6 months ago
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Tata Neu, the superapp of Tata group, is now live in the food and beverage category on the government-backed Open Network for Digital Commerce (ONDC) as part of a pilot covering more than 540 pincodes in Delhi-NCR and 264 pincodes in Bengaluru.
The superapp went live less than a month ago with magicpin as its technology service provider.
It also plans to launch in more cities in May, people said. ONDC already features two Tata enterprises on the seller side: StarQuick grocery app, and online grocer BigBasket.
Neu, housed under the group’s ecommerce entity Tata Digital, is the first buyer app from the salt-to-software conglomerate on ONDC.
Other buyer apps live in the food and beverage category include magicpin, Mystore, Novopay, NStore, Pai Platforms, pincode, and Spicemoney.
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On April 8, ET reported that ONDC got 57,77,231 food and beverage orders between April 2023 to March this year. In March alone, food and beverage comprised 9.55% of total monthly orders of 7.68 million on ONDC.
Tata Digital, magicpin, and ONDC did not respond to ET's requests for comment.
While Tata Neu has been active in segments like grocery, medicines, electronics, fashion, money, payments, and travel since 2022, it did not have a strong presence in the food and beverage category, which is being strengthened with its foray on ONDC.
ONDC currently has about 105,000 sellers in the non-retail space with the food and beverage sector having a major share.
On April 9, ET reported that Neu, which comprises electronics, grocery, and e-pharmacy, has not found strong consumer loyalty in its first year of operations.
Neu is, however, unlikely to onboard other categories like grocery on ONDC as this would present competition to Tata group’s own BigBasket and StarQuick grocery apps on ONDC, people said.
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