New CEO of TAPSI Announces the Transformation into “TAPSI Group” and Launch of TAPSI Super App on July 22, 2024
According to Iran digital economy annotation, The new CEO of TAPSI announced that TAPSI will be transformed into the “TAPSI Group,” and the TAPSI Super App will launch on August 22, 2024. According to him, other businesses under the Golrang Group, such as Dartil, OFood, Okala, and others, will continue their operations under the umbrella of the TAPSI Super App.
According to Iran digital economy annotation, Mostafa Seyed-Hosseini, the new CEO of TAPSI, announced at press conference that TAPSI will become the “TAPSI Group” and that the TAPSI Super App will be available to users starting , August 22. Hosseini stated that “OFood” will be rebranded as “TAPSI Food,” “Dartil” will become “TAPSI Shop,” and “Okala” will serve as TAPSI’s grocery ordering service. In fact, Okala has not yet been rebranded and will continue to operate both independently and through the TAPSI Super App.
TAPSI Super App to Replace “OFood” with “TAPSI Food”
The CEO of TAPSI emphasized, “We are consolidating all our activities under one umbrella to create synergy.” According to Seyed-Hosseini, in the first phase, food and grocery ordering services will be available to some users.
Hosseini announced that “OFood” will be discontinued, and its users will access “TAPSI Food” through the TAPSI Super App, which will be available in Mashhad starting tomorrow. Additionally, “Dartil” will be rebranded as “TAPSI Shop.”
According to the CEO, “OFood,” which has been rebranded as “TAPSI Food,” initially launched in Tehran and is in the process of recruiting vendors (restaurants and food distributors). Hosseini stated that TAPSI Food will officially start operations in Tehran in September 2024 and will begin accepting user orders.
Regarding the monopoly in the food market, he said, “Exclusive contracts of competitors with restaurants are a serious challenge for us. We will use all our resources to overcome these obstacles. We will utilize legal options but won’t rely solely on them.”
In response to questions about competing with major players like Digikala through the rebranded “Dartil” (now TAPSI Shop), he explained, “We certainly face a tough path ahead. Except for the grocery section, we don’t have a significant market share in other areas. Initially, Dartil’s business model was similar to Digikala, but now TAPSI Shop focuses on Neighborhood Delivery (quick delivery from local vendors). Digikala has also worked on this section but hasn’t gained significant share. We aim to deliver orders within 2 hours with high speed, which is very challenging.”
Can “TAPSI Food” Rival “Snappfood”?
Regarding TAPSI’s serious entry into the food market, the CEO said, “Snappfood mentioned they don’t want new competitors in this field, but I think our entry and competition will benefit them.”
Concerning TAPSI’s recent capital increase from 240 billion tomans to 2,000 billion tomans, Hosseini said the explanatory plan will be published soon, and new resources will be used to develop new services.
A 92% Market Share for Snapp with the Help of Neighboring Countries?
Regarding Snapp’s claim of a 92% market share in the online taxi market, Hosseini stated, “The market share Snapp announced doesn’t match our calculations. They might have included rides from neighboring countries to reach this figure!” He clarified that comparing Snapp’s data with their own reveals discrepancies; they know their market share in online taxis has doubled during this period, yet the competitor talks about increasing their market share.
Hosseini said they do not intend to publish the number of food service orders in their financial reports. He added, “If our competitors were transparent, we would also announce our figures transparently.”
Snapp Grocery Orders Comparable to Okala
In response to questions about TAPSI’s advantage and market share in FMCG and grocery products, the CEO said, “Snapp Grocery (Snapp’s grocery service) has orders comparable to Okala. At times, we have even led the market and have equal market share. Today, many local supermarkets have joined Okala, and besides Ofoq Kourosh, other stores also collaborate with Okala. Okala’s annual report, to be published soon, will reflect these points.” Hosseini also announced they will continue offering “free delivery” on the Okala service as long as it aids their growth.
Health and Travel Services in TAPSI Group’s Next Steps
The CEO provided details about health and travel services in the TAPSI Super App. He stated that more information about the TAPSI Group’s health service will be provided at the appropriate time, starting with drug distribution and then adding medical services.
Regarding the travel service to be offered by the “Shab” startup on the TAPSI platform, he said, “Shab and tourism development are not key services for the initial launch of the super app. We need to consider our resources, and Shab is not fully controlled by the Golrang Industrial Group. We plan to include businesses in the TAPSI Super App that are fully under our control.”
As for the TAPSI School service, which was heavily advertised last year, he said, “We will not offer the TAPSI School service this year due to our focus on classic rides, as last year it caused harm to our users.”
The CEO also announced the addition of passenger transport to TAPSI’s motorcycle courier service, though it is not in their short-term plans but is a recognized gap.
In response to a question about the “I’m in a Hurry” option, TAPSI’s legal advisor, Negin Ansari, stated that it is being pursued, but the relevant authorities have not yet reached a final conclusion.
Why Did Golrang Enter TAPSI?
The CEO explained Golrang’s entry into TAPSI, saying, “If you look at Golrang’s history, you will always find evidence of efforts to get closer to customers and enter retail and distribution. Supporting supply, operations, and demand were areas we seriously pursued, and investments in infrastructure and logistics, and the acquisition of TAPSI and AloPeyk were in line with this and completing our value chain. Besides, TAPSI had unique features like a specialized and strong team, scalable AI, and suitable technical infrastructure to achieve our goals, which motivated Golrang’s entry into TAPSI.”
Hosseini further described TAPSI, Okala, OFood, Dartil, AloPeyk, ZepExpress, and MotoPeyk as Golrang’s platform business cycle, explaining, “The aim of unveiling the new identity of TAPSI Group was to create synergy and achieve an integrated set of businesses. Leading, controlling, and facilitating the integration of platform businesses under a single umbrella, accelerating the group’s goals in the platform business market, and using synergies among these companies for development are other goals we pursue in this regard.
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