Autorickshaws are not only just a mode of commute but a cultural symbol in India. It provides last-mile connectivity, bridging the gap between public transportation and personal vehicle ownership. Most of the auto drivers operate independently. Recently, after the introduction of ride-hailing apps like Uber and Ola, auto drivers were lured in by the ambition of consistent earnings, perks and bonuses. Eventually, drivers learnt about exploitative practices, ever-changing algorithms and unpredictable company policies of the ride-hailing platforms. Usually, platforms like Ola and Uber charge 15-25% on the total ride fare. This significantly diminishes the income of the drivers. There have been numerous instances of drivers protesting against these app-based aggregators seeking better rates in cities like Pune, Delhi, Bengaluru, Chennai, and Kochi.

In 2021 Kerala Drivers Union sought assistance from Beckn, creator of the ONDC open commerce protocol to develop a rider-centric platform instead of the existing ride-hailing platform. Beckn suggested collaborating with a payment aggregator, Juspay. Juspay has an attractive portfolio with major technology companies like Myntra, and Swiggy, as well as the BHIM UPI application.

The first version of the Yatri app was launched in Kochi in 2021. Juspay developed the technology while the Kerala Cab Driver Union managed operations. In August, they collaborated with Bangalore Auto Union to launch a pilot program for Namma Yatri. 1^st November 2022, Namma Yatri was launched to the public, offering open onboarding for all auto drivers.

Namma Yatri is a Kannada translation of “Our Commuter”. It had challenged the giants of the market such as Ola and Uber by attempting to improve the plight of drivers. There are three kinds of drivers in Namma Yatri, drivers who use an app to find the riders, drivers who use multiple apps and juggle between them and drivers who exclusively use the app. Fares at Namma Yatri are adjustable, however high traffic and bad weather can amount to a hike in fare within a specific range.

Namma Yatri uses a participatory design to solve the drivers’ problems. This implies solving engaging issues with the drivers directly. They tried to put drivers first instead of technology. With elaborate discussions with drivers at Namma Yatri, they developed different features and improved product development.

The Namma Yatri is based on a word-of-mouth marketing strategy. Drivers themselves advocate for the app, using posters and recommending the application to the passenger. Passengers enjoy the service and spread the word further. Namma Yatri allows payment through Paytm, UPI and cash on delivery. The subscription model comprises a flat fee of Rs 25 per day. They optimize costs by keeping teams small, they use Open Street Map instead of expensive Google Maps. The marketing expenses are saved by using word-of-mouth promotion. Their focus on cost optimization helps them provide drivers with a better experience.