Unsustainable Commission Model

Current platforms charge 20–30% commission on each fare, cutting into low-margin drivers’ earnings and causing widespread dissatisfaction. A 2023 survey found ~74% of Ola/Uber drivers call incentive rules “unfair/confusing”. Even giants are pivoting: Ola and Uber have adopted zero-commission/subscription models to retain drivers.

Surge Pricing & Hidden Fees

Riders face unpredictable fares (peak/time/weather-based pricing) and opaque fare structures. Customers are “fed up with fluctuating fares and hidden charges”, reducing trust in existing apps.

Under-served Markets

Tier-2/3 cities house ~60% of India’s population but account for only ~20% of ride-hailing trips. Many smaller cities lack reliable, affordable ride options. High private vehicle ownership and low trust in apps further limit adoption.

Driver Empowerment Gap

Drivers want better earnings and control. Commission fees and complex incentives push many to leave the platform or drive off-hours. Without change, the driver supply (and thus service availability) will shrink.

Transparent, Fixed Pricing

Fares are set upfront with no surge or hidden fees. The Mapto app shows fixed fare quotes before booking. Riders know the price regardless of demand or weather.

“I know how much I’ll pay even before I leave home” - Early adopter

Direct Driver Payments

Mapto routes payments straight to drivers (via integrated wallets/UPI). This aligns incentives: drivers are motivated to provide service since they receive all earnings. In contrast to complex incentive schemes, our simple model lets drivers “keep what we earn”, improving loyalty.

Tier-2/3 Focus

Designed for smaller cities. We provide local-language support and partner with community organizations (e.g. auto unions). By solving trust and availability issues identified in Tier-2 markets, Mapto unlocks a massive untapped customer base. Starting in Trivandrum, we tailor the service to similar markets with lower smartphone penetration and high demand for affordable transport.

Untapped Tier-2/3 Segment

Tier-2/3 cities represent 60% of India’s population but only ~20% of app-based taxi trips, signaling enormous room for growth. As urbanization accelerates, these cities will drive much of the next phase of expansion. Only ~18% of Indians primarily use public transit, so demand for taxi alternatives is high.

Competitive Landscape

Large players (Ola, Uber) are saturating metros and mid-sized cities; however, their recent zero-commission moves show the difficulty of profitably serving these markets. New niche players (Rapido, Namma Yatri, etc.) are exploring commission-free models too. Mapto enters as a pioneer in Kerala’s tier-2 market with a proven concept.

Driver Subscription

Short-term: drivers pay a modest fixed fee for daily/weekly plans. (Example: ₹10 for the first ride each day, then no commission.) This mirrors Rapido/Namma Yatri’s SaaS-style model that has proven popular.

Zero Rider Fees

Passengers pay only the transparent fare; no booking or surge fees. This simplicity attracts price-sensitive users.

Future Revenues

• In-app advertising/promotions
• Premium features (corporate accounts, loyalty programs)
• Value-added services for drivers (insurance tie-ups, vehicle servicing deals)
• Partnerships with local businesses and government programs
• Adjacent services (bike/cab pooling, intercity shuttles)

Early Adoption

Launched May 2025 in Trivandrum. Organic growth from local marketing with rapid driver supply ramp-up.

Growth Potential

Founders target 10,000 users by end of Q3 2025 with plans for daily trip increases. Early metrics show a rising user base and increasing daily searches, validating strong interest.

Positive Feedback

City-by-city Rollout

• Next: Kollam (Kerala) in 2 months
• Year 1: Other Kerala cities (Kozhikode, Thrissur)
• Year 2: Statewide (rural and urban), then neighboring states

Driver Partnerships

• Work with local unions and community leaders
• Offer sign-up bonuses and training
• 24/7 support with localized approach

Marketing & Channels

• Digital: social media campaigns, referral incentives
• Offline: posters, tech park/university tie-ups
• Driver word-of-mouth promotion

Strategic Alliances

• Corporate ride programs
• Institutional partnerships (colleges, hospitals)
• Government schemes and rural mobility projects

Founders

Sudheep R and Selvaraj R. Both are Kerala-based technopreneurs who conceptualized Mapto in 2023. They spent 2 years refining the idea before launch. Sudheep leads technology & product development; Selvaraj drives operations and partnerships.

Team Composition

• 5+ mobile/backend engineers (distributed across India)
• UI/UX designer
• Local operations manager
• Informal mentorship by local industry veterans

Culture

Lean, agile startup ethos. Everyone is committed to Mapto’s mission of empowering drivers and simplifying rides. Bootstrapped thus far, proving resourcefulness and perseverance. Kerala roots provide deep insights into regional market and tech talent pool.

Long-term Goal

Make Mapto the leading equitable mobility platform in India’s heartland. We envision millions of drivers earning fairly and riders getting reliable, affordable transport. By breaking the commission model, Mapto aims to redefine driver livelihoods and democratize urban mobility.

Expansion

Beyond autos and cabs, eventually adding bike taxis, shared rides, and even bus/van pooling in peri-urban areas. Growth in infrastructure (EV adoption in Tier-2 cities) will be leveraged for green mobility options.

Social Impact

Empowering drivers boosts local economies (more disposable income stays with individuals vs. corporations). Transparent pricing and local jobs strengthen communities.