Over 7 million users download the Tata Neu app within seven weeks of its launch

ByLance T. Lee

Jul 12, 2022


Tata Neu, the Tata Group’s super app, has been downloaded by more than 7 million users within seven weeks of its launch.

And, the company wants to increase that figure to 150 million users over the next two years, senior Tata Digital executives said in an internal Tata Group magazine.

Read also | 5 things to know about the awesome TATA Neu app

According to data from App Annie, a mobile app tracking platform, the Tata Neu app has been downloaded by more than 11 million users.

Pratik Pal, CEO of Tata Digital, in an interview with Tata Review said, “We aim to have 100-150 million NeuPass members over the next two to three years.

He added: “We’re off to a good start with around 7 million downloads as we speak.”

NeuPass is a Tata Neu membership service that allows users to earn Neu Coins while continuing their purchases.

Pal also hinted in the interview that Tata Neu’s next big game will come from the service segment, with the product category now firmly established on the platform. The next big launch would come from the hospitality and travel segment.

This will see the convergence of its airline offerings – Vistara, AirAsia India, Air India as well as Indian Hotels Company (IHCL). IHCL was among the first Tata Group brands to join Tata Neu. IHCL also has one of the oldest and most coveted loyalty programs with a user base of 2 million. These members have been transferred to the new loyalty program.

Within seven weeks of the launch of the super app, IHCL recorded a 3% increase in gross merchandise value (GMV) over pre-pandemic levels, IHCL management said.

“By 2025, we want to increase loyalty program GMV to double what it was with Taj InnerCircle. Internally, we are targeting a 60% increase in loyalty revenue this year. possible because we go from two million customers to 40 million. And, our average order value is higher (around Rs 25,000 per person) compared to other brands. We are very optimistic about this, “said Parveen Chander , Executive Vice President, Sales and Marketing, IHCL.

After the travel industry, the next big bet is entertainment, with Tata Ply as the main platform and the third pillar will be finance. But the finance will take more than a year to bring all its offers, Pal said.

Tata Neu was built on an open architecture, and the company said it was ready to have non-Tata brands on the platform.

But Pal said non-Tata brands would only be introduced where the group does not have a significant presence.

“While we will continue to highlight our flagship brands, there are spaces where we are not present, such as mobility. We are working to bring in other players from outside the group in these areas,” Pal said.

Sauvik Banerjjee, Founding Chief Technology Officer (CTO), Tata Digital, had said that the app performed around 10,000 to 15,000 transactions per day. He was speaking at the Global Innovation Summit in India held in June.

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