Mobility

Rapido, Ola, and Uber aren’t just fighting for customers but customers’ loyalty

Pranav Balakrishnan

December 06, 2024 | 7 Min Read

As traditional incentive models fade, ride-hailing companies are deploying sophisticated loyalty strategies—from paid memberships to earned coin programs—to reduce app-switching and create more stable, predictable user behavior in a fragmented market.

If you, like us, have multiple ride-hailing apps installed on your phone, you may have noticed something interesting—India’s ride-hailing heavyweights are no longer battling for just customers but customer loyalty.

The latest instance of this came this past week, with Uber finally introducing Uber One, the company’s global membership programme, in India. First introduced in the US first in 2021, Uber One has over 25 million customers globally.

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