The Birth and Growth Trajectory of the Brand inDriver

Introduction

Brands that are innovative, customer-centric, and solve the major issues concerning the community are the ones that are successful in today’s volatile, uncertain, complex, and ambiguous (VUCA) world.

InDriver is one such application that has revolutionized ride-hailing applications and solved some of the major shortcomings of the brands present in the market today. InDriver’s customer-centered approach is the reason for its success and its business idea. In this article, we will dive deep into the Birth and Growth Trajectory of the brand and what strategies lead to the success of the brand.

The Birth of inDriver

Image − InDrive Logo

InDriver is an application that helps the customers commute from one place to another. InDriver was founded in 2012 by a bunch of students in Tatsuki, one of the coldest cities on Earth. The CEO and core founder of inDriver is Arsen Tomsky. InDriver was founded because the founder understood the problem of how the driver unions, or the stand people increased the price of fares by an unreasonable amount as soon as the weather changed a little bit. The villagers used to haggle, and boom, InDriver was born. InDriver is an application that gives both the riders and the drivers the freedom to mutually negotiate the fare and decide on their riding partner.

The major competitors of InDriver today are Uber, Ola, Rapido, Swiggy Genie, and others. InDriver, today known as inDrive, has won many awards, including the SHIELD Trust Awards in 2022, Google Play’s 2019 Best Everyday Essential Application in Brazil, and was also nominated for the GSMA Global Mobility Awards (GLOMO) in 2019.

The Growth Trajectory and Operational Excellence of InDriver

InDriver, in its marketing initiatives, claims itself to be a brand of choice. In InDriver, people are given the choice to make decisions instead of just accepting what has been given to them by the algorithm, and InDriver achieves this by the following measures −

Mutually Negotiate the Price

InDriver provides this unique feature in which the fare for the ride is decided by both the riders and the drivers mutually. There is no set price by the company; what InDriver as an application does is tell you about the base fare for the commute, and now the bidding starts. Drivers bid their fares, and customers bid their fares. Customers can accept the fare, which they see as reasonable for their situation, and then the commute or trip starts. This allows for fewer blackout cases, which was a major problem in Ola and Uber, as the passenger would start the trip with the application that came before and at a price acceptable to them.

Customers who do not get a good response from the driver can increase or decrease the fare. This haggling concept is the major premise and what sets InDriver apart from its competitors. InDriver as a brand is applying the pay-at-will concept.

Choose Your Ride

Whenever the driver accepts the fare or the customer sees the bid, the entire history of the passenger and the driver is shown to the other party. In this sense, the customer is choosing their ride, and they have access to all the data, like the rating of the driver, the number of rides the driver has completed, and the feedback of the driver. The same goes for the passenger. This makes the journey safer and more trustworthy for both parties.

The Revenue Model of Indriver

has this model: whenever it enters a country, the first 6 months are going to be free for the drivers. This is a market penetration strategy adopted by InDriver to get more and more drivers onboard with them. This large driver base then accepts the larger passenger user base. After the first six months of the launch of InDriver, it starts collecting a commission for every ride made by the driver.

Additionally, InDriver also provides a feature in which the driver in the InDriver application is going to get money directly from the user, be it cash or kind. InDriver penetrates the market, captures the customers, and then starts with its services on the new island. InDriver also allows other businesses to promote their offerings on the InDriver application, thereby earning money from the advertisement revenue.

Know The Route and The Destination

Another major problem these driving or commuting applications faced was that the driver did not know the booking destination beforehand. They were allotted trips that they had to complete. Now, not all destinations might suit the driver, resulting in a lot of no-shows or cancellations of rides from the driver's end. This gave a bad image of the company to the passengers, but with InDriver, the drivers know the price at which the booking is made, the route, and the destination of the trip. Drivers only bid when they have perfect knowledge, resulting in more and more successful trips.

Freedom of Choice

InDriver is an application that provides freedom of choice to both the driver and the passenger. With InDriver, valuable information regarding the fare, the feedback of the driver and the passenger, the route, and the destination is revealed from the very start.

Passenger shuttle drivers can make informed decisions, resulting in more successful trips and fewer headaches for the company. With InDriver, the company can relax and let the customer and the driver, the two most affected parties, make decisions and earn a commission for the services that the application is providing.

Conclusion

Today, InDriver is present in more than 32 countries and more than 450 cities. To date, InDriver has done more than 700 million rides and has more than 70 million users. InDriver has been the most trusted and chosen brand to hail from one destination to another since February 2020.

InDriver as a NA application solves real-life problems of commuting from one destination to another, and it also understood the shortcomings of the existing application and the customer’s expectations before entering the market. The in-depth survey not only helped the company serve its customers better but also gave it an edge over its competitors. InDriver is a customer-centric brand, and this is the major reason for the success of the ride-hailing application.