tata-group-uber-in-talks-for-partnership-to-drive-digital-engagement

The Tata Group is engaged in discussions with Uber Technologies to explore a strategic alliance aimed at bolstering traffic volumes and user engagement on Tata's digital platform.

The potential collaboration could see Uber's services integrated as an 'anchor app' within the Tata Neu ecosystem.

Despite being positioned as a 'super app,' Tata Neu has encountered challenges such as stagnant user growth and low customer engagement. To address this, the platform is now targeting to fulfill 50 percent of an average customer's daily needs, spanning groceries, medicines, fashion, food, travel, and utility payments. Following customer complaints, Tata Digital has revised its strategy to enhance app performance and user satisfaction, although the extent of its success remains unclear.

A partnership with Uber, renowned for its mobility solutions, holds promise in driving daily user engagement on Tata Neu while expanding its product portfolio beyond conventional offerings. Moreover, under Uber Technologies CEO Dara Khosrowshahi's leadership, Uber has diversified into sectors such as grocery delivery and high-margin advertising, presenting opportunities for synergies with Tata Neu.

While preliminary discussions have commenced, the precise terms of the potential alliance are still being negotiated, with no guarantee of a definitive agreement.

Last year, Tata Motors inked a pact with Uber to supply 25,000 electric vehicles (EVs), marking the largest EV commitment between an automaker and a ridesharing platform in India. The collaboration aims to electrify Uber services across major Indian cities and may include a longer-term supply commitment.

This partnership aligns with Tata Motors' goal of achieving a predominantly electric fleet by 2030, as well as Uber's zero-emission objectives, indicating a deepening relationship between the two entities that could extend to other Tata subsidiaries.