The Tata Group intends to launch its super app, Tata Neu, most probably in Q2 2022. The app is billed as the largest loyalty programme in India, and the Tata Group intends to integrate the loyalty programmes of all the Tata group entities in one place.
I’ve had the look in on the beta app for about a month, when they wrote some new code, and closed access to employees only again, and the app is not a solid yet. It is woefully slow, and is largely another layer sitting on top of the websites of various Tata-owned products and services. Here is a screenshot of some of the various products which are on offer so far.
I’m made to believe that the launch will happen at the time of the IPL 2022, where the Tata group is now the lead sponsor. The group has been using the platform with internal stakeholders (employees) for testing, and they were recently able to roll out referrals to select people they knew.
One of the chief draw, at least during initial phases is the loyalty programme which is intended for all group companies who will make it on the platform. I was chatting with some IHCL executives in December 2021, who told me that the Taj Inner Circle loyalty programme will fully integrate with the NEU Coins programme, which means, you will be able to use points earned on your Taj stays to settle bills for your grocery, or earn points for your TataCliq purchases which can then be used to pay for your Taj stays and so on and so forth.
Infact, a huge deduplication exercise is currently underway. So naturally, when I signed up, I noted that Tata Neu already had my Taj Inner Circle Gold status showing up.
At present, you can pay bills for your phone, TataPlay, etc and so on, and also shop for groceries via BigBasket, book flights on AirAsia India and other such aspects of the Tata Group. It is expected that the Tata Group will also bring in Air India, eventually, on the platform, though aviation loyalty programmes, of course, are different, compared to the revenue-based system that most other Tata group companies follow.
Taj Inner Circle to integrate fully for earn and burn
While loyalty-based integration is a long time away, the Tata Group is moving forward with an earn/burn integration of the Taj Inner Circle programme into Tata NEU. For instance, I made some transactions in my NEU account over the past month, which you can see here.
The same transactions are syncing into my Taj Inner Circle Account as well. For instance, this is the redemption made last night, which shows up.
This would mean, you no longer need to earn your coins by staying at Taj Hotels, but you could also use the NEU app to save for your Taj stays via other Tata product consumption as well. And on the other hand, the points credited for your Taj stays, will be usable for your next flight on AirAsia or to buy airpods on TataCliq as well. The Taj Group had anyways moved to revenue-linked burn of points back in 2015, so, this just extends the umbrella to all sorts of Tata entities, rather than just the Taj/Vivanta hotels.
We did not hear from the authorised spokesperson till the time of going to publication with this.
The Tata Group’s new superapp NEU will be a turning page for the loyalty programmes of the group, including for Taj Inner Circle. You will soon be able to earn and burn NEU coins across many group entities.
What do you think of the cross-amalgamation of loyalty programmes across the Tata Group by Tata NEU?
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