PB Wheels, a mobility-focused brand under the PB Fintech umbrella, has forayed into urban driver-on-demand services with the launch of ‘Safe Drive Home’, a complementary initiative aimed at curbing drunk driving and improving road safety. The service will debut in Delhi NCR, marking the first phase of a planned multi-city rollout.

The initiative reflects a calibrated expansion strategy as PB Wheels seeks to move beyond transactional automotive offerings and build deeper engagement within the broader mobility ecosystem.

Targeting drunk driving through structured mobility support

Positioned as a preventive safety intervention, ‘Safe Drive Home’ enables customers who are unfit to drive—particularly after social gatherings or late-night events—to book a verified chauffeur to drive them home in their own vehicle. By institutionalising what is often an informal service, PB Wheels aims to introduce reliability, accountability and tech-enabled convenience into the segment.

Alcohol-related road incidents continue to pose a significant risk across Indian cities, creating space for organised players to step in with structured alternatives.

Delhi NCR as a strategic pilot market

Delhi NCR offers a dense vehicular base, a vibrant nightlife economy and a sizeable addressable market—making it a logical testing ground. Early adoption metrics from the region will likely determine the pace and scale of expansion into other metros.

While immediate revenue contributions may be modest, the initiative strengthens brand recall and enhances ecosystem stickiness. As fintech-led platforms increasingly diversify into adjacent verticals, safety-linked services can open cross-selling opportunities and deepen customer lifetime value.

Safety as brand capital and ESG Lever

Beyond commercial metrics, ‘Safe Drive Home’ aligns with broader ESG narratives that are shaping corporate strategies. By integrating safety with convenience, PB Wheels is positioning itself not merely as a facilitator of vehicle ownership, but as a long-term mobility partner.