InDrive Aims to Solve Frontier Markets With a Super-App Power Play

InDrive is expanding its operations by launching a super-app strategy in frontier markets, starting with grocery delivery in Kazakhstan. The ride-hailing company, known for its bidding-based model, aims to leverage its existing user base and delivery infrastructure to diversify into daily essentials and other local services. This move is part of a broader plan to expand into multiple verticals over the next 12 months across key markets including Egypt, Brazil, Colombia, Pakistan, Peru, and Mexico [1]. The company has already launched its grocery delivery service in Kazakhstan, offering over 5,000 products with a 15-minute delivery promise. Early pilot data shows a high net promoter score of 83%, with an average of five orders per user per month [2].

The decision to begin the super-app rollout in Kazakhstan was influenced by the country’s rapid digital transformation and InDrive’s significant presence there. Kazakhstan is the largest economy in Central Asia and represents a central hub for InDrive’s R&D and operations. The country’s tech ecosystem has grown substantially in recent years, with a reported valuation of $26 billion as of 2024, up from $1.5 billion in 2019. InDrive is using a dark store model in Kazakhstan, with a focus on ready-to-eat meals, and has increased its dark store count by 30% since August [1]. The company is also exploring partnerships with local operators to adapt its model to regional preferences and infrastructure, particularly in areas with a high density of small retail stores [2].

InDrive’s super-app is not limited to groceries. The company is planning to integrate a range of services tailored to local market needs, including financial services, micro-mobility, and links to public transportation and local businesses. For example, in Brazil and Mexico, drivers can already access small loans through the InDrive app. The company is evaluating the possibility of extending these financial services to passengers and small businesses involved in deliveries [1]. Additionally, InDrive is exploring AI-driven personalization to improve accessibility and user experience, especially in markets with lower literacy rates. The integration of AI is expected to enhance customer retention and improve service quality [2].

Egypt is among the next markets where InDrive plans to roll out its super-app strategy. The company already operates ride-hailing and courier services in the country and sees frontier markets as ideal for bundled, cost-conscious services. The model in Egypt will likely include a mix of dark stores and partnerships with local grocers to ensure accessibility and affordability. InDrive’s strategy in frontier markets is focused on leveraging its cost-conscious consumer base and local partnerships to differentiate itself from competitors like Uber and Careem. The company is also addressing safety concerns in some markets by investing in training and customer care programs [2].

InDrive’s expansion into frontier markets represents a bold move in a highly competitive space. While super-apps like WeChat and Gojek have achieved success in Asia, many similar attempts in other regions have struggled. InDrive believes its approach is well-suited to frontier markets, where fragmented retail sectors and cash-heavy economies favor a platform that offers multiple daily services in one app. The company has already deployed 30% of its $100 million venture and M&A budget on its super-app strategy and plans to continue scaling its operations in key markets over the next few years [1].

Source:

[1] InDrive has big plans to become a global 'super app' where others have failed (https://techcrunch.com/2025/09/08/indrive-has-big-plans-to-become-a-global-super-app-where-others-have-failed/)

[2] inDrive is launching a super-app for frontier markets (https://technext24.com/2025/09/08/indrive-is-launching-a-super-app-market/)