Executive Summary 

The client engaged with Redseer Strategy Consultants to develop its 2-wheel taxi offering and understand how and where it should scale the offering. Redseer also ran a city-level pilot across key cities in Uttar Pradesh and select metros. The objective was end–to–end operating model development for its 2-wheel taxi offering based on a deep understanding of how users across Tier 2 cities and metro pockets commute, what they are willing to pay, and where the real demand clusters are.

About the Client 

The client is India’s leading ride-hailing platform, widely known for its app-based ride-hailing services. The client operates a diverse fleet and offers access to affordable, reliable personal mobility solutions across urban and semi-urban areas. With strong brand equity and deep tech integration, the client continues to explore new formats and geographies to expand its offerings. 

The Strategic Imperative

India’s 2-wheel taxi market is large but hyper-local, with consumer behaviour varying significantly by region. While metros offer scale, Tier 2 and 3 cities hold the key to the next phase of growth. The client needed to develop its 2-wheel taxi offering’s operating model by answering the following questions and testing out the initial product market fit through pilots. 

• What are the dominant commute modes across key customer segments, and how can the client position 2-wheel taxis as a compelling alternative for each use case? 
• Given the volatile and uneven regulatory landscape across states, how should the client design a resilient and adaptive 2-wheel taxi strategy to navigate the VUCA environment effectively? 

• What is the market TAM pay for 2-wheel taxis at current pricing, and how should the client price or package its offering to unlock higher conversion? 
• Which city clusters show the highest potential for 2-wheel taxi adoption, and how should the client prioritise expansion or marketing spends across these clusters? 
• Where is driver availability currently concentrated, and what are the most efficient levers to improve supply density and driver engagement? 

Redseer’s Strategic Engagement

1. Surveyed 1000+ respondents across cities to understand current commute behaviour, i.e., by autos, bus, metro, local rail, 2W/4W taxi, and the frictions they face. 
2. Identified the most used transportation modes by consumer cohort and use-cases like daily commute, first/last mile for intercity, running errands, and social outings 
3. Mapped high-traffic and high-demand zones based on frequency and purpose of travel 
4. Tested user acceptance of 2W pricing to determine which customer segments were willing to pay at standard rates and where resistance was highest. 
5. Mapped driver presence (hotspots) over demand-rich zones to assess alignment and identify gaps that could affect service availability and turnaround time 
6. Analysed in detail the regulatory landscape at a state-level to identify potential enablers, bottlenecks, and risks. Used this to advise the client on how their go-to-market approach should vary across states. 

Outcomes & Impact 

The engagement helped the client develop their operating model and scale their 2-wheel taxi offering by 2x 

Mobility needs are rapidly evolving in India, especially in tier-2 and metro catchments with multiple new travel use cases emerging. The 2-wheel taxi opportunity in India is uniquely positioned as it provides affordability, speed, and solves for the increasingly hyperlocal mobility needs. Our engagement helped the client define their 2-wheel taxi offering operating model and supported on-ground pilots to establish a strong foundation for future growth – Rohan Agarwal, Partner, Redseer

What This Means for the Industry 

India’s urban mobility market is rapidly evolving. It is now about depth, relevance, and hyperlocal execution. While awareness of 2W taxi services is high in many cities, actual usage is still limited to familiar zones and cohorts. Success in this space will depend on identifying high-frequency, low-cost commute needs and building reliable, location-aware service models that respond to how people actually travel. Platforms that combine trust, affordability, and local activation while learning from existing players will be best placed to grow sustainably in India’s price-sensitive, high-density mobility ecosystem. 

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