InDrive’s Ambitious Plan to Succeed as a Global Super App

InDrive is charting an ambitious course to evolve from a ride-hailing platform into a comprehensive super-app, targeting emerging economies with a suite of daily services. The company, which originated with its unique fare-bidding model, now aims to embed itself more deeply into users’ lives by offering everything from grocery delivery to financial products.

The expansion begins with grocery deliveries in Kazakhstan, with plans to roll out additional services over the next year in key markets such as Brazil, Colombia, Egypt, Pakistan, Peru, and Mexico. This strategic shift follows impressive global traction: more than 360 million app downloads and 6.5 billion transactions, securing its rank as the world’s second most-downloaded ride-hailing app after Uber since 2022.

Andries Smit, InDrive’s chief growth business officer, emphasized that increasing user frequency strengthens loyalty and ecosystem value. The decision to start with groceries came after observing explosive growth in delivery, over 41 million orders globally in 2024, including 14 million in just the second quarter of 2025.

In Kazakhstan, the service promises 15-minute delivery of more than 5,000 products. Early pilots reported a net promoter score of 83%, indicating strong customer approval, and an average of five orders per user monthly. The company employs a dark store model in the region, focusing largely on ready-to-eat meals and a smaller selection of fresh items to encourage repeat usage.

Smit noted that the approach will adapt to local conditions in other markets, with potential partnerships especially in areas dominated by small independent stores. Since August, InDrive has increased its dark store count in Kazakhstan by 30%.

Kazakhstan was selected as the launchpad for this super-app initiative due to its rapid digital adoption and status as Central Asia’s largest economy. It also hosts InDrive’s largest workforce, serving as a hub for research and operations. Although specific metrics weren’t shared, a recent report highlighted a 44% growth for InDrive in Kazakhstan over the past year, within a tech ecosystem now valued at $26 billion.

The company aims to compete on affordability, positioning itself as a budget-friendly alternative in the grocery delivery space. Smit pointed out that cost-conscious consumers often lack access to quality goods, a gap InDrive intends to fill.

The super-app concept has seen mixed results globally. While platforms like WeChat and Gojek have thrived, others have stumbled. Smit, drawing on his experience with WeChat, believes that AI-driven personalization and accessibility features will be key differentiators for InDrive. The company has already allocated roughly 30% of a $100 million venture fund toward this strategy, including an investment in Pakistani grocery startup Krave Mart.

Unlike Uber, which has also diversified into food delivery, InDrive targets a more price-sensitive demographic. There is some overlap, but Smit stressed that their core user is distinctly budget-aware.

In India, however, InDrive has struggled to gain footing. Download numbers have declined by 22.6% year-to-date, while competitors like Uber, Ola, and Rapido have seen significant growth. Safety concerns and issues with the bidding model have been cited by some users as reasons for switching platforms. Smit acknowledged these challenges and affirmed that safety and education remain priorities.

Looking ahead, InDrive plans to introduce new verticals such as financial services, already piloted in Brazil and Mexico through driver microloans, with potential expansion to passengers and delivery partners. The company is also exploring micro-mobility integrations and local business connectivity.

Smit summarized the approach as city-specific and service-oriented, focusing on areas where InDrive has existing expertise while partnering for capabilities outside its core. The goal is to become an indispensable part of daily life in the markets they serve.

(Source: TechCrunch)