- TVS Motor Company joins She For Society and Taliru Foundation to expand women’s access to commercial mobility
- “Building Queens from the Grassroots” initiative begins with 16 electric autos, targets 100 beneficiaries
- Livelihood, entrepreneurship and financial independence drive Bengaluru’s women-focused mobility initiative
- Women’s organisations across India back the initiative to create sustainable earning opportunities
- EV mobility meets social impact as partners seek to bring more women into Bengaluru’s commercial transport ecosystem
NE AUTOMOBILE & CSR BUREAU
BENGALURU, SEPT 26
Sixteen electric autos painted pink rolled into Bengaluru on Friday with a message that went far beyond colour: when mobility becomes an economic asset, the road to financial independence can begin from the driver’s seat. TVS Motor Company, She For Society and Taliru Foundation have joined hands to put women at the centre of Bengaluru’s evolving commercial mobility landscape through the “Building Queens from the Grassroots” initiative.
The first phase will see 16 pink electric autos delivered to women beneficiaries identified by Taliru Foundation, with the programme envisaging a scale-up to 100 vehicles. The initiative seeks to create sustainable livelihood opportunities while enabling women to participate more actively in commercial mobility as entrepreneurs and vehicle operators.
The programme brings together an automobile manufacturer, women-focused social organisation and foundation in an effort to connect electric mobility with livelihood creation, entrepreneurship and women’s economic participation.
From mobility to livelihood
The initiative has been backed by financial support from women’s organisations across India, reflecting a collaborative model in which community participation supplements corporate and social-sector intervention.
For the beneficiaries, the electric autos are intended to be more than vehicles. They represent an opportunity to establish an income-generating activity and build greater financial independence through commercial mobility.
The first 16 vehicles are therefore being positioned as the beginning of a larger programme rather than a standalone CSR intervention.
TVS: Mobility can create opportunity
Commenting on the initiative, Rajat Gupta, Business Head, Commercial Mobility, TVS Motor Company, said: “At TVS Motor Company, we believe mobility can play a meaningful role in creating opportunities and strengthening livelihoods.”
He said the partnership with She For Society and Taliru Foundation reflected TVS Motor Company’s commitment to inclusive and sustainable commercial mobility.
“The Pink Auto initiative is a significant step towards supporting women entrepreneurs and helping them build greater economic independence. We are proud to contribute to an initiative that brings together mobility, community support, and social impact.”
“Building queens from the grassroots”
For She For Society, the initiative is rooted in the idea that economic independence can be strengthened when women gain access to productive assets and commercial opportunities.
Harshini, She For Society, said: “Queens Drive is our endeavour to build queens from the grassroots by enabling women to become financially independent through mobility.”
She said the organisation, with support from women’s organisations across India and in collaboration with Taliru Foundation and TVS Motor Company, aims to create sustainable opportunities for women auto drivers.
“These 16 pink electric autos mark the beginning of a larger movement that we hope will empower 100 women and inspire communities across the country.”
TALIRU: Turning vision into livelihoods
Chitra, Taliru Foundation, said the initiative was focused on creating meaningful livelihood opportunities for women aspiring to become independent earners.
“The delivery of these 16 pink autos is an important milestone for our beneficiaries, and we are grateful to She For Society, TVS Motor Company, and the supporting women’s organisations for helping turn this vision into reality.”
Taliru Foundation identified the women beneficiaries for the first phase, helping connect the programme’s mobility component with women seeking livelihood opportunities.
A larger road ahead
The launch was attended by Aishwarya Mahadev, Vice Chairman, Karnataka Road Development Ltd, KPCC Social Media President and AICC Spokesperson.
The initiative comes at the intersection of two significant transitions: the growing adoption of electric mobility and the continuing push to expand women’s economic participation.
For Bengaluru, a city synonymous with technology, entrepreneurship and rapidly evolving urban mobility, the programme adds another dimension—creating pathways for women to participate directly in the commercial transport economy.
The immediate milestone is 16 electric autos. The larger ambition is 100 women, 100 livelihoods and potentially 100 new stories of economic independence.
If the programme succeeds in scaling that model, its most important journey may not be measured in kilometres travelled—but in how many women gain the freedom to drive their own economic future.
