According to media reports, The Tata Group has decided to transfer holdings of Tata Unistore to Tata Digital. After, this merger, Tata Digital will be the sole subsidiary for all online shopping ventures of Tatas, including Tata Neu, bigbasket and Croma.

The company further said that Tata Unistore was jointly owned by Tata Industries and Trent with Tata Industries owning 96.78 per cent of the subsidiary. The move has been internally nicknamed “Project Tulip.”

Given the fact that Tata Cliq too comes under the ambit of Tata Digital, the latter’s would be competing with e-commerce giant such as Amazon, Walmart-owned Flipkart and Myntra, and Reliance Industries.

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