More Female Riders Could Boost Revenues for Ride-hailing in Sri Lanka, Finds New IFC Study

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Colombo, Sri Lanka, December 3, 2020—Annual revenues for ride-hailing in Sri Lanka could increase by more than a quarter if gaps between men and women's ridership were closed, according to Sri Lanka's first-ever study on women's role in the country's ride-hailing industry.

The study 'Women and Ride-hailing in Sri Lanka' was conducted as part of the Women in Work Program—a partnership between IFC, a member of the World Bank Group, and the Australian government—along with the local ride-hailing platform PickMe, and consulting and research agency, Kantar Public.

Survey results from 280 drivers and over 780 riders reveal that women who use ride-hailing services are more than 40 percent more likely than men to use it as their primary mode of transport. The findings showed that over half of the women riders were able to work more frequently because of ride-hailing services, with almost two-thirds saying ride-hailing enabled them to access more and better job opportunities.

"We realized the impact that safe transport has on women's empowerment and financial independence. Our company and our investments in technology enable women passengers to make safe trips while providing flexible and lucrative employment for women drivers," said Zulfer Jiffry, Chief Executive Officer of PickMe.

In recent years, ride-hailing, which includes both four-wheeled and three-wheeled vehicles, has become an increasingly important part of Sri Lanka's transportation system. However, women face barriers both as passengers and transportation service providers, ranging from underrepresentation across the sector to widespread safety and security concerns—90 percent of women using public transport have experienced sexual harassment in Sri Lanka.

The study finds that increasing the number of women drivers would improve women riders' perceptions of safety. Fifty eight percent of women riders surveyed said they felt more secure when driven by another woman. The study also finds a high demand for gender segregated transport. Around 90 percent of women riders would like the option to select a woman driver at least sometimes, and particularly at night or when traveling alone.

"Progress is achieved when we understand the challenges and the constraints related to gender. Both as passengers and as transportation service providers there are barriers that women face," said Amena Arif, IFC Country Manager for Sri Lanka and Maldives. "Increasing mobility through ride-hailing will create new economic opportunities for more women in a traditionally male-dominated industry, and will help women safely and economically reach workplaces."

According to the International Labour Organization (ILO), lack of safe, affordable, and accessible transport accounts for more than 15 percent of the gap in women's labor force participation by keeping women from work, limiting their choices, and/or reducing their hours of work. Thirty two percent of women who work in Sri Lanka's private sector reported turning down work at night due to lack of safe or reliable transport.

About IFC

IFC—a member of the World Bank Group—is the largest global development institution focused on the private sector in emerging markets. We work in more than 100 countries, using our capital, expertise, and influence to create markets and opportunities in developing countries. In fiscal year 2020, we invested $22 billion in private companies and financial institutions in developing countries, leveraging the power of the private sector to end extreme poverty and boost shared prosperity. For more information, visit www.ifc.org.

About PickMe

PickMe is a software development company that specializes in providing mobility solutions, and has brought ride hailing to your fingertips via an app that enables instant ride hailing. The company is equipped with an arsenal of freelance driver partners whose vehicle types range from and are not limited to three-wheelers, mini cars, cars, vans and luxury sedans. PickMe also launched its venture PickMe food and PickMe Market which enables the customer to order and get their food and essentials delivered in record time. The company also caters to your logistical needs through their partnership of drivers with trucks. Furthermore, all these solutions to your daily needs can be found on one app. PickMe currently services the mobility needs of passengers based in Colombo, Gampaha, Kegalle, Kurunegala, Matale, Galle, Kalutara and Kandy districts in addition to providing corporate travelling solutions to Sri Lanka's leading businesses and organizations via its Business Portal.

Furthermore the PickMe Board of Directors represents a multitude of shareholders and consists of Ajit Gunewardene as Founder Chairman, Conrad Dias (representing LOLC PLC.), Dinesh Rodrigo (representing Interblocks Ltd.), Ruchi Gunewardene (Managing Director - Brand Finance Lanka) and Jiffry Zulfer who is the CEO of the company, managing its day to day operations.