Abstract
BluSmart strongly believes that the future of ridehailing is electric and a full stack-vertically integrated business model is necessary for success. Further, legacy taxi companies and ridehailing platforms – which operated with siloed business models would find it increasingly challenging to transition to 100% electric. With this vision for decarbonisation, electrification, and fleet modernisation, BluSmart started in 2019 with a modest fleet size of 70 EVs has scaled 117x to a fleet size of 8,250 over the last 5 years. It has delivered over 19.1 million trips to millions of happy customers with an 4.9/5 star customer ratings across Delhi NCR, Bangalore and Dubai. Now the founders at the cross-roads of expansion dillemma: should they go deep (expand in the exisiting cities) or go wide (widen their geographical reach)?
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | STR0489 |
| Title | BluSmart: Go Deep or Go Wide? |
| Pages | 26 |
| Published on | Apr 21, 2025 |
| Year of Event | 2024 |
| Authors | Roy, Debjit; Singh, Abhinav; Mittal, Diewakarr; |
| Area | Strategy (STR) |
| Discipline | Operations Management, Strategic Management |
| Sector | Transportation and Logistics |
| Learning Objective | 1. To understand how the service excellence level can attract customers even in a saturated ride hailing market. 2. To understand on how redesigning a business model can tranform a conventional business model into an opportunity. 3. To go deeper BluSmart strategically position itself in the cab aggregator industry and decide its expansion strategy? |
| Keywords | Electric Vehicles; Ride-hailing; Expansion Strategy; Decarbonization; Modernization; Electrification |
| Country | India |
| Organization | BluSmart |
| Access | For All |
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