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Tata Reviews Super App Strategy as Sales May Miss Target by 50%

  • Group had an annual sales target of $8 billion for Tata Neu
  • Online sales from Croma, Bigbasket have been underwhelming
The Tata NEU app 
The Tata NEU app Photographer: Dhiraj Singh/Bloomberg
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Tata Group’s ambitious super app is expected to meet just half of the sales target in its debut year, forcing the sprawling Indian corporate to review its digital strategy, people familiar with the matter said.

Tata Digital Pvt.’s online platform, Tata Neu, which went live in April, will see sales of about $4 billion in the year to March 31 compared with the $8 billion target set at the beginning of 2022, the people said, asking not to be named as the information is not public. The company, helmed by Chief Executive Officer Pratik Pal, is overhauling the strategy to scale up the business profitably, they said.