inDrive, the ride-hailing company once known for shaking up transportation markets, is placing a bold bet on becoming a super app in frontier economies.
The company has launched a super app strategy focused on integrating multiple daily services into one platform, starting with grocery delivery in Kazakhstan.
This move could reshape access to essential goods and services across emerging markets.
Expanding services beyond ride-hailing
At the core of inDrive’s strategy is the expansion beyond ride-hailing to embrace a wide range of essential services. The company started the super app rollout with a grocery delivery service in Kazakhstan, offering over 5,000 items with delivery promises as fast as 15 minutes. Early feedback is positive, with an 83% net promoter score and users averaging five grocery orders per month.
Andries Smit, inDrive’s Chief Growth Business Officer, highlighted that “when customers engage with you more regularly, they tend to remain loyal, become more valuable within the ecosystem, and show greater commitment overall”.
This approach also involves partnering with local businesses, adapting to regional preferences, and leveraging a dark store model focused on ready-to-eat meals.
The company plans to expand this model to other frontier markets such as Egypt, Brazil, Colombia, and Mexico. Beyond groceries, potential future services include financial products, micro-mobility options, and links to public transportation and small businesses.
Targeting cost-conscious consumers in frontier markets
inDrive intends to capitalise on fragmented retail sectors and cash-heavy economies by offering bundled services with competitive pricing. The company explains that many consumers in these regions face challenges accessing quality groceries, often feeling “trapped by their choices.” By providing accessible, affordable services in an all-in-one app, inDrive aims to improve users’ everyday convenience and economic access.
Kazakhstan was chosen as the launchpad due to its rapid digital growth and inDrive’s operational presence there, serving as a hub for research and development. The tech ecosystem there has flourished, with valuations jumping from $1.5 billion in 2019 to $26 billion in 2024. Since August 2025, inDrive has increased its dark store count in Kazakhstan by 30% to meet rising demand.
As inDrive pursues its super app vision, it stands apart from bigger competitors like Uber by focusing on integrated services tailored to the unique needs of frontier economies.
The company has allocated 30% of a $100 million investment budget to this strategy and is optimistic about scaling it across multiple countries in the coming years.