Hybrid Designs PLC (RIDE), a revolutionary business redefining urban transportation in Ethiopia

Samrawit Fikru is the visionary co-founder and ceo of RIDE Transport Ethiopia, Ethiopia’s electronic-transport unicorn startup. With more than a decade of transformative leadership in the mobility sector, she pioneered RIDE 11 years ago to redefine urban transportation through safe, reliable, and tech-driven solutions. Under her stewardship, RIDE has grown into a workforce of 400+ professionals and serves as a catalyst for regional connectivity, bridging gaps across Africa’s evolving transport landscape. Recognized among BBC’s 100 Women and WeAreTech.Africa’s 100 Global Tech Changemakers, Samrawit, combines strategic innovation with a steadfast commitment to economic empowerment, creating scalable opportunities for drivers and communities alike. Her forward-thinking approach continues to position RIDE at the forefront of Africa’s digital transportation revolution.

Lioness Weekender spoke to the visionary Samrawit Fikru to learn more about her entrepreneurial journey, her vision for transforming transportation in Ethiopia, and her ambitions for the future growth of the business.

When did your start your business?

Hybrid Designs, the company behind RIDE, Ethiopia's most popular transport-hailing was launched in 2014, and transformed the transportation landscape in Ethiopia, offering a safe, convenient, and fast alternative to traditional taxis.

Number of employees

400

What does your company do?

My company, RIDE, is Ethiopia’s leading transport-hailing platform, providing safe, convenient, and fast electronic transportation while driving innovation and economic growth. We use cutting-edge technology to continuously improve our services, create new job opportunities for drivers and support staff, and help stimulate local economies. Our commitment to social responsibility extends beyond transport solutions: we actively engage in community development initiatives and champion programs that empower youth and women. By combining innovation, inclusive job creation, and a strong CSR commitment, RIDE aims to redefine mobility in Africa and make a positive, lasting impact on the communities we serve.

What inspired you to start your company?

Despite all the limitations, my curiosity and determination led me to navigate the complexities of the tech world. This journey culminated in my founding of Hybrid Designs, RIDE, and Ethiopia’s most popular transport-hailing company.

What makes your business, service or product special?

RIDE is not just about getting people from one place to another—it’s about connecting communities, creating opportunities, and driving Africa forward. RIDE’s mission extends beyond transport-hailing. As a technology-driven company, it has expanded into multiple sectors, ensuring that innovation reaches beyond just transportation and becomes an integral part of everyday life. With a deep understanding of customer needs and market dynamics. The impact of RIDE’s growth has been remarkable. It has built an ecosystem of over 120,000 full-time, part-time, and temporary working drivers, and more than 15 million customers who rely on its safe, efficient, and affordable transportation services. Its success has moved it beyond Addis Ababa, with operations expanding to key cities like Adama and Bishoftu. Moreover, RIDE has crossed international borders, establishing itself in Djibouti, proving that it is not just following global mobility trends but actively shaping the industry’s future.

Tell us a little about your team

I have the privilege of working with a diverse, driven, and passionate team, each member bringing unique expertise—from technology and operations to marketing and customer service. Our culture centers on collaboration, creativity, and mutual support, which helps us remain agile and innovative. We encourage open communication and continuous learning, ensuring everyone feels empowered to contribute ideas that fuel RIDE’s growth and positive impact.

Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?

My early life wasn’t filled with abundant resources. Yet, my first encounter with a computer at the age of 17 sparked a passion for technology that would propel me to become a leading figure in Ethiopia’s tech revolution. Despite these limitations, my curiosity and determination helped me navigate the complexities of the tech world. This journey culminated in my founding of Hybrid Designs, the company behind RIDE.

What are your future plans and aspirations for your company?

My vision is to scale RIDE across more regions in Africa, bringing our safe, convenient, and fast services to a broader community. I aim to leverage emerging technologies, such as AI and data analytics, to continually enhance our platform and user experience. By doing so, we’ll create more jobs—particularly for young people and women—while driving economic growth and innovation in the transport sector. Ultimately, I want RIDE to stand as a global example of an African-founded company that revolutionized mobility, empowered individuals, and inspired the next generation of entrepreneurs.

What gives you the most satisfaction being an entrepreneur?

What brings me the greatest satisfaction as an entrepreneur is witnessing the real impact of our work on people’s lives. Whether it’s providing safer, more reliable transportation or enabling drivers to earn a stable income and give their children access to better education, knowing that our efforts contribute to a brighter future for the community is deeply inspiring. It’s incredibly rewarding to see a homegrown tech solution not only address local challenges but also drive economic growth and spark innovation.

What's the biggest piece of advice you can give to other women looking to start-up?

My biggest piece of advice is to trust in your abilities and never underestimate the value of your ideas. Cultivate a solid support network—whether through mentors, friends, or fellow entrepreneurs—because no one succeeds alone. Embrace challenges as opportunities to grow and learn, and remember that your unique perspective is your strength. Above all, stay true to your vision and persevere, even when the journey gets tough.

To find out more about RIDE, send an email to support@ride8294.com or visit the company’s website and social media platforms:

Website: http://www.ride8294.com

Facebook: https://web.facebook.com/joafw