Adani Group Shuts Down Super App Ambitions Amid Financial Losses and Internal Turmoil

The Adani Group has reportedly pulled the plug on its ambitious Super App project, Adani One, marking a strategic retreat from its digital consumer play, said a report by Bloomberg. Launched in December 2022 by Adani Digital Labs, the app was envisioned as a one-stop platform for travel, hospitality, and airport services, modeled after global super apps like WeChat and domestic counterparts such as Tata Neu.

Despite initial traction and a user base of over 30 million by early 2024, the app failed to meet profitability benchmarks. Sources close to the development revealed that Adani One processed transactions worth ₹750 crore (~$90 million) by March 2024, but struggled to scale sustainably. The group had set an ambitious target of 500 million users by 2030—a goal that now appears out of reach.

The decision to shutter the app was accelerated by internal disagreements over its direction and scope. The exit of Chief Digital Officer Nitin Sethi, amid an internal probe into operational mismanagement, further destabilized the project. Leadership churn and strategic misalignment ultimately led to the app’s integration into Adani’s airport business, effectively ending its standalone digital journey.

The move signals a broader shift in Adani Group’s priorities. Alongside the app’s cancellation, the conglomerate is also exiting the FMCG space, having sold its stake in AWL Agri Business (Adani Wilmar). The group is now refocusing on its core strengths—energy, infrastructure, logistics, and urban redevelopment.

Industry analysts view the development as a cautionary tale for Indian conglomerates venturing into digital ecosystems. Like Tata Neu and Reliance’s MyJio, Adani One struggled with fragmented services, low user retention, and unclear value propositions.

With the digital detour behind it, Adani Group appears poised to double down on its infrastructure-led growth strategy, backed by multi-billion-dollar investments in airports, ports, and renewable energy.

Reason	Details
Financial Losses	Despite ₹750 crore (~$90M) in transactions by March 2024, the app failed to become profitable.
Low User Growth	Target: 500 million users by 2030; Reality: only 30 million users by 2024.
Internal Disagreements	Disputes over app direction and scope led to leadership churn.
Leadership Exit	Chief Digital Officer Nitin Sethi resigned amid an internal probe into mismanagement.
Strategic Refocus	Adani merged the digital unit into its airport business, shifting focus back to core infrastructure sectors.

`