Can TATA compete with Zomato and Swiggy in India By partnering with ONDC?

The Indian digital landscape is a battlefield, and Tata Neu, the much-hyped “super app” of the legendary Tata Group, has found itself struggling to capture the hearts (and wallets) of users. Launched in April 2022 with a whopping $3 billion investment, it aimed to be a one-stop shop for everything from groceries to electronics, but user engagement proved lukewarm, resulting in a 100% loss in its first year. Now, in a bid to reignite the app’s fire, Tata Neu is eyeing the sizzling food delivery sector, currently dominated by the established giants Zomato and Swiggy.

TATA Neu’s Strategic Pivot: Navigating the Food Delivery Ecosystem

The decision to venture into food delivery is propelled by the sector’s proven track record of high user engagement and retention. Zomato and Swiggy have not only captivated the Indian market but have also set high benchmarks in terms of service efficiency, user experience, and delivery network. TATA Neu’s interest in this sector reflects a keen understanding that enhancing app engagement is crucial for reversing its fortunes. However, entering a market with such entrenched players poses significant challenges.

Partnering with ONDC: A Gateway to Competitive Edge

The Open Network for Digital Commerce (ONDC) presents a compelling proposition for TATA Neu. By leveraging ONDC’s network, TATA aims to democratise the digital commerce ecosystem, offering a level playing field where various service providers can interact and transact seamlessly. This partnership could enable TATA Neu to bypass the initial hurdles of establishing a delivery network from scratch and directly tap into a vast, pre-existing pool of restaurants and service providers. The move is not just about entering the food delivery market but about revolutionising how services are offered and consumed, making the process more inclusive and efficient.

Acquisition: A Double-Edged Sword

On the flip side, acquiring either Zomato or Swiggy could instantly catapult TATA Neu to the forefront of the food delivery sector. This approach, however, comes with its own set of complications. Firstly, the financial outlay for such an acquisition would be colossal, given the valuations of these companies. Moreover, integrating the operations, cultures, and technologies of such distinct entities would be a monumental task, fraught with risks of internal discord and loss of brand identity. Additionally, regulatory hurdles and antitrust concerns could further complicate the acquisition process.

The Road Ahead: Challenges and Opportunities

TATA’s venture into food delivery, whether through partnership with ONDC or acquisition, is a bold move that signifies adaptability and the willingness to innovate. However, the path is laden with challenges, including stiff competition, the need for technological integration, and maintaining service quality. The success of this strategic pivot will largely depend on TATA Neu’s ability to offer a differentiated value proposition to both vendors and consumers, thereby enhancing app engagement and retention.

Furthermore, TATA must navigate the regulatory environment, especially in light of recent government initiatives to promote fair competition and prevent market monopolisation. The company’s ability to work within these frameworks while fostering innovation will be crucial.

In the quest to compete with Zomato and Swiggy in India, TATA’s consideration to partner with ONDC or to acquire one of these giants signifies a strategic recalibration aimed at capturing the vibrant food delivery market. The journey ahead for TATA Neu involves not just overcoming the operational and competitive challenges but also reimagining the food delivery ecosystem to enhance user engagement and retention. As TATA embarks on this ambitious journey, it stands at the cusp of potentially transforming the Indian digital commerce landscape, promising an intriguing saga of business innovation and strategic foresight.