Content
Project Timeline
Jan 2021 – Sep 2022
Status
Delivered
Role
Founding Team | Product Strategy + UX
The Adani Digital Consumer Business was envisioned as an Integrated Apps Ecosystem, bringing together multiple consumer services into a cohesive, seamless digital experience. Instead of a single super app, we developed a suite of interconnected apps, each focusing on a specific domain—finance, travel, home, and lifestyle—while remaining interconnected through a centralized data layer, loyalty system, and AI-powered personalization. The initiative aimed to leverage digital strategy to create new consumer offerings, enhance brand visibility, and establish a direct connection with consumers—an area where Adani had limited presence.
How can Adani create as scalable digital ecosystem that offers high-value consumer services, builds direct engagement, and enhances brand visibility in the digital consumer market?
Adani’s legacy lies in infrastructure and B2B domains—with limited digital interaction with individual consumers.
Fintech, travel, and lifestyle demand is rising—but no single platform strategy currently captures that potential.
Consumer-facing services are disconnected across business units, creating inconsistent user journeys
While well-known in industrial sectors, Adani lacked presence in the consumer's digital imagination.
Defined three core user archetypes: Frequent Travelers, Financially Conscious Users, and Home Enthusiasts.
Mapped omnichannel experiences to optimize cross-vertical engagement.
Conducted user research across travel, finance, and home verticals to identify behavioral overlaps.
Analyzed customer pain points in fragmented digital experiences and lack of personalization.
Studied global super apps and best practices to inform an India-centric approach to digital consumer ecosystems.
Instead of a single super app, the Adani Digital Consumer Business was designed as an integrated ecosystem where multiple apps connect through a common backend infrastructure, providing a seamless consumer experience.
Each app operates independently but shares user data, rewards, and cross-app interactions to create a personalized and connected experience.
Connected Businesses
Identified all businesses connected with consumers, either directly or indirectly.
Digital Readiness
Assessed digital readiness & opportunities within different verticals.
High-Impact Areas
Defined high-impact areas where digital transformation could create new revenue streams.
Cross-Service Integration
Scalable digital infrastructure
Data-driven personalization
Interconnected Apps
AI Powered Personalization
The Adani Digital Consumer Ecosystem isn't just a vision.
It’s live, loved, and scaling across India — with apps already available on iOS and Android platforms.
through AI-driven recommendations.
optimizing user journeys
within the first few months of launch
generated via travel partner integrations
