Namma Yatri Encourages Women Participation in The Mobility Ecosystem

As part of its efforts to encourage greater participation of women in the mobility ecosystem, Namma Yatri recently organised a unique, one-day experiential activation that invited women from diverse professional backgrounds to step into the shoes of a driver partner. Held in Bengaluru, the initiative offered participants a first-hand experience of driving with the Namma Yatri platform, highlighting professional driving as a career that offers financial independence, flexibility and dignity, while challenging long-held stereotypes around women in mobility.

The experience began at Kempegowda International Airport, following which participants accepted rides through the Namma Yatri app and navigated Bengaluru just as thousands of driver partners do every day. Throughout the day, they interacted with riders, experienced the realities of driving professionally and gained a deeper understanding of the opportunities and challenges associated with the profession. Their journeys were documented to capture authentic stories and perspectives from the experience.

The activation featured participants from diverse industries, including:

Vidhu Vinod, Lead Program Manager – Strategy & Operations, Target

Preity Nanwani, Brand Manager, TBWA\Lintas

Vanshika Shah, Creative Content Strategist, Poetic Potato

Kavya Mendiratta, Creative Manager, Namma Yatri

More than a symbolic experience, the activation sought to draw attention to a larger challenge within urban mobility. Despite growing demand from commuters who often prefer women drivers—particularly during early morning and late-night travel—the number of women choosing driving as a full-time profession remains relatively low across Indian cities.

Namma Yatri has already been working towards increasing women's participation in mobility through its Mahila Shakthi programme, which supports a growing community of women auto-rickshaw driver partners. Building on that foundation, this activation was designed to encourage more women to consider driving cabs as a profession as well, with the long-term objective of expanding its network of women cab driver partners alongside its existing women auto driver fleet.

Through this initiative, Namma Yatri sought to demonstrate that driving can be a viable and empowering career for women while encouraging more women to consider joining its driver-partner community. Greater participation from women drivers has the potential to create more livelihood opportunities, while also improving the availability of women driver partners for women passengers seeking greater comfort and confidence during their journeys.