Purpose
To create dignified and sustainable livelihood opportunities for women from low-income households by enabling their participation in the tourism economy through non-traditional roles.
Objective
Women on Wheels builds on the proven model of the Pink City Rickshaw Company, first launched in 2017 by ACCESS Development Services.
The initiative enables women to become professional e-rickshaw drivers, integrated into curated city experiences such as heritage routes, local markets, and food trails. Through structured training in driving, city familiarisation, and customer interaction, women are equipped to engage directly with travellers and participate confidently in a visible, service-oriented role.
The model has already trained and organized over 200 women into a women-owned enterprise in Jaipur, demonstrating both scale and long-term viability.
Our Support and Impact
The Foundation supports the expansion of this model across Agra, Varanasi, and Jaipur by enabling access to electric rickshaws and facilitating training for women participants. The approach focuses on strengthening an existing ecosystem, ensuring women are not only trained but are also integrated into a functioning enterprise that supports long-term income generation and ownership.
Women on Wheels creates measurable economic and social impact by enabling women to earn stable monthly incomes while building confidence, mobility, and decision-making power. By positioning women in visible, non-traditional roles within the tourism sector, the initiative contributes to shifting social norms while also supporting more sustainable urban mobility through the use of electric vehicles.
What began as a supported initiative continues to operate with sustained demand from hotels, travel partners, and visitors, reflecting its durability and long-term relevance.