Amul isn’t just a brand of butter or milk. It’s a symbol of what happens when millions of small players come together to take on the giants. Now, a new entrant called Bharat Taxi is trying to become the Amul of ride-hailing services by giving drivers the power to run the show. It is launching in India on January 1, 2026, and pilots are already on in select locations across the country. But why the comparison with Amul? Because, just like the dairy giant, Bharat Taxi too is hoping to rely on a cooperative model to succeed.
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The premise of Bharat Taxi is simple. It is a cooperative initiative, much like Amul, which means that there is theoretically no profit-seeking private organisation behind it. Instead, it is a service by 1000s of drivers who have joined hands to setup a cooperative. This is good news for both the drivers who are onboard and customers who chose to use the service.
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