Case Study: TATA Digital launches Tata Neu in 4 months with Sanity

Tata Digital integrates 20+ brands to launch their SuperApp, Tata Neu, in 4 months with Sanity—overcoming the challenges of content diversity and siloed stacks.

TATA Digital, the digital arm of the Tata Group, faced the immense challenge of unifying over 20 diverse consumer brands into a single "SuperApp" called Tata Neu. After struggling for a year with their previous vendor, Adobe Experience Manager, which offered rigid content structures and a disconnected tech stack, they turned to Sanity. They needed a composable content solution that could integrate numerous siloed systems and meet a hard launch deadline tied to a major sporting event.

By implementing Sanity's headless CMS with its code-driven schemas and real-time APIs, TATA Digital successfully launched the Tata Neu app in just four months. The solution provided the flexibility to manage multi-brand content and integrate diverse data sources seamlessly. The results were significant, with Sanity enabling the migration of 20,000 content documents in 17 hours and helping the app achieve 11 million downloads within two months of its debut.

TATA Digital

Pavan Podila

Chief Software Architect