Author ORCID Identifier
K S Manikandan: https://orcid.org/0000-0003-2438-0549
N Kishore Kanna: https://orcid.org/0009-0001-2614-9271
Abstract
The case study details Tata Group's efforts to develop their super-app, Tata Neu. Tata Group is a highly diversified conglomerate in India, operating a wide range of industrial and consumer businesses. In 2019, the Group established Tata Digital to incubate and build digital businesses. Tata Digital adopted an inorganic growth strategy and acquired stakes in three digital businesses: Big Basket (egroceries), 1mg (epharmacy), and Curefit (efitness). In April 2022, the company launched Tata Neu, its super-app, to stitch together its diverse businesses and build a strong digital ecosystem. Tata Group sought to emulate the success of super-apps such as WeChat (China) and Gojek (South-East Asia) in India with Tata Neu. Despite initial promise, Tata Neu faced numerous challenges and fell short of revenue targets, casting doubts on its viability, as well as that of super-apps in general.
Recommended Citation
Manikandan, K. S., & Kanna, N. K. (in press). Tata Neu: The Super-App Bet. Communications of the Association for Information Systems, 55, pp-pp. Retrieved from https://aisel.aisnet.org/cais/vol55/iss1/5
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