InDrive, a popular ride-hailing service known for its innovative bidding-based model in Asia and Latin America, is embarking on a new strategy to become a “super-app” by expanding into frontier markets. This expansion will go beyond just offering rides, with plans to provide essential daily items to its user base.
InDrive’s latest move involves introducing grocery delivery services in Kazakhstan, marking the beginning of a broader expansion plan that will cover multiple sectors over the next year across key markets like Brazil, Colombia, Egypt, Pakistan, Peru, and Mexico. With over 360 million app downloads and 6.5 billion transactions globally, InDrive has solidified its position as the world’s second most-downloaded ride-hailing app, trailing only behind Uber since 2022.
Andries Smit, the chief growth business officer at InDrive, emphasized the importance of increasing customer engagement and loyalty through frequent usage of the platform. The decision to enter the grocery delivery space was driven by the significant growth observed in this segment, with millions of orders fulfilled worldwide and a rapid scaling trend seen in the company’s delivery offerings.
The company’s initial foray into grocery delivery in Kazakhstan has been well-received, with a diverse range of products available for quick 15-minute deliveries. Customer satisfaction levels have been high, as indicated by a notable net promoter score and a substantial number of repeat orders per user each month.
In a bid to enhance customer retention, InDrive has adopted a dark store model for grocery deliveries in Kazakhstan, focusing primarily on ready-to-eat meals with a smaller portion dedicated to fresh produce. This strategy may vary in other regions where the company is open to collaborating with local partners, especially in areas with a dense network of smaller stores.
While specific details were not disclosed, Smit revealed that InDrive has expanded its dark store presence in Kazakhstan by 30% since August, indicating a commitment to strengthening its delivery infrastructure in the region.
Techcrunch event
San Francisco
|
October 27-29, 2025
Why has Kazakhstan been chosen as the initial market?
InDrive currently operates in nearly a thousand cities across 48 countries worldwide, leading the way in eight of them. The decision to launch its super-app strategy in Kazakhstan stems from a surge in digital adoption among consumers in the country, which boasts the largest economy in Central Asia. Additionally, Kazakhstan serves as a key operational hub for InDrive, housing a significant portion of its research and development activities.
Although specific growth metrics for the Kazakhstani market were not disclosed, a recent report highlighted a substantial 44% growth rate for InDrive in the country over the past year. The tech ecosystem in Kazakhstan has also witnessed remarkable growth, with the valuation reaching $26 billion, signaling a burgeoning startup scene and increased digital services.
Despite existing competition in the grocery delivery sector in Kazakhstan, InDrive aims to distinguish itself through competitive pricing, positioning itself as a cost-effective option for online grocery shopping. The company’s focus is on addressing accessibility and affordability issues faced by consumers, particularly those seeking budget-friendly alternatives for their grocery needs.
“Our goal is to provide affordable groceries to all consumers, ensuring that everyone has access to quality products at reasonable prices,” Smit explained.
InDrive’s super-app strategy: a game-changer or a familiar concept?
While several companies have attempted to leverage the concept of super apps, only a few, like WeChat and Gojek, have achieved significant success. In contrast, others, such as Meta, have encountered challenges in gaining traction with this model.
Having previously worked with WeChat, Smit brings valuable insights from his experience to InDrive’s super-app strategy. By harnessing the power of AI and personalized services, InDrive aims to differentiate itself in the market and deliver a seamless integrated experience to its users. The incorporation of AI technology will enable personalized offerings and enhance accessibility for individuals with disabilities or lower literacy levels.
InDrive announced the establishment of a venture and M&A arm in November 2023, with plans to invest up to $100 million in the coming years. A significant portion of this investment has already been allocated to the super-app initiative, with approximately 30% of the funds utilized for this purpose.
The company recently made a strategic investment in Krave Mart, a grocery startup in Pakistan, as part of its venture activities. While a definitive timeline for launching grocery deliveries in Pakistan has not been disclosed, InDrive’s expansion plans indicate a broader focus on enhancing its service offerings in various markets.
In a competitive landscape where rivals like Uber are diversifying their service portfolios, InDrive aims to cater to a distinct customer segment, focusing on cost-conscious consumers who prioritize affordability and value in their purchasing decisions. While there may be some overlap with Uber’s offerings in certain regions, InDrive’s strategy is tailored to meet the specific needs of its target audience.
“Our primary focus is on serving cost-conscious consumers and providing them with a reliable and affordable transportation option,” Smit emphasized.
India: A complex market for InDrive
Despite its presence in India, InDrive has faced challenges in gaining significant traction in the competitive landscape dominated by players like Uber, Ola, and Rapido. The company has observed a decline in downloads in India, while its competitors have experienced notable growth in user acquisition.
Recognizing India as a critical market, Smit acknowledged the need to refocus the company’s efforts on key cities where it can establish a stronger presence and deepen its market penetration. InDrive is exploring various models, particularly in the freight business, to enhance its offerings and address the evolving needs of Indian consumers.
To address safety concerns and improve customer service, InDrive is actively focusing on enhancing safety measures and educating both drivers and passengers on best practices. The company acknowledges the importance of building trust with its user base and is committed to prioritizing safety and security in its operations.
“We recognize the need to address safety perceptions and enhance communication with our drivers and passengers to ensure a safe and reliable experience for all,” Smit stated.
Future verticals on the horizon
Looking ahead, InDrive plans to broaden its super-app offerings by introducing new services tailored to the specific needs of local markets. Financial services are among the potential additions, with initiatives like providing drivers access to small loans already underway in markets such as Brazil and Mexico. The company is exploring ways to extend these financial services to passengers and potentially to small businesses involved in deliveries.
Moreover, InDrive is considering the introduction of micro-mobility services that would allow users to connect with local businesses and public transportation options. The company’s vision is to offer a comprehensive suite of services tailored to each city’s unique requirements, leveraging its core competencies while also exploring strategic partnerships to enhance its service offerings.
“Our goal is to offer a diverse range of services that cater to the specific needs of each city we operate in. By focusing on our strengths and collaborating with the right partners, we aim to deliver a seamless and integrated experience to our users,” Smit explained.
