This post reflects ExpressMOJO during its 2017-2019 operation, when it aimed to transform India’s trucking industry.
In the vast and fragmented landscape of India’s trucking industry, ExpressMOJO emerged with the potential to transform the sector. Often described as the ‘Yelp for the trucking industry in India’, ExpressMOJO was on a mission to empower small fleet owners and bring efficiency to a market that had long been plagued by information asymmetry and low technology adoption.
The Challenge: A Fragmented Industry#
India’s logistics sector, despite its crucial role in the economy, has remained largely untouched by technological innovation for decades. Consider these statistics:
- India spends 14% of its GDP on logistics
- The surface transportation market is valued at $96 billion and growing at a 10% CAGR
- 80% of trucks are owned by operators with less than 5 trucks
- There are 9 million trucks, but 40% of them are lying idle due to lack of return loads
These numbers painted a picture of an industry ripe for disruption, and that’s exactly what ExpressMOJO aimed to do.
The ExpressMOJO Solution#
At its core, ExpressMOJO was a digital classifieds platform designed specifically for the trucking industry. Here’s how it worked:
Online Business Profiles: Fleet owners can claim their online business profile, showcasing their services to a pan-India network of transporters and commission agents.
Verified Information: The platform includes verified contact details, business information (such as vehicle types and preferred lanes), creating a trusted environment for transactions.
Peer-to-Peer Ratings: Users can rate and review fleet owners, transporters, and commission agents, fostering accountability and trust in the ecosystem.
Expanded Network: Small fleet owners can now work with a much larger network of transporters and agents, rather than being limited to their personal contact list.
Early Traction and User Adoption#
Since its launch in July 2018, ExpressMOJO has seen encouraging growth:
- Over 3,000 fleet owners and transporters listed
- Close to 250 active users utilizing the system to find verified partners
- An average of 25 daily returning users
The Road Ahead (2019)#
As ExpressMOJO grew, the focus was on several key areas:
Building Trust: In an industry heavily reliant on relationships, the platform aimed to become the go-to source for trusted business connections.
Leveraging Messaging Platforms: Recognizing the prevalence of WhatsApp in business communications, the team integrated shareable features to leverage existing distribution channels.
User Experience: Continuous refinement of design and user journey to cater to users who may not have been accustomed to using software solutions.
Partnership Approach: Rather than positioning as mere software vendors, the aim was to be true partners in helping businesses scale through technology.
The potential impact of ExpressMOJO was significant. By reducing information asymmetry, lowering friction, decreasing marketing costs, and increasing truck utilization, the vision was not just to build a business – but to potentially transform an entire industry that forms the backbone of India’s economy.
The journey with ExpressMOJO (2017-2019) demonstrated the challenges and opportunities in bringing digital transformation to traditional industries. The vision of bringing efficiency and transparency to India’s trucking industry remains relevant and continues to inspire innovation in the logistics sector.