KARACHI: Acting as Online Marketplaces (OMPs), transportation service providers with technology companies have demanded that the government ensure proper regulations for the emerging horse riding industry. They advocate for standard practices, reasonable taxation and fair competition, alongside the rehabilitation of damaged road infrastructure. These measures would benefit customers as well as users and service providers. The transportation services industry is gaining momentum due to various reasons, especially the significant increase in the cost of owning and maintaining a car in Pakistan. The public transportation ecosystem is woefully inadequate, leaving a need for safe, reliable, and convenient transportation options as people