Tata Neu is also finalising plans to offer online stock broking services similar to Zerodha through Tata Fintech, its financial services arm, to gain consumer traction and make it a more attractive proposition for users.
TDL is rewiring its execution and technological capabilities, led by a team comprising experts from
(TCS) such as Krishnan Ramanujam, president and head of business and technology services, and group chief digital officer Arti Subramanian, to ensure improved and seamless consumer experience, a highly placed executive told ET. Ramanujam leads global consulting and services integration and digital transformation services at .
Holders of the Neu Pass earn Neu Coins after making purchases on the app. These can be redeemed for further purchases. Tata Neu executives put the platform’s Neu Pass members at 22 million. Customers have been confused by a lack of uniformity in payments, loyalty points and refunds made by different brands.
Tata Neu houses the Tata conglomerate’s top consumer names such as BigBasket, 1mg and Croma, also its biggest digital properties. The plan is to add Vistara, Air India,
, Tanishq and to Tata Neu soon. Tata Sons chairman N Chandrasekaran has said that Tata Neu will onboard brands outside the Tata Group in future.
“Tata Digital is now making both mid-term and long-term course corrections taking into consideration the consumer feedback,” said the highly placed executive cited above. “Tata Digital is being structured as a strong category-led organisation. Experts have been hired from ecommerce companies and startups in the last few months. The rewiring of Tata Digital as a strong marketing and category organisation is being done to offer an efficient platform and brand experience.”
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Tata Group had officially launched Tata Neu on April 7, having tested it with employees.
Tata Neu also offers financial services such as UPI, bill payments, loans, and insurance.
“Even in financial services you will see Tata Neu offering a strong proposition to consumers,” said an executive. “We already have Tata Capital, Tata AIG, Tata AIA and we are going to be very creative and innovative in investments and insurance including offering creative lending options, say in buying durables from Croma.”
Tata Neu was launched in a heterogeneous landscape in terms of multiple brands with different levels of technological maturity and complexities and a broad Indian ecosystem with varying levels of technology and usage that don’t offer a common consumer experience, said an executive.
“That made the integration a difficult process but we are on it and will soon delight the consumer,” the person said. “The scale of India with tier 2 and tier 3 markets and 1,800 mobile devices on different technology and platforms gave different experiences. But we have been swamped with 20,000 points of feedback which were given with goodwill by consumers wanting the Tata app to succeed, which we will take humbly as learning to improve the consumer experience and make the app usage faster and smoother.”
Tata Digital is picking the best of startup culture backed by Tata values and ethics, said an executive. “It is also learning on the go and decision making is getting faster and hierarchies are being broken,” he said.
Tata Digital launched Tata Neu during the Indian Premier League (IPL) and sought to clock gross sales of around $2-2.5 billion in the first year. The restructuring is being done to ensure readiness for the upcoming festive season, seen as a crucial time for e-tailers in generating a significant chunk of their annual sales.
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