![]() It remains to be seen what value would Adani bring for a user to download their super app," the analyst added. “But Adani does not have any consumer brand other than Fortune. “(The) Tatas have consumer brands like BigBasket, 1mg, Taj Hotels, Croma, Titan, Cliq, Starbucks and Air Asia, among others," said an analyst tracking the Adani Group who requested anonymity. The consumer insights that the group will obtain through the unified platform will help it build the super app.Īnalysts, however, are deeply sceptical of the group’s super app plans. ![]() All the consumer data that will land at the group’s doorstep through its entities will be managed via two subsidiaries-Adani ConneX and Adani Digital Labs, both of which were born only recently.Īdani Digital Labs was formed on 22 September with the aim of transforming the group’s consumer businesses into digital-first businesses by creating an omnichannel, integrated platform. For Adani, at the heart of this B2C transition are its consumer-facing businesses mentioned earlier. And Adani’s super app will bring all (its) customers onto one platform, tracking their behaviour and offering services accordingly," said Deven Choksey, managing director of KRChoksey Shares and Securities Pvt. “If people are already using their services, ultimately, every company would look at how they can improve the experience. Adani’s competitors, Reliance Industries Ltd and the Tata Group are also engaged in creating their own super apps currently. Interestingly, the Adani Group acquired a significant minority stake in Flipkart-owned travel app Cleartrip late last month-ostensibly, a cog in the unfolding super app strategy. If the plan succeeds, it could serve as a lynchpin to transition the group from a B2B-centric (business-to-business) firm to a B2C (business-to-consumer) player. The plan is to induce all those existing consumers to interact with the company via one app. Currently, the Adani Group claims to service over 400 million consumers, who engage with the group’s businesses via multiple touchpoints-ranging from Adani Airport, Adani Wilmar and Adani Total Gas to Adani Electricity.
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