push During IPL
As it is known that IPL is the most watched sporting event in India, so the brands use this opperchunity to amplify their advertisements of products during the event.
Along with this, the launch will be accompanied by an aggressive marketing push which is built around the IPL, sources said.
So far, Tata Neu has missed several launch timelines. The last one was during Diwali last year.
That time, technical issues on integration of various platforms on the super app had pushed the launch timelines to this extent.
Tata’s Asset Integration
This platform has now fully integrated the assets like online grocer BigBasket, epharmacy 1mg, electronics focused retailer Croma, flight booking services across Tata group airlines including Air Asia and Vistara and Tata Cliq (which sells products across Tata companies such as Titan and Tanishq) on Tata Neu.
Besides this, apps like Westside and Starbucks are now also integrated on the super app.
Confirming the launch, sources said, “The app is now ready with all the major integrations done. Neu will definitely be launched next month and the idea is to launch it using IPL’s popularity,”.
iIt is noteworthy here that the Tata Group is the title sponsor of IPL for 2022 and 2023 seasons.
The holds ans great significance as the conglomerate’s fundraising plans for its digital businesses also depend on the success of this app, as per the sources.
Besides this, “Tata Digital has been quietly hiring top level internet business executives. Porwal is among the latest to join,” said ans person known to the development.
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