A hodgepodge & lack of unity
As a user of at least 5 of Tatas’ consumer-facing businesses, I was surprised I got zero emails / SMSes by any of them saying they were excited to be part of Neu, check it out, etc. There are so many unanswered questions - what does this do for existing loyalty programs? Is the priority a native app or Neu, from a group perspective?
Ultimately, Tata Neu feels like a kichdi. And one suspects that this was how the app itself was built. I hope that changes, though. This has potential, and I want a Tata superapp to succeed.
I have no doubts creating the app was an achievement and kudos to the team who pulled it off - it must not have been easy at all. But in its current avatar, it just feels like it solves no real problem or need.
As for me, now that “research” for this newsletter is done, I can finally unsubscribe from the spam that Neu sends me. Only, I have to wait 5 days, it seems. So much for digital first and all that.