Back in 2017, Google made UPI and cashless transactions household terms with the launch of Google Pay in India. The app has over 67 million users in the country, its largest single market to date.
Now, the company is trying to mimic the success of Google Pay to democratise transformation for all via Namma Yatri, the Bengaluru-based open-source rival of ride-hailing services like Ola and Uber.
Interestingly, earlier this week, Google invested in Moving Tech, the parent company of Namma Yatri. On the same date, Namma Yatri users also came across new features in its service including rentals and instant travel.
Previously in 2020, Google said it plans to invest $10 billion in India over the next five to seven years as the search giant looks to help accelerate the adoption of digital services in the key overseas market.
Namma Yatri, initially a subsidiary of the payments company Juspay, became a separate entity called Moving Tech in April. CEO Magizhan Selvan and COO Shan M S, formerly with Juspay, now lead this new mobility business.
Launched more than a year ago, it became a preferred service for many given its driver-centric approach with lower commission rates and a community-driven model tailored to local needs. Recently, it also expanded to multiple cities beyond Bengaluru, including Chennai and Delhi.
Similarly, Google is doing the same with ONDC as well, making it the UPI of ecommerce. At the recently held Google I/O Connect in Bengaluru, the company announced that it has lowered India-specific pricing for its Google Maps Platform API. Interestingly, it is offering up to 90% off on select map APIs for people building on top of ONDC.
Making Money Simply
The success of Google Pay in a price-sensitive market like India can be attributed to strategic initiatives, market understanding, and leveraging unique conditions. It leveraged the UPI infrastructure, an open API platform from the National Payments Corporation of India (NPCI), which enabled instant online bank transactions. This reduced entry barriers for new users and merchants.
India’s cash-dependent economy, with many unbanked and underbanked people, was targeted by Google Pay through an easy-to-use digital payment solution requiring only a bank account linked to UPI.
It solved the crisis which Indian fintech players like PhonePe and Paytm had been struggling with for a long time.
Google built an ecosystem in India by integrating various services like bill payments, mobile recharges, and peer-to-peer transactions, embedding itself in daily financial activities. In 2021, it expanded its network of banks offering card tokenisation on its app, adding SBI, IndusInd Bank, Federal Bank, and HSBC India as partners.
Now, even international tourists can access the app in India.
Now They Look to Make Travel Simple
In India, Namma Yatri competes with the likes of Uber, Ola and Swiggy-backed Rapido.
Google Maps, with an established customer base in India, has incorporated Gemini into it and has come up with new features like Lens in Maps, Live View navigation, and address descriptors, specifically for Indian users.
However, earlier this week, Ola founder Bhavish Aggarwal decided to ditch Google Maps for its own in-house Ola Maps. After Microsoft Azure’s exit last month, this is Aggarwal’s second move to get rid of Western apps. Yesterday, he reduced the pricing for the Ola Maps APIs even further to encourage other developers to build on it.
“We’ve been using Western apps to map India for too long, and they don’t understand our unique challenges: street names, urban changes, complex traffic, non-standard roads, etc,” said Aggarwal.
Meanwhile, Rapido, Uber, Namma Yatri and others ride-hailing platforms continue to use Google Maps. Currently, Rapido, which started off as a bike taxi service has expanded to include auto rickshaw, carpooling services, taxicab hailing, parcel delivery, and third-party logistics services in over 100 Indian cities.
Namma Yatri: The UPI of Transportation
“Imagine the platform similar to Namma Yatri being adopted in cabs, metros, or any platform which is serving the passengers,” Selvan told AIM, when Moving Tech was first launched. “We essentially want to become the UPI of transportation.”
Namma Yatri stood out for the drivers since the app started off as free of commission but now charges a basic of just INR 25 per day. In contrast, Ola and Uber take a 25-30% commission from drivers per ride.
One Namma Yatri driver told AIM that the low subscription fee compared to Uber and Ola has helped him. Within six months of switching to Namma Yatri, he was able to fund his two children’s weddings.
The app has onboarded 49,000 auto drivers and 550,000 users in five months, with approximately INR 12 crores ($1.5 million) paid out to drivers. It celebrated 500 million downloads in March.
Although Namma Yatri currently lacks features like bike taxis and carpooling, with Google’s support it may soon expand to include these options.
The founders said that Namma Yatri will leverage the new funds to grow its engineering and R&D competencies, and also include more types of transportation, including buses.
On the other hand, Google has found an ideal partner to strengthen its presence in India’s transportation sector. Given its expertise in revolutionising online purchases, it is set to replicate the ‘Google Pay moment’ in Indian transportation soon.
