The Tata group, a late entrant to e-commerce, is planning yet another risky venture called TataNeu. The SuperApp will bring all the products offered by the Tata group under one umbrella. The Tatas have already acquired 1MG, an online pharmacy retailer, and Big Basket, a grocery retailer.

Analysts say the venture is risky as the market is already dominated by Amazon and Flipkart. Besides, Reliance Retail will be investing billions of dollars to gain marketshare. This leaves the Tatas with two options: either invest billions like the competitors or find a niche for itself. This comes at a time when both Amazon and FlipKart, owned by WalMart, are planning to bring services launched in other countries to India. So will TataNeu become another ‘white elephant’ Corus Steel or telecom venture? Only time will tell.