inDrive.Groceries is an online grocery and ready-to-eat delivery service with a 15-minute promise...inDrive.Groceries is an online grocery and ready-to-eat delivery service with a 15-minute promise...
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Assel Zhakupova
• 1d
inDrive.Groceries is an online grocery and ready-to-eat delivery service with a 15-minute promise. The product launched in 2021 under the name Choco Рядом and was later rebranded as part of the inDrive ecosystem.
I joined the team at a pivotal moment — the launch of a new in-house ready-to-eat production line. While the kitchen facility was still being built, I was already developing the go-to-market strategy and long-term brand positioning for this new vertical.
The core challenge was twofold: launch a brand-new ready-to-eat category from scratch — before the product even existed — and simultaneously strengthen the positioning of the main 15-minute grocery delivery service in a competitive market.
There was no prior data on the audience, no established category playbook in Kazakhstan for this type of offering. Everything had to be built from the ground up: audience definition, niche, messaging and brand architecture.
While the production facility was under construction, I developed the full launch strategy for the ready-to-eat vertical — audience research, niche definition, and a complete brand pyramid covering mission, values, personality and key messages.
In parallel, I led the brand strategy for inDrive.Groceries itself: built and implemented it through collaborations with local brands, offline and digital activations, influencer integrations and creative campaigns that reinforced the 15-minute delivery positioning.
Successfully launched the ready-to-eat direction with a clear brand architecture and go-to-market strategy. Established the brand's presence in Kazakhstan through a series of activations, partnerships and integrated campaigns.
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