Mark Tolley: inDrive is fully committed to enhancing safety on our platform

Mark Tolley is the regional director of inDrive Asia Pacific region with over 15 years of experience driving growth and operational excellence in the global QSR, cloud kitchen, and mobility industries. As the Regional Director for inDrive, he oversees several markets across [SEA+O], focusing on strategic market expansion, operational efficiency, and sustainable growth. Here’s an interview excerpt between Tolley and ApEx:

What factors have driven inDrive’s success in Nepal?

inDrive is always looking at markets where we can make a significant impact to local communities, we can bring affordable convenient mobility solutions and Nepal is one of those markets that we identified very early. There is a tangible transformed infrastructure where urbanization is outgoing. And Nepal again is a key market where we have seen right across 30 percent year in a year. The passengers  growth in the platform again is 30 percent plus and we have seen our drivers grow over 50 percent as well. And really what we put into that, I think the big thing we see in many countries and Nepal is our pay to pay model system and  where we are focused on fare transparent pricing for our customers. So, they can have the choice of value for money when you use our services. 

And on top of that we can have our low market leading commissions and when we put this together in a package when we enter a market, we see that there is a fairness and transparency that reflects with customers and drivers expectations. With this, the ecosystem has really allowed us to have more markets in Nepal and grow the market significantly. We only hope to continue growing up with this model of fairness without disrespecting our passengers.

inDrive emphasizes a people-centric and community-based approach. How does this strategy translate into the regional operations, and how do you ensure it resonates with local markets?

It’s always a case of how do we take a business at a lower price and I think we really work through this model allowing the environment through choice and control towards drivers and passengers.  So, what I mean by that is while our passengers are making their trip, they can choose the ride on the basis of ratings, varied costs and based upon the car that is comfortable and on top of that also the distance that they are. So, we have given these options to make their choice. In addition, the drivers can accept and decline too where I have also given power to the drivers and to be some of the entrepreneurs where they can choose when they work, how they work and which passengers do they want to take. And what this allows us to do, I am thinking of Nepalis in flexibility in freedom and underlining that this  you see great pricing which between the passenger and the driver is so unique and so aligned to people-centric mission and we see quite success.

Recently, we have been facing challenges related to some roaming cases. We have addressed this matter, and as part of our commitment to safety, inDrive maintains a strict zero-tolerance policy toward any harmful behavior or misconduct by users. The safety and satisfaction of our users, especially the safety and experience of women, is our top priority. We deeply regret and apologize for the incident experienced by our user.

At inDrive, we are a responsible company, and we are fully cooperating with the relevant authorities to ensure fairness and justice in this matter. We are dedicated to continually improving our services, as trust is a core value for us globally. Incidents like this do not reflect the values of inDrive or the quality of service we aim to provide. In fact, we are strengthening our measures to do better in the future. We want to ensure that every choice made on the inDrive platform is safe and secure. To that end, we offer several safety features to protect our users: Safety Button that provides quick access to contact support, the police, or ambulance services from the main screen. You can also easily access the phone numbers of their friends or family, which can be activated at any time, even during a ride. Share Your Ride feature allows passengers and drivers to share their ride details with friends or family, including real-time tracking. Rate Your Passenger/Driver where they can rate each other, providing transparency and helping others make informed decisions based on ratings. Lastly, a 24/7 Customer Support team is available around the clock to assist with any concerns. We are fully committed to enhancing safety on our platform and ensuring that every experience with inDrive is safe and secure.

Sustainability is a growing concern in the transportation industry. What steps is inDrive taking to incorporate sustainable practices in its operations?

Sustainability has been a focus of inDrive for a while and globally we see the shift among more sustainable options in a mobility industry. If we look at inDrive in Nepal, what are we doing to address that is, a few months ago we started the feature of comfort cars and that allows for comfortable ride among passengers in certain vehicle types. One important thing to know about the comfort cars is that most of them are electric vehicles and we have seen the response from the customers to want this type of ride. So, we are fully committed over the next year and beyond to  increase the demand for electric vehicles that we have.

What are the biggest challenges facing the ride-hailing industry in this region, and how is inDrive positioning itself to overcome them?

The biggest challenge we’ve observed in South and Southeast Asia is the growing demand for mobility options. In South Asia, the sector is expected to experience double-digit growth over the next 4-5 years. With this growth comes tighter regulations and constant changes, which require us to collaborate closely with local regulators. It’s essential to ensure that the regulations support businesses, drivers, and passengers alike. This is a challenge we see across Asia, and we’re addressing it in Nepal by fostering strong partnerships and adapting to regulatory environments. The second challenge stems from the increasing demand, which brings heightened competition. In many markets, we see more players entering the space, and sometimes we compete with ourselves. To stand out, we rely on our unique and straightforward model. By focusing on affordability and maintaining market-leading low commission rates, we’re able to enter and thrive in these markets. Our approach not only makes rides affordable but also supports drivers in maximizing their earnings. This innovative strategy allows us to remain resilient and adaptable as new challenges and competitors emerge.

How is the company leveraging innovation to enhance user experience and stay ahead in a competitive market?

Besides affordability, inDrive differentiates itself through our unique peer-to-peer pricing model, which promotes transparency and fairness, ensuring that both riders and drivers are satisfied with the mutually-agreed price.

Our peer-to-peer model is both innovative and highly suitable for entering this nascent market. This model of transparency and fairness is a significant advantage for us and reflects the innovation we aim to bring. When it comes to commissions for drivers, we are deeply focused on ensuring fairness and maximizing their earnings. By maintaining low commission rates, particularly in countries like Nepal, we enable drivers to earn more per order. This approach ensures that at the end of the month, they have more money in their accounts.

Additionally, we prioritize safety. We have a rigorous onboarding process and a robust verification system for drivers. Real-time tracking is another essential feature that enhances safety. These elements, combined with our continuous efforts to innovate, demonstrate our commitment to both safety and fairness.

What are inDrive’s primary goals for Nepal, and how do you see the brand evolving over the next five years?

Personally, I would say our focus is to continue expanding in the Kathmandu market while exploring new opportunities as they arise. Beyond that, we aim to ensure added insurance benefits for our drivers, providing them with greater security. We are also in the process of establishing a local office, which will serve as a valuable resource for customers and passengers who wish to engage with us directly. Additionally, we are actively working to grow our electric vehicle fleet within Nepal, which aligns with our commitment to sustainability and innovation. These three areas—expansion, driver support, and the adoption of EVs—are key priorities for us over the next five years

Can you share some impact/CSR projects by inDrive in Nepal?

Nepal is one of the cornerstones of our focus for 2025 and beyond. We have our invision program, which collaborates with communities worldwide. Recently, we partnered with the Nepal Centre of Disaster Management (NCDM) to officially unveil our first inDrive house for victims of floods and landslides. This marked the first of five houses in the region, and seeing the tangible impact of these collaborations was truly a proud moment. We have our YourPace program, where we actively engage with the community. For instance, we’ll be participating in the Kathmandu Marathon with a dedicated team encouraging people to run—I’ll personally be there as well. Furthermore, we’ve supported cultural initiatives, such as sponsoring several events, including the Alternative Film Awards.