"Our discerning clientele is becoming nutritionally aware," says Uber

Uber has tied up with cold-pressed juice brand RAW Pressery and made it available in the UberBlack cars.

Uber Mumbai has tied up with India's first cold-pressed juice brand, RAW Pressery. The juices have been available to passengers in select UberBlack cars in Mumbai since April 13. The tie-up will be on till April 24.

This is the first time, worldwide, that a cold-pressed juice was offered inside a mobile-app-based transportation. Cold-pressed technology has disrupted the juice industry worldwide. Since RAW Pressery is only available in Mumbai, the tie-up is valid only in UberBlack cabs in the city. The juices are, however, complimentary to passengers. This was done keeping in mind Uber's desire to deliver amazing experiences to its passengers.

Uber has three car options across cities in India - UberGO, UberX and UberBlack. Each is a different type of service at a different price point, to cater to riders' specific needs and preferences. While UberGO features smaller, hatchback size vehicles such as WagonR, UberX provides access to small sedans such as the Suzuki Swift Dzire. Meanwhile, UberBlack, a premium offering, comprises larger vehicles like Toyota Innova or Skoda.

"Uber believes in creating and connecting riders to amazing experiences at the push of a button. We know that our discerning clientele is becoming more nutritionally aware, and our association with the folks at RAW Pressery is another way to give our riders a taste of something fantastic - fresh, cold-pressed juices in Ubers. Our riders aren't necessarily just those that follow a healthy lifestyle. This is a way to give them a small taste of a healthier lifestyle," explains the Uber spokesperson.

The rider or passengers for Uber are varied - from businessmen travelling from other cities to students trying to get to college, from mothers picking up their kids from school to a young couple planning a night-out, anyone who needs to get from one place to another.

"We've been overwhelmed by the response we've seen from drivers and riders in India who love Uber. In fact, our rider and driver community are instrumental in bringing Uber to new audiences because they are our biggest evangelists and advocates," adds the spokesperson.

India is amongst the fastest growing markets for Uber. It is the company's vision to bring the Uber experience to more and more riders. Uber recently introduced UberAUTO for riders in Delhi, which enables them to book a regular auto via the Uber app, providing yet another transportation option and greater convenience. This comes in handy especially when people say that hiring a cab may be more expensive than just hailing an auto.

But, the prices and competition from autos are not the only challenge that Uber faces. Though India is one of the fastest growing markets for the brand, it is a very dynamic one with different consumer preferences, from city to city.

"Part of the solution for us, to ensure we can address these challenges effectively and efficiently, lies in the hyper-local teams we have in every city. Our local teams are born and bred in a city and have deep local knowledge of their market and the consumer landscape. Every challenge we face is an exciting opportunity for our young, passionate and ambitious team who are hoping to bring the benefits of Uber to more and more people in their local communities," the spokesperson states.

The hyper-local teams also help in creating marketing initiatives for the brand. Since the teams know the market better, they generally create a more attuned campaign to cater to local market preferences and dynamics. However, the brand insists that word of mouth is most crucial in its marketing mix.

While the brand was not ready to share its plans for the year, it did say that the focus now was on growing the business in the cities it is currently available in, and ensuring its rapidly growing rider base in these cities is served to the highest quality.