Exclusive interview with Pavit Nanda Anand, APAC Communication Lead, InDrive

In this exclusive interview with Ms. Pavit Nanda Anand, the Asia Pacific Communication Lead for inDrive, we gain valuable insights into her journey and the company’s remarkable growth in the ride-hailing industry. With over 15 years of experience in PR and communications, Pavit has been instrumental in establishing inDrive’s presence across several countries, including India, Nepal, Pakistan, Indonesia, Malaysia, and the Philippines. As the Communication Lead, she spearheads PR and communications strategies across the Asia Pacific region, overseeing relationship management, partnerships, and campaigns that align with inDrive’s vision.

InDrive, founded on the principle of challenging unfair pricing practices, offers riders and driver-partners the freedom to mutually agree on fares, rather than relying on algorithm-driven surge pricing. This approach has not only made inDrive a unique player in the mobility space but also transformed the ride-hailing experience by ensuring transparency and fairness. Pavit shares her leadership experiences and how the company’s commitment to technology, innovation, and a user-centric platform has enabled inDrive to achieve rapid growth. She also discusses the company’s successful marketing strategies and how inDrive fosters a culture of inclusivity and innovation within its teams.

What inspired inDrive to create a mobility platform that offers transparency and fairness between riders and driver-partners in India? 

InDrive was born out of a commitment to challenge injustice in society. Our CEO Arsen Tomsky hails from Yakutsk in east Siberia where temperatures often drop to -60 degree celsius, and taxi cartels would hike prices to take advantage of the winter chill. So, in the winter of 2012, when taxi drivers had hiked prices by 50%, a group of students led by Arsen Tomsky started an online message board for people to post journey requests and car owners to respond with offers of transport, with both parties mutually agreeing on fares. This led to the inception of inDrive on the same model in 2013. inDrive, as a term, initially connoted ‘Independent Drivers.’ 

The salient feature of inDrive is the freedom to choose price, vehicle and driver, allowing our riders more control over the ride-hailing experience. In addition to ride-hailing, inDrive provides an expanding list of urban services, including intercity transportation and delivery. Currently, we are present in 888 cities in 48 countries. We are the second most downloaded mobility app and the fourth most downloaded travel app in 2022 and 2023.

What impact has inDrive's approach had on the ride-hailing industry in India, especially in comparison to the more algorithm-driven models? 

Our values of challenging injustice and fair play are reflected in our model with  the  freedom to choose price, vehicle and driver, irrespective of the smartphone model, battery time and other parameters. Unlike other ride hailing apps, we do not rely on AI algorithms to determine these parameters. This allows both riders and driver-partners to have greater autonomy on their ride-hailing experience. Moreover, it minimises the chances of surge pricing and cancellations as both parties mutually agree on the price first. 

In terms of technology, how does inDrive handle the flexibility of its platform without relying on complex AI or algorithmic pricing models? 

At inDrive, we don't use algorithms to surge ride prices based on external factors like many competitors. Instead, we have a user-centric model, which enables passengers and drivers to agree on a fair price before the ride. Our peer-to-peer model lets both parties choose each other and set the fare together, using technology to facilitate the process. Passengers can select drivers based on ratings, vehicle, and other factors, while drivers can choose rides based on location, passenger ratings, and the offered fare. We aim for fairness and transparency, challenging injustice by not relying on complex AI or pricing algorithms to determine the ride-hailing parameters. 

Can you share insights into how inDrive has worked to make its platform accessible to riders and drivers using various smartphone models and battery conditions? 

inDrive has made a conscious effort to ensure its platform is accessible to both riders and drivers, regardless of the smartphone model they are using or their device’s battery condition. Here are some key strategies that we have implemented:

• Optimized App for Low-Performance Devices- Our lightweight design involves less data usage and is user- friendly. 

• Simple UI/UX Design  - A clean, intuitive user interface makes it easier for all users

• GPS Optimisation- This saves undue battery drainage while still receiving accurate location information

What tech-based solutions have you found most effective in optimizing GTM strategies across different cities and segments? 

At inDrive, we work across geographies and verticals. Hence, we tailor our strategy to align it with requirements of various regions and segments. Below strategies have helped us in optimising our GTM strategies across different cities and segments. 

• Geo-Targeted Campaigns and Hyperlocal Marketing

• Tech-Enabled Driver and Rider Acquisition

• A/B Testing and Continuous Optimization

• Localised App Features & Language Support

• Integration with Local Payment Partners

As a leader, how do you foster a culture of innovation and technology adoption within your teams? 

The 3Ps- purpose, people and performance, are intrinsic to how we function and work as a team. Our focus is on hiring the best talent and investing in their development, while maintaining a culture of inclusivity, mutual support, and personal growth.