How would you design a household sharing feature for NeuPass and NeuCoins on Tata Neu?

Introduction

Designing a household version of NeuPass on Tata Neu is a classic loyalty-meets-ecosystem problem. NeuPass is the membership layer that sits across BigBasket, Tata 1mg, Croma, Tata CLiQ, Westside, Air India, IHCL and other Tata brands, and NeuCoins (1 NeuCoin = ₹1) are the currency that ties those purchases together. In most Indian homes, though, shopping is not an individual activity: one person orders groceries on BigBasket, another refills a parent's medicines on 1mg, and a third buys the new phone at Croma. Today those NeuCoins land in three separate wallets, often too small to redeem before they expire.

I'll approach this by clarifying the problem, explaining why Tata Digital should build it now, choosing a user segment, mapping pain points, and then proposing and prioritising a solution with clear success metrics.

Step 1

Clarify Questions (3 minutes)

• Is the goal to grow NeuPass engagement, cross-brand purchasing, or financial-services adoption?

• Why it matters: Tata Digital has publicly repositioned Tata Neu around loyalty and financial services, so the goal decides which surface we design for.
• Hypothetical answer: The primary goal is to increase the number of households that buy from two or more Tata brands in a month.
• Impact: We'll design around pooling NeuCoins and shared benefits rather than a new shopping surface.

• Are there regulatory or accounting constraints on transferring NeuCoins between users?

• Why it matters: NeuCoins are a liability on the books and have 12-month validity; transfers could look like a stored-value instrument.
• Hypothetical answer: Transfers of earned coins are restricted, but pooled visibility and redemption on behalf of a member is acceptable.
• Impact: We'll design a "pool" rather than peer-to-peer transfers.

• What platforms and timeline are we working with?

• Why it matters: Tata Neu and each brand app (BigBasket, 1mg, Croma) have separate codebases.
• Hypothetical answer: Tata Neu app first, with brand apps reading the household pool through the NeuPass API within six months.
• Impact: The MVP lives inside Tata Neu, with brand surfaces in phase two.

Propose the Goal

Increase cross-brand engagement by letting a household earn, see, and redeem NeuCoins together, so that small balances become meaningful and every family member has a reason to choose a Tata brand.

Define the Scope

We'll design "NeuPass Household" for the Tata Neu app: up to five members, a shared NeuCoin view, shared NeuPass benefits (such as free delivery thresholds), and a household-level redemption flow. Credit-card earn from the Tata Neu HDFC Bank and SBI cards counts toward the pool only for the cardholder's share.