Three months after taxi-hailing app Ola acquired its competitor TaxiForSure for $200 million, it has started the process of integrating the apps of both. Ola has added TaxiForSure’s hatchback fleet to its own app, increasing the number of vehicles available for users. Earlier, Ola had moved the entire fleet (about 500) of auto-rickshaws from TaxiForSure to its own app.
“By bringing TaxiForSure hatchbacks onto the Ola app, we have unlocked complimentary value. As a platform, Ola believes in giving access to a wide range of personal transportation options from a single app. We will continue to find more unique ways to create efficiencies between the two brands, to create a seamless experience for all our customers and drivers,” said Pranay Jivrajka, chief operating officer, Ola.
The integration has gone live in Delhi and Mumbai and other cities will follow suit in a phased manner over a few weeks. TaxiForSure Hatchback (TFS Hatchback) will appear as a new category on the Ola app. Sandeep Murthy, Principal at Lightbox Venture, said this is was expected and it will help companies acquire customers.
“It’s logical to have two separate brands under one umbrella if it targets different audience segment. But these businesses are same and have similar target audience,” Murthy said.
However, following this change, TaxiForSure will continue to work independently and offer rides in other categories. TaxiForSure’s hatchbacks charge a base fare of Rs 49 whereas Ola Mini charges Rs 80 as base fare for first four kilometers.
“Our target is to serve 20 million customers this year. We are confident that with this integration, customers on the Ola app will also have the opportunity to experience TaxiForSure rides at the lowest fares in their city. This integration will also be beneficial for our drivers, as it will mean more value for the time they put in,” said Arvind Singhal, CEO, TaxiForSure.
