Ride-hailing Platform Sends Drivers on Umrah Pilgrimage
Amid the growth of Indonesia’s on-demand service ecosystem, recognition for driver partners is no longer limited to financial incentives. Several tech companies are expanding reward schemes to more personal aspects, including spiritual development and meaningful life experiences.
One such programme is Grab Indonesia’s BERKAH (Umrah Departure), which announced 100 additional driver partners as recipients of the Umrah pilgrimage this year. With this announcement, a total of 105 driver partners from various regions across Indonesia will be sent on the pilgrimage in phases throughout 2026.
The initiative is part of Grab’s ‘For Indonesia: Support for Driver Partners in Three Phases’ programme, launched in early 2026 with a value exceeding Rp100 billion. It includes social protection via BPJS Ketenagakerjaan, performance-based incentives such as the Hari Raya Bonus (BHR), and capacity building through GrabAcademy.
Grab Indonesia CEO Neneng Goenadi said support for driver partners must now be viewed more broadly, beyond just income.
‘We believe support for driver partners can take many forms. Every day, they not only work but also contribute to numerous interactions that bring positive value. The BERKAH programme is an appreciation of that journey,’ she said.
BERKAH is part of the ‘Giving Meaning’ pillar, previously demonstrated through the distribution of Hari Raya Bonuses to over 400,000 driver partners during 2026’s Eid al-Fitr. Thus, the company has incorporated the two major religious occasions—Eid al-Fitr and Eid al-Adha—into its annual appreciation cycle for partners.
In terms of implementation, the BERKAH programme operates via a performance-based competition running from 1 April to 15 May 2026.
Two- and four-wheeled driver partners from various regions, including Jabodetabek and operational cities such as Kupang, Sorong, and Manokwari, compete based on metrics like order volume, active hours, and completion rates. A regional cluster system is applied to ensure competitions account for local operational characteristics, giving drivers in both large and small cities more balanced opportunities.
Previous programme recipients also represent the diversity of driver partner backgrounds. They hail not only from major cities but also from local communities with various social activities, including community volunteers, regional activists, and drivers with physical disabilities who remain active.
One recipient, Mpok Fatmasari, said the opportunity to join the programme was an experience she never imagined as a driver.
‘I am very happy and grateful. I never imagined I could travel to the Holy Land. This motivates me to work harder and improve my worship,’ she said.
The departure of driver partners to the Holy Land will be phased throughout 2026, accompanied by muthawifs and in collaboration with official travel agencies. Departure schedules are aligned with regulations from relevant authorities in Indonesia and Saudi Arabia.
Beyond individual appreciation, the programme is seen as part of the company’s strategy to maintain partner engagement amid intensifying competition in the digital services industry. Non-financial incentive approaches are increasingly relevant in flexible work ecosystems, where partner loyalty and motivation are crucial for service sustainability.
Grab Indonesia stated that the BERKAH programme will continue as part of ongoing appreciation for driver partners, aligning with efforts to strengthen an inclusive digital economy ecosystem and deliver broader societal impact.