24x7 women-only cab service in Kerala: An unfolding success story

Kochi: When women are looking for safe travel options, She Taxi, the 24x7 women-only cab service has proved to be a big hit in the state. After its great success in Thiruvananthapuram, women-owned, women-operated services turned out to be a big hit in Kochi also.

The first of its kind in the country, the She Taxi service was initiated by Gender Park of the Department of Social Justice with the aim of empowering women through a unique business model, apart from ensuring their safety and security. In a short period, the cab service has become a successful role model for other states as well.

“She Taxis have been getting an encouraging response from Kochi and the total earning during the first six days was put at Rs 31,561. Since only eight cabs are in service, we are unable to meet the demand. On the first day of service (May 20), the total earning was Rs 4,395 while it registered a sharp increase in six days and on May 26, the total amount earned was put at  Rs 7,472,” said Dr P.T.M.Sunish, CEO of Gender Park.

Though the cab service is getting an average of 50 to 60 calls per day, only six or nine calls can be taken care of due to the fewer number of vehicles. Efforts are on to expand the fleet. The Technopark-based Rain Concert Technologies Ltd manages fleet operations and marketing in Kochi. A 24-hour call center will be soon set up for the purpose.

The drivers are the owners of the cabs, even though the Kerala State Women’s Development Corporation (KSWDC) provides financial assistance to buy the vehicles. Loans are provided at low interest rates and on a moratorium period. Additional advertising revenue is also ensured for the taxis. “Entrepreneurs are identified through newspaper advertisements. Priority will be given to women with entrepreneurship skills and who are passionate about driving. Training will be given to them on driving, soft skills and self defence. Through this initiative we expect a socio-economic transformation in the state with more women coming forward to be part of this sector,” added the Gender Park CEO.

She Taxi has advanced safety features and is integrated with GPS-enabled and web mobile based convergent technologies which will help track and monitor the vehicle. The service was introduced in Thiruvananthapuram in November last with an initial fleet of five cars. Now, 25 cabs are in service in the city which has carried more than 9,000 passengers so far. It is a great achievement for women entrepreneurs as more than Rs 15 lakh could be generated during the first five months.

The customized pink and white taxis, supplied by Maruti Suzuki India Ltd are being used for the project which could help in changing the life and social status of several women. They have been provided financial assistance, assured business, technological advancements, and unconventional revenue models. The project provides a great opportunity for many aspiring women to earn a living with pride.

While launching the service in Kochi, Minister for Panchayats and Social Justice, Dr M.K.Muneer said the business model had attained worldwide attention and even the authorities in the UAE were actively looking at the possibility of replicating the project. The service will soon be extended to Kozhikode and to other towns in a phased manner. The Department of Social Justice is planning to roll out 250 She Taxi cabs in all major towns across the state.