inDrive, the ride-hailing company that disrupted markets with its bidding-based pricing model, is making a bold shift toward becoming a “super app” for frontier economies. The California-headquartered company is widening its scope from mobility to everyday essentials, beginning with a grocery delivery launch in Kazakhstan.
The move reflects a larger ambition: to deepen customer engagement across its major markets — Brazil, Mexico, Egypt, Colombia, Pakistan, and Peru — by offering services that stretch beyond transportation. With more than 360 million app downloads and 6.5 billion completed transactions, inDrive has already built a loyal user base. Now, the company hopes to convert that reach into long-term retention by embedding itself in users’ daily routines.
Why Groceries, and Why Kazakhstan?
Groceries were chosen as the first expansion play because the segment has been scaling fast inside inDrive’s portfolio. In 2024, the company fulfilled more than 41 million delivery orders, with 14 million of those in the second quarter of 2025 alone. Early trials in Kazakhstan showed strong adoption: the service offers 5,000 items, promises delivery in 15 minutes, and achieved a Net Promoter Score of 83%. Average usage is five grocery orders per customer each month, underscoring its potential to anchor the super-app strategy.
Kazakhstan was not a random choice. It is the largest economy in Central Asia, with a rapidly digitizing consumer base and a growing $26 billion tech ecosystem, according to Dealroom. inDrive also has its largest operational headcount there, making it a natural testbed for innovation. Since August, the company has expanded its network of dark stores by 30% to support demand.
Targeting Cost-Conscious Consumers
In a region where price sensitivity is high, inDrive’s positioning resembles that of Aldi in the offline grocery world. By offering affordable online shopping, the company aims to serve consumers who often compromise on quality due to limited access. “Some of our cost-conscious consumers end up not buying the right goods because they feel they have no choice,” said Andries Smit, inDrive’s chief growth business officer. “We want to solve that.”
The strategy could also differentiate inDrive from global rivals like Uber, which has extended into food delivery through Uber Eats but targets more premium segments in many markets.
Navigating Challenges and Opportunities
The super app idea has had mixed results globally. WeChat and Gojek became household names by integrating multiple services, while Meta’s attempts to replicate the model outside China have floundered. inDrive hopes to succeed by tailoring services city by city, investing heavily in AI to personalize user experiences, and ensuring accessibility for users with lower literacy or disabilities.
InDrive’s ambitions also include branching into financial services and micromobility. In Brazil and Mexico, drivers already access small loans through the app — a feature that could be extended to passengers and delivery partners. The company also envisions linking users with local businesses and public transport networks.
The Road Ahead
While its grocery rollout is still young, inDrive has committed a portion of its $100 million venture fund to this super-app evolution, already investing in Pakistan’s Krave Mart. Expansion across its frontier markets is expected over the next year, but execution will be crucial.
If successful, inDrive could redefine what a ride-hailing app can be in emerging economies — not just a transport tool but a digital companion for daily life.
