inDrive, a ride-hailing and services platform, is expanding its business beyond traditional transportation by launching in-app advertising to diversify revenue streams and increase user engagement in highly competitive, price-sensitive markets.
InDrive has started offering in-app ads in key markets, including Mexico, Colombia, Pakistan, Kazakhstan, Egypt, and Morocco, with Nigeria among the countries where the feature quietly launched in late 2025.
Ads appear in high-attention moments such as when riders are waiting for a car and during active trips, giving brands direct access to active users inside the app.
InDrive plans to focus primarily on digital in-app formats by 2026, with the possibility of in-vehicle and on-vehicle advertising later on.
Along with advertising, Indrive is also expanding into grocery delivery, starting with Pakistan.
The company has partnered with local dark store operator, Krav Mart, to offer inDrive.groceries in Karachi, with plans to expand the service to Lahore, Islamabad and Rawalpindi later this year.
Users can order thousands of daily essentials from fresh produce to household goods, with delivery times typically around 20-30 minutes, often with a free delivery limit and no service fees.
The grocery promotion follows earlier accelerated-commerce pilots in markets like Kazakhstan and is aimed at increasing how often users open the app, creating new touchpoints for both commerce and advertising.
This strategy follows Indrive's broader super app vision of connecting mobility, delivery, grocery commerce and ultimately other services on a single platform.
inDrive's signature peer-to-peer pricing model, which allows drivers and riders to negotiate fares directly, helped it expand into various regions since launching in multiple countries in 2021.
However, with increasing competition from global and local players, the company sees product diversification as a way to sustain growth and deepen engagement with its large user base, which includes millions of users in markets such as Pakistan and Nigeria.
By diversifying into advertising and commerce beyond ride-hailing, InDrive is betting that a broader set of high-frequency services will boost loyalty, unlock new revenue potential and strengthen its position against rivals in frontier and emerging economies.
