When Ola acquired TaxiForSure , the key question was whether the two brands will live separately or will they be merged?
And now, TaxiForSure has announced that the company will migrate TaxiForSure accounts to Ola accounts in 22 cities including Ambala, Bhavnagar, Coimbatore, Dehradun, Hubli-Dharwad, Jabalpur, Jamnagar, Jamshedpur, Kochi, Lucknow, Madurai, Mangalore, Patnal, Raipur Ranchi etc.
The TFS credits will be transferred back to the bank accounts.
Merging : A Good Strategy?
Merging is a dangerous game. Any industry will have 3 top brands dominating the playbook and while Ola / TFS have been there in the top race, merging will just lead to giving way to new competition.
But for Ola and TaxiForSure, these cities are not the strength areas – so it does make sense to channelize the sales/marketing/operations and take on Uber, which is building $1Bn war chest in India.
For Tier-1 cities like Bangalore, NCR, Mumbai etc – it surely doesn’t make sense. What are your thoughts?