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Meru Cabs: past perfect and future tense

Sridhar Vaithianathan (Department of Operations and Business Analytics, Institute of Management Technology (IMT) Hyderabad, Hyderabad, India)
Karthikeya P. Bolar (Karthikeya P. Bolar is a Assistant Professor based at the Department of IT and Operations, IBS Hyderabad, IFHE University, Hyderabad, India)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 18 November 2013


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.



The authors sincerely acknowledge Mr Nilesh Sangoi, Chief Technology Officer (CTO), Meru Cabs for his constant support and valuable inputs in the completion of the case study.


Vaithianathan, S. and Bolar, K.P. (2013), "Meru Cabs: past perfect and future tense", Emerald Emerging Markets Case Studies, Vol. 3 No. 7.



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