Kenya-Based Little Unveils ‘Happy Hour’ Option as Ride Haling Service Moves to Grow Market Share

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Little, a Kenya-based ride-hailing company, has unveiled a ‘happy hour’ option as it seeks to grow its market share amid competition from other service providers such as Taxify and Uber.

The company, which has a marketing partnership with Kenya’s biggest mobile phone service operator, Safaricom, will be offering 50% off every day during ‘Little Happy Hours’.

Little has been described as “the quick and reliable way to book a cab to anywhere in the cities of Kenya, right from your smartphone.”

The company boasts a competitive rate of Ksh20 ($0.20) per kilometer.

Now, its Happy Hour timing will run from 5AM to 7AM, 12PM to 1PM and 10PM to 11PM every day.

“Our aim at Little is to make every day commute affordable for every Kenyan and we will leave no stone unturned until we achieve it,” the company said in a recent statement.

The move is the latest in a series of efforts by the firm to grow its business. In February, it emerged that the company is planning to expand to Tanzania and Ghana by May, 2019. Little plans to raise about $50 million more from investors, according to its CEO, Kamal Budhabhatti.

Little is valued at about $70 million to $75 million. The company, which was launched 2016, has 10,000 registered drivers in Kenya’s capital of Nairobi, and more than a million users on its platform across all markets.

“We want to get into a lot more countries than what we are in at the moment,” Budhabhatti said.

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