Mumbai has come a long way in the way people travel and commute. The nostalgia of double decker buses seems to have faded away. Then came the Kaali Peeli cabs and autos. And then the Ubers and the Olas that took over, the swanky taxis and the Uber blacks. But now, as the globe grapples with environmental crisis and fuel issues, there’s a new initiative that seems to have taken over the city of dreams- The Pink E-Rickshaws.

What is the new initiative?

Launched by the Rohit Pandit Foundation in partnership with Bhamla Foundation, the Pink E‑Rickshaw Initiative is doing more than offering rides — it is creating steady livelihoods, promoting sustainable transport, and reshaping social norms around women in public roles.

The program equips women with training, financing support, and operational guidance so they can own and run e‑rickshaws as independent enterprises. Rather than a short‑term charity, the initiative builds a livelihood ecosystem: skills development, vehicle allocation, and ongoing mentorship that together enable women to earn reliably, gain financial confidence, and participate fully in Mumbai’s economy.

The launch to announce the initiative

The Mumbai launch drew public attention when Amruta Fadnavis inaugurated the rollout and actress
Bhumi Pednekar joined as campaign ambassador. Their involvement amplified the message that women belong in every corner of urban life — including the transport sector traditionally dominated by men. But the visible endorsements are only one facet; the everyday impact is seen in the incomes, independence, and dignity of the drivers who now navigate the city in pink.

Rohit Pandit Foundation’s broader work underpins this effort. With a history of interventions across education, healthcare, skill development, and women’s empowerment, the foundation has reached thousands of families and created numerous employment pathways. The Pink E‑Rickshaw Initiative extends that legacy by targeting mobility-related barriers that often limit women’s access to income and public life.

Every pink e‑rickshaw on Mumbai’s roads now signals more than a transport option — it stands for ownership, opportunity, and changing attitudes. As the fleet grows, the initiative offers a replicable blueprint for inclusive, sustainable urban development: give women the tools and support to succeed, and cities gain stronger, fairer economies.