While the Tata Neu app by itself looked promising, industry experts remained divided on the scope of the super app model in India as complications related to draft e-commerce rules, data privacy and app stickiness comes to the surface.
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“If you are using or engaging with one or two of its brands regularly, you are slowly likely to start using the other brands as well. For instance, if I have points lying from Taj Hotel and my Vistara flights and if I have the option to combine these points and use it for one of the of other brands like Croma to buy electronics, I automatically become a user of that service,” Sanchit Vir Gogia, Chief Analyst and CEO of Greyhound Research told BusinessLine.
Gogia said, “The app is using a lot of AI and ML in the background to analyse data, Tata Neu is a great initiative and good use of money for Tata Digital. Tata Pay offering can easily become the heart of the app. They want to incentivise it better and you’ll see the learning curve and development happening over the next six months to two years. A payments system and right dataset leaves them with endless possibilities to launch new services in the fintech space.”
“They can co-launch fintech products with other companies, extend offers to consumers depending on their profiles and credit history. Buy Now Pay Later (BNPL) is one of the most lucrative opportunities especially for Croma which sells gadgets,” he added.
Such data gathering can come across as intruding data privacy. Gogia believes that while this could be a concern, the company would need to educate the consumers about such data collection as they start adjusting to it eventually.
Hindu Business Line
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