The Indian taxi market is valued at $9 billion, with only 6% being organized, primarily due to the fragmentation and emergence of ride-hailing aggregators like Ola and Uber. Key growth drivers include price competitiveness, customer convenience through app-based bookings, and a flood of new competitors, each innovating with technology and safety features. New entrants such as Wagon Cab and Vihik Cabs are innovating with models that address pricing and meet specific customer needs in tier II and III cities.

1. CAB AGGRIGATION AND SERVICES
Case Study Analysis

2. OVERVIEW
The taxi market in India is estimated at $9
billion; the organized sector
constitutes around ~ 6% revenue share of the
overall market
The organized taxi market in India is a
relatively nascent one; multiple aggregators
have launched their services recently 2014…
 The taxi market in India is highly fragmented and
unorganized
 The unorganized market is constituted of individual car
owners and agencies which operate in one or few cities
 Owned vehicles segment includes pure-play car rental
companies (e.g. Zoomcar) and players like Carzonrent
and
Meru.
 Aggregators are a new phenomenon driven by rise of
start-ups like Ola, Taxiforsure and recently in 2013, Uber
 Affliators are associated with multiple car rental agencies
and offer various packages/deals

3. KEY GROWTH DRIVERS
1-Price Competitiveness:
 Lack of comfortable public transport options in most Indian
cities has led to a growing demand for affordable cab services
 Aggregators especially have positioned their product as a
price-competitive alternative to autos and regular cabs
2-Customer Convenience:
 App based booking has led to growing customer ease of use
 In a very short span of time, companies like Meru, Ola & TFS are receiving 30-50% of booking requests through apps
 High punctuality and safety are additional customer benefits
3-Faster Scale up due to popularity:
 Even owned taxi companies like Meru are opting for aggregating taxis in order to scale up their fleet rapidly
 Aggregator based models will allow expansion to new cities rapidly
4-Entry of New Players:
 There has been a rapid influx of new players recently
 Heavy competition has led players to explore new pricing models, taxi segments etc.,
ultimately benefiting the end customer

4. TECHNOLOGY & INNOVATION
Technology has become a key differentiator; players
are looking to increase app usage by making their
apps more transparent, convenient and flexible.
 Increasing number of App languages to provide
better flexibility to customers/drivers of tier 2 cities
and to ultimately increase the app usage
 Showing the route being taken on a real time basis,
reducing app lag times and increasing GPS
precision, for an enhanced customer experience
overall
 Incorporating traffic status on routes to ensure that
the driver selected for a customer is nearest to the
customer on basis on least time to reach the
customer
 Driver management and suspension through the
usage of technology platforms
Aggregators have started undertaking innovative initiatives like women-only
cabs and panic buttons to highlight their focus on customer safety
 Olacabs.com, launched a 'pink cabs' service, driven by women drivers and which
will only allow female passengers to board them
 The premium service will help Ola compete in a niche segment of the taxi market,
dominated by regional players like She-Taxi etc.
 Complying with Government regulations, Ola also launched an emergency contact
 TFS is getting panic buttons installed in the cabs operated by their partner
operators, which will be located near the rear passenger seat in the cab
 Uber is adding a Share-My-ETA button to its app, rolling it out first in India to allow
passengers to send trip details to loved ones
 Additionally, TFS is planning to launch the Taxi-For-Sure Driver Finishing School to
enhance the soft skills of drivers
 Additional measures includes having all of its drivers reviewed again to ensure they
have 'authentic and valid police verification,' as well as hiring local 'safety exerts' to
detect fraud and to develop more effective screening methods for its drivers.

5. NEW PLAYERS
Wagon Cab Delhi-based Wagon Cab was
founded in April 2017 by Arpan Aggarwal and
Uttam Bose. However, operations started only in
October last year. Arpan realized the need for a
cab service that didn't burn a hole in the
customer's pocket after looking at Ola and Uber’s
surge pricing. The Wagon Cab app lets a
customer book cab rides only when a driver is
available within a radius of two kilometers. Wagon
Cab charges a flat rate of Rs 10 per kilometer; the
fare doubles after 11 pm. Currently bootstrapped,
the company has a team of 18 employees. In the
long run, Wagon Cab plans to hire women drivers
to join its fleet.

6. NEW PLAYERS
Gurugram-based Cab-Bazar is an online cab
aggregator for outstation travel and is focused
mostly on Tier II and Tier III cities as they do not
have a strong presence of app-based cabs. While
they currently focus on intercity travel, they also
have options for intra-city travel.
The company was founded in 2017 by 23-year-old
Deepanshu Rustagi, an engineer. One can book a
ride by entering the travel dates and itinerary on
the Cab-Bazar website. It also has an Android
app for its customers. It displays pricing for
different cars and allows customers to book cabs
by paying 15 percent in advance. Cab-Bazar
expects to grow 50 percent quarter-on-quarter in
FY 2018-19 and 40 percent year-on-year after
that.

7. NEW PLAYERS
Bengaluru-based Savaari offers pan-India car rental
services. It was founded by Gaurav Aggarwal in 2006
with an initial investment of Rs 55,000. Savaari’s
Android app lets you book one-way cabs, local
rentals, out-station taxis, airport taxis, and cabs by
cities. Savaari is spread across 98 cities and mostly
focuses on cab-rentals for road trips. Savaari has a
subjective pricing policy that depends on the city of
pickup, route and the duration of the trip. The user will
have to pay additional charges while travelling
between 10 Pm to 6 Am.

8. NEW PLAYERS
Vihik Cabs was co-founded by husband-wife
duo Chaitanya Duddu and Sameera Duddu in
June 2016. Hyderabad-based Vihik connects
drivers and customers, allowing them to
negotiate prices in real time. The riders can
contact cab drivers directly, set a price and
then bid a trip through the app. All drivers
within five-km radius receive the booking
request with the same price. Once the driver
accepts the booking, the customer is sent a
confirmation message. Vihik enables cash
payments and accepts payment through
Paytm. The company charges 20 percent
commission for each trip from the
drivers. Vihik’s app became functional in
February 2017, and the founders have
invested Rs 10 lakh.Vihik claims to have over
75,000 customers and over 1,000 drivers.

9. NEW PLAYERS
Bengaluru-based Get-Me-Cab was founded
by Amit Lakhotia, Bhola Meena, Kapil
Sehgal, and Sanjeev Duggal in 2011. It
offers one way and round-way intercity car
rental services along with intra-city services
in more than 100 Indian cities. An online cab
booking service, it also provides guided tour
packages and lets users select cars through
the app. The company has tie-ups with taxi
operators across India and helps them sell
their inventory online. Get-Me-Cab charges
are subjective and depends on the pickup
city, destination city, and the type of vehicle
selected by the user.

10. NEW PLAYERS
Jaipur-based Hippo Cabs is a cab aggregator
founded by Sahil Agarwal. The company launched
its inter-city services on the Delhi-Jaipur route in
2015. App-based Hippo Cabs pays its drivers a
fixed amount on per-trip basis and charges its
customer for the number of seats. It provides one-
way taxis, round-way trips, airport cabs and car
rentals, as well as multi-city services. The
company provides its services in more than 90
cities and claims to have more than 25,000
satisfied customers. The company also claims to
have completed 35,000 rides since
inception. Hippo Cabs charges customers
depending on the pickup and destination cities,
number of travelers, number of bags and the type
of vehicle - AC or non-AC.

11. NEW PLAYERS
Gangtok-based NE Taxi aggregates tourist
taxis in more than 60 cities and towns in
Northeast India. NE Taxi was started by
Rewaj Chettri of Gangtok in 2013. Rewaj
initially started it as a tour guide company
from his college dorm room and later
rebranded the venture as a transport
company.
App-based NE Taxi provides sightseeing,
travel packages and outstation services on
both reserve and share (NE Share) basis.
The startup claims to have a fleet of over 800
vehicles and has catered to more than
15,000 customers. It charges customers
depending on the number of days for which
they wish to avail the services, the type of
car and the pick-up and drop location.

12. NEW PLAYERS
Change is inevitable, but it’s not always
easy. Ride-hailing apps changed the world of
taxi services forever, but each step in this
evolutionary process has come with its share
of challenges. Primary among these
challenges is the elusive balance between
rider satisfaction and driver happiness.
Our journey began in 2017 with the objective
of solving these new problems.
Tora is a Korean joint venture headquartered
in New Delhi, India. We’re a tech company
and the core purpose of our business model
is to develop a platform that is fair and
transparent for both riders and drivers.
Tora is here to transform ride-hailing once
again.
Go Surge Free
With Tora, you’ll never worry about surge
pricing again. Be it heavy rain or traffic, we
offer predictable pricing. Go Surge Free.
Take A Tora.
Go Cashless Or Don’t!
Cash payment, card payment, online banking
or e-wallets. You can pay us with pretty
much anything, except hugs. (Although we’d
probably take those, too.)
Manageable wait times
The cab service you choose should drive you
around town; not up the wall. That’s why
we’ve built an algorithm that accounts for a
whole lot of metrics to ensure shorter wait
times and fewer cancellations for you
Better earnings for Drivers
Did you know drivers pay upto 30% of their
daily earnings to their cab aggregator? That’s
30% less income to support their families.
Tora empowers drivers by charging them a
flat fee that doesn’t cut into their daily bread.
See-through Pricing
Do you know the itemized price of your ride?
Do you know how much you were charged
for tolls/parking? Do you know the meaning
of life??? Tora answers all these questions
on every receipt. Except for the last one.
Would you let us know if you figure that one
out? Thanks.
Police Integrated Safety
We hope that you never have an emergency
situation with us. That said, prevention is
better than cure. The Tora app offers the
most advanced safety features in India, and
we do everything in our power to ensure that
you ride in safety every time.

13. SHUTTLE KEY PLAYERS
Corporate houses come to us for a one-stop-shop in
travel. We have been growing over the years and have
constantly re-invented ourselves by partnering with BPO /
KPO, IT Pharmaceutical companies giving them our
services for their travel requirements.
Top Ten Reasons why Clients Car-Pool with Us:
 We bring in the very best in travel
 They save MONEY & time
 Together we reduce the carbon footprint
 Cuts fuel costs drastically
 Decrease the number of accidents
 Lessen the stress of driving
 No parking woes
 Increase productive time
 More time to relax
 Absolutely professional, transparent and reliable
partners
Carpool Features:
 Air-Conditioned Cars
 Educated and knowledgeable staff
 Easy and user-friendly system
 24 x 7 Helpline number
 All our drivers are smart and well behaved with a sound background
 Our drivers are extremely familiar with all areas of the city
 All drivers carry a valid driving license and are duly verified by the Police
 Payment options by cash as well as CREDIT CARD
 Minimum occupancy of four passengers
Km
Rate For 22 Days
(Rs.)
Rate For 26 Days
(Rs.)
Rate For 30 Days
(Rs.)
Radius 0 To 5 Km. 2500 2875 3306.25
Radius 5 To 10 Km. 3200 3680 4332
Radius 10 To 15 Km. 3800 4370 5025.5
Radius 15 To 20 Km. 4400 5060 5819
Radius 20 To 25 Km. 5700 6555 7538.25
Radius 25 To 30 Km. 6300 7245 8331.75
Radius 30 To 35 Km. 7500 8625 9918.75
Radius 35 To 40 Km. 8200 9430 10844.5
Radius 40 To 50 Km. 9400 10810 12431.5
Radius 50 To 60 Km. 10600 12190 14018.5
Radius 60 To 70 Km. 11900 13685 15737.75

14. FINDINGS FROM KEY PLAYERS
Type of packages:
 Short radius travel
 Intercity travel
 Intracity travel
 One-way travel
 Tourism packages
 Corporate bookings
 One Way booking
USP-Promotion
 Travel within 2KM radius with 10RS/KM
 Discount on sharing and app download
 Discount on bookings
 Trained and qualified drivers
 Speak to driver and bid for price
 Paytm cash
 Gift cards
 Refer and win a free ride
Target Customer
 College going students
 Working professional
 Travelers-Long Route
 Travelers-Short Route
 One Way travelers
Technology Used
 Mobile Apps
 Website
 Chatbots
 Real time Location sharing
 GPS
 Emergency Systems
Focused
 No peak charges
 Hassle free booking
 Real time location mapping
 Less cancellation
 Convenient Payment
 Easy payment module
 Safety
 Good Incentive for drivers.
Something New
 Cab with female drivers
 LGBT Community operated cabs
 Collaboration with hotels
 Collaboration with Spa
 Bus pool-Monthly basis
 Magazines with travel info.
 Pool bus and car

15. OPERATION STRUCTURE
Vendor-1
Vendor-2
Vendor-3
BPO/KPO/Corporate Offices
Travel Agents
Hotels and Hostels
Vendor-
4
Corporate Community
Individual Bookings
Bookin
g using
App
Confirmation,
Vehicle
Allocation,
Trip Start
Payment
Done/Feedbac
k
3
1
2
Supply
Team
BD Team
Development
& Back end
Team
Top Management/
Directors

16. DEMOGRAPHIC PENETRATION
 MUMBAI
 DELHI
 KOLKATA
 CHENNAI
 BANGALORE
 HYDERABAD
 PUNE
 AHMEDABAD
 SURAT
 KANPUR
 INDORE
 JAIPUR
 VADODARA
 NAGPUR
 LUCKNOW
 PATNA
 VISHKAPATNAM
 BHOPAL
 GWALIOR
 JABALPUR
 AURANGABAD
 GANDHINAGAR
A-1 CITIES APPROACH A CITIES APPROACH
 MADURAI
 ALIGARH
 KOCHI
 COIMBATORE
 VIJAYWADA
 TIRUCHAPALLI
 NASHIK
 RAJKOT
 SOLAPUR
 ANAND
 LUDHIANA
 AGRA
 MEERUT
B-1 CITIES APPROACH

17. MANPOWER STRUCTURE
SUPPLY
MANAGER=
8X2=16
BD
MANAGER=
8X2=16
SUPPLY
ASSOCIATE=
16X2=32 NOS
VP-COUNTRY HEAD-1 NOS
DIRECTOR & FOUNDERS
CLUSTER HEAD-4 NOS
CLUSTER
MANAGER=
2X4=8 NOS
BD
ASSOCIATE=
16X2=32 NOS
VP-PRODUCT IT MANAGEMENT-1NOS
VP-PR & COMMN.-1 NOS
HR
MANAGER-1NOS
SALES & SUPPLY IT & PRODUCT DEV. COMMUNICATION HR & ADMIN
HR
EXECUTIVE-2NOS
IT TEAM PR/COMMN
TEAM

18. Thank You…