Ola and Uber’s Dominance Faces a New Disruptor
For over a decade, ride-hailing giants Ola and Uber have shaped urban mobility in India, offering convenience, speed, and app-based cab services across the country. However, their journey hasn't been without criticism — from pricing opacity and surge fares to driver dissatisfaction and service inconsistencies. As the industry matures, a new homegrown rival is preparing to enter the arena: Bharat Taxi, a cooperative-driven initiative that promises to empower drivers and offer transparent services for riders.
Bharat Taxi: A Cooperative Challenger on the Move
Registered on June 6 as Multi-State Sahakari Taxi Cooperative Ltd, Bharat Taxi is backed by eight major cooperative organizations, with the National Cooperative Development Corporation (NCDC) taking the lead in steering the initiative. With an authorized capital of ₹300 crore, Bharat Taxi aims to redefine the cab aggregation model in India by making it driver-owned, transparent, and inclusive.
The pilot rollout is expected by December 2025, with the initial launch planned in either Delhi or Gujarat. This bold new entry is being viewed as a direct response to the challenges and grievances that have emerged in the Ola-Uber model — where drivers often lack job security, control over pricing, or a share in the profits.
A Platform for Drivers, by Drivers
What sets Bharat Taxi apart is its cooperative foundation. The platform will be entirely owned and managed by its driver-members, ensuring that revenues are distributed among them rather than being absorbed by a central corporation. This model is designed to eliminate middlemen, reduce commissions, and give drivers direct control over their earnings.
The service won’t just stop at taxis — it aims to incorporate auto-rickshaw operators and two-wheeler ride providers, broadening its scope and accessibility. According to a senior NCDC official, around 200 drivers from Gujarat, Delhi, Maharashtra, and Uttar Pradesh have already joined the initiative. While there's no fixed driver recruitment target, learnings from the pilot phase will shape the strategy for expansion in the coming year.
A Strategic Push by Cooperatives
Bharat Taxi is supported by some of India's most trusted cooperative institutions, including IFFCO, GCMMF (Amul), NDDB, NABARD, KRIBHCO, NCEL, and NAFED. This diverse backing provides not only financial muscle but also strategic guidance and public trust — a key factor in disrupting a market dominated by global players.
The Indian Institute of Management, Bangalore (IIM-B) has been roped in to design a marketing and branding campaign for Bharat Taxi, which will roll out in the months ahead. This suggests a professional and high-impact approach to building public awareness and trust.
Policy Alignment and Vision for the Future
Bharat Taxi is the first practical step under the National Cooperative Policy 2025, recently launched by Union Home and Cooperation Minister Amit Shah. The policy focuses on expanding the role of cooperatives beyond traditional domains like agriculture and dairy into modern sectors like ride aggregation, green energy, and insurance.
A senior Ministry of Cooperation official stated, “The aim is to empower the economically weaker sections — both in rural and urban India — by giving them a sense of ownership and control over their livelihoods. Bharat Taxi reflects this vision.”
Can Bharat Taxi Solve What Ola and Uber Couldn’t?
The arrival of Bharat Taxi offers a refreshing shift from the conventional corporate aggregator model. By placing ownership in the hands of drivers and focusing on price transparency, it may resolve persistent issues like unfair commissions, lack of autonomy, and rider grievances over fluctuating fares.
However, success will depend on execution, technology integration, customer service, and scalability — areas where Ola and Uber have both excelled and struggled. The key question remains: can Bharat Taxi deliver consistent, high-quality service without replicating the pitfalls of its predecessors?
If it can combine cooperative ethics with operational excellence, Bharat Taxi has the potential not just to compete — but to transform how India moves.
(With agency inputs)
