Case Study: Tathastu (a Future Group subsidiary) increases Future Pay digital wallet adoption with MoEngage

Tathastu Leverages Moengage to Increase Digital Wallet Adoption With Future Pay

Tathastu, a Future Group subsidiary responsible for digital innovation, faced low adoption of the Future Pay digital wallet: roughly 45% of users were active and 55% dormant, and the team wanted to boost monthly active users, increase average spend (about Rs 2,500/month per active user), and eliminate data silos across Future Retail’s brands. To address this, Tathastu partnered with MoEngage, leveraging the MoEngage customer engagement platform and its AI engine Sherpa to modernize personalization and campaign orchestration.

MoEngage implemented a unified engagement platform connected to a common data lake, giving all brand teams a single customer view, enabling micro-segmentation, multi-touch campaigns (push, email, in-app, SMS) and Sherpa-driven offer/time optimization. The MoEngage solution standardized analytics, sped decision-making, and empowered cross-brand promotions to reactivate dormant Future Pay users and drive higher average revenue per active user, helping Future Retail move toward its MAU and ARPU goals.

Tathastu

Arvind Pawar

Strategy And Innovation Head