Impressive start: Super app 'Tata Neu' is a superhit among customers

Tata Neu, the much-touted super app, has turned out to be an instant hit among customers and also is high on the list of most downloaded apps.  

The super app, which ranked 48th on the App Annie list of most downloaded apps in the country across segments on Google Play a day after it was launched (April 8), jumped to the second spot by April 11, a place behind social e-commerce app Meesho, which is at the top for weeks in a row.

Tata Neu’s ranking slipped slightly over the past two days to Number 5 — behind Meesho, Flipkart’s social commerce platform Shopsy (launched last July), Instagram, and Snapchat. On April 7, the day of its launch, Tata Neu ranked 237th; before that its usage was limited to Tata employees and associates.

In Apple Store, Tata Neu is already numero uno (in India). It is reigning at the top in the shopping category since its launch, according to the App Annie data. Between April 8 and April 10, the super app ranked first on an overall basis, before slipping to Number 4 (on April 13).

A query to the Tatas on the super app’s ranking did not elicit any response. The Tata group, the title sponsor for the ongoing IPL, is using the tournament to promote the app.

Tata Neu is currently offering a range of Tata brands and services related to travel, hotel, food and grocery, pharmacy, lifestyle, electronics and others. Air India, Tanishq, Titan, and Tata Motors, too, are set to join in.

According to the Tatas, they have a cumulative consumer base of 120 million, along with an 80 million app footprint across all digital assets.

Tata Neu is offering customers loyalty programmes, which cut across categories available on the app. Though the company did not divulge how many times the app was downloaded, Google Play states the figure as 500,000 plus.

Apps have seen heady growth in the online shopping space. Meesho, for instance, which had concentrated its attention on fashion and clothing, and electronics and focused on tier 2 and tier 3 cities/towns is now looking at incorporating a new segment of food and grocery on the same platform. It aims to ramp up its monthly active users to 100 million by December 2022.

Meesho, too, has formed a partnership with four teams for this season of IPL and is planning to raise $500 million.

Shopsy has also expanded its business model and introduced grocery; the service will be available in 700 cities/towns.