InDrive Aims to Emerge as a Global ‘Super App’ Amidst Industry Challenges
InDrive, the ride-hailing service recognized for its unique bidding-based model, is embarking on an ambitious expansion plan by introducing a “super-app” strategy aimed at frontier markets. This initiative will extend beyond traditional taxi services to include grocery and daily essentials delivery. The rollout begins in Kazakhstan, with plans to expand into various countries, including Brazil, Colombia, Egypt, Pakistan, Peru, and Mexico, over the next year. With over 360 million app downloads and 6.5 billion transactions globally, InDrive is solidifying its position as the second most-downloaded ride-hailing app worldwide, trailing only behind Uber.
Expansion into Grocery Delivery
InDrive’s decision to launch grocery delivery in Kazakhstan stems from the rapid growth of its delivery segment, which has completed over 41 million orders globally in 2024 alone. The company aims to offer over 5,000 products with a promise of delivery within 15 minutes. Early tests in Kazakhstan have yielded impressive results, with a net promoter score of 83%, indicating high customer satisfaction. Users are averaging five grocery orders per month, showcasing the demand for this service. The company employs a dark store model for grocery deliveries, focusing primarily on ready-to-eat meals, with about 10% of offerings being fresh products. This strategy is designed to enhance customer retention and satisfaction. InDrive has also increased the number of dark stores in Kazakhstan by 30% since August, although specific numbers were not disclosed.
Kazakhstan: A Strategic Choice
InDrive operates in 982 cities across 48 countries, leading in eight of them. Kazakhstan was chosen as the first market for the super-app strategy due to a significant increase in digital consumer behavior in the country, which is the largest economy in Central Asia. The company has its largest workforce in Kazakhstan, making it a central hub for research and development as well as operations. A report by Dealroom noted a 44% growth for InDrive in Kazakhstan over the past year, reflecting the country’s burgeoning tech ecosystem, now valued at $26 billion. Despite existing grocery delivery services in the region, InDrive aims to differentiate itself through competitive pricing, positioning itself as the “Aldi of online groceries.”
Challenges and Opportunities in the Super-App Space
The concept of super apps has seen mixed success globally. While platforms like WeChat and Gojek have thrived, others, including Meta, have struggled. InDrive’s Chief Growth Officer, Andries Smit, draws on his experience with WeChat to enhance the super-app strategy. He emphasizes the integration of AI to personalize user experiences and improve accessibility for individuals with disabilities and lower literacy levels. InDrive has also announced plans to invest up to $100 million in its super-app strategy, with 30% already allocated. The company has made strategic investments, including a stake in Pakistan’s grocery startup, Krave Mart, although no timeline has been established for grocery delivery in Pakistan.
Future Plans and Market Dynamics
InDrive is also exploring the introduction of financial services within its app, such as small loans for drivers, which are already available in Brazil and Mexico. The company is considering extending these services to passengers and small businesses involved in deliveries. Additionally, InDrive aims to develop micro-mobility services that connect users with local businesses and public transportation. Smit emphasizes the importance of tailoring services to local market needs while remaining open to partnerships with established players in areas where InDrive lacks experience. As the company navigates competitive markets like India, where it faces challenges from established players like Uber and Ola, it remains focused on refining its approach and enhancing customer safety and service quality.
Observer Voice is the one stop site for National, International news, Sports, Editor’s Choice, Art/culture contents, Quotes and much more. We also cover historical contents. Historical contents includes World History, Indian History, and what happened today. The website also covers Entertainment across the India and World.
Follow Us on Twitter, Instagram, Facebook, & LinkedIn
