Tata Digital aka Tata Neu?
What’s the observation about Tata Digital aka Tata Neu in the Industry? I’ve been part of it for quite some time and I’m having a feeling that the insider observations are quite different from what’s known to others. To summarise my observations: 1. No vision on running digital business 2. Toxic leadership 3. Very bad work life balance 4. Sub par pay compared to similar orgs 5. Poor engineering culture 6. No money to burn anymore - cash crunch 7. Lot of senior exits 8. Layoffs across levels Do you feel the same?
Gems_Bond
Stealth
9 months ago
Installed this app 3-4 times only to uninstall it shortly after.
What is this app even used for? 🤔
Hehe. That’s the most obvious question everyone has. The loyalty system under the hood is pretty decent. For someone who uses big basket regularly, the rewards are decent to spend later on Croma or Cliq. Or maybe even 1mg. However the experience is sub par or even poor. So I’m not sure how users would even use it to get things done. The corresponding apps of the brands are actually much better by themselves.
I use Tata Neu for all my purchases. The reward rate offered on Tata Neu coupled with Tata Neu Infinity card is the best in India at the moment.
UpbeatBelt62
Stealth
9 months ago
The idea for tata neu is great (imitation of super apps), however execution has been poor to say the least
MightyLazyGeekStar
Stealth
9 months ago
Great idea but lala leadership gives you neu. Large groups are better off being investors than taking control.
It is a glorified loyalty program. I mentioned this when they launched but got lot of hate from Tata fan boys.
The loyalty actually works. Have made a lot of discounts and cash backs using it. However the over all experience for a customer is very very lacking. So churn is immense. And cost of acquisition is very high possibly. And it being just a Tata Products only platform makes it not a daily driver.
AngryComma
Stealth
9 months ago
The idea is pretty brilliant, considering the cashback especially with the credit cards but the app sucks so much holy shit. It doesn't even remember your location and everytime you open it defaults to the Mumbai airport for some reason. The UX is shitty and the app feels very slow. Great idea but bad execution.
Vegetabledev22
Stealth
9 months ago
I used the app once and i felt it more like a single page application that directs you to various other tata websites that are loading within app.
Was extremely slow to the level it was frustrating to use and immediately got uninstalled.
I was invested then in tata teleservices and immediately knee it had no future and exited the share. You see if a shareholder doesn’t believe in your product then your product is simply shit. And shitty products are made in toxic environments.
I know it because i work on one and the toxic dev culture is the real reason it is shitty as fuck
Terrific idea, terrible execution. As already pointed out by folks here. Tata as a brand has so much potential to offer a competitive product to the market, but instead it has spectacularly failed. It's been what, almost 3 years now that NEU is trying to get a foothold. But thanks for sharing your observations from the inside, lot of that explains the poor execution
Pick any Tata retail business and it is effed. Except Trent every other brand is struggling badly. The electronics chain - Croma has never been profitable in the last 10 yrs of existence! Plus the COO considers himself GOD.
My observation after working at TataNeu
1. Lack of vision: Senior management has no idea what they want to do. Every month you will head in different direction. Mukesh Bansal was there, but it seems he also left( or removed)
2. Mid management is good. They hire a mix box of experience and talent. You will see a lot of people from top MBA colleges. However most of them have left.
3. Work life balance- Depends on the team and manager.
4.Pay: Less. But most of the people join only for Tata brand leave within a year
5. Tech: maybe biggest reason of failure after leadership. CTO left. Company change tech stack every quarter and does not focus on actually building the product. No sync between product, design and tech team.
6. Serious cash crunch now. I believe 200 people (33%) were asked to resign
7. Unable to collaborate properly with other Tata brands. Conflict between CEOs over balance sheet.
I had done a teardown as an assignment for an interview with its competitor. At that time, the app just looked like all mobile websites stitched together.
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