Super app Neu fails to fix an old problem

When it was launched in April 2022 with a lot of fanfare, Tata Neu was heralded as the next big thing from one of India’s most-celebrated conglomerates – the Tata group. Even after it faced initial technical glitches, the group’s goodwill led almost everyone to bet on the super app’s success. Two-and-a-half years later, however, the enthusiasm has waned – substantially.

The consensus seems to be that in its bid to offer a complete selling experience, Neu has not been able to shake off the old problem of most super apps – they are jack of all trades but master of none because today’s consumers prefer more specialised shopping sites.