Delhi NCR, August 2025: Mahindra Logistics Ltd. is retiring the Meru brand, which was a pioneer in India’s radio cab era, and launching Alyte, a premium tech-enabled ride service, in an attempt to enter a consumer market dominated by Ola and Uber.
Hemant Sikka, Managing Director and CEO, confirmed that “India’s mobility ecosystem is at an inflection point, demanding new standards in safety, comfort, dependability, and service excellence.” With Alyte, we are expanding on a trusted legacy to reimagine urban and airport mobility via a premium, tech-enabled platform.”
This move represents Mahindra Logistics’ transition from a focus on corporate travel to a unified platform that serves both businesses and individual riders, emphasising higher-margin, dependable trips.
The launch in Delhi NCR is the first step towards a planned expansion to Noida International Airport, Mumbai, Bengaluru, Hyderabad, and other major cities.
Alyte intends to target three lucrative segments: airport transfers, in-city commutes, and outstation trips. Its appeal to urban travellers stems from features that competitors frequently fail to offer, such as guaranteed rides, surge-free pricing, no cancellations, and 24/7 customer service handled by humans rather than bots.
The service is offered in two tiers. Alyte Privé is the premium option, utilising electric vehicles to attract environmentally conscious customers who still prefer leather seats and quiet cabins. Alyte Select offers high-quality sedans and SUVs for commuters who want comfort without going overboard. Both tiers promise trained chauffeurs, live GPS tracking, and a mobile app with real-time ride visibility and secure payment options.
Mahindra Logistics has been using Alyte for years as part of its B2B mobility services, transporting employees for large corporations. By combining all people-mobility operations under a single brand, the company hopes to capitalise on its reputation for dependability to attract affluent urban consumers who are frustrated by long wait times and inconsistent driver quality on current platforms.
For Mahindra Logistics, the rebranding is also an attempt to modernise a name that has lost prominence.
Meru, founded in 2006, was once a symbol of the rise of organised taxi services in India’s major cities. However, the rise of ride-hailing apps has reduced its market share, prompting Mahindra, which acquired a majority stake in 2019, to shift its focus to corporate travel quietly.
The public launch of Alyte indicates that the company believ
