Case Name :      HeyTaxi!: A Two-Wheeler Solution for Mumbai’s Traffic Woes

Authors :           Aishwarya A., Manjari Srivastava, Meena Galliara

Source :              Ivey Publishing

Case ID :           9B16M182 / W16704

Discipline :        General Management

Case Length :    12 pages

Plagiarism : NO (100% Original work)

In June 2015, two entrepreneurs launched HeyTaxi!, a start-up venture that used bicycle taxis in Mumbai. The goal was to reduce the time, effort, and money spent by citizens on commuting. But the entrepreneurs faced a problem of survival and sustainability: the government authorities refused to issue a licence for the bike-taxi service. The venture was favoured by citizens who used its services, but HeyTaxi! was limited to marketing its service not as a legitimate taxi service but as a ride-sharing service. HeyTaxi! was fulfilling a social need, and customer loyalty was fuelling the venture’s journey, but the absence of regulatory permits put the longevity of HeyTaxi! at risk. Concerns about HeyTaxi!’s future needed to be addressed to ensure the venture’s survival, scalability, and sustainability.