HBI Staff | Mumbai 
Tata Group’s super app — Tata Neu — is gearing up to start the service by piggybacking on the Open Network for Digital Commerce (ONDC), according to four people aware of the developments as per the media reports.
“It is likely to be launched for closed-user group trials in the next few days. But the feature may still be a month or more away from going live for the broader public,” said one person.
A second person said the idea behind the entry into food ordering is to develop a ‘high-frequency use case’ to bring consumers back to the app regularly.
“This will give a chance to Tata Neu to cross-sell its other products on the app — across categories like apparel, jewellery, grocery grocery, electronics, flights and more,” the person added.
Another person said the app might eventually be integrated with ONDC for other categories, depending on how consumers receive it.
