The Tata Group is currently in talks with Uber Technologies to explore a strategic alliance with the objective of enhancing traffic volumes and engagement on Tata’s digital platform. This potential collaboration may entail integrating Uber’s services as a prominent application within the Tata Neu ecosystem.
Despite being positioned as a ‘super app,’ Tata Neu has encountered hurdles such as stagnant user growth and low customer engagement. The platform now aims to fulfill 50% of an average customer’s daily requirements, covering areas such as groceries, medicines, fashion, food, travel, and utility payments. In response to customer feedback, Tata Digital has adjusted its strategy to enhance app performance and user satisfaction. However, the extent of success in boosting engagement on the platform remains uncertain.
A partnership with Uber, renowned for its mobility solutions, could play a pivotal role in driving daily user engagement on Tata Neu and expanding its product range beyond conventional offerings. Additionally, under the leadership of Uber Technologies CEO Dara Khosrowshahi, Uber has diversified its services into sectors like grocery delivery and high-margin advertising, presenting potential benefits for Tata Neu.
While discussions regarding a potential alliance are underway, the precise terms are still being negotiated, and there’s no guarantee of a definitive agreement.
Last year, Tata Motors entered into an agreement with Uber to provide 25,000 electric vehicles (EVs), marking the most extensive EV commitment between an automaker and a ridesharing platform in India. This partnership aims to electrify Uber services across major Indian cities and may involve a long-term supply commitment. Aligned with Tata Motors’ objective of achieving a predominantly electric fleet by 2030 and Uber’s zero-emission goals, this collaboration signifies a deepening relationship between the two companies that could extend to other Tata entities.
