InDrive Pursues Super App Ambitions with Grocery Delivery Launch in Kazakhstan
InDrive, the ride-hailing platform recognized for its bidding-based model across Asia and Latin America, is embarking on an ambitious super-app strategy targeting emerging markets. The company has begun this transition by introducing grocery delivery services in Kazakhstan, marking its first step beyond transportation to daily essentials.
Expansion Across Frontier Markets
Starting in Kazakhstan, InDrive offers over 5,000 grocery items with a promise of 15-minute delivery, utilizing a dark store model primarily focused on ready-to-eat meals and a smaller fraction of fresh products. This service has demonstrated strong early traction, with a net promoter score of 83% and an average of five orders per user monthly. Over the next 12 months, InDrive plans to extend similar services to other key markets, including Brazil, Colombia, Egypt, Pakistan, Peru, and Mexico.
Since 2022, InDrive has recorded more than 360 million app downloads and 6.5 billion transactions globally, positioning it as the world’s second most-downloaded ride-hailing app after Uber. Its delivery segment alone completed over 41 million orders in 2024 and more than 14 million in the second quarter of 2025, highlighting rapid growth in this category.
Kazakhstan: A Strategic Launchpad
InDrive’s choice of Kazakhstan as the launch market for its super-app initiatives is strategic. The Central Asian nation, the region’s largest economy, has experienced a significant surge in digital adoption. InDrive has its largest workforce and R&D operations hub in Kazakhstan, facilitating agile development and deployment. According to a Dealroom report, the company’s local operations grew by 44% over the past year, within a tech ecosystem valued at $26 billion, underscoring a robust environment for digital services.
Despite existing grocery delivery competitors, InDrive aims to differentiate through affordability, targeting price-sensitive consumers who face limited access to quality groceries. The company aspires to become the “Aldi of online groceries,” addressing gaps in availability and affordability.
Super App Strategy and AI Integration
Historically, super apps have had mixed success globally, with firms like WeChat and Gojek thriving, while others such as Meta struggled. Drawing on leadership experience from WeChat, InDrive plans to harness artificial intelligence to personalize user experiences and improve accessibility for people with disabilities and lower literacy levels.
InDrive has committed significant investment to this strategy, deploying approximately 30% of its $100 million venture and M&A fund toward super-app development. Notably, it acquired a stake in Pakistan’s grocery startup Krave Mart, signaling a gradual rollout in additional markets.
Competition and Market Challenges
InDrive faces strong competition from Uber and local players, particularly in India, where its growth has stagnated. Data indicates a 22.6% year-to-date decline in app downloads for InDrive in India, contrasting with substantial gains by Uber, Ola, and Rapido. Safety concerns and exploitation of the bidding model have impacted user retention. In response, the company is focusing on select cities and enhancing safety protocols.
Future Vertical Expansion
Looking ahead, InDrive intends to diversify its super app offerings with services tailored to local market needs. Financial products such as small loans for drivers are already available in Brazil and Mexico, with plans to extend these to passengers and small businesses. The company is also exploring micro-mobility services and partnerships with local businesses and public transit to deepen urban integration.
Andries Smit, InDrive’s chief growth business officer, emphasized a market-specific approach, prioritizing verticals aligned with the company’s core strengths and partnering where necessary to fill gaps.
FinOracleAI — Market View
InDrive’s move to establish a super app by leveraging its strong foothold in frontier markets positions it well for diversified revenue streams beyond ride-hailing. The rapid adoption of grocery delivery in Kazakhstan demonstrates the potential for cross-selling daily essentials to a loyal, cost-conscious user base. However, challenges in competitive and complex markets like India highlight execution risks, particularly in user safety and market penetration.
Investors should monitor InDrive’s expansion pace, AI integration effectiveness, and partnerships in new verticals. The company’s ability to adapt its model locally while maintaining affordability will be critical to sustaining growth.
Impact: Positive
