MUMBAI: India is at a pivotal moment in rethinking how businesses move people. As companies continue to grow in a post-pandemic, sustainability-focused era, safe and efficient employee transport is more critical than ever. AI-powered transport-as-a-service (TaaS) platforms—once seen as futuristic—are now driving tangible efficiencies and smarter mobility.

In a landscape long dominated by legacy systems and fragmented vendors, successful adoption increasingly depends on strategic marketing that builds trust and drives behaviour change. As more companies shift to integrated, tech-enabled solutions, India’s employee transportation market is poised to reach $13.2 billion by 2030—propelled by the expansion of GCCs, rising focus on employee well-being, and environmental accountability. 

However, the concept of TaaS is still relatively new to many businesses, especially those in tier 2 and tier 3 cities. And with TaaS providers rapidly growing in India, standing out now hinges on strategic marketing—not just tech. So how does marketing drive all this? Rather than flashy promotion, the focus has pivoted to education, translating AI-driven, real-time transport orchestration into boardroom value. Marketing teams are now playing a crucial role in educating decision-makers about the cost, environmental, safety and operational benefits of transitioning from legacy transport models to digital-first, on-demand solutions. 

Targeted content campaigns, engaging webinars, whitepapers, industry events, data-driven campaigns, and fact-based storytelling have become prime levers for TaaS marketers to successfully communicate the advantages of reduced overheads, improved route optimization, and enhanced employee satisfaction.  

Powerful sources such as Google India's Think with Google: B2B Playbook indicate that Indian business buyers digitally explore solutions to the extent of around 80% prior to going into contact with vendors. This makes online reputation, transparent data, and customer reviews critical marketing touchpoints. In response, thought leadership marketing—via blogs, LinkedIn articles, and panel discussions—has emerged as a strategic lever, positioning TaaS not just as a logistics solution, but as a vital pillar of future-ready enterprise strategy. 

In an ESG-conscious corporate world, sustainability has become a major buying criterion. Indian TaaS platforms have leveraged this through savvy green marketing. Campaigns emphasizing electric vehicle (EV) adoption, carbon footprint reduction, and alignment with India’s net-zero goals have resonated strongly with large enterprises under pressure to showcase sustainability metrics. 

Perhaps most fascinating is the shift in how trust and value are built. Marketing's function today is to encourage internal adoption within client organizations, offering toolkits and change management processes to facility teams and HR rather than simply selling a service, but inducing behaviour change through tailored communication, including ROI calculators and demo videos. Trust is further reinforced through robust safety protocols, comprehensive driver background checks, vehicle health monitoring systems, and transparent ESG impact reports and sustainability dashboards playing a pivotal role in accelerating adoption.

A critical dimension in the evolution of corporate TaaS platforms is monetisation. TaaS platforms often operate on a hybrid model, combining subscription-based pricing with usage-linked fees. Several research from PwC and Bain & Co. reveals a trend toward transparent, outcome-driven pricing, with additional layers for advanced analytics, ESG reporting, and premium support. Strategic marketing plays a role here too—by clearly communicating the ROI, cost-saving benefits, and long-term value of these offerings, platforms are able to position themselves not just as transport providers but as strategic mobility partners. 

As India accelerates its push toward digitization, green mobility, and human-centric workplaces, the role of smart transport marketing becomes increasingly critical. Marketing is no longer a peripheral function—it is a strategic force that drives awareness, builds trust, fosters engagement, and accelerates adoption.

By aligning brand narratives with operational excellence and measurable socio-environmental impact, marketing ensures that TaaS platforms aren't just selected—they're embraced and advocated for by forward-thinking Indian enterprises.

(This comment piece has been penned by Routematic chief business officer Arjun Bhojraj. The views expressed in it are entirely the author's and indiantelevision.com need not subscribe to them)