Loriana Sardar’s Journey of Shifting the Concept of Mobility

• Raised with different cultures, Loriana aimed to become independent since her teen years.
• While she wanted to make a career in finance, her experience doing a master’s in Italy changed her perspective on entrepreneurship.
• Inspired by the car-sharing businesses being launched in Milan, she brought the concept to Russia.
• Despite challenges, Loriana continues to dream big, find balance, and look for fulfillment in both her personal and professional life. 

1. Can you tell us about your childhood and what values made you who you are?

I’m half Russian and half Indian, so I grew up in an international family where I was exposed to very distinct cultures. The Soviet culture that I followed was more materialistic than religious. On the other hand, my Indian heritage was rooted in very different beliefs. I questioned my identity throughout my childhood. I began to follow what resonated most with me from both sides. Hence, I grew into someone who is both structured and pragmatic, yet deeply spiritual. Many of my friends highlighted the fact that these two features were contradictory from a Western perspective. 

I remember being studious since childhood, and I started working when I was just 13. As I wanted to earn, I became a teacher and started teaching English to children at a school. I became financially independent by the age of 18.  I grabbed as many job opportunities as I could, from being an interpreter to a sales professional. I worked for a year with one of the top 10 Hollywood producers in Russia, who was directing his movie back then. Later for a short period I became a part of a major international company, called Alstom, that came to Russia to sell turbines for hydroelectric power plants. I traveled extensively with their team across Russia and the Siberian region, where I had never been before. That was another formative experience.

2. What was the turning point that made you say, “Mobility: that’s where I want to make an impact”?

Since I was 21, I have been working permanently in finance. Coming from that background, I was naturally quite risk-averse. I always said that I’d like to work for someone and never wanted or considered being an entrepreneur. Mobility wasn’t even on my radar as I wanted to become an investment banker or a consultant. But life took an unexpected turn and brought me to Italy, and I did my master’s in fashion and design. That program taught me two things. First, I realized that I didn’t want to work in fashion. And second, I wanted to build something on my own. I came across so many interesting, talented people who were really passionate about their projects and startups, and I found myself wanting to feel the same kind of energy. While doing my master program in Italy, I witnessed car sharing as a business model being launched in Milan, and that completely changed my view of car ownership. I had always been a very passionate driver, and I bought my first car when I was 19. I teamed up with some of my friends from the MBA in finance, and we decided to bring the concept to Russia. I returned home and we launched one of the first car-sharing ventures in the country.  

3. You transitioned from an employee to a co-founder. At what point did you feel it was the right move, and what made you take that step?

While I was pursuing this master’s program, I had two types of experiences with entrepreneurs and passionate people. Firstly, we had a lot of guest speakers who were usually owners of brands and different companies. They exuded a kind of passion that was different from that of traditional managers. Secondly, my classmates were inspiring. They either had their own businesses or wanted to launch something. They were constantly talking about their ideas, businesses, brands, and their marketing, which inspired me to find such passion. 

​​Being surrounded by that energy sparked something in me. I realized I wanted to feel that same sense of ownership and drive. A lot of people asked me how I felt after deciding to voluntarily leave Italy, to which I always replied that it wasn’t my decision. It was my passion. I just wanted to do something that I hadn’t thought of and took a step for myself.

4. If you had to do it all over again, what would you change?

During the transitional phase of my career, I believe I made the right decisions. Looking back, there are a few things that I would like to change. I learned the importance of quick decision-making as an entrepreneur. Hailing from a background in the corporate investment industry helped to turn me into a risk-averse individual, as there were unknown probabilities in that industry. Flexibility and quick decision-making are important characteristics in business, as speed is what drives success, even though you can make a lot of mistakes. I remember working on a financial model for four months,  and when I started talking to investors, I understood that the feedback from investors was much more valuable than my trying to perfect the model for four months. That experience taught me to value momentum over perfection.

5. As a student, you completed an MBA in finance, followed by a master’s degree in fashion and experience in design. Which, in your opinion, contributed more impact on your growth as a business professional and an entrepreneur?

The master’s program in fashion made a major impact on my growth as an individual. While I was doing my master’s, I observed that my batchmates were artistic and were interested in branding, marketing, and design. In contrast, my inclination led me towards analytics and business models. As part of my program, I started working on business models for Italian companies that had been working for more than 50 years and had a strong brand and customer base. Their declining performances were owing to leadership transitions to second or third generations. I worked with them and helped them to be innovative with their business models. 

I discovered my own sort of creativity, which was structured and strategic. I understood that innovation can stem from reimagining the operations of a business. My diploma in business also influenced me and shaped how I view my strengths as a business professional.

6. In your opinion, what are the most defining attributes of a great leader and an effective businessperson in the contemporary world?

Leadership is shaped by a combination of character, environment, and the role models we choose. Personally, I have been fortunate to be guided by leaders who never raised their voices but commanded immense respect. It taught me that leadership doesn’t come from authority or control. It stems from empathy and the ability to bring people on board through respect and shared purpose. 

Some may take advantage of this kindness. But I have found that creating alignment with a team generates better results than managing them through fear or pressure. Leadership inspires people to work with you and not for you. 

The ability to build authentic human connections is another defining trait of leadership. In fact, our goodness shouldn’t be limited to ourselves or our business. It should spill over to our community. If your decisions uplift others along the way, you create value that extends far beyond your own success.

7. What were some of the biggest challenges you faced in your career, and how did you overcome them?

I have faced various challenges in my career. A few years ago, my company received one of the largest administrative fines from the Russian tax authorities for an offense that we did not commit. The court hearings lasted for more than a year and a half, and the fine imposed was larger than the company’s value. Uncertain about our future, we supported each other as a team, kept building, and pushed forward. 

At a critical point, we decided to go public with our story and brought it to Forbes. We highlighted a legislative gap that the tax authorities were exploiting. A few days later, I received a call from the head of the tax authorities of Russia. He assembled all his deputies, including the individuals who were responsible for drafting the new legislation. They were asked to draft a legal position that ultimately supported us by 150%. 

In another chapter of my journey, it took us three years to fundraise for our first company. We pooled in our own savings, borrowed from friends and family, and still managed to launch with zero external investment. We had one critical month to close a critical deal, and we did it. Those experiences were intense and could have broken us. Yet we held on, driven by courage and a belief that when you commit fully, the path reveals itself.

8. What hobbies and interests do you pursue to recharge and unwind?

It took me a lot of time to establish boundaries in my life. Early on, I worked non-stop; no weekends, no holidays, working 18 hours a day. When my husband and I decided to have a child, he assured me that I wouldn’t be the only one raising our child—it would be a shared journey. When my daughter was born, I felt so much love and passion. My desire to be with her made me reserve my weekends for my family.

Reading helps me unwind, especially before going to sleep. Walking is my biggest stress reliever. I walk at least 30 minutes a day to clear my mind and reduce anxiety. I learned the importance of this the hard way—after reaching a point of emotional burnout where even basic decisions became difficult. Walking helped restore clarity. I also do Pilates twice a week to stay physically strong and energized. Once a year, I travel to India to visit my family. There, I undergo Ayurvedic treatments to rejuvenate physically and mentally.

9. You found two different mobility companies. Would you say there’s something common about the visions behind those companies?

They are two very different companies. I never actually wished to work in mobility. It was not my area of interest. But once I got involved in my first car-sharing startup, I developed a deep understanding of the space. This led to the next ventures. Globally, you wouldn’t find that many specialists in car sharing because it’s a very niche product. I wanted to share my knowledge, experience, and understanding of the market that brought me to the other two companies. They have different DNAs, markets, and variations in terms of B2B and B2C.

The core product of the company is AI.  It is an AI-powered dynamic pricing engine for car rental companies. It calculates optimal pricing based on supply-demand dynamics.  It helps maximize utilization and profitability. It is a very niche application of AI, but it brings fairness and efficiency to both customers and rental companies. The passion for solving real problems through innovation ties my companies together. 

10. What’s something invisible in your field that deserves more visibility? It could be a principle or a type of work.

One thing that often goes unnoticed in a B2B business is the values and humanity behind a company. In B2C, it’s easier to communicate brand values through customer service and marketing. But in B2B, those principles often stay hidden behind closed doors.

We ran a call center that specifically offered remote work opportunities to single mothers across the country, long before remote work became mainstream. These women were incredibly committed and valued the job deeply because it offered both income and flexibility for their families.

We didn’t promote this publicly. It wasn’t about PR or social branding for us. It just felt like the right thing to do. I believe these kinds of stories deserve to be seen. They reflect the soul of a company and the deeper responsibility businesses can take on.

11. What are your plans and goals for the year?

I’m trying to find more balance in life. My daughter is five and a half now, and I want to be present in her life—physically and emotionally. I want to spend time with her in a way that allows us to create meaningful moments together. Professionally, I continue to drive innovation and growth, but personal connection is a priority this year. 

12. What advice would you give to youngsters entering your field or entrepreneurship?

Don’t be afraid to dream big. A lot of people don’t allow themselves to dream big, as they believe their dreams are out of reach. Even though they are talented and have abilities, they limit themselves. When we’re children, we think we can be anything—the happiest, the richest, the best in the world. Somewhere along the way, we forget that. My advice is to hold on to that bold imagination, because your biggest dreams can lead to your greatest impact.

Loriana Sardar’s journey showcases the importance of resilience and remaining steadfast to one’s values. She has navigated cultural contrasts and led innovation in mobility, proving success comes from daring to envision boldly, acting swiftly, and bringing others along for the ride. Her story is a source of inspiration for all who dream big and lead purposefully.