Case Title: Careem – A Pakistani Startup That Changed Urban Mobility
📌 Background
In 2015, ride-hailing apps were becoming popular worldwide, but in Pakistan, options were limited. Traditional
taxis were unreliable, often overcharged, and there was little digital infrastructure for transportation.
Mudassir Sheikha, a Pakistani entrepreneur with a background in engineering and business, identified this gap in
urban transport. Along with Magnus Olsson, he launched Careem, a ride-hailing service that initially focused on
providing reliable and safe rides using a smartphone app.
💡 The Entrepreneurial Idea
The founders saw that:
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Internet penetration and smartphone usage in Pakistan were rapidly increasing.
There was a growing young population willing to adopt new technologies.
Transport problems were a daily pain point in cities like Karachi, Lahore, and Islamabad.
They started by targeting professionals and families who needed safe and predictable transportation. Careem
offered features like:
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Pre-booking rides,
Estimated fares upfront,
Customer support, and
Tracking for safety.
� Key Entrepreneurial Steps
1. Identifying the Problem:
o Urban transport inefficiency, lack of safety, poor taxi infrastructure.
2. Innovation:
o Introducing a mobile app to connect drivers with customers.
o Using local knowledge to tailor services (e.g., cash payments, Urdu interface).
3. Resource Mobilization:
o Securing investment from venture capital firms.
o Hiring local teams to adapt technology for the Pakistani market.
4. Scaling Up:
o Rapid expansion from major cities to smaller cities.
o Partnering with universities, businesses, and events for promotions.
5. Market Differentiation:
o Focus on customer trust and safety.
o Offered both economy and business class options.
🚀 Outcome
Within a few years, Careem became one of the largest startups in Pakistan, operating in multiple cities and
employing thousands of captains (drivers).
In 2020, Uber acquired Careem for $3.1 billion, making it one of the biggest startup exits in the Middle East
and South Asia.
Careem not only transformed urban mobility but also created jobs, inspired young entrepreneurs, and showed
that a local problem can be solved through innovation and technology.
📝 Classroom Discussion Questions
1. Opportunity Recognition:
o What problem did Careem identify in the Pakistani market?
2. Innovation:
o What was new or different about Careem’s approach compared to existing transportation methods?
3. Entrepreneurial Strategy:
o How did Careem scale its business?
o What strategies helped it grow fast?
4. Challenges:
o What challenges do you think Careem faced when starting out in Pakistan? (e.g., technology,
regulation, customer trust)
5. Application to Students:
o Can you think of a problem in your field (Applied Chemistry) that can be solved through an
entrepreneurial idea like Careem’s?
� Entrepreneurship Case Study
🌿 Case Title: Green Clean Solutions – Turning Chemical Knowledge into Eco-Friendly Detergent
Business
📌 Background
In 2018, a group of Applied Chemistry graduates from the University of Karachi observed a serious
environmental issue in their city:
❝ Most commercial detergents used in households and industries contained phosphates and harsh surfactants that
contaminated water supplies, harmed aquatic life, and caused skin irritation. ❞
These students had a strong background in industrial chemistry, particularly in surfactant formulation, pH control,
and environmental chemistry. They believed they could formulate a safer, biodegradable, and effective cleaning
product using their technical knowledge.
💡 The Entrepreneurial Idea
The team launched GreenClean Solutions, a startup focused on eco-friendly, phosphate-free detergents for both
domestic and institutional use.
Their product line included:
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Liquid laundry detergents with biodegradable surfactants.
Multi-surface cleaners using mild, plant-based ingredients.
Dishwashing liquids with neutral pH to protect hands.
They formulated these products in a small rented lab using low-cost local raw materials, ensuring performance
comparable to market leaders but with a smaller environmental footprint.
� Key Entrepreneurial Steps
1. Problem Identification:
o High pollution load in wastewater due to detergents.
o Lack of affordable eco-friendly cleaning products in Pakistan.
2. Innovation through Applied Chemistry:
o Replacing phosphates with zeolites and biodegradable builders.
o Adjusting pH and surfactant blends to maintain cleaning efficiency.
o Using green solvents and essential oils for fragrance.
3. Prototype Development:
o Initial formulations were made and tested in the university lab.
o Performance testing included foam stability, pH, biodegradability, and cleaning efficiency.
4. Business Model:
o Targeted eco-conscious households, schools, and hospitals.
o Sold products through university fairs, small retailers, and online platforms.
5. Incubation & Funding:
o The team joined a university business incubation centre, received mentorship, and got a small seed
grant to scale production.
🚀 Outcome
Within 2 years, GreenClean Solutions gained recognition from local NGOs and schools for providing affordable,
environmentally safe cleaning products.
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Their products entered five major supermarkets in Karachi.
They partnered with two private schools to supply bulk detergents.
They employed 12 workers for small-scale production and packaging.
In 2022, they received a green entrepreneurship award from a local environmental foundation. The founders later
expanded to personal care products (shampoos and hand washes) using the same eco-friendly principles.
📝 Classroom Discussion Questions
1. Opportunity Recognition:
o What real-world problem did the founders identify?
o How does this relate to applied chemistry?
2. Innovation:
o Which aspects of their chemistry knowledge were essential to developing the product?
3. Challenges:
o What production, marketing, or regulatory challenges might a detergent startup face?
4. Sustainability:
o How did the startup incorporate environmental responsibility into its business model?
5. Application to Students:
o What other products can applied chemistry students develop to solve environmental or industrial
problems?