Tired of waiting endlessly for a ride in city's chaotic traffic? Daily commutes burning a hole in your pocket?

Rapido is your go-to ride-hailing and delivery service, offering fast, affordable, and safe bike, auto rides, cabs and parcel delivery in the palm of your hand. With over 100 million+ rides completed across 100+ cities, we are transforming urban mobility in India, making lives of daily commuters easy every single day. Unlike traditional ride-hailing apps, Rapido ensures quicker pickups, shorter travel times, and budget-friendly fares.  

Why Choose Rapido?

• More Choices, More Convenience: Whether it’s a bike for zipping through traffic, an auto for a budget-friendly ride, or a cab for a comfortable trip, Rapido has you covered.
• Pocket-Friendly Rides: With fares starting at just ₹10/km, Rapido is up to 40% cheaper than traditional options
• Beat the Traffic: Save 30%-50% of your commute time with our smart routing and real-time GPS navigation.
• Safe & Secure: Every ride comes with verified captains (drivers), SOS alerts, ride tracking, and insurance. Helmets are mandatory for bike rides.
• Need to Send Something? Use Rapido Parcel to deliver packages quickly and affordably within your city.

Your City. Your Ride. Your Way.

Whether you're heading to work, running errands, or exploring the city, Rapido has you covered. Download the Rapido app now and experience the fastest way to get around your city. Your next ride is just a tap away! 🚀

Approach :

• • • • Agenda : The focus was to speak to 6 -8 customers who use actively use or have used Rapido in the past. The target was to get information only through interviews so that I have an opportunity to go deeper into a user's answer than capture the data by only floating a google form. That said, a form was shared with the user after the conversation to capture the information in a more structured format.
      • Selection of Users : The users were selected at random by reaching out to the GX community, friends and family. The focus was to keep a healthy mix of various genders, occupations and propensity to use a ride hailing app.
      • Questionnaire : A set of questions were created beforehand focussing on capturing the user demographic, where do the users spend time (to understand the right place to target them) their prime reason for looking for a ride, motivators and suppressors for preferring one app over the other, their usage behaviour with complimentary services like travel (flights, stays) and their awareness and usage of current Rapido features and offering.
      • Interview Process : The interview was designed to be free-flowing, with follow-up questions tailored to the user's responses. The goal was to gain a comprehensive understanding of their entire journey—from considering the app and interacting with it, to completing a ride and their post-ride experience.  Before starting the interview the users were explained why this interview was being conducted and how the data will be used - to put them at ease.
      • Documentation : I took notes while the users answered and a google form was shared with the users after the interview to capture data in a more structured format. The gooflr form can be found here.

ICPs :

ICP Prioritisation :

Scale used : High - Somewhat High - Moderate - Somewhat Low - Low

Prioritisation Reasoning:

Based on above framework prioritising considering high value to user, high ease of adoption; high frequency and high distribution potential narrowing it down to two channels:

• ICP-2: College Student :
• • While the propensity to pay is low the need to book a ride for daily commute to college/metro station and to get a price as possible is very high. With Rapido already having created an image for themselves as the cheapest ride hailing app, a program that allows the user to get more discount should work.
  • Habit forming phase → may lead to potentially higher LTV when ICP graduates & continues using.
• ICP-4: Working Professional
• • Prioritises comfort and convenience over price and is willing to pay a premium for the same. Biggest TAM of the entire pool with highest paying capacity.
  • Once converted, with consistent good service this ICP can quickly become a loyalist.

Rapido's Core Value Proposition

Mentioned below are Rapido's key product features that enable the mentioned value proposition :

• Multiple Ride Options : Choose from Bike, Auto, Cab, and Parcel services for different travel and delivery needs.
• AI-Powered GPS Navigation : Intelligent route optimization ensures the fastest and most efficient ride.
• Live Ride Tracking : Track your ride in real-time with accurate ETA updates.
• SOS & Emergency Button : Quick access to emergency help during a ride.
• Verified Captains & Ratings : Background-checked drivers with a user rating system for quality assurance.
• Multiple Payment Options : Pay using UPI, wallets, cards, or cash for convenience.
• Dynamic Fare System : Transparent, demand-based pricing with clear breakdowns.
• Parcel Delivery Service : Send small to medium-sized packages within your city quickly and affordably.

(Let's begin by doing a basic competitor analysis in a tabular format considering all the parameters for your product and its competitors)

(Then let's try to understand the market at a macro level and evaluate the trends and tailwinds/headwinds.)

Now it’s time for some math, calculate the size of your market.

TAM = Total no. of potential customers x Average Revenue Per Customer (ARPU)
SAM = TAM x Target Market Segment (percentage of the total market)
SOM = SAM x Market Penetration/Share

Market Research

Trends and Tailwinds

The mobility and ride-hailing sector in India has undergone a remarkable transformation over the past decade, driven by rapid urbanization, technological advancements, and changing consumer preferences. To understand this space better significant amount of time was spent studying reports like Indus Valley Annual Report 2025 and reading latest news and legislation in this domain. Here is the summary of my findings :

• Shift to subscription-based models : All major ride-hailing platforms are experimenting with subscription plans that offer unlimited or discounted rides for a fixed monthly fee. The move by Uber, Ola and Rapido to move to subscription based model for autos has been driven by their competition from Namma Yatri.

Source 1, Source 2

• Rise of Electric Vehicles (EVs) and focus on green mobility : There has been growing demand for electric vehicles (EVs) in the ride-hailing space, driven by environmental concerns and government incentives. Companies like BluSmart (EV-only ride-hailing) and Ola Electric are leading the charge, while traditional players like Uber and Rapido are piloting EV fleets

Sources 1 , Source 2

• Shift Towards Multi-Modal Mobility : Consumers are increasingly looking for integrated mobility solutions that combine bike taxis, auto-rickshaws, cabs, and even public transport options in a single platform. This shift is driven by the need for flexibility and convenience, especially in congested urban areas where no single mode of transport is optimal for all trips. With the advent of initiatives like ONDC (Open Network for Digital Commerce) apps like Rapido and Redbus are expanding their offering from ride-hailing and intra-city travel respectively to metro ticketing to allow the user to experience seamless multiple model experience. Rapido is now live with Delhi and Chennai metro ticketing to enable the multi modal use case.

Source 1

Competitor Analysis

Market Sizing

TAM - Total Addressable Market

Tier 1 Cities (Delhi, Mumbai, Bangalore, etc.):

• Potential Customers: ~100 million urban population × 20% ride-hailing penetration = 20 million customers.
• ARPU: ~1,500– 2,000 per month (average spend on ride-hailing).
• TAM: 20 million × 1,800 × 12 months = 43,200 crore annually.

Tier 2 Cities (Jaipur, Pune, Lucknow, etc.):

• Potential Customers: ~150 million urban population × 10% ride-hailing penetration = 15 million customers.
• ARPU: ~1,000–1,500 per month (lower spend compared to Tier 1).
• TAM: 15 million × 1,200 × 12 months = 21,600 crore annually

SAM - Serviceable Available Marke

Let’s assume the target market segment for Rapido is 30% of the total market in Tier 1 and Tier 2 cities.

SAM = TAM × Target Market Segment (percentage of the total market)

SOM - Serviceable Obtainable Market

SOM = SAM x Market Penetration/Share

Acquisition Channel for Rapido

Given that Rapido is in the mature scaling stage following channels can be used for user acquisition. Let's break them down :

• Organic : Investing heavily in organic search may not be the best option for Rapido because ride-hailing is a high-intent, immediate-need service. Ride hailing apps are discovered more by advertising and WoM than by a user searching for specific keywords like "ride hailing apps".
• Paid Ads : This could be an area to invest but Rapido already is a well known brand in tier 1 and tier 2 cities. It may help educate the customer though that now cabs are also available on Rapido.
• Referral Program : Referral programs could be a great way for Rapido to acquire users because they leverage recommendations from existing customers, making new users more likely to try the app. By offering incentives like discounts or free rides for both the referrer and the new user, Rapido can drive cost-effective, organic growth while building a loyal customer base.
• Product Integration : Product integrations and partnerships can be a powerful way for Rapido to acquire users by embedding its services into platforms people already use daily. 
• Content Loops : While the content loop strategy works well for lifestyle, entertainment, or aspirational brands, it’s not a natural fit for a utilitarian service like Rapido.

Referral programs, and Product Integration seem like the most appropriate choice to drive customer acquisition, as these channels align better the need of the chosen ICPs and fare well on the channel selection framework.

​

ICP : Middle management working professional

Age: 33 - 45

Location: Mostly Tier 1

Product Integration Compatibility

Mentioned below are the the apps that are most used by Rapido users on a daily basis or if used sparring fall in the "travel and mobility" bucket :

At a mature scaling stage Rapido should look for partners where the overlap of complimentary services is high and there is an opportunity to add value to user experience. They should look for partners with whom they can benefit in the long run and therfore with that thought , a product integrations with a Credit Card, say that of HDFC makes most sense.

HDFC Smart buy <> Rapido

HDFC's credit card program is called Smart buy. For the purpose of this project we'll deep dive into Rapido's product integration with Smart Buy. This ideally can be done for another or multiple credit card programs depending on how simple or complex is their flow.

• User Research Insight : One insight that repeatedly came out was that to book flights and stays this ICP tries to utilise its credit card points as much as possible. In addition to this, a lot of where the user purchases from and how they pay is governed by the user wanting to collect as many redeemable credit card points as possible. When asked a direct question "Would you use your credit card points to pay for daily commute?" all the users in this ICP replied with a strong non-hesitant yes. When asked "Would you prefer one ride - hailing app over the other if it allowed you to collect credit card points?" all users responded with a variations of "Yes, till the time the app delivers its core promise of quick, reliable and comfortable rides".

• Assumption/Hypothesis : The motivation of the user to maximise the benefit it gets from its credit card is high enough for them to prefer one ride hailing app over the other, given that :
• • Core value proposition is fulfilled consistently
  • The credit card point conversion to rapido coins has the same conversion system as credit card coins to rupees.

• Why would Smart Buy do this? : Enhance its current travel offering to the user. Current offering includes :

What is the value we are looking to add through the product integration

• • User can use credit card coins to pay for a completed ride based on their credit card conversation rate. E.g. if I credit card point = Rs. 0.5 , in Rapido you can use 200 HDFC points to pay for a Rs. 100 ride.
  • Conversely, A rapido user can pay using their credit card and get cashback in form of Rapido coins which can be redeemed for future rides. Giving coins as a cashback will ensure that the user continues to place orders.

Here is the flow of working:

Discovery :

1. 1. Homepage : In the banner section a campaign to be run clearly highlighting : Credit card points can be used for ride payments, eligible cards, conversation system. Bank and card images to initiate recall and association.

2. On the payments page, when the buyer completes a ride, an option to pay using credit card points to show. This view should:

• • • Clearly show the no. of points that the user has currently
    • Conversion mathematics to let the user to ensure clarity about how many points will be used
    • Call put that if the ride is being paid for partially what are the other payment options for the remaining amount

Payment Flow :

When payment is done using credit card to get points

• User logins in the Smart Buy portal and goes to the travel section, Rapido is listed under newly created section "Rides"

• User clicks on Rapido and is routed to Rapido's website, but only after encountering a message similar to the below message

• On the Rapido website user will be asked to login using their registered mobile number and OTP
• The user be redirected to the Smart buy section
• Let's assume the user will buy a coupon voucher of say Rs. 100, the calculation will as below :
• • • Card conversion Rate : 1 points = Re. 0.5
    • Rapido points Re. 1 = 1 rapido coin
    • Therefore 1000 coins = Rs. 500 = 500 rapido coin
    • In addition to this there is a 5% cashback , therefore the user spends Rs. 495 and gets a voucher worth 500 rapido coins
• These coins are automatically reflected in the user's app
• The next time user completes the ride the app asks if the user wants to use the coins to pay for the ride
• Payment is done using the coins till no more coins are left

When payment is done using the credit card points

• User books a ride from point A to B
• The ride is completed, and user goes to the payment page
• On the page of of the options is "Credit card points" NOT "Credit/Debit Card"
• If a credit card is already added the user will be prompted to login to Smart Buy account from within the Rapido app
• If the card is not added the user will be asked to select the bank they'll want to add (HDFC in this case)
• Based on the bank chosen (HDFC) the user will then be prompted to do a one time login into their Smart Buy account
• One logged in the user will be shown , within the Rapido app, how many points they have and what conversion math
• It will be explicitly called out that the conversion mechanism is the same as it would be for any other reward using Smart Buy
• The buyer chooses credit card points to pay for the ride
• The user is shown the remaining points once the payment is done

​

ICP : College student

Age: 18 - 23

Location: Mostly Tier 1

Current Referral Program :

• The current referral program gives the person referring Rs.50 if the new user takes a ride within 7 days of being referred
• This amount is not high enough for other ICPs. Infact they stand to loose social currency by mentioning this program within their circle.
• College students though are looking to get a discounted price as much as possible and this program could create a domino effect within the student community if implemented correctly
• The current awareness of this program is extremely low. Of the 8 users that were interviewed, one user was aware of the program and they were the only one who has used it

Proposed Referral Program

Who is the referral program for?

The program is specifically designed for users aged 16-24 years—students, young professionals, and college-goers who actively use affordable and quick transport options.

Why is the referral program for this age group?

• This demographic heavily relies on budget-friendly commuting options like bike taxis and autos.
• These users are not worried about losing social currency by referring an app to the friend for a cashback discount. If anything, this will help them score points within their circle since young professional and college students
• Young users are highly social and digitally engaged, making them more likely to refer friends.

What is the construct of the referral program?

• Reward Structure (Slab-Based System):
• • 🎯 First 5 referrals Rs.50 cashback each as rapido coins
  • 🎯 For every block of cmompleted 5 referrals get Rs.150 cashback is rapido coins
• Referral Completion Criteria - The referee must sign up using the referral code and complete their first ride within 7 days.

How will the user flow look like?

1️⃣ Accessing & Sharing the Referral Code

• The user opens the Rapido app and navigates to the "Refer & Earn" section via the menu or home screen banner.
• A screen appears explaining the reward structure (slab-based cashback in Rapido Coins).
• The user finds their unique referral code and taps “Share Now” to send it via WhatsApp, SMS, email, or social media.
• A pre-filled message with the referral code and program details is auto-generated.

2️⃣ Referee Signs Up & Completes First Ride

• The referred friend clicks the shared link, which opens the Rapido app or directs them to download it.
• During sign-up, they enter the referral code in the designated field.
• A confirmation message informs them that the code is successfully applied.
• To validate the referral, the referee must take their first ride within 7 days - this is informed to the referee through a screen pop up

3️⃣ Tracking Referral Progress

• The referrer can visit the "Referral Dashboard" to check their status.
• A Referral Dashboard inside the Rapido app will show:
• • 📌 Name of the referee
  • 📅 Date of referral
  • ✅ Status of referral Ride Completed/Pending/Expired)
  • ⏳ If unused, the no. of days left will be shown in front of referee's name to let the user know how much time is life for them to take an action
  • 🔔 In front of the referee's name an options for "Remind them" will be added. This will allow the user to send a reminder message to the referee to take their first ride and use the referral code.
  • 📊A progress bar at the top showing the total cashback they have earned so far to clearly communicate the value cerated for the user so far

4️⃣ Notifications & Engagement Nudges

The referrer will get notifications when a shared code is about to expire, prompting them to remind their referee. Some sample notifications are mentioned bellow :

Referrer Receives Alerts:

• • 🎯 “You’re 2 referrals away from unlocking ₹150 cashback!”
  • ⏳ “Your referral code for Aman will expire in 2 days. Remind them now!”
  • ✅ “Congrats! Nisha completed her first ride. ₹50 Rapido Coins added to your wallet!”

Referee Receives Alerts:

• • 🚀 “Complete your first Rapido ride within 7 days and get ₹25 off!”
  • 📍 “Your friend [Referrer Name] invited you! Use their code before it expires.”

How will the referral program be communicated on and off the app?

In-App Communication:

• • A banner on the home screen promoting the new referral program - bold and vibrant imagery using Rapido colors.
  • A dedicated ‘Refer & Earn’ tab explaining the slab-based rewards - current slab works
  • Push notifications reminding users about their referral milestones and upcoming cashback rewards.

Off-App Promotion:

• • Influencer Collaborations targeting college students & young professionals.
  • WhatsApp & SMS campaigns reminding users of referral bonuses.
  • Email Campaigns to engaged users promoting the new referral structure.