Tata Neu: Launching Food Delivery on ONDC
Identified ONDC as the right infrastructure for food delivery, built the strategic case, and led the launch as point contact across commercial, product, and operations.
Peeyush Jain
Strategy & Planning (President's Office) at Tata Digital
From their time as
Strategy & Planning (President's Office)
Tata Digital • 2022
Overview
Peeyush was handed an open-ended question at Tata Digital: ONDC was emerging as a platform, and the leadership wanted to understand whether it could power new categories for Tata Neu's super app thesis.
The Story
Peeyush was handed an open-ended question at Tata Digital: ONDC was emerging as a platform, and the leadership wanted to understand whether it could power new categories for Tata Neu's super app thesis.
He approached it sequentially. First, he mapped what ONDC was actually enabling at the time, which use cases were live, and which were still being built. Food delivery and mobility stood out as the most developed and commercially viable options, and both fit the super app thesis. He brought that framing back to leadership with a recommendation to focus there.
With the food delivery mandate confirmed, Peeyush became the point contact for the launch. He owned commercial negotiations with ONDC network participants, defined the operating model, and built the roadmap. He worked across product, customer support, and operations to get the category live.
The launch put Tata Neu in a cohort of early ONDC food delivery players alongside Magic Pin, ahead of later entrants like Flipkart and Ola.