Global taxi-hailing giant Uber has begun offering rides for the equivalent of as little 50 US cents in the eastern Pakistani city of Lahore with its new rickshaw service.
After a formal launch late on Monday, the three-wheeled vehicles began plying their trade through the city's small lanes and narrow alleyways on Tuesday, transporting customers who had ordered the ride via a smartphone app.
UberAuto launched in the metropolis of some 10 million people months after the US firm entered the Pakistan market with its flagship taxi service.
"UberAuto will be 50 per cent cheaper than a normal rickshaw," Jahanban Tahir from Uber told dpa.
The small rickshaws are ideally suited for navigating through Lahore, a walled city built by the Mughal rulers of the sub-continent nearly five centuries ago, with its narrow web of streets.
"This little thing can go where cars find it difficult," Tahir added.
The company said it was providing training to drivers on how to use the smartphone app to find rides and generate invoices.