Senya Andreev recently stepped into the role of country lead for Peru, where inDrive is a market leader. Here he shares his vision for the market, personal inspirations, and the motivation behind taking on this challenge.
Why I took on this role: This role is exciting for many reasons. inDrive is a market leader in Peru, widely recognized and relied upon by the community. Living here, I’ve seen firsthand how significant our service is. Despite our strong presence, there’s still so much potential to grow – by introducing new tariffs, launching products, expanding in current cities, and improving the service overall.
What inspires me as well is inDrive’s journey – from starting in a small town to becoming a global leader with a mission to challenge injustice and improve lives. I’m proud to contribute to that mission while helping inDrive make an even greater impact in Peru.
My impression of inDrive so far has been very positive. The company sets big, ambitious goals, and the people here are sincerely driven, which creates an exciting environment. I’m really grateful for the support from Yegor Smetanin, who took the time to involve me in all processes. My onboarding was thorough - I met with key team members, participated in a workshop, and traveled to key HQ locations like Cyprus and Kazakhstan.
Exciting developments coming up soon for Peru: In addition to planning new launches and partnerships, we are focused on building an A-player local team to further enhance daily operations. Creating a perfect balance between valuable insights from the local team and HQ expertise in areas such as driver operations, marketing, and marketplace efficiency, will surely solidify our presence in Peru.
In 2025, our strategy will center on the rapid rollout of projects that will diversify our business and help us become more local – a service that Peruvians truly identify as their own. For that, we aim to introduce new tariffs like Comfort, Trimoto and XL across our main cities of presence, making our services more accessible and affordable across different segments. We will also expand impactful local 360 campaigns like Doña Justa, сreate partnerships with major local enterprises, and significantly improve our visibility and connection with the community through strategic PR, GR and Invision initiatives.
Drivers are the backbone of our business. This year, we are also placing extra emphasis on increasing their earnings, offering benefits through partners, and expanding opportunities for new drivers to join us by introducing accessible car financing options.
Three words that describe me: leader, resilient, dedicated.
Three words that describe Peru: emerging, diverse, authentic.
This year marks the 7th anniversary of inDrive in Peru. Looking ahead, our long-term goal is to build Peru’s largest multiservice mobility ecosystem, in which the ride-hailing experience is safe, affordable and fast. We aim to play a key role in inDrive’s mission to impact over 1 billion people by 2030 through both business and non-profit initiatives.
One surprising fact about me: I grew up immersed in the fashion world – my mother is a fashion designer, and I spent a lot of time in factories and fabric stores. That experience taught me foundational lessons about business operations, such as optimizing costs and improving efficiency, while also instilling a creative approach to problem-solving.
Outside of work, family is a core value of mine, and I prioritize spending time with my wife, parents, and brothers, no matter how busy life gets. I also enjoy learning languages: my long term goals are to learn Portuguese and French.
A person from history who I look up to is Yuri Gagarin, first man in space. He represents courage, bravery, and ambition – all qualities I admire.
The non-work related achievement I’m most proud of: Even though I’m not tall, I’ve had a rewarding basketball journey. I was always the team captain, earned several individual awards, and played for my national team. Sport has shaped who I am and taught me the value of teamwork and discipline.
A good book: I recently reread 100 Years of Solitude by Gabriel García Márquez. It’s an amazing book that sparks imagination and explores timeless themes relevant to this day.
The skill I want to learn next is parenting. Coming from a large family, I know it’s one of the most rewarding but challenging roles. As I plan to become a parent, I want to prepare to give it my best.
