Tata Consumer Products is doubling down on its digital transformation, particularly through an accelerated push into quick commerce. PB Balaji, the company’s non‑executive director, emphasized that “quick commerce is going to reshape the business of consumer goods going forward,” signaling a shift away from dependency on traditional retail channels.

Meanwhile, Tata Play is enhancing its digital offerings by leveraging its DTH platform for addressable TV advertising. In partnership with ZEE Entertainment, Tata Play is introducing precision-targeted ads on Zee Cinema, marking a pivotal evolution in data-driven advertising within the Indian television industry .

In summary, Tata is intensifying its digital strategy on two fronts: transforming consumer goods distribution with ultra-fast delivery models and modernizing its media platform through smart, targeted advertising.

sources