A taxi app war is heating up in India and Ola, the country's biggest player, and rival Uber have both launched new services to win over customers: Motorbikes on-demand.
On Thursday, Indian start-up Ola launched its "Bike Taxis" service allowing users to hail a motorbike within the smartphone app. And U.S. rival Uber, which has been stepping up its presence in India, announced "uberMOTO" as well, which works in the same way.
Both companies are trialing the effort in Bangalore, seen as one of India's biggest hubs for technology.
"We are talking about a country with so much congestion and bikes are available widely and it's the easiest way to zip through traffic," Anand Subramanian, senior director of marketing communications at Ola, told CNBC by phone.
"We think there is immense potential given the low operating cost of bikes and there is little supply constraint compared to what we face in the cab segment."