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overflow-hidden rounded-lg object-cover object-center opacity-60 [mask-image:linear-gradient(0deg,rgba(0,0,0,0)0%,rgba(0,0,0,1)50%)]" style="color:transparent" srcSet="https://cdn.sanity.io/images/3do82whm/next/55aae8994e84cb679108a25bf3d16a08572ef118-1920x1080.png?w=1920&q=75&fit=clip&auto=format 1x, https://cdn.sanity.io/images/3do82whm/next/55aae8994e84cb679108a25bf3d16a08572ef118-1920x1080.png?w=3840&q=75&fit=clip&auto=format 2x" src="https://cdn.sanity.io/images/3do82whm/next/55aae8994e84cb679108a25bf3d16a08572ef118-1920x1080.png?w=3840&q=75&fit=clip&auto=format"/><div class="z-10 col-start-1 row-start-1 flex flex-col justify-between p-24"><img alt="the tata digital logo is black and white on a white background ." loading="lazy" width="927" height="140" decoding="async" data-nimg="1" class="max-h-[5em] max-w-[9em] object-contain object-left-top [filter:grayscale(1)_invert(1)_brightness(1.1)]" style="color:transparent" srcSet="https://cdn.sanity.io/images/3do82whm/next/c775222cede343f88051f8755fcf191d295bd7bd-927x140.png?w=1080&q=75&fit=clip&auto=format 1x, https://cdn.sanity.io/images/3do82whm/next/c775222cede343f88051f8755fcf191d295bd7bd-927x140.png?w=1920&q=75&fit=clip&auto=format 2x" src="https://cdn.sanity.io/images/3do82whm/next/c775222cede343f88051f8755fcf191d295bd7bd-927x140.png?w=1920&q=75&fit=clip&auto=format"/><ul class="flex flex-col gap-16 sm:flex-row md:gap-x-48 lg:gap-x-96"><li><div class="page-heading-sm text-white">11M</div><div class="text-details-md text-gray-300">app downloads post-launch</div></li><li><div class="page-heading-sm text-white">20K</div><div class="text-details-md text-gray-300">docs migrated in 17 hours</div></li><li><div class="page-heading-sm text-white">4 months</div><div class="text-details-md text-gray-300">to re-platform a DXP</div></li></ul></div></div><div class="mb-48 flex flex-wrap justify-between gap-24 border-b border-border-subtle pb-24"><p class="text-lede grow basis-[20em] text-balance">Tata Digital integrates 20+ brands to launch their SuperApp, Tata Neu, in 4 months with Sanity—overcoming the challenges of content diversity and siloed stacks.</p><ul class="flex gap-8 [&_svg]:h-auto [&_svg]:w-[15px]"><li><a href="https://twitter.com/intent/tweet?text=https://www.sanity.io/customers/tata" aria-label="Share this page on X (Twitter)" class="flex aspect-square w-[45px] items-center justify-center rounded-full border border-border-subtle outline-2 outline-offset-2 transition-colors duration-200 hover:bg-bg-dim focus:bg-bg-dim"><svg viewBox="0 0 1200 1227" fill="currentColor" xmlns="http://www.w3.org/2000/svg"><path d="M714.163 519.284L1160.89 0H1055.03L667.137 450.887L357.328 0H0L468.492 681.821L0 1226.37H105.866L515.491 750.218L842.672 1226.37H1200L714.137 519.284H714.163ZM569.165 687.828L521.697 619.934L144.011 79.6944H306.615L611.412 515.685L658.88 583.579L1055.08 1150.3H892.476L569.165 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[&_svg]:-ml-[1px] [&_svg]:w-[27px]"><svg class="block" data-icon="link" viewBox="0 0 25 25"><use href="/iconophor/sanity-icons/3.7.0/link?replace-colors=currentColor&symbol=true#icon"></use></svg><svg class="hidden" data-icon="checkmark" viewBox="0 0 25 25"><use href="/iconophor/sanity-icons/3.7.0/checkmark?replace-colors=currentColor&symbol=true#icon"></use></svg></button></li></ul></div></header><article class="container-x flex flex-col items-start gap-24 lg:flex-row"><aside class="top-[100px] flex grow basis-[15em] flex-col gap-24 lg:sticky"><div class="flex flex-col gap-32 rounded-md border border-border-subtle bg-bg-dim p-16"><img alt="the tata digital logo is black and white on a white background ." loading="lazy" width="927" height="140" decoding="async" data-nimg="1" class="max-h-[3em] max-w-[7em] object-contain object-left-top grayscale @dark:[filter:grayscale(1)_invert(1)_brightness(1.1)]" style="color:transparent" srcSet="https://cdn.sanity.io/images/3do82whm/next/c775222cede343f88051f8755fcf191d295bd7bd-927x140.png?w=1080&q=75&fit=clip&auto=format 1x, https://cdn.sanity.io/images/3do82whm/next/c775222cede343f88051f8755fcf191d295bd7bd-927x140.png?w=1920&q=75&fit=clip&auto=format 2x" src="https://cdn.sanity.io/images/3do82whm/next/c775222cede343f88051f8755fcf191d295bd7bd-927x140.png?w=1920&q=75&fit=clip&auto=format"/><dl class="gap-40 sm:columns-2 lg:columns-1 [&_dd+dt]:mt-32 [&_dd]:mt-12"><dt class="label-md text-fg-dim">Industry</dt><dd class="text-details-md"><ul><li>Retail</li></ul></dd><dt class="label-md text-fg-dim">Use case</dt><dd class="text-details-md">Mobile app powering e-commerce, digital products and services for 20+ Tata consumer brands across travel, grocery, electronics, personal finance, Tata pay, fitness, and more.</dd><dt class="label-md text-fg-dim">Integrations</dt><dd class="text-details-md"><ul class="[&_>li+li]:mt-12"><li class="flex gap-6"><img alt="" loading="lazy" width="44" height="44" decoding="async" data-nimg="1" class="max-w-16" style="color:transparent" srcSet="https://cdn.sanity.io/images/3do82whm/next/dbee2f4c4fd1cbbd87ebbd63098f6c3133fcd88b-44x44.svg?w=48&q=75&fit=clip&auto=format 1x, https://cdn.sanity.io/images/3do82whm/next/dbee2f4c4fd1cbbd87ebbd63098f6c3133fcd88b-44x44.svg?w=96&q=75&fit=clip&auto=format 2x" src="https://cdn.sanity.io/images/3do82whm/next/dbee2f4c4fd1cbbd87ebbd63098f6c3133fcd88b-44x44.svg?w=96&q=75&fit=clip&auto=format"/>Flutter</li><li class="flex gap-6"><img alt="" loading="lazy" width="44" height="50" decoding="async" data-nimg="1" class="max-w-16" style="color:transparent" srcSet="https://cdn.sanity.io/images/3do82whm/next/750ca3f5f90ef61f5153e977a7fd776b0c2aff51-44x50.svg?w=48&q=75&fit=clip&auto=format 1x, https://cdn.sanity.io/images/3do82whm/next/750ca3f5f90ef61f5153e977a7fd776b0c2aff51-44x50.svg?w=96&q=75&fit=clip&auto=format 2x" src="https://cdn.sanity.io/images/3do82whm/next/750ca3f5f90ef61f5153e977a7fd776b0c2aff51-44x50.svg?w=96&q=75&fit=clip&auto=format"/>Node.js</li></ul></dd><dt class="label-md text-fg-dim">Applications</dt><dd class="text-details-md"><ul class="[&_>li+li]:mt-6"><li>Multi-brand</li><li>Mobile app</li><li>Payments</li><li>Personalization</li><li>Experimentation</li><li>Loyalty program</li></ul></dd></dl></div><div class="flex flex-col gap-12 pl-16"><p class="text-details-md">See how Sanity can work for you</p><a class="Button_button__cU1ax" data-size="md" data-fill="solid" data-color="primary" href="/contact/sales?ref=customerstory-tata">Book a demo</a></div></aside><section class="text-prose grid grow-[5] basis-[30em] grid-cols-[min(53ch,100%)_1fr] py-16 md:px-16 [&_>*+*]:mt-[1rem] [&_>*+h2]:mt-[5rem] [&_>*+h3]:mt-48 [&_>*]:col-start-1"><h2 class="component-heading-lg">Story Highlights</h2><ul class="list-disc pl-[1.5em]"><li class="mt-8 pl-8"><strong>Company-wide initiative</strong>: Unify Tata apps onto a single modern app that eliminates overhead of maintaining separate back ends for every brand</li><li class="mt-8 pl-8"><strong>On a hard deadline:</strong> Launch event is planned, but the app isn’t ready after a year of struggling to re-build with a DXP</li><li class="mt-8 pl-8"><strong>How Tata Digital uses Sanity:</strong> <ul class="list-disc pl-[1.5em]"><li class="mt-8 pl-8"><strong>Seamless integration</strong> of 20+ tech stacks, consisting of third-party and home-grown data systems</li><li class="mt-8 pl-8"><strong>Flexible content model</strong> to bring to life every brand's unique vision and easily adapt to change </li><li class="mt-8 pl-8"><strong>Streamlined multi-brand workflows:</strong> Go from idea to production in under 1 hour, without relying on developers</li></ul></li></ul><h2 class="component-heading-lg">The Vision</h2><h3 class="component-heading-md">Better together on one platform</h3><p>Founded in 1868, Tata Group is one of India's most renowned conglomerates. It has a diverse portfolio spanning 150+ sub-brands across a spectrum of sectors—from consumer products to consulting, travel to telecommunications, and hospitality to health. </p><p>In 2021, Tata Group doubled down on its digital strategy investing $2 billion to start Tata Digital, a digital arm focused on modernizing the company’s e-commerce, digital platforms, and online services. The goal was to accelerate growth by expanding reach and tapping into India’s fast-growing audience of over 1 billion mobile users.</p><p>At the time, Tata’s digital portfolio consisted of 20+ different mobile apps across electronics, groceries, travel, fashion, and others. This led to a fragmented experience for users—incessantly downloading and switching between apps. On the flip side, it came with a massive development cost for the company to build and maintain separate mobile apps with separate tech stacks.</p><p>To Tata Group’s leadership team, there was not a shred of a doubt: the brands were better together. The company tasked Tata Digital with its first company-wide initiative: unify all of Tata’s consumer brands under a one stop-shop—Tata Neu—for a seamless, connected e-commerce experience.</p><h2 class="component-heading-lg">The Challenge</h2><h3 class="component-heading-md">Rethinking the content layer for modern development</h3><p>Internally dubbed the “SuperApp”, Tata Neu was no ordinary mobile app to build, and would require a “super” effort from Tata Digital to wrangle segregated tech stacks, business priorities, and teams. And they needed to do so against a hard deadline: a not-to-be-missed opportunity of exposure to 500 million viewers at the Indian Premier League (IPL). As the premier sponsor of the sporting event, Tata Group had planned to leverage its promotional placements to drive awareness and adoption for Tata Neu.</p><p>With one year to go, the work was cut out for Tata Digital. They needed to bring every app onto a single digital platform, without losing the flexibility to meet every brand’s unique business and technology requirements.</p><p>A critical layer of the digital platform, the right content solution was key to delivering a modern, multi-brand mobile experience. Initially, Tata Digital was inclined to stick to the company’s incumbent CMS vendor, Adobe Experience Manager (AEM).However, when put to the test, AEM Headless posed insurmountable roadblocks:<br/></p><ol class="list-decimal pl-[1.5em]"><li class="mt-8 pl-8"><strong>Rigid content structures</strong><br/>Whilst onboarding more brands onto AEM, Tata realized that a one-size-fits-all content model wouldn't work for the SuperApp, due to the complexity and diversity of multiple brands and verticals. For instance, fashion purchases and buying insurance differ vastly in product type and customer journey. Yet, on AEM, brands were forced to use fixed content types, despite having vastly different content requirements.</li><li class="mt-8 pl-8"><strong>Disconnected tech stack</strong> <br/>Every Tata app was at different levels of digital maturity, each with its own constraints—Tata Digital had to meet the brands where they were today. This meant interoperability with diverse, legacy systems was key. However, given AEM’s architectural limitations, Tata Digital couldn’t integrate with the third-party and homegrown data systems and tools that each brand used for their apps.<br/><br/>Due to AEM’s web-first architecture, it was challenging to build a modern integrated SuperApp. Tata settled for a progressive web app, putting websites into a mobile container, but created an inconsistent, fragmented experience—every website had a different look and feel.</li><li class="mt-8 pl-8"><strong>Legacy developer experience</strong><br/>AEM’s new headless option still had remnants of a monolithic setup. Because their content backend was still tightly coupled with the frontend, content schemas were polluted with UI attributes, like CSS. This made it painfully complex to reuse schemas at scale. <br/><br/>Additionally, AEM imposed tedious workflows that would not scale, from manual content modeling via the UI to manual synching of schemas via zip file sharing across teams. It became challenging to govern change management, increasingly so, as the team grew from 20 to 100 developers.</li></ol><p>Ultimately, the problem boiled down to one core blocker: when content is tied to the presentation layer, you’re limited in the experiences you can create.After experiencing delays in launching Tata Neu due to AEM’s failures, Tata Digital realized the need for a more flexible approach to build the SuperApp the way they wanted. They turned to the headless CMS category.</p><div class="!mb-16 !mt-32 lg:-ml-16"><div class="w-full @container"><blockquote class="relative grid h-full grid-rows-[minmax(72px,auto)_1fr_auto] gap-24 rounded-md border border-border-subtle p-16 text-fg-base shadow-2 @md:grid-cols-[1fr_112px] @md:grid-rows-[auto] @md:rounded-lg @md:p-24 @md:shadow-3 @lg:p-32 @2xl:grid-cols-[1fr_224px] @2xl:gap-48"><svg viewBox="0 0 112 72" class="col-start-1 row-start-1 h-auto w-[112px] justify-self-end fill-bg-dim @md:col-start-2 @2xl:w-[224px]" aria-hidden="true"><use href="/_next/static/media/right-double-quotation-mark.0c7ad3c8.svg#symbol"></use></svg><div class="@2xl:max-w-[79ch] @md:row-start-1"><p class="text-pretty text-quote-sm @2xl:text-quote-lg">We were very clear from the beginning—a CMS should not dictate the presentation layer. Content is the data, and the UI is a projection of the data. We don't want content to become the UI projection. When you couple UI with data, you muddle the pristine vocabulary of content and end up with a schema that departs significantly from the core purpose of structured content.</p></div><footer class="self-center"><div class="flex items-start items-center gap-8 @lg:gap-12"><span class="h-40 w-40 shrink-0 overflow-hidden rounded-full bg-gradient-to-br from-cyan-200 via-white to-red-200 @lg:h-64 @lg:w-64"><img alt="A portrait of Pavan Podila" loading="lazy" width="200" height="200" decoding="async" data-nimg="1" class="h-full w-full object-cover mix-blend-multiply grayscale" style="color:transparent;background-size:cover;background-position:50% 50%;background-repeat:no-repeat;background-image:url("data:image/png;base64,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")" srcSet="https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png?w=256&q=75&fit=clip&auto=format 1x, https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png?w=640&q=75&fit=clip&auto=format 2x" src="https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png?w=640&q=75&fit=clip&auto=format"/></span><div class="text-details-md flex flex-col @lg:text-details-lg"><div class="font-semibold">Pavan Podila</div><div class="text-fg-dim">Chief Software Architect</div></div></div></footer><img alt="" loading="lazy" width="927" height="140" decoding="async" data-nimg="1" class="h-auto max-h-[3em] w-full max-w-[9em] self-center object-contain [filter:grayscale(1)_brightness(40%)] @dark:[filter:grayscale(1)_invert(1)_brightness(11)] @md:justify-self-end" style="color:transparent;background-size:cover;background-position:50% 50%;background-repeat:no-repeat;background-image:url("data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAABQAAAADCAYAAACTWi8uAAAACXBIWXMAAAsTAAALEwEAmpwYAAAAcklEQVQImTXOvwoBABTF4c9oYpL8F1GewCQvYFQmrBiUwS7x3Lp1DKffPWc498AWF9zCK+7hHkv0MIwG6GOMSbLyLTRgjQfe+OIVffDEBlPMsAj/vjjHKsXNKqxjh1N0jM445OF/ySjLirW6g26KK2//AB5yDacBOnyCAAAAAElFTkSuQmCC")" srcSet="https://cdn.sanity.io/images/3do82whm/next/22969ee8714a878dbb711106f427939a557f26f6-927x140.png?w=1080&q=75&fit=clip&auto=format 1x, https://cdn.sanity.io/images/3do82whm/next/22969ee8714a878dbb711106f427939a557f26f6-927x140.png?w=1920&q=75&fit=clip&auto=format 2x" src="https://cdn.sanity.io/images/3do82whm/next/22969ee8714a878dbb711106f427939a557f26f6-927x140.png?w=1920&q=75&fit=clip&auto=format"/></blockquote></div></div><h2 class="component-heading-lg">The Solution</h2><h3 class="component-heading-md">Composability: the key to Tata’s vision</h3><p>In their search to find the ideal content solution for the SuperApp, Tata Digital conducted a comprehensive evaluation of the top headless CMSes on Gartner’s list. It wasn’t just a matter of finding the right technology. They had to galvanize leadership and internal teams around the new vision: treating content as data. And composability was the means to get there.By storing content as atomic data units—detached from the UI—a composable content layer would allow content to be restructured and reused for any context. This was the unlock for Tata to scale multi-brand experiences.</p><div class="!mb-16 !mt-32 lg:-ml-16"><div class="w-full @container"><blockquote class="relative grid h-full grid-rows-[minmax(72px,auto)_1fr_auto] gap-24 rounded-md border border-border-subtle p-16 text-fg-base shadow-2 @md:grid-cols-[1fr_112px] @md:grid-rows-[auto] @md:rounded-lg @md:p-24 @md:shadow-3 @lg:p-32 @2xl:grid-cols-[1fr_224px] @2xl:gap-48"><svg viewBox="0 0 112 72" class="col-start-1 row-start-1 h-auto w-[112px] justify-self-end fill-bg-dim @md:col-start-2 @2xl:w-[224px]" aria-hidden="true"><use href="/_next/static/media/right-double-quotation-mark.0c7ad3c8.svg#symbol"></use></svg><div class="@2xl:max-w-[79ch] @md:row-start-1"><p class="text-pretty text-quote-sm @2xl:text-quote-lg">There’s a common misconception that projecting data onto a UI requires significant transformation. In reality, everything displayed on the screen, from navigation to media and animation can be driven by data. With precise control over how data is handled and displayed, Sanity allows you to build dynamic UIs in real-time, even as the data evolves.</p></div><footer class="self-center"><div class="flex items-start items-center gap-8 @lg:gap-12"><span class="h-40 w-40 shrink-0 overflow-hidden rounded-full bg-gradient-to-br from-cyan-200 via-white to-red-200 @lg:h-64 @lg:w-64"><img alt="A portrait of Pavan Podila" loading="lazy" width="200" height="200" decoding="async" data-nimg="1" class="h-full w-full object-cover mix-blend-multiply grayscale" style="color:transparent;background-size:cover;background-position:50% 50%;background-repeat:no-repeat;background-image:url("data:image/png;base64,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")" srcSet="https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png?w=256&q=75&fit=clip&auto=format 1x, https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png?w=640&q=75&fit=clip&auto=format 2x" src="https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png?w=640&q=75&fit=clip&auto=format"/></span><div class="text-details-md flex flex-col @lg:text-details-lg"><div class="font-semibold">Pavan Podila</div><div class="text-fg-dim">Chief Software Architect</div></div></div></footer></blockquote></div></div><h3 class="component-heading-md">Headless, but not composable</h3><p>To ensure they met every brand requirement during evaluation, Tata Digital involved key cross-functional stakeholders from the start, including product, content, marketing, and engineering. After scoping the use case for every business unit, the team spent two months exploring top headless CMSes.</p><p>Most headless CMS vendors didn’t make it past the first technical requirement—including Contentful, ContentStack, Storyblok, Strapi, Prismic, Agility CMS, DatoCMS, and ButterCMS. Like AEM, they all came with the same limitation: schema creation through the user interface (UI). This meant the structure of their data would still be dictated by how it appeared on the authoring UI, making it untenable for the following reasons:</p><ol class="list-decimal pl-[1.5em]"><li class="mt-8 pl-8"><strong>Limited flexibility:</strong> Most headless CMSes offer predefined content types via their authoring UI—they lack the flexibility to customize content models and the authoring UI to meet different requirements across teams.</li><li class="mt-8 pl-8"><strong>Workflow frictions:</strong> No developer wants to manually create and modify schemas by clicking through the UI, when they can do it faster, and to better effect, via code. Also, version control in code is much simpler to any UI-based versioning, and allows for cleaner code reviews via pull requests.</li><li class="mt-8 pl-8"><strong>Hard to scale:</strong> Tata planned to add more brands onto the SuperApp—this would mean new use cases from different verticals and teams. When schema design is controlled via the UI, it’s not easy to reuse and modify content models—it would require recurring rebuilds, which was a non-starter for Tata.</li></ol><p>The team was on the verge of giving up on the search, and building their own CMS—until they came across Sanity.</p><div class="!mb-16 !mt-32 lg:-ml-16"><div class="w-full @container"><blockquote class="relative grid h-full grid-rows-[minmax(72px,auto)_1fr_auto] gap-24 rounded-md border border-border-subtle p-16 text-fg-base shadow-2 @md:grid-cols-[1fr_112px] @md:grid-rows-[auto] @md:rounded-lg @md:p-24 @md:shadow-3 @lg:p-32 @2xl:grid-cols-[1fr_224px] @2xl:gap-48"><svg viewBox="0 0 112 72" class="col-start-1 row-start-1 h-auto w-[112px] justify-self-end fill-bg-dim @md:col-start-2 @2xl:w-[224px]" aria-hidden="true"><use href="/_next/static/media/right-double-quotation-mark.0c7ad3c8.svg#symbol"></use></svg><div class="@2xl:max-w-[79ch] @md:row-start-1"><p class="text-pretty text-quote-sm @2xl:text-quote-lg">We recognized that each brand in our multi-brand portfolio has unique content requirements and structures. A one-size-fits-all approach with a universal schema wouldn't suffice. Code-driven schema design was our top criteria for a CMS. We were looking for a programmatic way to build and modify schemas at scale. This would allow us to explore and evolve our content structures over time, without being limited to fixed design patterns.</p></div><footer class="self-center"><div class="flex items-start items-center gap-8 @lg:gap-12"><span class="h-40 w-40 shrink-0 overflow-hidden rounded-full bg-gradient-to-br from-cyan-200 via-white to-red-200 @lg:h-64 @lg:w-64"><img alt="A portrait of Pavan Podila" loading="lazy" width="200" height="200" decoding="async" data-nimg="1" class="h-full w-full object-cover mix-blend-multiply grayscale" style="color:transparent;background-size:cover;background-position:50% 50%;background-repeat:no-repeat;background-image:url("data:image/png;base64,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")" srcSet="https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png?w=256&q=75&fit=clip&auto=format 1x, https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png?w=640&q=75&fit=clip&auto=format 2x" src="https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png?w=640&q=75&fit=clip&auto=format"/></span><div class="text-details-md flex flex-col @lg:text-details-lg"><div class="font-semibold">Pavan Podila</div><div class="text-fg-dim">Chief Software Architect</div></div></div></footer></blockquote></div></div><h3 class="component-heading-md">Sanity solves for scale and flexibility</h3><p>Sanity met Tata's top two solution criteria. Where AEM and other headless CMS solutions fell short, Sanity’s composable content platform offered two technical differentiators:</p><ol class="list-decimal pl-[1.5em]"><li class="mt-8 pl-8"><strong>Schemas as code:</strong> During their proof-of-concept, Tata Digital pressure-tested every use case on Sanity. By the end, they were confident in not only meeting today’s requirements but also scaling easily in the future. Code-driven schemas offered developers the much-desired flexibility and control to easily reuse and adapt content structures across brands and use cases. Tata’s developers loved the added benefits of content modeling in code: from version control with Git to writing easy-to-read schemas in TypeScript. </li><li class="mt-8 pl-8"><strong>APIs and webhooks:</strong> Sanity offered a level of interoperability that AEM had failed to offer—anything with an API could be connected to Sanity, from third-party tools to homegrown data sources. This made it easy to integrate every brand onto one platform.</li></ol><div class="!mb-16 !mt-32 lg:-ml-16"><div class="w-full @container"><blockquote class="relative grid h-full grid-rows-[minmax(72px,auto)_1fr_auto] gap-24 rounded-md border border-border-subtle p-16 text-fg-base shadow-2 @md:grid-cols-[1fr_112px] @md:grid-rows-[auto] @md:rounded-lg @md:p-24 @md:shadow-3 @lg:p-32 @2xl:grid-cols-[1fr_224px] @2xl:gap-48"><svg viewBox="0 0 112 72" class="col-start-1 row-start-1 h-auto w-[112px] justify-self-end fill-bg-dim @md:col-start-2 @2xl:w-[224px]" aria-hidden="true"><use href="/_next/static/media/right-double-quotation-mark.0c7ad3c8.svg#symbol"></use></svg><div class="@2xl:max-w-[79ch] @md:row-start-1"><p class="text-pretty text-quote-sm @2xl:text-quote-lg">Tata Digital has been able to create a schema structure complex enough to federate different brands, industry verticals, and complex use cases—and then seamlessly paint it on a single mobile app. Every time I've seen a new use case, I've been able to accommodate it. Thanks to Sanity, we were able to evolve our schema structure over time.</p></div><footer class="self-center"><div class="flex items-start items-center gap-8 @lg:gap-12"><span class="h-40 w-40 shrink-0 overflow-hidden rounded-full bg-gradient-to-br from-cyan-200 via-white to-red-200 @lg:h-64 @lg:w-64"><img alt="A portrait of Pavan Podila" loading="lazy" width="200" height="200" decoding="async" data-nimg="1" class="h-full w-full object-cover mix-blend-multiply grayscale" style="color:transparent;background-size:cover;background-position:50% 50%;background-repeat:no-repeat;background-image:url("data:image/png;base64,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")" srcSet="https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png?w=256&q=75&fit=clip&auto=format 1x, https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png?w=640&q=75&fit=clip&auto=format 2x" src="https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png?w=640&q=75&fit=clip&auto=format"/></span><div class="text-details-md flex flex-col @lg:text-details-lg"><div class="font-semibold">Pavan Podila</div><div class="text-fg-dim">Chief Software Architect</div></div></div></footer></blockquote></div></div><h2 class="component-heading-lg">The Results </h2><h3 class="component-heading-md">11 million downloads in 2 months</h3><p>Within 4 months of purchasing Sanity, Tata Digital was able to launch Tata Neu—debuting in front of 500 million Indian Premier League fans in March 2022. With this massive exposure, Tata Neu amassed 11 million downloads within just 2 months of launch. </p><p>In reaching this milestone, Tata had seen content migration as a risk—they had massive amounts of data to get out of AEM and into Sanity. To their surprise, they were able to migrate everything—a whopping 20,000 documents—with a single script in under 17 hours. This is a testament to the real-time APIs and flexibility of Sanity's schemaless back-end database, Content Lake. Every content type, from text and images to references, was structured and ready for production. They also discarded unnecessary documents in the new world of Sanity—where infinite nesting of documents and objects allows you to consolidate schemas and organize data more efficiently, thus reducing complexity.</p><p>Today, streamlined data pipelines are the norm for Tata Digital. </p><ol class="list-decimal pl-[1.5em]"><li class="mt-8 pl-8"><strong>Surgical content updates:</strong> Developers can pull and push data to any context at any scale with a single API call.</li><li class="mt-8 pl-8"><strong>Unmatched querying power:</strong> Using GROQ, developers can send the exact data for every front-end request for optimal rendering—and even transform data into the right format on the fly, without altering the back end. </li><li class="mt-8 pl-8"><strong>Schemaless datastore:</strong> Developers can ingest any schema and absorb the real-world messiness of third party and homegrown sources.</li></ol><h3 class="component-heading-md">Bringing to life every brand vision</h3><figure class="col-span-full !mt-48 lg:-ml-16"><img alt="Product categories on Tata Neu app " loading="lazy" width="720" height="405" decoding="async" data-nimg="1" class="rounded-md border border-border-hairline" style="color:transparent" srcSet="https://cdn.sanity.io/images/3do82whm/next/4235448d54405713cf0bc1c3f8de6e613bf1fd12-720x405.png?w=750&q=75&fit=clip&auto=format 1x, https://cdn.sanity.io/images/3do82whm/next/4235448d54405713cf0bc1c3f8de6e613bf1fd12-720x405.png?w=1920&q=75&fit=clip&auto=format 2x" src="https://cdn.sanity.io/images/3do82whm/next/4235448d54405713cf0bc1c3f8de6e613bf1fd12-720x405.png?w=1920&q=75&fit=clip&auto=format"/><figcaption class="text-details-md mt-16 pl-16 text-fg-dim">Product categories on Tata Neu app </figcaption></figure><p>Product categories on Tata Neu app The shift to Sanity gave birth to a new mindset: no idea is off limits due to technology constraints. Developers can say “yes” because they have the right building blocks and flexibility to solve even the most complex problems. This confidence is inspiring teams to think bigger, from exploring new growth strategies to reimagining user experiences.</p><p>Sanity’s flexible code-driven content modeling has allowed Tata Digital to absorb the complexity of multi-brand e-commerce. Having gone through the process of content modeling across verticals—grocery, fashion, electronics, jewelry, etc.—Tata Digital is confident they can build anything on Sanity. And the content team is now equipped with reusable design patterns across brands.</p><h3 class="component-heading-md">Complexity made simple</h3><p>Tata has been able to build complex user experiences, which wouldn’t have been possible with other headless CMSes.</p><p>Behind Tata’s seamless travel booking experience, lies an interconnected web of moving parts: real-time flight and hotel listings, a search engine, personalized recommendations, promo offers, checkout flow, check-in flow, loyalty points, etc. Tata has been able to simplify the complexity thanks to Sanity’s schema as code and API-first data pipelines.</p><p>Tata offers over 20 products under the financial services umbrella—personal loans, digital gold, quick EMI, credit cards, and more. By writing schemas in code, Tata has been able to create a base schema, and layer on product-level requirements across the financial product portfolio.</p><div class="!mb-16 !mt-32 lg:-ml-16"><div class="w-full @container"><blockquote class="relative grid h-full grid-rows-[minmax(72px,auto)_1fr_auto] gap-24 rounded-md border border-border-subtle p-16 text-fg-base shadow-2 @md:grid-cols-[1fr_112px] @md:grid-rows-[auto] @md:rounded-lg @md:p-24 @md:shadow-3 @lg:p-32 @2xl:grid-cols-[1fr_224px] @2xl:gap-48"><svg viewBox="0 0 112 72" class="col-start-1 row-start-1 h-auto w-[112px] justify-self-end fill-bg-dim @md:col-start-2 @2xl:w-[224px]" aria-hidden="true"><use href="/_next/static/media/right-double-quotation-mark.0c7ad3c8.svg#symbol"></use></svg><div class="@2xl:max-w-[79ch] @md:row-start-1"><p class="text-pretty text-quote-sm @2xl:text-quote-lg">I cannot imagine building complex experiences like travel or financial services in any prior CMS. No one is going to sit there and manually input schemas through the UI. It’s impractical and doesn’t scale. The schema has to be designed in code for you to build what you want, and make it simple to manage as your app evolves.</p></div><footer class="self-center"><div class="flex items-start items-center gap-8 @lg:gap-12"><span class="h-40 w-40 shrink-0 overflow-hidden rounded-full bg-gradient-to-br from-cyan-200 via-white to-red-200 @lg:h-64 @lg:w-64"><img alt="A portrait of Pavan Podila" loading="lazy" width="200" height="200" decoding="async" data-nimg="1" class="h-full w-full object-cover mix-blend-multiply grayscale" style="color:transparent;background-size:cover;background-position:50% 50%;background-repeat:no-repeat;background-image:url("data:image/png;base64,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")" srcSet="https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png?w=256&q=75&fit=clip&auto=format 1x, https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png?w=640&q=75&fit=clip&auto=format 2x" src="https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png?w=640&q=75&fit=clip&auto=format"/></span><div class="text-details-md flex flex-col @lg:text-details-lg"><div class="font-semibold">Pavan Podila</div><div class="text-fg-dim">Chief Software Architect</div></div></div></footer></blockquote></div></div><h3 class="component-heading-md">New revenue opportunities</h3><p>By connecting every brand on one platform, Tata Digital has unlocked new growth strategies like NeuPass, a cross-brand loyalty program.NeuPass customers earn 1 NeuCoin for every rupee spent on Tata Neu, and can use NeuCoins across any brand on the app. This winning retention strategy incentivizes return users to explore and shop Tata brands. Were it not for Sanity’s real-time, two-way data integration, building a rewards-based payment system wouldn’t have been feasible.</p><h3 class="component-heading-md">Idea to production in 1 hour</h3><p>Before Sanity, content teams would regularly run into developer dependencies to ship content and troubleshoot issues. Mission-critical campaigns during festivals like Holi, Diwali, and Christmas meant late nights for both content teams and developers. Now, content teams are empowered to launch campaigns on demand. Tata’s development teams are completely hands-free and stress-free—no more phones buzzing at midnight because something isn’t working, yet again.</p><p>Not only are content teams autonomous, they’re able to go from idea to production in under 1 hour—successfully delivering time-sensitive content and campaigns with all the bells-and-whistles.</p><h3 class="component-heading-md">Streamlined multi-brand workflows</h3><p>Fully customizable authoring UI, Sanity Studio empowers Tata’s team of 20-30 content authors to manage content seamlessly across brands, without having to go through multiple hoops. They ship fast with confidence thanks to powerful features like live previews and real-time collaborative editing. From content types to validations—everything editors need is configured up front, so no one has to worry about stepping in later.<br/><br/>To further simplify content management, Tata’s developers have been able to build powerful customizations and automations for their editors, including one-click template creation, approval workflows, and programmatic content personalization.</p><p>Enthusiastic about the future with Sanity, Tata plans to continue pushing the bar on upleveling the editorial experience. They have exciting customizations planned, including using AI for image curation and content creation. </p><p>With content teams in the driver’s seat and development teams freed up to build new products, there’s no looking back.</p><div class="!mb-16 !mt-32 lg:-ml-16"><div class="w-full @container"><blockquote class="relative grid h-full grid-rows-[minmax(72px,auto)_1fr_auto] gap-24 rounded-md border border-border-subtle p-16 text-fg-base shadow-2 @md:grid-cols-[1fr_112px] @md:grid-rows-[auto] @md:rounded-lg @md:p-24 @md:shadow-3 @lg:p-32 @2xl:grid-cols-[1fr_224px] @2xl:gap-48"><svg viewBox="0 0 112 72" class="col-start-1 row-start-1 h-auto w-[112px] justify-self-end fill-bg-dim @md:col-start-2 @2xl:w-[224px]" aria-hidden="true"><use href="/_next/static/media/right-double-quotation-mark.0c7ad3c8.svg#symbol"></use></svg><div class="@2xl:max-w-[79ch] @md:row-start-1"><p class="text-pretty text-quote-sm @2xl:text-quote-lg">Success is about simplicity—for Tata, that’s the ability to manage content across brands in a unified seamless direct manner without having to jump through multiple hoops. And, to do it in a way so that a small team can manage big things.</p></div><footer class="self-center"><div class="flex items-start items-center gap-8 @lg:gap-12"><span class="h-40 w-40 shrink-0 overflow-hidden rounded-full bg-gradient-to-br from-cyan-200 via-white to-red-200 @lg:h-64 @lg:w-64"><img alt="A portrait of Pavan Podila" loading="lazy" width="200" height="200" decoding="async" data-nimg="1" class="h-full w-full object-cover mix-blend-multiply grayscale" style="color:transparent;background-size:cover;background-position:50% 50%;background-repeat:no-repeat;background-image:url("data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAABQAAAAUCAIAAAAC64paAAAACXBIWXMAAAsTAAALEwEAmpwYAAAEsUlEQVQ4jSXLWVMaBwAA4P0bfehT02lnMtPpTB6SzuStzUvSpmmMcdIm3tHWSElsgxFQNPGEajwRFVFQRDkkAqJcspy77LILyylgidEEBTQe5dr1pdPp9/4B2bhvx72Mrw8h2kFw+eXG/Av9LGNd2KoVPldNtcj59BU+XTZJl07SFsZ+Fb+uFw/Wink1K0M1ppk6IBPzhaxipZDxV98TDrue3VbNelHFbK1qe/aog17V0/K493ljJ+Mxu62Wxa5ksX5mMx90dzwScuvMot+AdIwIgRLhGO0x7f692rLy2ntl1WV3K+7Ul9/nNT1b6uKt9I8IOnpYdHpDc2UtvbzhWfnztoczwzSPpgfIJEJR57JosqXm94rbdeV36itu/nL39q07vTXNHr7kvQE6AH0xDagc5DPoTY0tD5+2V3Fe1UunGWGnCMgmY1HPmmCadZdW+V1DdRm94aeaRw++rxC3dO6qTee+t4XtgxMs7pGuDbdz+rjMmUWuVDqwLusMWV4DR3tvYwHbkGT4Gp329ZOnVd1dzQwGraJO2tqHLBjCptA7OBEy4RqBanZgfFOriiXweNSFWaZ8WjbwMZXaTUZGdatfcXq+YPc3Top6eSP9TQwlZ9Q0YwZlsF+DOFbsspFV+fhyEELy/5yenxzEUBWqbgNO0tnUQUrodF4Znr7EFdbO66aFSnXvuHNcGlhFIuvEziYe3cARhcMt20yiRDGXOzs/jnh1bhUTOM0ep7MZMYJc5YsuvZZULlrEcqtLqCRmFbt6eH8rkDTgCQMe1bkCWst+NF4slc7OP4YxvVvFBk4yx4eZQzECXZ2Y+YwrfCA2Tq25QJneNbHgX9CEVu2E0uFZMjska6jektp/X6So09PjCKaH1B3A8UF6by8p2DJcedX/aRPrVid/QGpQy0xv+qY2BqZcs1pcBtrndJuzCswGpTPZXLF0lE0H4TWnggmkd/cjQaRHOn25uu6Tazeu365k9M9JhFvybpH0BXe1b8YwoXwzurQmVgeJcCqdfpf6EIoQbuO8VdoCpHb+xiFjK6/jyxs3P7/8zc0fql9x5WpZ0Cyy6nhzK11jC5zRaQ5fNruBeBNOr0+sUkzOjSslXRZJM5BKJDC7rv0l89sfayoeMrv7lIrVuG3r2KF/51yBkEU9KFiW9Uvm+TaNNiaY1zf+0U77s1k09nRL0gTsbe/gDptYKB0aVkuWAwbrkdOTd0J5/UZGp4yHDcG41qWZ0AuG3LLFpFji7+EqeIOTqsURRMcDCOwDCu067LuQ5wj1F1GCQgnS5slrjB9V2kOvZT9s2tYvBeZFcYUqbTKfGM1pozFpB0MRzAeYbWcOTw7xF4NRiohQWIDCgyTsJ11Y0QrlnfYTh/nQYDzSW842wbwLLkFoye0p2uCcw3MOmOz5Lbjo9pf8YSoQofwhKhi98EcuAtELLEjaoZzZdgZCBQgjHV4Sxki3t+RCS0ZnQW4uAHZ3AUQKbn8JD5JEmCQiVCT23wxvX/gjlNNbcHhykK+EBSnYR3pwEsJJJ1patxWkhgIAwkU7WoT9JZQgfSGSiJLROBWMUv9nt59ECBINUb4whRAk7CPdWAmEi1prXm4o/AtI7jkP2Lqt+gAAAABJRU5ErkJggg==")" srcSet="https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png?w=256&q=75&fit=clip&auto=format 1x, https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png?w=640&q=75&fit=clip&auto=format 2x" src="https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png?w=640&q=75&fit=clip&auto=format"/></span><div class="text-details-md flex flex-col @lg:text-details-lg"><div class="font-semibold">Pavan Podila</div><div class="text-fg-dim">Chief Software Architect</div></div></div></footer></blockquote></div></div></section></article><section id="4412ada7d9a1" class="container-x scroll-mt-64 bg-background-neutral text-foreground-primary mt-96 mb-96 lg:mt-128 lg:mb-128 scroll-mt-96"><h2 class="page-heading-md mb-24 text-pretty md:max-w-cols-8">Related customer stories</h2><ul class="mt-32 grid grid-cols-[repeat(auto-fit,minmax(16em,1fr))] gap-24"><li class="h-full"><a class="group flex w-full flex-col overflow-hidden rounded-lg border border-border-subtle bg-black outline-2 outline-offset-2 h-full" href="/customers/mejuri"><div class="grid w-full place-items-center overflow-hidden [&_*]:col-start-1 [&_*]:row-start-1 aspect-[2/1] md:aspect-square"><img alt="" loading="lazy" width="1600" height="900" decoding="async" data-nimg="1" class="h-full w-full overflow-hidden object-cover object-center opacity-40 transition-all duration-300 [mask-image:linear-gradient(0deg,rgba(0,0,0,0)0%,rgba(0,0,0,1)50%)] group-hover:scale-105 group-hover:opacity-50 group-focus:scale-105 group-focus:opacity-50" style="color:transparent;object-position:74.42227935571759% 49.38824998171892%;background-size:cover;background-position:74.42227935571759% 49.38824998171892%;background-repeat:no-repeat;background-image:url("data:image/jpeg;base64,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")" sizes="(max-width: 960px) 450px, 300px" srcSet="https://cdn.sanity.io/images/3do82whm/next/e29c69e71d620e7aaade23dba7137b36a37ca758-1600x900.jpg?w=16&q=75&fit=clip&auto=format 16w, https://cdn.sanity.io/images/3do82whm/next/e29c69e71d620e7aaade23dba7137b36a37ca758-1600x900.jpg?w=32&q=75&fit=clip&auto=format 32w, https://cdn.sanity.io/images/3do82whm/next/e29c69e71d620e7aaade23dba7137b36a37ca758-1600x900.jpg?w=48&q=75&fit=clip&auto=format 48w, https://cdn.sanity.io/images/3do82whm/next/e29c69e71d620e7aaade23dba7137b36a37ca758-1600x900.jpg?w=64&q=75&fit=clip&auto=format 64w, https://cdn.sanity.io/images/3do82whm/next/e29c69e71d620e7aaade23dba7137b36a37ca758-1600x900.jpg?w=96&q=75&fit=clip&auto=format 96w, https://cdn.sanity.io/images/3do82whm/next/e29c69e71d620e7aaade23dba7137b36a37ca758-1600x900.jpg?w=128&q=75&fit=clip&auto=format 128w, https://cdn.sanity.io/images/3do82whm/next/e29c69e71d620e7aaade23dba7137b36a37ca758-1600x900.jpg?w=256&q=75&fit=clip&auto=format 256w, https://cdn.sanity.io/images/3do82whm/next/e29c69e71d620e7aaade23dba7137b36a37ca758-1600x900.jpg?w=384&q=75&fit=clip&auto=format 384w, https://cdn.sanity.io/images/3do82whm/next/e29c69e71d620e7aaade23dba7137b36a37ca758-1600x900.jpg?w=640&q=75&fit=clip&auto=format 640w, 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src="https://cdn.sanity.io/images/3do82whm/next/e29c69e71d620e7aaade23dba7137b36a37ca758-1600x900.jpg?w=3840&q=75&fit=clip&auto=format"/><img alt="Mejuri" loading="lazy" width="360" height="65" decoding="async" data-nimg="1" class="max-h-[5em] max-w-[70%] object-contain [filter:grayscale(1)_invert(1)_brightness(3)]" style="color:transparent" srcSet="https://cdn.sanity.io/images/3do82whm/next/02ea4a6e3444e8e8cbcf29f2aaae02952dd8ca0f-360x65.svg?w=384&q=75&fit=clip&auto=format 1x, https://cdn.sanity.io/images/3do82whm/next/02ea4a6e3444e8e8cbcf29f2aaae02952dd8ca0f-360x65.svg?w=750&q=75&fit=clip&auto=format 2x" src="https://cdn.sanity.io/images/3do82whm/next/02ea4a6e3444e8e8cbcf29f2aaae02952dd8ca0f-360x65.svg?w=750&q=75&fit=clip&auto=format"/></div><p class="component-heading-sm p-16 text-fg-inverse-dim dark:text-fg-dim">Elevating Jewelry Experiences with Agility and Innovation</p></a></li><li class="h-full"><a class="group flex w-full flex-col overflow-hidden rounded-lg border 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31.33505930768856%;background-repeat:no-repeat;background-image:url("data:image/png;base64,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")" sizes="(max-width: 960px) 450px, 300px" srcSet="https://cdn.sanity.io/images/3do82whm/next/ae13ca84cbae3ac740f888e3d67744323eb1855d-1125x1031.png?w=16&q=75&fit=clip&auto=format 16w, https://cdn.sanity.io/images/3do82whm/next/ae13ca84cbae3ac740f888e3d67744323eb1855d-1125x1031.png?w=32&q=75&fit=clip&auto=format 32w, https://cdn.sanity.io/images/3do82whm/next/ae13ca84cbae3ac740f888e3d67744323eb1855d-1125x1031.png?w=48&q=75&fit=clip&auto=format 48w, https://cdn.sanity.io/images/3do82whm/next/ae13ca84cbae3ac740f888e3d67744323eb1855d-1125x1031.png?w=64&q=75&fit=clip&auto=format 64w, https://cdn.sanity.io/images/3do82whm/next/ae13ca84cbae3ac740f888e3d67744323eb1855d-1125x1031.png?w=96&q=75&fit=clip&auto=format 96w, https://cdn.sanity.io/images/3do82whm/next/ae13ca84cbae3ac740f888e3d67744323eb1855d-1125x1031.png?w=128&q=75&fit=clip&auto=format 128w, https://cdn.sanity.io/images/3do82whm/next/ae13ca84cbae3ac740f888e3d67744323eb1855d-1125x1031.png?w=256&q=75&fit=clip&auto=format 256w, 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src="https://cdn.sanity.io/images/3do82whm/next/999d6a67d40c180ff406698bc5560460eb4218d3-400x165.svg?w=828&q=75&fit=clip&auto=format"/></div><p class="component-heading-sm p-16 text-fg-inverse-dim dark:text-fg-dim">Digital transformation <strong class="font-semibold text-fg-inverse-strong dark:text-fg-strong">with structured content</strong></p></a></li><li class="h-full"><a class="group flex w-full flex-col overflow-hidden rounded-lg border border-border-subtle bg-black outline-2 outline-offset-2 h-full" href="/customers/tecovas"><div class="grid w-full place-items-center overflow-hidden [&_*]:col-start-1 [&_*]:row-start-1 aspect-[2/1] md:aspect-square"><img alt="" loading="lazy" width="2000" height="2500" decoding="async" data-nimg="1" class="h-full w-full overflow-hidden object-cover object-center opacity-40 transition-all duration-300 [mask-image:linear-gradient(0deg,rgba(0,0,0,0)0%,rgba(0,0,0,1)50%)] group-hover:scale-105 group-hover:opacity-50 group-focus:scale-105 group-focus:opacity-50" style="color:transparent;object-position:63.386230468750085% 33.83593749999991%;background-size:cover;background-position:63.386230468750085% 33.83593749999991%;background-repeat:no-repeat;background-image:url("data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAABQAAAAZCAIAAAC+dZmEAAAACXBIWXMAAC4jAAAuIwF4pT92AAAF0ElEQVR4nCXNaVdSCQDG8fshpslUROCyLwKyI5gCoqCioiigiIlFtpmWthiZC5oVWqmtZmnNTFmdFOEC914uIGqnOnOcUlRAq5nme8yxef2c3/MHvsWxv9di/35c+b4SSYaDO2hgBw1swf5tBEpH4VQktIVAmyHfRnDpS2ApgUBJLJQMB7fRQDIcBNIReC+GflvBdqNIEgvuDwj0GVr8EvAmI6G9eDi9jCQjoS0U2ggubYR8CdifCPm2fr4AO+F9kIqEUhE4HUXSUTgB+9d979b9CwkUSsXg3TiaiiEJxP8l6N3HaGAbCyYjcDqGAqkI/JPBuzE0HduPJBDoc9D7OejdgH2bsC+BQpsotIn4t7BgehX79iH+z6eVH59Wf3xaA76vRffi4f9lKgbv+xi8jQW+BBc+B95thaFUHE2vYntr2Lf3kb21cGo5lIr6Upg3hS0Ce3EsFUV2sNBOJJSOo1/XIrsr6LpvHpke909dX331ZAtbTC8vJdH59YWZ0PTNuZFLL9xdXs85bPICsLsc3g4HE4gvtYx8fR/5uob9Bb2Zv9XnOdbgaamavXDUd6c38vBqZKp7fsDRa9MZlYJGtdDj1EFuG7AFe1dfPgs8urPy6tmfiy8/vH62NDE03GrsVIv7dLK7zWWTx2umz5heXjA/OGk4qhYICTg5nXTFovL2WQFsevxB9wlXk9HttI2dbh07bh1prjyvV7YVCE4XiQeMxW5LmduqH2sxjNsrOrVSFZUgp5BO6pSP22uBheGOS3Vas5RbK+EZhBwDn24WsawSfiWXU8ljO4slLmNJn6nsfHnRGa3CoRDpmVQVldJcKLveUg/MdVvatVJ9Hk3NouaDRAYOJyYRVQx6IYWiIFOqBXmdOqWrRu0sllTx2To2U02lllCpdQJ+u7YYGLSojCKWkkYqoIFsAj43I5ORnSMjkwtAUE4CNUx6vTivSc43cFkKMijE5+Zn5ygIRD2DVp1HB06WikvYZAExh4vHMXFZjOwsHh4vB0EFCBaQwEIqpYhGFhHwedk4VmYW+UAG7UCGCIfX0agmLh04ohap2GQ+IZuDy+Tis6RgbjENVNGph6kUOYlUQCJJSQRWVibplwPEA7+CBzP4OXgdm2OXS5xFMsAo5yqZoJiSK6flyql4BY2gZpJ1eXQNiyYjEaUEgjAXz846xMw8yMjKYOKylSymTaM5baxurzYA+nyqgo5XMAgaLvkwiygi42VUYrmAVZbPlpBBMZEgIeEFRFwhg1DEJEhpBGkeR1OoLi+t0GsrgLZiTp2QZBRT6hVsNYfIyTkkJON1Io5KxOPSGRI61SBkVAnptTJWcxHHpslXyQQ8oZwnVrL5MuDJ2cqr1fkdJaxug9AkoYhJh0p5YJ2Sq5XxRTyuRsI7XiZs1+bbi3nnjTK3o8RaXigSSQUCMY3BAWKelvsOZa+eNWqRXKzONxfQTlcIe83K9iqZuVTeZlBeNCkvGKUdleIB2+EHnZXtJpVCItYqJaVyAQD1m+40y3vL2bdbFFPHVVfMslGHeqarYuJUmfuozn1UP9xaerNVc8OhfnBG/8pV72rVG1QFbVWHrzSpgPmeivFmeZ+RP95a+LhDO3myZLqr8rWrbt5VO3fZ9LCrduqMYbqz8nlP9eKgFbl5ZLqn/mKzfuRYxdNzVQA00PC8S3+rRTHeVvioQzvbXfH6at3ioNk33LgwZHtx2fy02/jbxZqFa/WRMcfKXad/xD53yTLTY/r9ch0AjzQuXjPNnC27f0r9sKNktrv87TWTb7gxdMMOjbb84TLP9tS+dZkCbmvstmN1wol5jgRG7G/7m970WQBosCEwZH7dW/P0nO7eKdXjs6Xv+hvgW0ew8TbE43jTb3nZW+cfsqKjtuXbjrXJY1GPHbtlj461YZ42IDBUHxq2eK+Z5rrLp04UPz5buuRujE84V6faY3ePLY3YFvobQsPW8Kht5bbj45Rzedwe8zR/mHJ+vHfiP7nfoMLAdg8/AAAAAElFTkSuQmCC")" 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https://cdn.sanity.io/images/3do82whm/next/6c1a6df4c8df8c782d5a4d5acff9c338bf87cdb9-2000x2500.png?w=2048&q=75&fit=clip&auto=format 2048w, https://cdn.sanity.io/images/3do82whm/next/6c1a6df4c8df8c782d5a4d5acff9c338bf87cdb9-2000x2500.png?w=3840&q=75&fit=clip&auto=format 3840w" src="https://cdn.sanity.io/images/3do82whm/next/6c1a6df4c8df8c782d5a4d5acff9c338bf87cdb9-2000x2500.png?w=3840&q=75&fit=clip&auto=format"/><img alt="Tecovas" loading="lazy" width="358" height="50" decoding="async" data-nimg="1" class="max-h-[5em] max-w-[70%] object-contain [filter:grayscale(1)_invert(1)_brightness(3)]" style="color:transparent" srcSet="https://cdn.sanity.io/images/3do82whm/next/8db451ed9ef74f64bb66489b186893de95603d39-358x50.svg?w=384&q=75&fit=clip&auto=format 1x, https://cdn.sanity.io/images/3do82whm/next/8db451ed9ef74f64bb66489b186893de95603d39-358x50.svg?w=750&q=75&fit=clip&auto=format 2x" src="https://cdn.sanity.io/images/3do82whm/next/8db451ed9ef74f64bb66489b186893de95603d39-358x50.svg?w=750&q=75&fit=clip&auto=format"/></div><p class="component-heading-sm p-16 text-fg-inverse-dim dark:text-fg-dim">More collaborative teams, more intentional customer connections</p></a></li><li class="h-full"><a class="group flex w-full flex-col overflow-hidden rounded-lg border border-border-subtle bg-black outline-2 outline-offset-2 h-full" href="/customers/amplitude"><div class="grid w-full place-items-center overflow-hidden [&_*]:col-start-1 [&_*]:row-start-1 aspect-[2/1] md:aspect-square"><img alt="" loading="lazy" width="3840" height="2160" decoding="async" data-nimg="1" class="h-full w-full overflow-hidden object-cover object-center opacity-40 transition-all duration-300 [mask-image:linear-gradient(0deg,rgba(0,0,0,0)0%,rgba(0,0,0,1)50%)] group-hover:scale-105 group-hover:opacity-50 group-focus:scale-105 group-focus:opacity-50" style="color:transparent;background-size:cover;background-position:50% 50%;background-repeat:no-repeat;background-image:url("data:image/png;base64,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")" sizes="(max-width: 960px) 450px, 300px" srcSet="https://cdn.sanity.io/images/3do82whm/next/c802197885aac451f34da38c0a614e7eddb1e5ec-3840x2160.png?w=16&q=75&fit=clip&auto=format 16w, https://cdn.sanity.io/images/3do82whm/next/c802197885aac451f34da38c0a614e7eddb1e5ec-3840x2160.png?w=32&q=75&fit=clip&auto=format 32w, https://cdn.sanity.io/images/3do82whm/next/c802197885aac451f34da38c0a614e7eddb1e5ec-3840x2160.png?w=48&q=75&fit=clip&auto=format 48w, https://cdn.sanity.io/images/3do82whm/next/c802197885aac451f34da38c0a614e7eddb1e5ec-3840x2160.png?w=64&q=75&fit=clip&auto=format 64w, https://cdn.sanity.io/images/3do82whm/next/c802197885aac451f34da38c0a614e7eddb1e5ec-3840x2160.png?w=96&q=75&fit=clip&auto=format 96w, https://cdn.sanity.io/images/3do82whm/next/c802197885aac451f34da38c0a614e7eddb1e5ec-3840x2160.png?w=128&q=75&fit=clip&auto=format 128w, https://cdn.sanity.io/images/3do82whm/next/c802197885aac451f34da38c0a614e7eddb1e5ec-3840x2160.png?w=256&q=75&fit=clip&auto=format 256w, 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https://cdn.sanity.io/images/3do82whm/next/c802197885aac451f34da38c0a614e7eddb1e5ec-3840x2160.png?w=2048&q=75&fit=clip&auto=format 2048w, https://cdn.sanity.io/images/3do82whm/next/c802197885aac451f34da38c0a614e7eddb1e5ec-3840x2160.png?w=3840&q=75&fit=clip&auto=format 3840w" src="https://cdn.sanity.io/images/3do82whm/next/c802197885aac451f34da38c0a614e7eddb1e5ec-3840x2160.png?w=3840&q=75&fit=clip&auto=format"/><img alt="Amplitude" loading="lazy" width="400" height="80" decoding="async" data-nimg="1" class="max-h-[5em] max-w-[70%] object-contain [filter:grayscale(1)_invert(1)_brightness(3)]" style="color:transparent" srcSet="https://cdn.sanity.io/images/3do82whm/next/c344275c36fac6c9cce1d8c1c501750ebdf6390d-400x80.svg?w=640&q=75&fit=clip&auto=format 1x, https://cdn.sanity.io/images/3do82whm/next/c344275c36fac6c9cce1d8c1c501750ebdf6390d-400x80.svg?w=828&q=75&fit=clip&auto=format 2x" src="https://cdn.sanity.io/images/3do82whm/next/c344275c36fac6c9cce1d8c1c501750ebdf6390d-400x80.svg?w=828&q=75&fit=clip&auto=format"/></div><p class="component-heading-sm p-16 text-fg-inverse-dim dark:text-fg-dim">Driving traffic, freeing up engineers, and unleashing content teams</p></a></li></ul></section><section id="9f8b562ab14d" class="bg-background-neutral text-foreground-primary mt-64 mb-64 md:mt-128 md:mb-128 scroll-mt-96" data-inverted="false"><div class="container-x gap-24"><div class="flex flex-col items-start text-left lg:max-w-cols-10"><div class="text-balance"><h2 class="page-heading-lg max-w-full text-fg-strong lg:w-cols-10">What will <em>your</em> story be?</h2></div><div class="mt-32 grid w-full gap-16 md:w-fit md:grid-cols-[auto,auto]"><a class="Button_button__cU1ax !w-full justify-center shadow-2 lg:w-fit" data-size="lg" data-fill="solid" data-color="primary" href="/get-started">Start building for free</a><a class="Button_button__cU1ax !w-full justify-center shadow-2 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pl-8\",\"children\":[[\"$\",\"strong\",\"d96ef40b4ab1\",{\"children\":[\"On a hard deadline:\"]}],\" Launch event is planned, but the app isn’t ready after a year of struggling to re-build with a DXP\"]}],[\"$\",\"li\",\"5908b769679c\",{\"className\":\"mt-8 pl-8\",\"children\":[[\"$\",\"strong\",\"43e19fde4b32\",{\"children\":[\"How Tata Digital uses Sanity:\"]}],\" \",[\"$\",\"ul\",\"60c4bd0d42e4-parent\",{\"className\":\"list-disc pl-[1.5em]\",\"children\":[[\"$\",\"li\",\"60c4bd0d42e4\",{\"className\":\"mt-8 pl-8\",\"children\":[[\"$\",\"strong\",\"e81fcf9f4277\",{\"children\":[\"Seamless integration\"]}],\" of 20+ tech stacks, consisting of third-party and home-grown data systems\"]}],[\"$\",\"li\",\"4933e7018441\",{\"className\":\"mt-8 pl-8\",\"children\":[[\"$\",\"strong\",\"2f032e7f9347\",{\"children\":[\"Flexible content model\"]}],\" to bring to life every brand's unique vision and easily adapt to change \"]}],[\"$\",\"li\",\"0569b83e2fa1\",{\"className\":\"mt-8 pl-8\",\"children\":[[\"$\",\"strong\",\"1c59506d15ff\",{\"children\":[\"Streamlined multi-brand workflows:\"]}],\" Go from idea to production in under 1 hour, without relying on developers\"]}]]}]]}]]}],[\"$\",\"h2\",\"4428c5861e50\",{\"className\":\"component-heading-lg\",\"children\":[\"The Vision\"]}],[\"$\",\"h3\",\"afd237ded8d8\",{\"className\":\"component-heading-md\",\"children\":[\"Better together on one platform\"]}],[\"$\",\"p\",\"e48527627372\",{\"children\":[\"Founded in 1868, Tata Group is one of India's most renowned conglomerates. It has a diverse portfolio spanning 150+ sub-brands across a spectrum of sectors—from consumer products to consulting, travel to telecommunications, and hospitality to health. \"]}],[\"$\",\"p\",\"765fda035dfd\",{\"children\":[\"In 2021, Tata Group doubled down on its digital strategy investing $2 billion to start Tata Digital, a digital arm focused on modernizing the company’s e-commerce, digital platforms, and online services. The goal was to accelerate growth by expanding reach and tapping into India’s fast-growing audience of over 1 billion mobile users.\"]}],[\"$\",\"p\",\"3beb80145be3\",{\"children\":[\"At the time, Tata’s digital portfolio consisted of 20+ different mobile apps across electronics, groceries, travel, fashion, and others. This led to a fragmented experience for users—incessantly downloading and switching between apps. On the flip side, it came with a massive development cost for the company to build and maintain separate mobile apps with separate tech stacks.\"]}],[\"$\",\"p\",\"dd97ff42869c\",{\"children\":[\"To Tata Group’s leadership team, there was not a shred of a doubt: the brands were better together. The company tasked Tata Digital with its first company-wide initiative: unify all of Tata’s consumer brands under a one stop-shop—Tata Neu—for a seamless, connected e-commerce experience.\"]}],[\"$\",\"h2\",\"a7dae3fd856a\",{\"className\":\"component-heading-lg\",\"children\":[\"The Challenge\"]}],[\"$\",\"h3\",\"6eedc238b5be\",{\"className\":\"component-heading-md\",\"children\":[\"Rethinking the content layer for modern development\"]}],[\"$\",\"p\",\"309cc27d5f8d\",{\"children\":[\"Internally dubbed the “SuperApp”, Tata Neu was no ordinary mobile app to build, and would require a “super” effort from Tata Digital to wrangle segregated tech stacks, business priorities, and teams. And they needed to do so against a hard deadline: a not-to-be-missed opportunity of exposure to 500 million viewers at the Indian Premier League (IPL). As the premier sponsor of the sporting event, Tata Group had planned to leverage its promotional placements to drive awareness and adoption for Tata Neu.\"]}],[\"$\",\"p\",\"c5eaa5658c88\",{\"children\":[\"With one year to go, the work was cut out for Tata Digital. They needed to bring every app onto a single digital platform, without losing the flexibility to meet every brand’s unique business and technology requirements.\"]}],[\"$\",\"p\",\"68baf369bdd3\",{\"children\":[\"A critical layer of the digital platform, the right content solution was key to delivering a modern, multi-brand mobile experience. Initially, Tata Digital was inclined to stick to the company’s incumbent CMS vendor, Adobe Experience Manager (AEM).However, when put to the test, AEM Headless posed insurmountable roadblocks:\",[\"$\",\"br\",\"node-1\",{}],\"\"]}],[\"$\",\"ol\",\"fa8bf1cdc28b-parent\",{\"className\":\"list-decimal pl-[1.5em]\",\"children\":[[\"$\",\"li\",\"fa8bf1cdc28b\",{\"className\":\"mt-8 pl-8\",\"children\":[[\"$\",\"strong\",\"58eccf18bd4b1\",{\"children\":[\"Rigid content structures\"]}],\"\",[\"$\",\"br\",\"node-2\",{}],\"Whilst onboarding more brands onto AEM, Tata realized that a one-size-fits-all content model wouldn't work for the SuperApp, due to the complexity and diversity of multiple brands and verticals. For instance, fashion purchases and buying insurance differ vastly in product type and customer journey. Yet, on AEM, brands were forced to use fixed content types, despite having vastly different content requirements.\"]}],[\"$\",\"li\",\"957a657c46a0\",{\"className\":\"mt-8 pl-8\",\"children\":[[\"$\",\"strong\",\"58eccf18bd4b3\",{\"children\":[\"Disconnected tech stack\"]}],\" \",[\"$\",\"br\",\"node-2\",{}],\"Every Tata app was at different levels of digital maturity, each with its own constraints—Tata Digital had to meet the brands where they were today. This meant interoperability with diverse, legacy systems was key. However, given AEM’s architectural limitations, Tata Digital couldn’t integrate with the third-party and homegrown data systems and tools that each brand used for their apps.\",[\"$\",\"br\",\"node-4\",{}],\"\",[\"$\",\"br\",\"node-6\",{}],\"Due to AEM’s web-first architecture, it was challenging to build a modern integrated SuperApp. Tata settled for a progressive web app, putting websites into a mobile container, but created an inconsistent, fragmented experience—every website had a different look and feel.\"]}],[\"$\",\"li\",\"6112434a98e1\",{\"className\":\"mt-8 pl-8\",\"children\":[[\"$\",\"strong\",\"58eccf18bd4b5\",{\"children\":[\"Legacy developer experience\"]}],\"\",[\"$\",\"br\",\"node-2\",{}],\"AEM’s new headless option still had remnants of a monolithic setup. Because their content backend was still tightly coupled with the frontend, content schemas were polluted with UI attributes, like CSS. This made it painfully complex to reuse schemas at scale. \",[\"$\",\"br\",\"node-4\",{}],\"\",[\"$\",\"br\",\"node-6\",{}],\"Additionally, AEM imposed tedious workflows that would not scale, from manual content modeling via the UI to manual synching of schemas via zip file sharing across teams. It became challenging to govern change management, increasingly so, as the team grew from 20 to 100 developers.\"]}]]}],[\"$\",\"p\",\"5c5802146ee9\",{\"children\":[\"Ultimately, the problem boiled down to one core blocker: when content is tied to the presentation layer, you’re limited in the experiences you can create.After experiencing delays in launching Tata Neu due to AEM’s failures, Tata Digital realized the need for a more flexible approach to build the SuperApp the way they wanted. They turned to the headless CMS category.\"]}],[\"$\",\"div\",\"13f2815be5ef\",{\"className\":\"!mb-16 !mt-32 lg:-ml-16\",\"children\":[\"$\",\"div\",null,{\"className\":\"w-full @container\",\"children\":[\"$\",\"blockquote\",null,{\"className\":\"relative grid h-full grid-rows-[minmax(72px,auto)_1fr_auto] gap-24 rounded-md border border-border-subtle p-16 text-fg-base shadow-2 @md:grid-cols-[1fr_112px] @md:grid-rows-[auto] @md:rounded-lg @md:p-24 @md:shadow-3 @lg:p-32 @2xl:grid-cols-[1fr_224px] @2xl:gap-48\",\"children\":[null,[\"$\",\"svg\",null,{\"viewBox\":\"0 0 112 72\",\"className\":\"col-start-1 row-start-1 h-auto w-[112px] justify-self-end fill-bg-dim @md:col-start-2 @2xl:w-[224px]\",\"aria-hidden\":true,\"children\":[\"$\",\"use\",null,{\"href\":\"/_next/static/media/right-double-quotation-mark.0c7ad3c8.svg#symbol\"}]}],[\"$\",\"div\",null,{\"className\":\"@2xl:max-w-[79ch] @md:row-start-1\",\"children\":[[\"$\",\"p\",\"a93704687a74\",{\"className\":\"text-pretty text-quote-sm @2xl:text-quote-lg\",\"children\":[\"We were very clear from the beginning—a CMS should not dictate the presentation layer. Content is the data, and the UI is a projection of the data. We don't want content to become the UI projection. When you couple UI with data, you muddle the pristine vocabulary of content and end up with a schema that departs significantly from the core purpose of structured content.\"]}]]}],[\"$\",\"footer\",null,{\"className\":\"self-center\",\"children\":[\"$\",\"div\",null,{\"className\":\"flex items-start items-center gap-8 @lg:gap-12\",\"children\":[[\"$\",\"span\",null,{\"className\":\"h-40 w-40 shrink-0 overflow-hidden rounded-full bg-gradient-to-br from-cyan-200 via-white to-red-200 @lg:h-64 @lg:w-64\",\"children\":[\"$\",\"$L23\",null,{\"image\":{\"hotspot\":null,\"asset\":{\"_id\":\"image-17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200-png\",\"_type\":\"sanity.imageAsset\",\"url\":\"https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png\",\"metadata\":{\"dimensions\":{\"height\":200,\"width\":200},\"lqip\":\"$26\"}},\"darkModeImage\":null,\"alt\":null,\"caption\":null,\"crop\":null},\"alt\":\"A portrait of Pavan Podila\",\"className\":\"h-full w-full object-cover mix-blend-multiply grayscale\"}]}],[\"$\",\"div\",null,{\"className\":\"text-details-md flex flex-col @lg:text-details-lg\",\"children\":[[\"$\",\"div\",null,{\"className\":\"font-semibold\",\"children\":\"Pavan Podila\"}],[\"$\",\"div\",null,{\"className\":\"text-fg-dim\",\"children\":\"Chief Software Architect\"}]]}]]}]}],[\"$\",\"$L23\",null,{\"image\":{\"asset\":{\"_id\":\"image-22969ee8714a878dbb711106f427939a557f26f6-927x140-png\",\"_type\":\"sanity.imageAsset\",\"url\":\"https://cdn.sanity.io/images/3do82whm/next/22969ee8714a878dbb711106f427939a557f26f6-927x140.png\",\"metadata\":{\"dimensions\":{\"height\":140,\"width\":927},\"lqip\":\"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAABQAAAADCAYAAACTWi8uAAAACXBIWXMAAAsTAAALEwEAmpwYAAAAcklEQVQImTXOvwoBABTF4c9oYpL8F1GewCQvYFQmrBiUwS7x3Lp1DKffPWc498AWF9zCK+7hHkv0MIwG6GOMSbLyLTRgjQfe+OIVffDEBlPMsAj/vjjHKsXNKqxjh1N0jM445OF/ySjLirW6g26KK2//AB5yDacBOnyCAAAAAElFTkSuQmCC\"}},\"darkModeImage\":null,\"alt\":null,\"caption\":null,\"crop\":null,\"hotspot\":null},\"className\":\"h-auto max-h-[3em] w-full max-w-[9em] self-center object-contain [filter:grayscale(1)_brightness(40%)] @dark:[filter:grayscale(1)_invert(1)_brightness(11)] @md:justify-self-end\",\"alt\":\"\",\"placeholder\":\"empty\"}],false]}]}]}],[\"$\",\"h2\",\"10e103f6d867\",{\"className\":\"component-heading-lg\",\"children\":[\"The Solution\"]}],[\"$\",\"h3\",\"e4967ff731fd\",{\"className\":\"component-heading-md\",\"children\":[\"Composability: the key to Tata’s vision\"]}],[\"$\",\"p\",\"1cc69741b85c\",{\"children\":[\"In their search to find the ideal content solution for the SuperApp, Tata Digital conducted a comprehensive evaluation of the top headless CMSes on Gartner’s list. It wasn’t just a matter of finding the right technology. They had to galvanize leadership and internal teams around the new vision: treating content as data. And composability was the means to get there.By storing content as atomic data units—detached from the UI—a composable content layer would allow content to be restructured and reused for any context. This was the unlock for Tata to scale multi-brand experiences.\"]}],[\"$\",\"div\",\"abab1b915503\",{\"className\":\"!mb-16 !mt-32 lg:-ml-16\",\"children\":[\"$\",\"div\",null,{\"className\":\"w-full @container\",\"children\":[\"$\",\"blockquote\",null,{\"className\":\"relative grid h-full grid-rows-[minmax(72px,auto)_1fr_auto] gap-24 rounded-md border border-border-subtle p-16 text-fg-base shadow-2 @md:grid-cols-[1fr_112px] @md:grid-rows-[auto] @md:rounded-lg @md:p-24 @md:shadow-3 @lg:p-32 @2xl:grid-cols-[1fr_224px] @2xl:gap-48\",\"children\":[null,[\"$\",\"svg\",null,{\"viewBox\":\"0 0 112 72\",\"className\":\"col-start-1 row-start-1 h-auto w-[112px] justify-self-end fill-bg-dim @md:col-start-2 @2xl:w-[224px]\",\"aria-hidden\":true,\"children\":[\"$\",\"use\",null,{\"href\":\"/_next/static/media/right-double-quotation-mark.0c7ad3c8.svg#symbol\"}]}],[\"$\",\"div\",null,{\"className\":\"@2xl:max-w-[79ch] @md:row-start-1\",\"children\":[[\"$\",\"p\",\"e11a7fb44bc9\",{\"className\":\"text-pretty text-quote-sm @2xl:text-quote-lg\",\"children\":[\"There’s a common misconception that projecting data onto a UI requires significant transformation. In reality, everything displayed on the screen, from navigation to media and animation can be driven by data. With precise control over how data is handled and displayed, Sanity allows you to build dynamic UIs in real-time, even as the data evolves.\"]}]]}],[\"$\",\"footer\",null,{\"className\":\"self-center\",\"children\":[\"$\",\"div\",null,{\"className\":\"flex items-start items-center gap-8 @lg:gap-12\",\"children\":[[\"$\",\"span\",null,{\"className\":\"h-40 w-40 shrink-0 overflow-hidden rounded-full bg-gradient-to-br from-cyan-200 via-white to-red-200 @lg:h-64 @lg:w-64\",\"children\":[\"$\",\"$L23\",null,{\"image\":{\"asset\":{\"_id\":\"image-17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200-png\",\"_type\":\"sanity.imageAsset\",\"url\":\"https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png\",\"metadata\":{\"dimensions\":{\"height\":200,\"width\":200},\"lqip\":\"$27\"}},\"darkModeImage\":null,\"alt\":null,\"caption\":null,\"crop\":null,\"hotspot\":null},\"alt\":\"A portrait of Pavan Podila\",\"className\":\"h-full w-full object-cover mix-blend-multiply grayscale\"}]}],[\"$\",\"div\",null,{\"className\":\"text-details-md flex flex-col @lg:text-details-lg\",\"children\":[[\"$\",\"div\",null,{\"className\":\"font-semibold\",\"children\":\"Pavan Podila\"}],[\"$\",\"div\",null,{\"className\":\"text-fg-dim\",\"children\":\"Chief Software Architect\"}]]}]]}]}],null,false]}]}]}],[\"$\",\"h3\",\"d98a8f8b765d\",{\"className\":\"component-heading-md\",\"children\":[\"Headless, but not composable\"]}],[\"$\",\"p\",\"2efd5280cbeb\",{\"children\":[\"To ensure they met every brand requirement during evaluation, Tata Digital involved key cross-functional stakeholders from the start, including product, content, marketing, and engineering. After scoping the use case for every business unit, the team spent two months exploring top headless CMSes.\"]}],[\"$\",\"p\",\"b32f18773465\",{\"children\":[\"Most headless CMS vendors didn’t make it past the first technical requirement—including Contentful, ContentStack, Storyblok, Strapi, Prismic, Agility CMS, DatoCMS, and ButterCMS. Like AEM, they all came with the same limitation: schema creation through the user interface (UI). This meant the structure of their data would still be dictated by how it appeared on the authoring UI, making it untenable for the following reasons:\"]}],[\"$\",\"ol\",\"be064173137f-parent\",{\"className\":\"list-decimal pl-[1.5em]\",\"children\":[[\"$\",\"li\",\"be064173137f\",{\"className\":\"mt-8 pl-8\",\"children\":[[\"$\",\"strong\",\"1e15641e13ff1\",{\"children\":[\"Limited flexibility:\"]}],\" Most headless CMSes offer predefined content types via their authoring UI—they lack the flexibility to customize content models and the authoring UI to meet different requirements across teams.\"]}],[\"$\",\"li\",\"940ae68c3cf5\",{\"className\":\"mt-8 pl-8\",\"children\":[[\"$\",\"strong\",\"1e15641e13ff3\",{\"children\":[\"Workflow frictions:\"]}],\" No developer wants to manually create and modify schemas by clicking through the UI, when they can do it faster, and to better effect, via code. Also, version control in code is much simpler to any UI-based versioning, and allows for cleaner code reviews via pull requests.\"]}],[\"$\",\"li\",\"255587bfbc2a\",{\"className\":\"mt-8 pl-8\",\"children\":[[\"$\",\"strong\",\"1e15641e13ff5\",{\"children\":[\"Hard to scale:\"]}],\" Tata planned to add more brands onto the SuperApp—this would mean new use cases from different verticals and teams. When schema design is controlled via the UI, it’s not easy to reuse and modify content models—it would require recurring rebuilds, which was a non-starter for Tata.\"]}]]}],[\"$\",\"p\",\"f7eec58937e9\",{\"children\":[\"The team was on the verge of giving up on the search, and building their own CMS—until they came across Sanity.\"]}],[\"$\",\"div\",\"7aa7fa796403\",{\"className\":\"!mb-16 !mt-32 lg:-ml-16\",\"children\":[\"$\",\"div\",null,{\"className\":\"w-full @container\",\"children\":[\"$\",\"blockquote\",null,{\"className\":\"relative grid h-full grid-rows-[minmax(72px,auto)_1fr_auto] gap-24 rounded-md border border-border-subtle p-16 text-fg-base shadow-2 @md:grid-cols-[1fr_112px] @md:grid-rows-[auto] @md:rounded-lg @md:p-24 @md:shadow-3 @lg:p-32 @2xl:grid-cols-[1fr_224px] @2xl:gap-48\",\"children\":[null,[\"$\",\"svg\",null,{\"viewBox\":\"0 0 112 72\",\"className\":\"col-start-1 row-start-1 h-auto w-[112px] justify-self-end fill-bg-dim @md:col-start-2 @2xl:w-[224px]\",\"aria-hidden\":true,\"children\":[\"$\",\"use\",null,{\"href\":\"/_next/static/media/right-double-quotation-mark.0c7ad3c8.svg#symbol\"}]}],[\"$\",\"div\",null,{\"className\":\"@2xl:max-w-[79ch] @md:row-start-1\",\"children\":[[\"$\",\"p\",\"7fc9f911fd26\",{\"className\":\"text-pretty text-quote-sm @2xl:text-quote-lg\",\"children\":[\"We recognized that each brand in our multi-brand portfolio has unique content requirements and structures. A one-size-fits-all approach with a universal schema wouldn't suffice. Code-driven schema design was our top criteria for a CMS. We were looking for a programmatic way to build and modify schemas at scale. This would allow us to explore and evolve our content structures over time, without being limited to fixed design patterns.\"]}]]}],[\"$\",\"footer\",null,{\"className\":\"self-center\",\"children\":[\"$\",\"div\",null,{\"className\":\"flex items-start items-center gap-8 @lg:gap-12\",\"children\":[[\"$\",\"span\",null,{\"className\":\"h-40 w-40 shrink-0 overflow-hidden rounded-full bg-gradient-to-br from-cyan-200 via-white to-red-200 @lg:h-64 @lg:w-64\",\"children\":[\"$\",\"$L23\",null,{\"image\":{\"crop\":null,\"hotspot\":null,\"asset\":{\"_id\":\"image-17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200-png\",\"_type\":\"sanity.imageAsset\",\"url\":\"https://cdn.sanity.io/images/3do82whm/next/17b9e36ff3443b46ca6a482e7e76ad5489c1be38-200x200.png\",\"metadata\":{\"dimensions\":{\"height\":200,\"width\":200},\"lqip\":\"$28\"}},\"darkModeImage\":null,\"alt\":null,\"caption\":null},\"alt\":\"A portrait of Pavan Podila\",\"className\":\"h-full w-full object-cover mix-blend-multiply grayscale\"}]}],[\"$\",\"div\",null,{\"className\":\"text-details-md flex flex-col @lg:text-details-lg\",\"children\":[[\"$\",\"div\",null,{\"className\":\"font-semibold\",\"children\":\"Pavan Podila\"}],[\"$\",\"div\",null,{\"className\":\"text-fg-dim\",\"children\":\"Chief Software Architect\"}]]}]]}]}],null,false]}]}]}],[\"$\",\"h3\",\"f73f3d71c015\",{\"className\":\"component-heading-md\",\"children\":[\"Sanity solves for scale and flexibility\"]}],[\"$\",\"p\",\"04befc2899e4\",{\"children\":[\"Sanity met Tata's top two solution criteria. Where AEM and other headless CMS solutions fell short, Sanity’s composable content platform offered two technical differentiators:\"]}],[\"$\",\"ol\",\"dac66e8ee665-parent\",{\"className\":\"list-decimal pl-[1.5em]\",\"children\":[[\"$\",\"li\",\"dac66e8ee665\",{\"className\":\"mt-8 pl-8\",\"children\":[[\"$\",\"strong\",\"b6bbf105d6751\",{\"children\":[\"Schemas as code:\"]}],\" During their proof-of-concept, Tata Digital pressure-tested every use case on Sanity. By the end, they were confident in not only meeting today’s requirements but also scaling easily in the future. Code-driven schemas offered developers the much-desired flexibility and control to easily reuse and adapt content structures across brands and use cases. Tata’s developers loved the added benefits of content modeling in code: from version control with Git to writing easy-to-read schemas in TypeScript. \"]}],[\"$\",\"li\",\"08fcc01a73b0\",{\"className\":\"mt-8 pl-8\",\"children\":[[\"$\",\"strong\",\"b6bbf105d6753\",{\"children\":[\"APIs and webhooks:\"]}],\" Sanity offered a level of interoperability that AEM had failed to offer—anything with an API could be connected to Sanity, from third-party tools to homegrown data sources. 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