inDrive Expands into Advertising and Grocery Delivery to Diversify Revenue Streams
inDrive, renowned for its unique bidding-based ride-hailing model, is strategically broadening its services by introducing in-app advertising across its top 20 markets and expanding grocery delivery services into Pakistan. This initiative aligns with the company’s super app strategy, aiming to diversify revenue streams and enhance user engagement in competitive, price-sensitive regions.
The ride-hailing industry is experiencing intensified competition and shrinking profit margins, especially in emerging markets. To navigate these challenges, companies like inDrive are exploring additional services beyond traditional transportation. In-app advertising presents a lucrative, high-margin revenue opportunity that scales with user activity, while grocery delivery services encourage more frequent app usage. Together, these services aim to reduce inDrive’s dependence on ride commissions and strengthen its core mobility offerings.
inDrive’s distinctive approach allows riders and drivers to negotiate fares directly, fostering affordability and flexibility. However, operating alongside global competitors like Uber and local transportation options necessitates innovation beyond ride-hailing. This context has propelled inDrive’s super app strategy, focusing on integrating high-frequency services such as grocery delivery to cater to the evolving needs of users in frontier and emerging markets.
The company’s advertising venture is being implemented in key markets, including Mexico, Colombia, Pakistan, Kazakhstan, Egypt, and Morocco. Following successful mid-2025 trials that generated hundreds of millions of impressions and attracted interest from global consumer brands and financial institutions, inDrive is poised to capitalize on this momentum. Andries Smit, inDrive’s Chief Growth Business Officer, highlighted that the initial advertising efforts will concentrate on in-app placements during high-engagement periods, such as the waiting time after booking a ride and during the journey itself.
While future plans may include in-car and on-vehicle advertising, the current focus remains on digital in-app formats through 2026. This decision is influenced by the operational complexities associated with physical advertising in emerging markets and the promising early results from digital placements.
In parallel, inDrive is scaling its grocery delivery services in Pakistan, marking its second market after Kazakhstan. This expansion is facilitated through a partnership with local dark-store operator Krave Mart, which received an investment from inDrive in December 2024. By integrating grocery delivery, inDrive aims to increase user engagement and attract advertising demand beyond its ride-hailing services.
This strategic diversification underscores inDrive’s commitment to evolving into a comprehensive super app, offering a range of services that meet the daily needs of users while establishing new revenue channels in the dynamic landscape of emerging markets.
