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. Both these businesses are among the largest brands of the Tata Group. Tata Motors was founded in 1945 and Air India was the national carrier, before it was acquired by the Tata group.
Experts believe that adding new brands to the platform might not be an effective growth strategy for Tata Neu. 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 incentived 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.”
Hindu Business Line
Copyright Policy. All content contained on the Greyhound Research website is protected by copyright law and may not be reproduced, distributed, transmitted, displayed, published, or broadcast without the prior written permission of Greyhound Research, or, in the case of third-party materials, the prior written permission of the copyright owner of that content. You may not alter, delete, obscure, or conceal any trademark, copyright, or other notice appearing in any Greyhound Research content. We request our readers to not copy Greyhound Research content and not republish or redistribute them (in whole or partially) via emails or republishing them in any media, including websites, newsletters, or intranets. We understand that you may want to share this content with others, so we’ve added all relevant links and tools under each content piece that allow you to share the content. If you have any questions, please contact our Community Relations Team at connect@thofgr.com.
Discover more from Greyhound Research
Subscribe to get the latest posts sent to your email.