Brand Management
Revolutionizing the Indian Rental Car Market: A Case Analysis of Ola Cabs

Article Details
Pub. Date : June, 2022
Product Name : The IUP Journal of Brand Management
Product Type : Article
Product Code : IJBRM050622
Author Name : Sanjana Singh and Nitu Saxena
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 15



Startup businesses play an important role in the global economy, but their importance has increased manifold recently. Numerous studies have shown that startups have a very high mortality rate, because of poor marketing, disorganized allocation of resources and insufficiency of strategic planning. The case study describes the success story of Ola Cabs. In the taxi market, there are various new options to book taxis online, keeping in mind the requirements of all the customers. The case explores Ola's success story which is largely attributable to its marketing and promotional strategies.


Handling and growing a successful startup is fraught with difficulties on all fronts. The multifarious nature of work such as retaining a group of workers or satisfied buyers to obtaining finances and improving the backend makes management of startups very challenging. Business assignments are dependant on procuring cash from an investor, which itself is a grim task.

Ola Cabs, also known as Ola, is much like other online marketplaces. It specializes in taxi services. Ola, which started as an online taxi association in Mumbai, has its head office in Bangalore and is known as one of the quickest growing firms in India, outpacing competitors Uber and Meru. Returning to the man behind Ola, Bhavish Aggarwal, who is simple but fascinating, has undoubtedly become the talk of the metropolis. But, even after becoming a billionaire, he still prefers to take a cab rather than buy a vehicle.