Taxi-hailing service Careem introduced women drivers in Pakistan on Wednesday, a rare initiative in a country where women account for only 22 percent of the workforce.
Careem has a larger market share than rival Uber in most of the 32 cities in the Middle East, North Africa and Pakistan region in which it operates.
Now it has a new idea for Pakistan: taxis driven by women, who will pick up both male and female customers. The start-up operates in the cities of Lahore, Islamabad and Karachi.
“We want to give women the same opportunities and the same chance that men have of leveraging our platform to generate healthy income,” said Careem’s Pakistan General Manager Ahmed Usman.