Vistara, Air India likely to board Tata group's superapp TataNeu soon

TataNeu, the superapp from the Tata group, will soon have two more brands—Air India and Vistara—on the platform. The app, scheduled to be launched on April 7, has already seen 10-15 million visits.

TataNeu so far has been in a pilot phase with only Tata employees getting access to the app and its features. However, last month the app was opened to non-Tata employees through invitation. Every Tata employee could invite five persons to access the app.

The 10-15 million visits have come without any internal or external campaigns, said a source in the know. Typically, visits refer to the number of times users navigate to a website using Google Play Store or Apple’s app store, irrespective of download. On Google’s Play Store, the app download is pegged at 100,000 and reviews have crossed 4,000.

An email sent to Tata Digital did not elicit any response.

As of now the categories that TataNeu has on its platform are electronics, groceries, entertainment, fashion, travel and hospitality, luxury, health and F&B. These categories will give access to brands such as Bigbasket, Croma, IHCL, Air Asia, Cliq, Westside,1MG, Cummins and Starbucks among others. Among the brands that are yet to be part of the TataNeu platform are Tanishq and Tata Motors.

In a unique offering, TataNeu will introduce a multi category loyalty programme. This will work across categories that TataNeu has on its platform. The rewards--called NeuCoins--allow users to shop for products and services from different categories. So, if you buy an electronic item and get points, these can be redeemed to buy a stay in any of the IHCL properties or buy medicines from 1MG or buy grocery on Bigbasket.

TataNue has managed to get more customers to access categories and brands than from the native apps of those brands. “Some of the high frequency categories have seen multi-fold traction through the TataNue app than the native app,” said the source. 

According to media reports, the total base of consumers using Tata products could be in the range of 70-80 million.

So far no other e-commerce player has been able to provide multi-category loyalty programmes in India. Multi-brand loyalty has been gaining ground globally as retailers see the potential of locking in a user to a platform/brand. The use of such a loyalty programme was captured through a recent FIS report based on a survey. Almost 81 per cent of consumers around the world backed the concept so that points could be earned and redeemed at multiple types of retailers.