Mohammedia – inDrive, which continues its illegal operations in Morocco, is expanding beyond ride-hailing by rolling out in-app advertising across its top 20 markets and scaling grocery delivery in Pakistan, as the company says it works to diversify revenue and deepen user engagement in price-sensitive markets.
The company, known for its peer-to-peer fare negotiation model, is introducing advertising in markets including Mexico, Colombia, Pakistan, Kazakhstan, Egypt, and Morocco.
The move comes as the ride-hailing company has been under fire for cases of unethical conduct by the drivers, including reported incidents of sexual harassment.
The move follows pilot campaigns conducted in mid-2025 that attracted interest from global consumer brands and financial institutions, according to Andries Smit, inDrive’s Chief Growth Business Officer.
Advertising placements will initially appear within the app, including during the waiting period after a ride is booked and while passengers are en route.
These moments deliver high engagement and sustained user attention, Smit said in an interview with TechCrunch.
A new company model for Morocco amid still-unregulated conditions
The ride-hailing company announces its added business strategy in Morocco, despite continuing to operate within the country on unauthorized and unregulated terms that have at times resulted in unsafe conditions for riders.
In April of last year, two female students from the Faculty of Science in El Jadida were assaulted after hailing a ride through the inDrive app.
According to court findings, the driver picked them up near the campus before an accomplice joined the vehicle and threatened the victims with a knife.
The suspects diverted the car to a remote wooded area, attempted to sexually assault the students, and stole their phones before fleeing. They were later identified through security camera footage and arrested.
In September, the Court of Appeals in El Jadida sentenced both men to 15 years in prison each and ordered them to pay MAD 50,000 ($5,438.58) in compensation to each victim.
Broader expansion plans in Pakistan
While in-car and on-vehicle advertising are part of the longer-term roadmap, the company plans to prioritize digital formats through 2026.
Alongside advertising, inDrive is expanding its grocery delivery business in Pakistan, its second grocery market after Kazakhstan.
The rollout is being carried out through a partnership with local dark store operator Krave Mart, in which inDrive invested in December 2024. Grocery delivery is set to launch first in Karachi, followed by Lahore, Islamabad, and Rawalpindi later this year.
The service will offer more than 7,500 products, including fresh produce, meat and dairy, snacks, and household essentials, with delivery times of around 20 to 30 minutes.
Orders above PKR 499 ($1.78) will qualify for free delivery, with no service fees.
Pakistan has emerged as one of inDrive’s fastest-growing markets. Since launching there in 2021, ride volumes rose nearly 40% year over year in 2025, while courier deliveries increased 67% in the first half of the year, based on company data shared with TechCrunch.
The platform now operates ride-hailing services in more than 20 cities and intercity services across over 200 locations nationwide.
Of the company’s $100 million multi-year investment program announced in late 2023, the largest share to date has been directed toward Pakistan, Smit said, adding that at least half of the total commitment has already been deployed.
“We’re seeing incredible potential in Pakistan,” he said. “Ideally, we want to continue and double down on investments as we see performance.”
Ride hailing accounted for around 95% of inDrive’s revenue just a few years ago, but now represents closer to 85%, reflecting the growing contribution of advertising, delivery, and commerce as the company expands its business mix.
Read also: ‘Indrive’ Driver, Accomplice Sentenced to 15 Years for Assaulting Students in El Jadida
