"Known for its bidding-based approach to fares, inDrive is deepening its push beyond ride-hailing by rolling out advertising across its top 20 markets and expanding grocery delivery to Pakistan, executing on a "super app" strategy outlined last year to build new revenue streams and boost engagement while sustaining growth in price-sensitive markets. The latest move by the Mountain View, California-headquartered firm comes as ride-hailing platforms face intensifying competition and tighter margins across emerging markets, pushing companies to look beyond transport for growth."
"Advertising offers a high-margin revenue stream that scales with usage, while grocery delivery increases how frequently users open the app. The combination could help inDrive reduce reliance on ride commissions while reinforcing its core mobility business. InDrive has built its position on affordability, using a peer-to-peer negotiation model that lets riders and drivers agree on fares directly rather than relying on fixed pricing."
"Advertising on inDrive is being rolled out across markets including Mexico, Colombia, Pakistan, Kazakhstan, Egypt, and Morocco. The rollout follows mid-2025 tests that delivered hundreds of millions of impressions and drew interest from global consumer brands and banks, said Andries Smit, inDrive's chief growth business officer, in an interview. The advertising business will initially focus on placements within the app, including during the waiting period after a ride is booked and while passengers are en route, moments that generate high engagement and sustained attention,"
inDrive is expanding beyond ride-hailing by launching advertising across its top 20 markets and adding grocery delivery in Pakistan as part of a super app strategy. The company uses a bidding-based, peer-to-peer fare negotiation model that emphasizes affordability. Advertising provides a high-margin revenue stream that scales with usage, while grocery delivery increases user frequency and engagement. The moves aim to reduce reliance on ride commissions and reinforce core mobility services amid intense competition and tighter margins in emerging markets. Advertising will appear during high-engagement moments in the app, following mid-2025 tests that yielded hundreds of millions of impressions and brand interest.
Read at TechCrunch
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