Tata Digital is set to mark its foray into instant commerce with Neu Flash, which is expected to be available to select users on e-commerce super app Tata Neu, according to people familiar with the development.

Tata Digital did not immediately respond to queries sent by. Your story.

Economic Times first reported the development. According to the report, Neu Flash will offer categories beyond this general store, including electronics and fashion. It will be powered by the company’s existing hyperlocal operations. Big Basket.

Someone who knows the subject told me Your story The offering is expected to be rolled out in cities such as Mumbai and Bengaluru, which already have strong traction with BigBasket..

Neu Flash will try to bring some selected SKUs from Tata Cliq and Croma to the platform for the pilot. Since beauty as a category already exists on BigBasket, Tata Cliq is looking at shoes for experimentation.

The shoes offer less volatility, better brand recall and, most importantly, provide a strong foundation for Cliq, which is still struggling to get a foothold in beauty categories, according to the person mentioned earlier.

Neu Flash will be based on Big Basket’s local delivery operation and is expected to be initially available to loyal customers.

These developments occur at a time when the race to capture and maintain market share in fast commerce is intensifying.

Major players are trying to raise funds for aggressive expansion plans.

Led by Aadit Palicha Zepto It plans to raise another fund after closing $1 billion in the last six months. This round is expected to witness participation from Indian family offices and high net worth individuals.

Board of directors of Zomato, which operates in the field of fast commerce Blinkitapproved plans to raise $1 billion through qualified institutional placement as the company expands its dark store network across cities and categories.

Meanwhile, Swiggy, which is going to go public, is preparing to be listed by the end of this calendar year.