InDrive Expands Services with New “Super-App” Strategy in Emerging Markets
InDrive, renowned for its bidding-based ride-hailing approach in Asia and Latin America, is launching a “super-app” initiative aimed at expanding its offerings in frontier markets. This innovative strategy will transition the platform from solely taxi services to encompassing a range of daily essentials for its users.
Launching Grocery Delivery Services in Kazakhstan
Initiating its expansion, InDrive is introducing grocery delivery services in Kazakhstan, with plans to diversify into additional sectors over the next year across key markets such as Brazil, Colombia, Egypt, Pakistan, Peru, and Mexico. This development follows the app’s impressive global performance, which includes over 360 million downloads and 6.5 billion transactions, reinforcing its status as the second most downloaded ride-hailing application, trailing only Uber since 2022.
Andries Smit, InDrive’s Chief Growth Business Officer, highlighted the importance of frequent engagement with users. “When customers utilize the app more often, they tend to remain loyal and contribute greater value to the ecosystem,” he stated in an interview.
Rapid Growth in Delivery Services
InDrive has chosen grocery delivery as its entry point into the super-app market due to burgeoning demand; the company reported over 41 million delivery orders completed globally in 2024, with more than 14 million just in the second quarter of 2025. This segment is rapidly shaping up to be one of the company’s fastest-growing categories.
The new grocery service in Kazakhstan promises delivery within 15 minutes, featuring over 5,000 products. Early pilot programs have yielded a significant net promoter score of 83%, indicating high customer satisfaction and an average of five grocery orders per user each month.
Dark Store Model for Enhanced Customer Convenience
Utilizing a dark store model for its grocery services, InDrive focuses primarily on ready-to-eat meals, with around 10% of offerings being fresh items. Smit noted that this strategy is designed to enhance customer retention. The company has also increased the number of dark stores in Kazakhstan by 30% since August, without disclosing specific operational metrics for that market.
Selecting Kazakhstan as a Launchpad
Operating in 982 cities across 48 countries, InDrive has selected Kazakhstan for its super-app initiative due to a notable increase in digital consumer behavior within the region. As the largest economy in Central Asia, Kazakhstan serves as the base for InDrive’s extensive research and development operations.
According to a recent report by Dealroom, in collaboration with the tech park Astana Hub, InDrive has experienced a remarkable 44% growth in Kazakhstan over the past year, contributing to a burgeoning tech ecosystem valued at $26 billion—a substantial increase from previous years.
Competitive Pricing Strategy
Kazakhstan already has several grocery delivery services; however, InDrive aims to differentiate itself by providing competitive pricing—positioning itself akin to Aldi in the online grocery sector. Smit emphasized the company’s commitment to addressing access and affordability issues faced by cost-conscious consumers.
Navigating the Super-App Landscape
The concept of super apps has seen varying success; while platforms like WeChat and Gojek have thrived, others, including Meta, have encountered challenges. Smit draws from his experience with WeChat to shape InDrive’s strategy, aiming to leverage AI technologies for user personalization and accessibility.
InDrive announced a new venture and acquisition fund in November 2023, with intentions to invest up to $100 million over the coming years. Approximately 30% of this investment has already been allocated to advancing the super-app initiative.
Addressing Challenges in India
InDrive is also focusing on the Indian market, facing stiff competition from Uber and local rivals such as Ola and Rapido. Despite previous struggles in India, Smit remains committed to identifying key urban areas for robust operations. Recent data reveals a decline in downloads for InDrive, amid a surge for rival platforms, indicating essential adjustments may be necessary.
Issues of safety and customer service were raised as critical factors affecting user preference, and Smit acknowledged the need to fortify the company’s safety protocols and enhance driver education.
Future Expansion Plans
InDrive aims to broaden its super-app functionalities by introducing localized services, potentially incorporating financial solutions. For instance, the app currently offers small loans to drivers in Brazil and Mexico and is exploring similar financial support for riders and small delivery businesses.
Additionally, the company is considering features that promote micro-mobility, connecting consumers to local businesses and transportation options, creating a tailored service experience for urban markets.
InDrive is strategically positioning itself to become a key player in the evolving landscape of super-apps while focusing on niche consumer segments that prioritize affordability and accessibility.
