Assessment 1 ITE-case writing

Prepared for:

Dr. Sarika Keswani

Assistant professor, SCMS Nagpur

Prepared by:

Vikas Suresh

Viraj Daruka

30 January 2024

Zero Commission, Flat Fares, Big Dreams: The Rise of OV

Cabs in India's Transportation Space

Corporate employee to Businessman

A task was assigned to conduct an interview with a successful entrepreneur. The team,

consisting of Vikas Suresh and Viraj Daruka, set out to identify emerging businesses in

Nagpur city. After researching various emerging businesses, OV Cabs stood out due to its

innovative business model. A formal email was sent to OV Cabs expressing our interest in

interviewing them, and an appointment for the interview was successfully scheduled for
January 20th, 2024. The unique business approach of OV Cabs inspired us, and we eagerly

anticipate the opportunity to delve deeper into the company's entrepreneurial journey.

Executive summary

Ritesh Pandulkar, the speaker, discusses his entrepreneurial journey with OV Cabs, a

company established in 2017. He explains that the motivation behind becoming an

entrepreneur stemmed from a desire to explore new opportunities and overcome challenges.

The company initially faced financial and operational hurdles but conducted thorough market

research to understand customer needs and competitor landscapes before launching OV Cabs,

a transportation service. Furthermore, the speaker emphasizes OV Cabs' commitment to

providing fair opportunities for drivers by offering zero commission and flat fares to

customers. He also outlines the company's ambitious future vision, which includes expansion

into new services as bike services and e-vehicles as well to move towards sustainable

business which will also save a lot of cost for the company. Despite the existing competition

from industry giants like Ola and Uber, Pandulkar remains open to adapting to market needs,

even considering the potential entry of bike taxi services to address traffic issues in

developing cities like Nagpur. The speaker reveals that OV Cabs currently has 5,000-6,000

active drivers, who either own or lease their own vehicles to the company. Drivers with

yellow board-registered vehicles and taxi operators are all eligible to participate in the OV

Cabs platform.

 Throughout the conversation, the focus remains on OV Cabs dedication to providing a

driver-centric and customer-focused transportation service.

 Remaining open to future market developments.

Subject information
The case provides insights into the journey of an entrepreneur in transportation, specifically

the founding growth of a company called OV Cabs. It discusses the motivation behind

becoming an entrepreneur and the challenges faced in establishing and growing the company.

Challenges and Objectives

The challenges faced by potential customers before using OV Cabs services may limited

availability of affordable and convenient transportation options, especially in areas with high

traffic congestion. Customers may have experienced difficulty finding reliable, cost-effective

transportation solutions, particularly during peak hours or in densely populated urban areas.

Additionally, customers may have faced challenges in accessing transportation services that

provide fair payment structures for drivers and prioritize customer satisfaction. These

challenges could have led potential customers to seek alternative transportation options or to

experience frustration and inconvenience in their daily commutes.

The speaker discusses the long-term goals and objectives of their company, OV Cabs. These

goals include expanding their services to provide support to their drivers, such as a support

number for them, Insurance to both customers and Drivers and introducing new features to

the platform, such as small vendors being able to register and customers being able to book a

cab. They also aim to differentiate themselves from competitors like Ola and Uber by

offering flat fares and taking zero percent commission from drivers. Additionally, they

expressed openness to adapting to market changes, such as potentially incorporating bike

taxis in the future if there is a traffic issue. Overall, the long-term goals involve continuous

growth, innovation, and adaptation to meet the needs of customers and drivers in the

transportation industry and also adapting to the environment by going sustainable by using

electric cars and rickshaws to reduces pollution and to be cost efficient.

Outcomes
Based on the insights from the interview with OV Cabs' founder, Ritesh Pandulkar, it is

evident that the company has made significant strides in addressing critical challenges in the

transportation industry. By offering fair payment structures for drivers, flat fares, and zero

commission, OV Cabs has effectively catered to the needs of both customers and drivers.

This has resulted in a substantial increase in the availability of reliable and cost-effective

transportation options, particularly in densely populated urban areas, enhancing the overall

commuting experience for customers and ensuring fair opportunities for drivers.

Furthermore, OV Cabs' ambitious expansion plans into tier 2 and 3 cities, along with its focus

on college and crowded areas for marketing, indicate a commitment to reaching new

customer segments. Moreover, the company's vision to enter sustainability by introducing

electric vehicles and rickshaws showcases a long-term dedication to environmental

responsibility. Overall, OV Cabs' efforts have not only benefited the company by setting it

apart from competitors but have also made a positive impact on urban mobility, driver

support, and environmental sustainability in the transportation sector.

QUOTES

1. "OV Cabs' efforts have not only benefited the company by differentiating

it from competitors but have also significantly improved the

transportation experience for customers and drivers in Nagpur."

2. "The company's long-term objectives include expanding its services,

offering customer support and insurance, and introducing innovative

features to the platform, demonstrating a commitment to continuous

growth and adaptation to meet the needs of customers and drivers."

Understanding the implications of a study is crucial as it sheds light on the practical

significance and potential applications of the research findings. Moreover, identifying areas

for further studies enables the academic community to continually expand its knowledge base

and effect positive change. In the case of OV Cabs, exploring the implications could lead to a

deeper understanding of fair payment structures in the transportation industry and their

impact on driver satisfaction and customer experience. Further studies could focus on

comparative analyses with traditional transportation services and the scalability of the driver-

centric model to other urban and rural settings.

Readers could be encouraged to support and advocate for fair payment structures within the

transportation industry and explore innovative services like OV Cabs. Additionally,

promoting sustainable transportation practices and advocating for the welfare of drivers could

be highlighted as actionable steps to contribute to equitable, environmentally responsible

urban mobility.