inDrive, best known for its fare-bidding ride-hailing model, is accelerating efforts to diversify its revenue by introducing in-app advertising across its top 20 markets and expanding grocery delivery services to Pakistan. The moves align with the company’s broader “super app” ambition unveiled last year, aimed at building multiple income streams and deepening user engagement while maintaining affordability in price-sensitive markets.

The Mountain View, California-based company is taking this step as competition intensifies and margins tighten across emerging markets. Advertising offers a scalable, high-margin business that grows with app usage, while groceries bring a higher-frequency service that encourages users to open the app more often. Together, these verticals are expected to reduce inDrive’s reliance on ride commissions while strengthening its core mobility operations.

In-app advertising is being rolled out in markets such as Mexico, Colombia, Pakistan, Kazakhstan, Egypt and Morocco, following pilot tests conducted in mid-2025 that generated hundreds of millions of impressions. According to inDrive’s Chief Growth Business Officer, Andries Smit, early traction has attracted interest from global consumer brands and financial institutions. For now, the company is prioritising digital placements during high-attention moments, such as after ride booking and while passengers are en route, with physical vehicle advertising remaining a longer-term option.

Pakistan has emerged as a central pillar of inDrive’s expansion beyond rides. The company is scaling grocery delivery in the country through a partnership with local dark-store operator Krave Mart, starting in Karachi before expanding to other major cities. With rising demand for quick commerce, a fragmented retail landscape and inDrive’s strong local user base, the company sees significant opportunity to cross-sell groceries without incurring heavy customer acquisition costs. Since entering Pakistan in 2021, inDrive has recorded strong growth in both ride volumes and delivery services, positioning the country as one of its fastest-growing markets globally.

Looking ahead, inDrive expects advertising, groceries and other on-demand services to play a larger role in its business mix over the next few years. While ride-hailing remains its largest revenue driver, its share has steadily declined as new verticals scale. Operating in more than 1,000 cities across 48 countries with over 360 million app downloads, inDrive is betting that scale, local partnerships and disciplined investment will help it sustain growth and unlock new opportunities beyond transportation.

Source: Techcrunch