3 min read
Pakistan’s long-running Super App debate has resurfaced as ride-hailing platform inDrive expands into groceries, courier and delivery services, raising fresh questions about whether the country’s digital payments, logistics, and consumer behaviour are ready for a single all-in-one platform.
Speaking to The Express Tribune, inDrive executives said earlier Super App failures in Pakistan were not due to the idea itself, but poor execution and premature expansion. The company believes market conditions have evolved, with higher smartphone usage, improved digital payments, and stronger consumer trust in online services now creating room for gradual platform scaling.
Head of Q-Commerce Services at inDrive, Nurken Rzaliyev, said Super Apps fail when platforms try to launch multiple services simultaneously without a strong core.
“You need one service people trust and use daily. Expansion must follow real behaviour, not ambition,” he said.
Pakistan has previously seen multiple Super App attempts struggle due to fragmented payments, weak logistics, and inconsistent service delivery. However, the landscape has shifted in recent years with systems like Raast and private fintechs improving transaction access, especially in urban areas. Ride-hailing and online deliveries have become part of daily life for millions, changing how digital platforms can grow.
Founded in 2012, inDrive entered Pakistan in 2021 and now operates in over 20 cities for urban rides and more than 200 cities for intercity travel. Its negotiated fare model has resonated strongly in price-sensitive markets like Pakistan.
Rather than launching a full Super App, inDrive is adding services gradually, including courier, freight and grocery delivery through its partnership with Crave Mart. Analysts note that groceries remain a high-frequency but operationally complex segment, requiring efficient warehousing and last-mile logistics.
Startup ecosystem expert Mutaher Khan of Data Darbar said the grocery integration does not fundamentally alter market dynamics.
“It’s still Crave Mart operationally. Their scale is decent but smaller than PandaMart,” he said. He added that inDrive’s real strength remains ride-hailing, where it still holds the largest market share despite rising competition.
On payments, analysts caution that Pakistan’s digital transaction ecosystem remains fragmented, with much activity still happening off-app, making full integration a major challenge for any Super App.
Experts agree that Pakistan’s Super App success will depend less on branding and more on execution fundamentals such as service reliability, transparent pricing, logistics efficiency, and user trust. With consumer loyalty remaining fluid and price sensitivity high, only platforms that deliver consistent everyday value are likely to succeed.
