As Tata Group enters the race for India’s super app, it will need to overcome its own legacy
There’s something fascinating about the prefix ‘super’. It makes things look larger than life, an all-encompassing idea or entity that can serve us everything we want. This is why billions love and adore superheroes, the ones who have the solution to every problem.
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And even in the real world, the one where mobile apps are often the solution to a problem, the word ‘super’ brings up images of all-powerful apps for every need — saving consumers from the drudgery of downloading and using scores of apps. And that’s the fuel driving India’s super app brigade.
Hike tried it and gave up, while Paytm, PhonePe, Amazon and Flipkart are still giving it a go.