Indrev, known for its dialect-based ride—-oning models in Asia and Latin America, making a “super-app” strategy aimed at Frontier Markets-expanding beyond the cab to distribute daily essential things to your users.
Starting with a delivery of grocery in Kazakhstan, Indriv has planned to expand many verticals including Brazil, Columbia, Egypt, Pakistan, Peru and Mexico in its top markets in the next 12 months. This innings comes on more than 360 million apps and globally comes on heels of 6.5 billion transactions, strengthens its position. The world’s second most down loaded ride-haling appBehind Uber, from 2022.
“If customers use you more often, of course, they live longer, they are more valuable in the ecosystem, and they are overall more loyal,” in a special interview, Indraviv’s Chief Development Business Officer Andris SMIT said.
Indrav, after seeing the rapid growth in his delivery segment, chose grocery delivery as its first expansion-In 2024, over 41 million orders worldwide were completed and made one of the fastest scaling categories in the company’s portfolio in Q2 2025 alone.
Mountain View, California -based company has launched its grocery delivery service in Kazakhstan, with more than 5,000 products offered with a 15 -minute delivery promise. The initial pilots of the Central Asian country received a net promoter score of 83% – a sign of high customer satisfaction – and average of five grocery orders per month, the company said.
SMIT told Techcrunch that Indrive is using a dark store model for grocery delivery in Kazakhstan, in which most of the items focus on ready-to-Eat food and about 10% are part of a strategy to promote fresh products. He said that the model would vary in other areas, where the company is open to the local partnership, especially with a dense network of the mother-and-pop store in the markets.
Without sharing the nuances, Smt said that the company has added 30% more dark stores in the country since August.
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Why is Kazakhstan the first market?
Indrive currently works in 982 cities in 48 countries globally and goes to eight of them. But then why has it chosen Kazakhstan as the first market for its super-app step?
SMIT told Techcrunch that the company decided to do so after seeing “huge upper” among the consumers going digital in the country, which is the largest economy in Central Asia. Indraive also has its largest headcon in Kazakhstan, serving as a central center for its R&D and operation.
Indriv did not disclose the specific development matrix for his operation in Kazakhstan. However, a recent report of Deelerroom was published in collaboration with the government -backed Tech Park Estana Hub, noted The company saw an increase of 44% in the country in the last 12 months.
The report also suggested the importance of Kazakhstan’s technical ecosystem of 18 billion dollars since $ 26 billion-local startup formation, funding and sharp increase in digital services.
Kazakhstan already has a grocery delivery app to meet some demand. However, Indrive wants to win the market mainly with economical pricing – having an Aldi of online grocery.
“There is access and inequality, and even access to issues with some grocery accessories,” Smit said. “Some of our cost conscious consumers do not buy from the right places or do not buy the right goods, and they recognize it, but they feel that they have no other option.”
Indrive’s Super-App: A Different or Déjà vu
Many companies have tried to succeed with super apps. While some, such as Vichat and Gajch, have been successful, others – including Meta – Struggled to achieve traction,
Smit, who worked with WeChat in his former role in 2016, experienced how the integrated experience on the Chinese app did a good job. He told Techcrunch that, taking advantage of his expertise and using AI capabilities, is planning to make his super-app strategy a success. AI integration will help users to bring privatization and make services accessible for people with disabilities and low literacy, he said.
In November 2023, Indrive announced an enterprise and merger and acquisition branch to invest up to $ 100 million over the next few years. SMIT told Techcrunch that about that enterprise, about 30% has already been deployed on a super-app strategy.
Company Invested in Pakistan’s grocery startup, crew MartAs part of that enterprise in December. However, there is no concrete timeline on the fact that when Indrav’s app will offer grocery delivery to users in Pakistan.
Uber, the arch-rival of Indraives, has also expanded his service portfolio, adding food distribution such as food distribution through Uber bricks in select markets. SMIT stated that Indrive targets a separate customer segment – one that Uber usually does not serve – although some areas have some overlap.
“Big and older, we really support and play in a cost-conscious consumer,” he said.
India as a “puzzle” market
In addition to the Frontier markets including Kazakhstan, Indriv has been working in India for some time, competing with homegron players such as Ola and Rapido along with Uber. However, the company has not raised the South Asian nation. Uber also operated a version of Indrav’s dialect model in India, which attempts to repeat the approach.
Data of specially shared appFigures with Techcrunch suggests that Indrive watched a year-on-year 1.07 million less downloads compared to the same period in 2024. In contrast, Uber added 8.02 million downloads up to 60.6%, while Ola gained 1.55 million, 13.2%. Rapido emerged as the fastest growing player, with an additional download of 14.9 million-an increase of 80.9%.
“India is a puzzle for us,” Smit told Techcrunch. “India is still growing, and we are focusing … We have decided to focus on major cities very quickly where we really think that we want to work firmly.”
The company is testing various models, especially in the goods business, although it is known to allow riders to bother with drivers. These include separate payment mechanisms for daily payments for drivers and even go with a specific tech rate, Smit said.
Indriv faced early challenges and saw limited success at first-even in markets like Pakistan, where it became a leading ride-hi lingo platform after Uber later exiting.
Smit said, “We have sleeper markets, where markets are like drifts, and then whatever case, perhaps one of the contestants stumbles,” Smit said.
More than a dozen riders and drivers in India told Techchchan that security concerns were an important reason that they no longer like to use Indriv. Some drivers stated that the bidding model of the app was exploited by the riders – and, in some cases, even by fellow drivers were presented as riders to disturb their peers as riders.
The SMIT said that the company gives priority to security and customer service.
“Yes, we need to talk to this safety perception and teach and educate our drivers and passengers,” he said.
Next vertical in plans
Indrive has planned to expand its super-app offer by launching new services according to the needs of the local market. SMIT told Techcrunch that they could include financial services. An example already lives in markets including Brazil and Mexico, where drivers can Reach small loans through ride-hyling appThe executive said that the company is searching for ways to expand passengers – and for potentially small businesses involved in delivery, the executive said.
There is also a plan to detect a service of the company that enables subtle dynamics, allowing its consumers to join local businesses and public transport services.
“We want to be city-specific, and it can be a bouquet of various services,” Smit said. “We want to capture the important vertical for which we have the ability, which we know and are very close to our core … but if we have no experience of running, for those types of services, we will definitely be just partners with the right player.”
