Mahindra Logistics Ltd. has launched Alyte, a tech-enabled premium mobility service, transitioning its Meru brand into a full-fledge B2C services. The service has initially been rolled out in Delhi NCR, following which it will be expanded to Noida International Airport, Mumbai, Bengaluru, Hyderabad, and other metropolitan areas in the coming months.

“With Alyte, we are integrating enterprise airport to city and in-city travel into one seamless tech enabled platform which is designed to deliver a customer-first experience. It reflects our commitment towards building mobility service that will set new benchmarks in safety, reliability, comfort and customer experience. We see Alyte as an everyday partner for your needs which are across both consumer and enterprise segments. Designed to meet the rising demand for commuting solutions where comfort meets trust. Alyte is a service that offers more than just basic commute. It is about enhancing consumer delight and contributing meaningfully to everyday travel experience,” said company MD and CEO Hemant Sikka in a video statement.

The service is aimed at both airport transfers and city travel, including in-city and outstation rides. Alyte will operate in two categories including Privé, which offers electric vehicles for customers seeking higher comfort and sustainability, and Select, comprising sedans and SUVs for regular use.

Mahindra & Mahindra subsidiary has so far offered the Alyte brand mainly to corporate clients through its Mobility Enterprise Solutions business. The new launch brings its B2B, B2C, and airport mobility services under one brand.

Key service features include advance booking through a dedicated app, transparent pricing without surge charges, live GPS tracking, 24/7 customer support via human agents, and no ride cancellations once confirmed. Drivers will be company-trained, and vehicles will be fitted with safety and comfort features.

The Alyte mobile application supports real-time ride tracking, digital payments, and ride management tools. The company positions it as part of a broader effort to integrate customer convenience with operational efficiency.

Mahindra Logistics operates across two business segments including supply chain management and mobility services, with the latter traditionally focused on enterprise clients.

The launch of Alyte’s consumer-facing services puts it in direct competition with established ride-hailing platforms such as Uber, Ola and Rapido. The ride-hailing aggregator market has recently seen the shutdown of BluSmart services.

I downloaded the app to try out the features. The fares were significantly higher than competing platforms, posing a challenge for individual consumers to make the switch to Alyte. However, the company’s legacy through the Meru brand and its strong enterprise offerings are expected to help expand its customer base.