BluSmart: Bringing Electric Mobility to the UAE

Post pandemic, while I was still working in India and dealing with dissatisfied experiences from all the available cab services (think extremely rude drivers, cabs reeking of smoke or sweat, dirty seats, and loud music blasted on full volume at 7:30 AM in the morning), a colleague recommended BluSmart to me. I had never heard of the name and initially felt unsure about trying something new. Thankfully, she agreed to share the ride with me and that was my first experience with BluSmart.

Since then, I’ve availed their service countless times and always, without fail, rated them 5 stars. Their customer service, punctual & polite drivers who arrive 10 mins early, reliable location tracking, 100% electric vehicles, and stringent safety protocols are some of the many reasons I would call them top-notch (this might sound like a sponsored review, but trust me, it’s not).

Needless to say, when I heard about the launch of BluSmart in Dubai, I couldn’t have been happier. Anmol Singh Jaggi, co-founder of BluSmart, graciously shared with us his vision, the journey of BluSmart, and their exciting foray into Dubai.

A strong vision backed with an even stronger purpose

Anmol, who comes from an engineering background, says “entrepreneurship was always part of my plan”. This was not a spur-of-the-moment idea. Even before starting BluSmart, he was deeply involved in the renewable energy sector. 

“I founded Gensol Group, which provides engineering and consulting services for renewable energy projects. Ironically, having been a petroleum engineer, I found my passion for sustainable energy solutions as a strong driving force, and I always believed in the potential of green energy to create a positive impact on the environment. I wanted to create innovative solutions to global energy and mobility challenges.”

He adds, “When I met Punit, we found common ground in our vision for sustainable transportation, and that's how BluSmart was born.”

Road transport accounts for 12% of India’s energy-related CO2 emissions. Considering that India is the world’s fourth largest car manufacturer, it is imperative that the decarbonizing transportation also becomes a priority in the country. However, ambitious policies do not equate to effective execution, and that is one area where India is still catching up.

Having said this, BluSmart’s successful implementation is testament to the change that is possible, not just in mobility, but in other sectors as well. Anmol reflects, “When we launched BluSmart, we strategically focused on delivering superior quality, addressing a significant gap in the market. Our vision was inspired by the high standards set by hospitality and airlines companies offering exceptional service at a premium that customers would find valuable. This allowed us to differentiate ourselves.”

Continuing to discuss the core purpose of BluSmart, he states, “We wanted to create a strong purpose through our people-planet-prosperity value system.”

Expansion to New Markets: Why Dubai? 

Last week, we covered a story on BluSmart’s entry into Dubai. The UAE is currently developing at a rapid pace, actively collaborating with some of the most innovative sustainable ventures across all sectors, and transportation is no exception. 

According to a recent PwC report, the UAE aims for electric and hybrid vehicles to account for 50% of all vehicles on its roads by 2050. Plans to achieve this goal have already been set in motion. As part of the Clean Energy Strategy steered by DEWA, Dubai plans to increase the number of green charging stations in the city to 1000 by 2025, and aims to have more than 42,000 electric cars on its roads by 2030. 

Given the big push for decarbonisation, this appears to be the perfect time for BluSmart to enter the UAE market. 

However, the Dubai market presents unique dynamics - in terms of business strategies and consumer behavior - which are bound to be different from India. How does BluSmart plan to address these challenges? 

“The Dubai market presents a highly attractive opportunity for BluSmart due to its potential for significantly higher margins and profitability compared to India”, shares Anmol. “We identified a market gap in the premium limousine segment and an opportunity to correct it through our core tenets of Quality, Reliability and Sustainability.”

He continues to expand on their initial strategy, “Average order values in Dubai are four times higher than in India, translating to a significantly higher projected revenue per car per day. Leveraging insights from our successful premium offerings in India, particularly in rental and airport categories which account for over 50% of our revenue, we aim to replicate this success in Dubai, our first international foray.”

What is BluSmart’s value proposition?

As welcoming as it is, Dubai is also an extremely competitive market. Having given birth to its fair share of unicorns, many startups also end up being lost in the void. Entrepreneurs must devise solid strategies and possess unwavering conviction to stand out. Anmol appears to have checked these off his list. 

With complete faith in his venture, he shares, “As UAE’s first 100% electric full-stack premium limousine service, BluSmart plans to build on strategic partnerships to promote sustainability to customers and other partners. Most BluSmart customers experience electric vehicles for the first time and it is a great way to promote the use of EVs in mega cities like Dubai.”

As an additional measure to ensure transparency regarding their sustainable efforts, BluSmart’s application includes a CO2 tracker. This feature informs customers about the amount of CO2 saved with each ride. In theory, being able to view these numbers in real-time can prove to be a great incentive for consumers to prioritize sustainability, especially if their prices do not differ much from traditional non-sustainable offerings. 

BluSmart also takes a meticulous approach to selecting and training their drivers. “Our drivers undergo a rigorous selection process based on strict criteria for professionalism and driving skills. Once selected, they participate in a comprehensive training program that covers customer service excellence, safety protocols, and eco-friendly driving practices.”

The future of mobility is evolving 

“For startups entering the automotive sector, success relies on staying ahead of the curve and identifying opportunities early on”, Anmol emphasizes.

This is sound advice, especially at a time when the mobility industry is expected to undergo a transformation not witnessed since the early days of the automobile, as noted in a report released by McKinsey & Company last year. We are witnessing an era where flying taxis will no longer be confined to science fiction and sustainable transportation is undeniably the future. 

This necessitates the need for organizations to fine-tune their strategies and come up with impactful action-oriented initiatives. Navigating the evolving urban mobility landscape will vary between countries, and even from city to city. Traditional business models are being disrupted and consumer preferences, along with technological innovations, are set to lead the way forward. 

As BluSmart continues to expand their footprint, it will be promising to see their contribution to the UAE’s vision of sustainable urban mobility landscape.