When Sirasom Borisutsuwan wrote her master’s thesis at Chulalongkorn University, she uncovered a shocking reality—68% of respondents admitted to driving home drunk because they didn’t want to leave their cars behind. Thailand, already ranked as the second-highest country for drunk driving fatalities, needed a solution.
From this research, U Drink I Drive was born on 9 August 2013—a pioneering service that allows people to book a professional chauffeur to drive them home safely in their own vehicles. More than just a ride-hailing service, the company set itself apart through stringent driver training, real-time GPS tracking, and a commitment to both customer convenience and driver safety.
Setting New Standards in Safe Driving
U Drink I Drive drivers aren’t just ordinary chauffeurs. Each one undergoes rigorous training via Limousine Express Group, wears a professional uniform with a neon blue jacket, and must have at least five years of driving experience. To cater to Thailand’s luxury car owners, drivers are given in-house training to handle high-performance vehicles like Lamborghinis, Ferraris, BMWs, and Mercedes-Benz.
For added safety and transparency, drivers wear video cameras that record their trips, with footage automatically deleted after 24 hours to protect customer privacy. Real-time GPS tracking ensures that every ride is monitored. However, the company also prioritizes driver safety—if a situation turns dangerous, chauffeurs have the right to discontinue the service. Extreme cases have included intoxicated customers brandishing firearms and couples engaging in violent fights during rides.
From Night Chauffeurs to 24-Hour Service
With over 5,000 customers served each month and 100,000 trips completed, U Drink I Drive has grown exponentially. Seeing an opportunity beyond just late-night driving, the company launched U Sit I Drive, a 24-hour chauffeur service that helps customers with errands such as car servicing, medical check-ups for elderly parents, and other personal transport needs. The rapid success of these services has led to plans for expansion into more cities across Thailand.
More Than a Business—A Social Mission
From the start, U Drink I Drive has focused on saving lives, not just making profits. The company collaborates with Thai government organizations such as the Don’t Drive Drunk Foundation and the Department of Probation. Rather than defining success by its user base, Borisutsuwan measures it by the reduction in drunk-driving accidents. The ultimate goal? A future where zero drunk drivers are on Thailand’s roads.
To further protect customers, Asia Insurance now provides car insurance coverage for every trip. In just one year, U Drink I Drive’s revenue jumped from 20 million baht to 40 million baht, demonstrating both the financial and social success of the company.
Seamless Payments for an Unsteady Clientele
Understanding the challenges of dealing with intoxicated customers, Borisutsuwan chose Omise as the company’s payment gateway. Unlike traditional ride-hailing apps that require card numbers, CVVs, and OTP verifications, U Drink I Drive’s payment process is kept as simple as possible to accommodate users who may not be in a clear state of mind. Initially, payments were accepted only via cash and a call center, but after launching the mobile app with card payment options, user adoption grew significantly.
Overcoming Skepticism and Early Struggles
In the early days, many Thais struggled to grasp U Drink I Drive’s concept, often mistaking it for Uber or Grab. Trust was another major hurdle—many were hesitant to let strangers drive their cars. To promote the service, Borisutsuwan and her co-founders stood outside pubs, clubs, and restaurants, handing out brochures and vouchers. They also formed partnerships with nightlife venues and road safety organizations to build credibility.
But the road to success was anything but easy. In 2014, the company’s net worth was just 9,000 baht, forcing Borisutsuwan to go without a salary for three months so she could pay her drivers. Today, U Drink I Drive enjoys strong public support, including endorsements from Thai celebrities and a growing presence on social media.
A Social Enterprise with a Vision
For Borisutsuwan, U Drink I Drive is not just a business—it’s a social enterprise. Her determination to create change has saved countless lives and redefined what responsible transportation looks like in Thailand.
The company does not define its success by the amount of application users or an increase in customer base; it measures success in the reduced road accidents caused by drunk driving — Shanggari Balakrishnan, CEO, MORS Group
From a research paper to a nationwide movement, U Drink I Drive stands as a testament to entrepreneurial resilience, social responsibility, and the power of innovation in saving lives.
