InDrive has big plans to become a global ‘super app’ where others have failed

InDrive, the innovative ride-hailing service known for its bidding model, is embarking on an ambitious journey to transform into a comprehensive 'super app'. This strategic shift aims to penetrate frontier markets by evolving its offerings from transportation to everyday essentials. The company has kicked off this initiative with grocery deliveries in Kazakhstan, marking the start of a broader expansion across key regions over the next year. Brazil, Colombia, Egypt, Pakistan, Peru, and Mexico are among the countries poised to witness InDrive's diversified services. This move follows the app's impressive record, boasting over 360 million downloads and 6.5 billion transactions globally, making it the second most-downloaded ride-hailing app after Uber since 2022. Andries Smit, InDrive’s chief growth officer, highlighted the importance of frequent customer engagement, stating, "If customers use you more frequently, then, of course, they stay longer, they’re more valuable in the ecosystem, and they’re just more loyal overall." The choice of Kazakhstan for grocery delivery was strategic, fueled by rapid growth in this segment, which saw over 41 million orders completed worldwide in 2024 alone. InDrive's grocery service promises delivery within 15 minutes and features over 5,000 products. Early feedback from the pilot program yielded a remarkable net promoter score of 83%, indicating strong customer satisfaction. Utilizing a dark store model, InDrive focuses on ready-to-eat meals while also including a selection of fresh products. Smit noted that the delivery model will be tailored to each region, with potential partnerships with local vendors, especially in areas with a robust network of small stores. Kazakhstan has been chosen as the launchpad for this super app strategy due to its rapidly digitizing consumer base and InDrive's substantial presence in the country, which serves as a central hub for research and development. A recent report indicated a 44% growth for InDrive in Kazakhstan, reflecting the burgeoning local tech ecosystem valued at $26 billion, a significant increase since 2019. InDrive aims to differentiate itself in Kazakhstan's competitive grocery delivery market through affordable pricing, akin to the discount retailer Aldi. Smit emphasized the need to address access inequality for cost-conscious consumers, saying, "Some of our cost-conscious consumers end up not buying from the right places or not buying the right goods, and they recognize that, but they feel they have no other choice." While other companies have struggled to establish successful super apps, InDrive is determined to leverage AI to enhance user experience and accessibility for those with disabilities or lower literacy levels. The company recently announced plans to invest up to $100 million in its super app strategy, with 30% already allocated. InDrive's rivalry with Uber continues as both companies expand their service offerings. However, InDrive is targeting a different consumer base, focusing on cost-conscious customers. Despite challenges in markets like India, where competition is fierce, InDrive remains committed to testing various models and refining its approach. Looking ahead, InDrive is set to introduce additional services tailored to local needs, potentially including financial offerings and micro-mobility solutions to connect users with local businesses and transportation options. Smit concluded, "We want to capture the key verticals that we have capability for, that we know and are very close to our core."