In its first month of launching operations, Tata Digital’s Tata Neu has clocked gross sales in the range of $ 120 - $ 150 million. Tata Digital expects total sales of $ 2-$ 2.5 billion in the first year after launching Tata Neu during the Indian Premier League (IPL).

This falls short of the internal goal of $ 200 million in gross merchandise value (GMV) per month.

Even though they missed their target the first month, Tata Neu is claimed to be aiming for roughly $200 million in gross sales per month. However, it is projected to pick up speed from here.

Tata Neu appears to be scaling up quickly in time for the Diwali festive season sale, which is a critical time for e-tailers to generate a substantial portion of their yearly sales.

The new app has been widely promoted by Tata Digital throughout the IPL, where Tata Group was the title sponsor this year.

According to App Annie, Tata Neu was downloaded over 11 million times in April and May on both the iOS app store and the Google Play Store.

Tata Neu stated its app had been downloaded by 2.2 million people within a week of its launch in a post-launch conference.

“It is a good start but considering the size and scale of the market I would have liked to see 40-50 million downloads. That could have been considered a much more successful number,” says Ashutosh Sharma, director of market research firm Forrester.

Customers can earn Neu Coins after making purchases on the super app, which they can then use to buy more things, thanks to the company's loyalty program, Neu Pass.

Tata Neu is home to the Tata conglomerate's most well-known consumer brands, including BigBasket, 1mg, and Croma, as well as its largest internet domains.

“They definitely tried to use a lot of growth hack that others have done in the past - like exclusive and invite-only access, IPL promotions - they spent quite a lot. The issue that Neu ran into was that even the promotion they were running was very confusing and not everyone would have understood the concept”, adds Sharma.