“Feminism isn’t about making women strong, women are already strong, it’s about changing the way the world perceives that strength”, this is how Susieben Shah an entrepreneur and social activist thought that women can change this perspective. For this they just need a platform and an opportunity. In India women are now showcasing leadership in each and every field, be it education, science and technology, art and culture, service sectors etc. but along with this it has been always observed that a woman’s interest is always towards her family because of which she contributes towards giving a better standard of living to her family. Lots of young women are there who have several dreams, wishes and zeal to achieve success but what they lack is the opportunity or path and directions to realize their dreams and ability. Realizing this, Susieben Shah enrolled women who wanted to enter the male dominated profession of taxi drivers in Mumbai. Also, there were lack of women taxi drivers in Mumbai so this gave a thought to Susieben Shah of bringing Priyadarshani taxi service in Mumbai.
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At the outset a thorough review of articles were carried out. Internet based resources and news articles for this purpose were used. The subjects to be considered for the study were shortlisted and discussions were made for developing more thoughts about the situation.
Susieben Shah has pursued her majors in economics from Sophia College and also along with this obtained the degree in law which she followed up with the work as an advocate in the Mumbai high court. After that she moved towards social work focusing on women’s rights and enabling access to justice for women. She has also authored books on the subject and has proved opportunities for gainful and ethical employment of women across service sector as the president of the Stree Shakti Kendra, a registered 80g certified charitable trust. Their focus was to implement welfare schemes for the poor old and destitute men and women of Mumbai. While visiting the community Susieben Shah came across various facts and situations which showed that there are a lot of women who have a twinkle in their eyes and the wish to do something to stand out of the crowd, they were the women who wanted to become empowered, economically self-reliant 21st century women. But there were no opportunities for them to proof their talent and strengths. This kind of facts made Susieben to think upon it.
Taxis are the most familiar sight in most of the Indian cities, whether it is a black-and-yellow variety or the kinds powered by private enterprises it has been the convenient mode of transport for the passengers. Women’s taxis were very rare in the cities of India, but the increase in this numbers can give away or direction for empowering the whole community, whether they are women drivers or passengers. This is how the concept of Priyadarshani came into context.
Priyadarshani taxi service is an innovative project inspiring the services provided by women which was born in the gullies and chawls of Mumbai. They commenced their operations in the year 2008. Priyadarshini taxi service was the project where women who earn an income of less than Rs. 10000 are trained and employed to drive taxis. Extensive training for 3 months is provided to the employees which of course includes amongst others, training in skillful and efficient driving.
The training provided to the participating women is absolutely free. Due to this initiative the women & child department, Government of India, has sanctioned grant to train the women in skillful & efficient driving on a recurring basis. Training is conducted for 3 months which of course includes training in skillful and efficient driving and also imparts communication skills, self-defense techniques, basic accounting principles and first aid to handle emergencies.
The reason behind this project is to create in the women an income generating capacity which would help them to create their better standing in their family and the society at large. The team here is very young and active which includes a total of 12 employs with an exception of two all women teams and additional 50 Priyadarshani women drivers.
The cost of service is high due to the lack of scale. The charges of Priyadarshani taxi service is rupees 250 for the first 10 kilometers and rupees 21 per kilometer after that. Along with this the 'women's taxi companies' such as Viira in Mumbai, Sakha consulting wings in Delhi and related initiatives in other cities have made this sector competitive.
While Priyadarshani women drivers are trained in skillful and efficient driving, they often suffer from rash driving by their male competitors with a view to make them feel uncomfortable. The pathetic condition of the roads which consist of pot hole is another challenge which they have to face. Last but one of the most important aspects is the non-availability of decent and clean toilets for women on the road sides. As they spend 10-12 hours on the road, toilet is most essential thing. But since they play from the airport they at least make one trip a day to the airport to use the washrooms. Having against all these odds Priyadarshani drivers are driving on the roads of Mumbai since 2008.
Of course, the cars are driven by the women still they have come with a safe service. India is growing tourism hub but still there is also rise in the level of harassment and teasing of women tourists who are more vulnerable to this social evil, this project is the suitable alternative for women tourists. They are the true depiction of ‘’Atithi devo bhava’’. It is essentially a women-oriented service which is used by call rates, travel agents, hotels, etc. that is this is for the women by the women from the women. Priyadarshani taxi service assures them with the much-needed safety, security and comfort. Each one of their taxi is fitted with a GPS system for door-to-door service. Through priyadarshini taxi services women have enter into the field of driving taxis and have become the bread-winners of their family and gain an opportunity to stand in equality with the men. Along with this they have also perfected in motivating the women to be more skillful and confidence drivers who can take up driving as an option to earn a dignified livelihood.
Priyadarshani Taxi Service has achieved many awards. It got felicitated by the Indian merchant’s chamber, Mumbai for meritorious contribution towards women’s empowerment. Awarded GMR, express travel awards, for innovation in women’s empowerment & customer experience. On international women’s day, they were recognized & felicitated by young environmentalist programme trust in the category “achievements in women entrepreneurship”. They were also featured in BBC world, as one of the most women friendly feature of the city of Mumbai. The famous news channel America 24, featured it in a documentary and stated it as a most women friendly mode of transportation in the city of Mumbai. A film of 15 minutes was made on the concept & spirit of Priyadarshini Taxi Service by the Denmark films division.
Women driven taxi services in India don’t have an easy time. Many services have closed down over the years, and the existing businesses have to face problems regarding tough competition and even the disapproval of male drivers. Yet these female-driven enterprises are persisting in a highly demanding professional environment on their own terms. Priyadarshini women are increasingly becoming a stand-out figure in the city due to their enthusiasm along with their confidence and their zest to prove to the society that women are strong and equally powerful as men. Many of the priyadarshini employees are the sole source of income for their family. This platform helped them to improve the financial conditions of their family. These women are mothers, wives, sisters, daughters who want to provide a better standard of living to their parents, husbands and children further the mission of Priyadarshani taxi service is to make its presence felt across overall India and also to be a success story by adding a minimum of more than 500 women driven taxis in the next coming years in the metropolitan cities of India.
Priyanka Poojari
Student, MMS Sem.3. (Marketing)
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