Report: Tata’s Neu Super App Set to Introduce Online Food Ordering through ONDC

• ByStartupStory     |    February 6, 2024

Tata Group is preparing to enter the online food ordering sector through its super app Tata Neu, utilizing the Open Network for Digital Commerce (ONDC). The conglomerate, renowned for its diverse portfolio from salt to steel, is gearing up for closed-user group trials in the coming days. However, it may be another month or longer before the feature becomes accessible to the public.

“Gaurav Porwal, Senior Vice President at Tata Digital, is reportedly spearheading the ONDC project,” the report revealed. In April 2022, Tata Neu debuted as the digital platform for Tata Group’s various consumer brands, including BigBasket, Croma, Tata CliQ, 1MG, Starbucks, and AIX Connect (formerly AirAsia).

The conglomerate, with a history spanning 155 years, is now poised to compete with emerging foodtech unicorns Zomato and Swiggy, which currently dominate 95% of the online food delivery market. The objective is to establish a ‘high-frequency use case’ that fosters regular engagement with the app, according to reports.

“Some of the largest super apps like China’s WeChat or Gojek have a core proposition, such as instant messaging or ride hailing, with other services built on top of that,” the report highlighted. Since the introduction of ONDC, various players including Magicpin and PhonePe’s Pincode have initiated food delivery services. Last May, Magicpin reported handling up to 20,000 orders daily.

ONDC facilitates interactions among different entities in the e-commerce ecosystem, such as buyers, sellers, service providers, and intermediaries, to facilitate business transactions.

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