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Tata Neu Initiates Food Delivery Service via ONDC in Bengaluru and Delhi-NCR

12 Apr 2024 , 03:37 PM

Tata Digital Super App Tata Neu has launched the food delivery vertical through the Open Network for Digital Commerce (ONDC) in Delhi-NCR and Bengaluru, with plans to expand to three additional top-tier metros next week and pan-India by the middle of May, according to sources familiar with the events.

Although Tata Neu customers in other cities, such as Mumbai and Kolkata, are not currently provided the meal delivery option by default, changing the app location to another city by users in Bengaluru and Delhi-NCR could show the function.

According to a source familiar with the situation, Tata Digital has structured its approach such that within their main app, customers with addresses saved in Delhi-NCR or Bengaluru can readily access the food delivery feature. However, once they enter the food delivery experience through magicpin, if they subsequently change locations, they can place orders in any other city as well.

Tata Neu is collaborating closely with Zomato-backed Magicpin on the ONDC integration. The Gurgaon-based business is assisting the Tata company as a frontend technology service provider, as it did with finance giant Paytm and cab aggregator Ola through their ONDC integration.

Furthermore, Magicpin is the largest seller-side platform on ONDC in terms of restaurant onboarding, with over 50,000 restaurants joining the network. It has joined up with ONDC for three roles: technology services provider, seller-side app, and buyer-side app.

This will allow Tata Neu to cross-sell its other items on the app in areas such as clothes, jewellery, food, electronics, and airfares. Depending on how users respond, the app may potentially be connected with ONDC for more categories.

For feedback and suggestions, write to us at editorial@iifl.com

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