For years, the Indian taxi industry was fragmented and unorganised. But, with the introduction of TaxiForSure in 2013 and Uber’s entry in the same year, a drastic change was in sight. Today, the apprehensions surrounding on-demand taxi transportation have almost disappeared and the existing traditional taxi players have ventured into the digital world. Retracing the on-demand industry Where Uber was disrupting the taxi industry all over the world, things seemed slow in the Indian soil. While TaxiForSure and Uber tried their luck in cracking the market, the entry of Ola in 2015 changed the pace. However, 20% of Ola’s bookings came through desktops and laptops. Slowly, the availability of cheaper data packages increased smartphone penetration in the country. With this, there was a sudden improvement in booking rides via a mobile application. Factors such as increasing fuel prices and reduced car ownership further pushed the popularity of on-demand taxi. The culmination of all the exte