Pink City Rikshaws
India
On three wheels towards a self-determined future
How E-rickshaws in India are helping women and the environment
Udaipur, located in the southern part of the Indian state of Rajasthan, is one of the most visited tourist destinations in India. In 2023, almost 2 million people from around the world wanted to visit its magnificent lakes, diverse cultural monuments, and vibrant culture. Like in all of India, the percentage of women’s contribution to the Gross Domestic Product (GDP) here is only 18% – one of the lowest worldwide. The current labour force participation rate of women is also among the lowest in the world. The Lake City Rickshaws Initiative in Udaipur aims to change that.
Empowerment through Mobility
Yet despite women making up a large proportion of the workforce in global tourism, rickshaw drivers are predominantly male. In order to change this, the Lake City Rickshaws, and initiative of ACCESS Development Services is focusing on women in this traditionally male-dominated domain. This is an extension of the initiative that took roots in Jaipur starting 2017, styled as the Pink City Rickshaws, and has got rave reviews from all stakeholders.
Women from low-income households, mostly aged between 18 and 35, are trained to drive E-Rickshaws and offer touristic experiences in Udaipur. Additionally, ACCESS Development Services promotes women’s entrepreneurship in India and develops their entrepreneurial skills.
Empowerment through Mobility
Yet despite women making up a large proportion of the workforce in global tourism, rickshaw drivers are predominantly male. In order to change this, the Lake City Rickshaws, and initiative of ACCESS
Development Services is focusing on women in this traditionally male-dominated domain. This is an extension of the initiative that took roots in Jaipur starting 2017, styled as the Pink City Rickshaws, and has got rave reviews from all stakeholders.
Women from low-income households, mostly aged between 18 and 35, are trained to drive E- rickshaws and offer touristic experiences in Udaipur. Additionally, ACCESS Development Services promotes women’s entrepreneurship in India and develops their entrepreneurial skills.
As shareholders of Pink City Rickshaws, women are provided with direct long-term employment and business opportunities. The project thus brings about a triple-bottomline impact:
Tourists rides in the Lake City Rickshaws in Udaipur
With the support of DER Touristik Foundation, the programme is now being expanded to Udaipur, also known as “The Lake City.” It’s called the Lake City because of its various pretty lakes around Udaipur. A guided rickshaw tour through the streets of Udaipur is one of the highlights of any visit to India. It’s a way to experience India in all it’s chaotic, sensory glory and is slow travel at its best, with drivers using peddle-power to give passengers a memorable tour they’ll never forget.
The DER Touristik Foundation will help the women purchase 8 E-rickshaws, equip them, and train 20 women as riders/hostesses and guides for heritage, culture, shopping, and culinary-themed touristic experiences.
The initiative relies on a network that supports the women’s activities: In addition to partnerships with various urban and national authorities, collaborations with local hotels, travel companies, and technical supporters also play an important role. This makes the initiative fit well into the concept of Community Based Tourism (CBT) and strengthens sustainable and responsible tourism – a perfect complement to the business model of the DER Touristik Group.
The initiative relies on a network that supports the women’s activities: In addition to partnerships with various urban and national authorities, collaborations with local hotels, travel companies, and technical supporters also play an important role. This makes the initiative fit well into the concept of Community Based Tourism (CBT) and strengthens sustainable and responsible tourism – a perfect complement to the business model of the DER Touristik Group.
ACCESS Development Services
ACCESS Development Services is an Indian organization that promotes sustainable livelihoods for the poor. It collaborates with various institutions in India, offering programs and technical support, and also uses policy-level influences to improve the livelihoods of over 410,000 households.