Kerala launches low-cost taxi service run by women

The specially-designed Nano cars are owned and operated by women under the state’s successful Kudumbashree poverty eradication mission.

By Ashraf Padanna/Thiruvanathapuram

A week after “She-Taxis” were launched to provide safe travel for women in the Kerala capital round-the-clock, eight low-cost city cabs operated by the ‘Kudumbashree Travels’ hit the roads here yesterday.

Chief Minister Oommen Chandy flagged off a fleet of seven specially-designed cars owned and operated by women under the state’s successful Kudumbashree poverty eradication mission that creates jobs for hundreds of thousands of women.

Unlike She-Taxis which use sedans custom-made by Suzuki, the 3.5mn member-strong Kudumbashree’s fleet comprises the humble Nanos considered the world’s cheapest car.

Both fleets are centrally controlled by a call centre using the GPS system with security features like danger alarm. A metal enclosure around the driver’s seat is made to ensure her safety. Unlike She-Taxis, these cabs will be available only from 6am to 8pm.

“This is another milestone in Kerala’s women empowerment initiatives. Its success will send out a message that innovation is the key for development and it sets an example for all who come with daring ideas,” said Chandy.

Kerala is the only Indian state where taxis owned and operated by women exclusively for women are available. Kudumbashree has tied up with Canara Bank to provide loans up to Rs200,000 to the entrepreneurs with a 36-month repayment period, besides a subsidy of Rs50,000 from the Mission.

The Nano taxis charge a minimum fare of Rs100 for up to 5km and the passengers have to pay Rs9 for every additional kilometer.

Women passengers can also take their families or male companions along with them.

Customers can dial the call centre and the taxis, stationed near railway stations, the main bus terminal and the city’s IT hub of Technopark, will reach their doorsteps or anywhere they want. The call centre will collect the customer’s details, ID proof and telephone numbers.

For the comfort of passengers, newspapers will kept at the backseat. Bottled drinking is available at a price.

Kudumbashree targets women passengers travelling alone within the city limits during the day while customers of She-Taxis are mainly women working at business process outsourcing centres (BPO) during odd hours.

She-Taxi services with more luxury features adopted a novel marketing strategy by organising flash mobs in the city and roping in actress Manju Warrier as brand ambassador to create awareness among women.

“This is first of many projects for women’s safety and empowerment we plan to implement,” said M K Muneer, the state’s minister for social justice.

All cabs are metered and have an electronic payment system allowing the user to pay with credit or debit cards or cash.

The control room tracks the taxis in real-time using GPS; there are personal emergency alert switches for drivers and passengers inside the car; and a similar safety alert app is installed on the mobile phones of the women drivers.