SF based ride-hailing service Uber has begun experimenting with accepting cash payments from its customers in Hyderabad.
The move is a massive departure from the company’s regular payment options – credit card or digital wallet and is the latest in the series of tailor-made features Uber has rolled out for the Indian market.
Cashless transactions have sort of been Uber’s call to fame in many the developed markets the company operates in, however in countries like India and Columbia it proved a challenge due to low credit card penetration.
According to BuzzFeed News, Karun Arya, Uber’s head of communications in South Asia, said that the company is using Hyderabad as a testing ground for cash payments, not offering the option widely until it has all the data to make an informed decision about the validity of the feature.
Uber’s business model which revolves around collecting a commission for every ride will get a lot more complex with cash payments. Arya said drivers will be charged a fee amounting to 20% of the fare on a regular basis but didn’t make it clear how regularly that could be.
Since the company made its way to India, it has adapted far more to serve local market conditions than anywhere else in the world. Uber has rolled out UberAuto, UberGo and even revamped its safety mechanism with the company facing ban following the Uber-Delhi rape case.
Uber, which faces stiff competition from local players such as Ola and TaxiForSure is looking to adapt to local customs in order to grow quickly. All players in the space are expecting a massive influx of customers in the next few years, and inducting and building a brand loyalty with them is a top priority.
The company has said it will roll out the cash payment feature to all users in Hyderabad area over the next week. Riders can opt for cash payment by following these steps:
- Open up the app and go to the Payment section on the top left corner
- Select ‘CASH’ as your payment option
- Request for a ride
- Before you get out, pay the amount shown directly to the driver – No haggling required!