Ola expands premium service 'Lux' to Delhi-NCR

New Delhi: After Micro, taxi aggregator Ola is now betting on the luxury segment for growth and has expanded its premium service 'Lux' to Delhi-NCR. Using Ola 'Lux', users will be able to book rides in high-end sedans like Jaguar, Mercedes, Audi, BMW, Toyota Camry, Fortuner and Honda Accord, in select areas across Delhi NCR, it said in a statement.

Ola had launched the service in south Mumbai last month. The service would be available for a minimum charge of Rs 200, followed by a fare of Rs 19 per km and Rs 2 per minute in ride time charges. According to sources, the company is looking at expanding the service to other parts of Mumbai and in cities like Bengaluru soon.

Interestingly, when Uber had launched its service in India in 2013, its fleet of cars included a mix of Toyota Camry, Honda Accord, Mercedes E and S class and BMW 3 and 5 Series. However, it later added smaller hatchbacks and sedans to become more "mass" as a bulk of the business was in the affordable segment.

"Delhi NCR is home to several top industrialists, bureaucrats and young professionals alike, who value the luxury experience. Ola Lux brings superior in-cab experience with unmatched style and comfort, at the touch of a button," Ola Head of Categories and Chief Marketing Officer Raghuvesh Sarup said.

Going by the tremendous demand witnessed in Mumbai, Ola is confident that the category will get a fabulous response from users in Delhi-NCR as well, he added. The service will come with features like driver details being displayed upfront, SOS buttons, AutoConnect wi-fi, live tracking and payment using Ola Money.

Earlier this year, Ola had launched its 'Micro' service, which is its low-cost AC cab service, to take on American rival Uber. Ola claims that it is "larger than the nearest competitor as a whole" with Micro, which is now available in over 75 cities, including many tier II cities.