Many Ethiopians, like Samrawit Fikru, have faced the daily struggle of finding safe, reliable transport in a city with an unstructured ride-hailing network. Instead of accepting it as the norm, Fikru recognised an opportunity to effect change. As the Founder and CEO of Hybrid Designs PLC, she has played a pivotal role in transforming Ethiopia’s transport ecosystem through her flagship product, RIDE, the country’s premier ride-hailing service.
The beginning
Founded in 2014, Samrawit Fikru established Hybrid Designs PLC to develop technology solutions tailored to Ethiopian needs. Having seen and experienced the inefficiencies in the local taxi system, which is marked by safety concerns, inconsistent pricing, and a lack of reliability, she introduced RIDE as an SMS-based service, ensuring accessibility even for those without smartphones.
Unlike foreign ride-hailing applications, RIDE was designed with the realities of the local environment in mind, including limited internet access, unfamiliarity with digital maps, and the prevalence of cash-based transactions. By 2017, the platform had evolved into a comprehensive mobile application, integrating features such as GPS tracking and a 24/7 call centre to enhance the user experience.
Today, RIDE is one of Ethiopia’s leading ride-hailing services companies, boasting over 90,000 registered drivers and serving over 5 million customers. In addition to its core ride-hailing service, the platform has strategically broadened its offerings to meet the evolving needs of its users.
RIDE Foods, an extension of the core platform, delivers meals from a vast network of local restaurants, making quality dining accessible and convenient for customers. The company has more than 50 restaurants in its catalogue. RIDE Plus serves corporate clients by providing reliable, professional, customised transport solutions that enhance staff mobility and optimise business logistics. They have over 500 cooperatives registered with them.
“I use Ride most of the time for my ride options and I am grateful for the discipline of most drivers. The training the company offers is one of the biggest contributions not only to the drivers in the company but in creating a positive culture of driving in the city,” said Sosena Shiferaw, a happy customer.
The company’s influence extends beyond transportation. Samrawit Fikru has created job opportunities for thousands of Ethiopian drivers and support staff, significantly contributing to the economy’s growth.
Through RIDE, the Ethiopian businesswoman is creating a sustainable technology ecosystem that empowers service providers and users in the Horn of Africa the country. She has changed how Ethiopians move, connect, work, and thrive in a digital world.
