Adani Group is reportedly planning to build a super app, as the competition between Reliance and Tata is growing more and more. While speaking with the employees of Adani Digital Labs, a newly incubated division under Adani Enterprises, Gautam Adani said that their corporation must be the “Ferrari of the digital world.”
Adani said, “Idea to create a super app took a shape in Jan 2021 when 2 people from the business team showcased a mockup version of the super app to me. After seeing the demo, it took me less than 30 minutes to decide that we must become a player in this sector.”
“We take pride in the fact than more than 400 Mn mix of customers that engage at many levels with an Adani forum or service including Adani airport, Adani Wilmar, Adani total gas, Adani electricity, amidst many others. It was ‘no brainer that a unified digital platform-based approach was required to leverage the ‘unprecedented possibilities’ in this space.” Adani further added.
The group has appointed Nitin Sethi as the 1st employee for the newly formed Digital Labs as a chief digital officer on April 1, 2021. Digital Labs has been actively hiring since then and the total strength of the team now stands at 78 employees. Adani is impressed with the work of Digital Labs and added that the “Ferrari” is moving to space. He particularly thinks that Adani Group for the next 2 decades is going to be serving the millennials as they are going to have more purchasing power and willingness to spend.
“Traditional super app combine social sharing, messaging, communication, gaming, and travel all in a single unified application. With mobile as the future, almost every service we use and with the smartphone prices to drop drastically, I have very little doubt that every one of our own B2C businesses is going to be engagement-driven on a mobile platform,” he explained.
Speaking on their competitor, Adani said that most of the super app developers are creating something they are not. Paytm doe not remind us of shopping or WhatsApp does not remind us of payment.
According to the company, Adani super app should impact the lives of every class from shopkeepers, farmers, students, to many others. Gautam Adani’s son Jeet and his nephew Sagar are going to be heading Digital Labs. With Adani’s entry into the super app business, the race to provide influential and the user-friendly super app has levelled up. While Tata’s digital niche, Tata Digital has been on a spree to acquire majority stakes in startups, Mukesh Ambani’s Reliance is working extra hard to add more portfolio companies to strengthen its super app offer.
Whereas Tata Digital acquired a majority stake in e-grocery platform BigBasket, and epharmacy platform 1Mg, with its latest investment in Mukesh Bansal-led Curefit, it has made clear that they are going to offer a healthy lifestyle to customers. On the other hand, acquired a controlling stake in Justdial for INR 3,497 Cr, Netmeds, and Urban Ladder to strengthen its digital ecosystem. Other new entrants to the competition are Vijay Shekhar Sharma led Paytm which is going to be going for IPO to raise INR 6,600 Cr in few months.