Meru Cabs: past perfect and future tense

Sridhar Vaithianathan, Karthikeya P. Bolar

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


Subject area: Business/technology strategy. The purpose of the case is to enable the students to understand the following: how technology implementation can change the face of business like cab service? How information technology deployment can influence competition? How investment in company's IT infrastructure affects the bottom line? Study level/applicability: The case can be discussed at Master of Business Administration (MBA)/Post Graduate Diploma in Business Administration (PGDBA) level students as well as executive education program. It is aimed at graduate level and postgraduate level management courses such as management information systems, strategic information systems, and technology management. Case overview: Meru Cabs, started in April 2007 at Mumbai, was one of the firsts to provide “radio taxi” service in India. Meru Cabs delivers a reliable taxi service by concentrating on three C's, namely customer, call centre and chauffeur. Much of its growth can be attributed to successful deployment of the technology. This case presents the growth of Meru Cabs and how it has differentiated itself by utilizing the technology to attain market leader position in the four cities – Mumbai, Delhi, Hyderabad and Bangalore, where it operates. Also the case discusses about the future of cab service in general and what it has in store for Meru Cabs. With the flurry of cabs service coming up in every city and the competition getting intense, the case put forth the opportunities and challenges existing for cab companies in general and Meru Cabs in particular. Expected learning outcomes: To enable the students to understand that technology is a strategic tool: to enhance customer relationship, to manage business operations, to achieve sustained competitive advantage and that forms an integral part of company's growth and/or expansion strategy. Supplementary materials: Teaching notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Original languageEnglish
Pages (from-to)1-12
Number of pages12
JournalEmerald Emerging Markets Case Studies
Issue number7
Publication statusPublished - 18-11-2013

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Education
  • Finance
  • Economics and Econometrics
  • Strategy and Management


Dive into the research topics of 'Meru Cabs: past perfect and future tense'. Together they form a unique fingerprint.

Cite this