Ubra has been a success in Brasilândia, a district whose dangerous reputation has deterred big ride-hailing apps

Brasilândia feels more like a village in its own right than a peripheral district in a bustling metropolis of nearly 20 million people. Miles from the hustle and bustle of São Paulo’s central area, children play in the streets and passersby greet each other.

That does not, however, mean non-residents are comfortable coming here. Peripheral districts have a reputation for violence and crime, and many large taxi companies and ride-hailing apps such as Uber, 99 and Cabify refuse to accept trips to parts of the periphery – including sections of Brasilândia – due to safety concerns.

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