Green SM Set for India Entry as Urban Mobility Expectations Continue to Rise

Vietnamese electric ride-hailing company Green SM is preparing to enter the Indian market, with its vehicles already being spotted in parts of New Delhi and Gurugram ahead of an official launch.

The company, which has expanded across multiple Southeast Asian markets in recent years, is expected to position itself as a premium mobility provider focused on:

• Electric vehicles
• Professional drivers
• Technology-led operations
• Higher service standards

More Than Just Another Ride-Hailing App

Green SM’s arrival comes at a time when India’s ride-hailing market is undergoing a shift.

While pricing remains important, recent consumer studies suggest passengers are increasingly prioritising:

• Safety
• Reliability
• Vehicle quality
• Overall ride experience

Research from Deloitte and KPMG indicates that urban consumers are placing greater value on service quality and trust across digital platforms, including mobility services. For ride-hailing companies, this means customers are increasingly looking beyond discounts and promotional offers.

Instead, passengers want:

• Clean and well-maintained vehicles
• Professional drivers
• Transparent pricing
• Reliable service

Focus on Drivers Too

The changing expectations are not limited to passengers.

India’s growing gig economy has created a large workforce of ride-hailing drivers, many of whom are seeking:

• Better support systems
• More predictable earnings
• Professional development opportunities

Industry studies suggest drivers increasingly value platforms that offer long-term stability and support rather than simply generating trip volumes.

Final Take

Green SM’s India entry comes at an interesting time for the country’s mobility sector. While the company will face established rivals, its focus on electric vehicles, driver professionalism, and service quality aligns with a growing trend among Indian consumers who are increasingly willing to prioritise experience and reliability over price alone.

Whether that formula succeeds remains to be seen, but it highlights how India’s urban mobility market is gradually evolving beyond simply offering the cheapest ride.