CalCart

What CalCart does

CalCart Technologies Pvt Ltd is a Pakistan-based private company founded in 2020 and headquartered in Lahore, operating two distinct product lines under the CalCart brand. The primary platform, CalCart Mobility, is an in-ride experience platform deployed on inDrive ride-hailing vehicles that combines programmatic digital out-of-home (DOOH) advertising, QR-powered shoppable commerce, OTT streaming entertainment including live HBL PSL cricket via Tapmad, and NFC/QR payment sponsorship via JazzCash to monetize captive passenger attention during an average 24-minute ride. The secondary product, CalCart Retail, deploys smart shopping cart technology in grocery retail environments with in-store navigation, proximity-based personalized recommendations, automated checkout, and shoppable video advertising.

The platform is built on a multi-party technology stack: inDrive provides the fleet and passenger base, Jazz provides 4G/5G connectivity, Tapmad provides OTT content, JazzCash powers payment flows, and WPP Media provides global agency demand and programmatic buying integration. Six advertising formats span the full funnel — home screen placement, location-aware 500m geo-triggered promos, in-ride video and live sports streams, sponsored games and rewards, payment screen sponsorship, and editorial/city-guide placements — with a live dashboard tracking impressions, dwell time, interactions, and ROI.

Revenue is generated through advertising sales to enterprise brands and agencies under bespoke, non-publicly-disclosed media plans via a sales-led B2B motion. Named brand partners include Coca-Cola (the first global advertiser), KFC, Carrefour, Sprite, Engro, Fauji Foods, and Sabroso. CalCart has disclosed a single funding round of $100,000 from Orbit Ventures in September 2025 and operates with 1–10 employees in a single market (Pakistan).

Name

CalCart

Legal name

CalCart Technologies Pvt Ltd

Website

https://cal-cart.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

CalCart operates an in-ride advertising and commerce platform deployed on inDrive vehicles in Pakistan combining programmatic DOOH, QR shoppable campaigns, OTT streaming, and payment sponsorship, plus a smart-cart retail technology line for grocery stores.

Ownership category

akta.pro rank

Headquarters

HQ city

Lahore

HQ country

Pakistan

HQ region

Asia

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Programmatic DOOH Advertising: Programmatic digital out-of-home advertising with real-time campaign optimization. Revenue generated from selling screen inventory to brands for homepage takeovers, floating overlays, and contextual ads served during rides.
2. Shoppable Ads & Commerce: QR-powered interactive campaigns where passengers scan, claim, and redeem offers. Revenue from brands paying for engagement-based campaigns with measurable conversion tracking.
3. Payment Screen Sponsorship: Brands sponsor the payment moment at fare settlement, paying for logo integration, branded QR payment flow, and exclusive cashback offers at the highest-intent touchpoint.
4. Sponsored Content & Entertainment: Branded video content, sponsored games (Jeeto Pakistan), and branded adjacency opportunities alongside OTT streaming content.
5. In-Store Retail Advertising: Shoppable video ads on shopping carts providing brands an immersive medium to engage shoppers with storytelling and interactive content during in-store shopping.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

CalCart operates an in-ride media and commerce platform that deploys connected screens inside inDrive ride-hailing vehicles, enabling brands to run programmatic DOOH advertising, GPS geo-triggered promotions, QR-based shoppable campaigns, and payment moment sponsorships for captive passengers. It also operates a smart cart retail platform that equips grocery store carts with screens for in-store navigation, personalized recommendations, automated checkout, and shoppable video ads. Revenue is generated primarily through advertising and campaign packages sold to enterprise brands and agencies.

Product overview

CalCart operates two distinct product lines: CalCart Mobility (In-Ride Experience Platform) and CalCart Retail (Modern Retail Platform). The Mobility platform provides programmatic DOOH advertising, shoppable commerce, OTT streaming entertainment, and payment facilitation for ride-hailing passengers across six ad formats (Home Screen Placement, Location-Aware Promos, In-Ride Video & Streams, Sponsored Games & Rewards, Payment Screen Sponsorship, and Events/City Guide). The Retail platform offers smart cart technology with in-store navigation, personalized recommendations, automated checkout, and on-cart shopper surveys for grocery retail environments. Both platforms leverage QR code technology, GPS/geolocation, and real-time data to deliver contextual, measurable advertising and commerce experiences.

Differentiator

Problem solved

Functional benefit

Brands

• CalCart Mobility: In-ride experience platform turning passenger attention into engagement, commerce, and insights for ride-hailing vehicles.
• CalCart Retail

Products and services

• CalCart Mobility In-Ride Experience Platform deployed on inDrive ride-hailing vehicles that turns passenger travel time into media engagement and commerce opportunities. Brands can run programmatic DOOH advertising, geo-triggered shoppable campaigns, sponsored entertainment, and payment moment sponsorships addressed to a captive, non-skippable audience during an average 24-minute ride.
• CalCart Retail In-store retail platform that equips grocery store shopping carts with smart screens for product navigation, AI-driven proximity-based recommendations, automated checkout, on-cart shopper surveys, and shoppable video ads, providing an always-on in-store advertising and engagement surface for consumer brands.

Quantifiable outcome

• 2.5x higher brand recall vs traditional OOH advertising
• +3 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered core.

• inDrivecoreChannel Partner/ Reseller/ DistributorinDrive is Pakistan's leading ride-hailing platform serving as the fleet and passenger base powering CalCart deployments. CalCart screens are installed in inDrive vehicles, providing the infrastructure foundation for the in-ride experience platform.
• JazzcoreTechnology or IntegrationJazz provides always-on 4G/5G connectivity ensuring real-time ad delivery and live streaming across all vehicles in the CalCart fleet.
• Coca-ColacoreGTM or Marketing PartnerCoca-Cola was the first global advertiser to validate CalCart's reach and engagement at scale across Pakistan, establishing credibility for the platform with a major multinational brand.
• TapmadcoreTechnology or IntegrationTapmad is the streaming partner powering in-ride entertainment including PSL live cricket coverage and branded video content, enabling CalCart's OTT media offering.
• JazzCashcoreTechnology or IntegrationJazzCash enables seamless ride payments and brand-sponsored financial experiences at the transaction moment, including branded QR payment flows and cashback offers.
• CarrefourcoreStrategic or Co-development PartnerCarrefour serves as retail activation partner for geo-targeted store offers and QR voucher campaigns in-ride, driving footfall to physical retail locations.
• WPP MediacoreChannel Partner/ Reseller/ DistributorGlobal media group WPP Media provides agency demand and programmatic buying integration for CalCart media inventory, connecting the platform to global advertising budgets.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Shopic: Smart cart clip-on device providing in-store promotions and personalization for grocery retailers. Closest emerging competitor to CalCart Retail with similar in-store advertising and personalization focus.

Broad incumbents

• Intersection: DOOH media company operating digital screens across transit hubs, airports, and urban infrastructure in major global cities. Comparable in monetizing attention in captive transit/mobility moments, though broader in venue footprint.
• Adomni: Programmatic DOOH platform aggregating digital screen inventory across multiple venue types including transit and ride-hailing. Broader than CalCart but competes for the same brand budgets in programmatic out-of-home.
• Vistar Media: Programmatic DOOH ad-tech infrastructure provider enabling buying, serving, and measurement across digital out-of-home networks. Adjacent infrastructure competitor providing the demand-side plumbing for screens like CalCart's.
• Place Exchange: Programmatic DOOH SSP focused on transit, billboards, and place-based media. Competes with CalCart for programmatic ad spend on out-of-home inventory in shared passenger environments.

Direct peers

• Firefly: Rideshare advertising company placing digital screens atop ride-hailing vehicles in the US and other markets. Direct adjacency to CalCart's in-vehicle screen monetization model for advertising brands.
• Instacart Caper Cart: Smart shopping cart with built-in screen, computer vision, and checkout technology deployed in grocery retail. Most directly comparable to CalCart Retail's smart cart product line.
• GrabAds: Grab's advertising arm monetizing ride-hailing, delivery, and fintech audiences across Southeast Asia. Comparable in integrating ride-hailing inventory with payments and content, similar to CalCart's Mobility + JazzCash stack.
• Lyft Media: Lyft's in-car advertising division operating digital screens and video inventory across Lyft rides in North America. Same captive-ride-hailing-passenger media model as CalCart Mobility with similar dwell-time value proposition.
• Uber Advertising: Uber's in-app and in-ride advertising platform serving ads to ride-hailing passengers and Uber Eats users globally. Most directly comparable to CalCart Mobility as it monetizes captive ride-hailing audiences through programmatic and sponsored formats.

Market position

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Customer concentration

• LinkedInlinkedin.com/company/cal-cart

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CalCart