Manju Warrier Turns Brand Ambassador For 'She Taxi'

Popular actress-dancer Manju Warrier has been named the brand ambassador for the Kerala government-backed She Taxi service owned and driven by women and meant for female travellers, to be launched next week.

The actress volunteered to support the transport service initiated by the Gender Park, an institution set up by the department of social justice that works towards achieving gender equity. The She Taxis, owned and driven by women entrepreneurs, will roll out as part of a pilot project in the state capital Nov 19.

"As someone who has had first-hand experience of the difficulties and worries of travelling in unfamiliar cities at odd hours, I know how important a service of this kind will be to women," said the actress-wife of superstar Dileep.

"I'm sure this is an idea that will catch on quick," said the actress, who is getting ready to make a comeback on the silver screen.

"I also respect the women who have come forward to operate these taxis, given the challenges they are expected to face in a male-dominated business," she said.

The She Taxi will be a 24x7 service available for booking via mobile phones and internet. Women travelling alone or with families will be able to dial a toll-free number connected to a customer care centre. They will get a "unique identification code" and the vehicle number on their mobile phones. All cabs will be metered and will have an electronic payment system allowing the user to pay using credit or debit cards or cash.

She Taxis will come with multiple security systems for the safety of the driver as well as passengers. A control room will track the taxis in real-time using GPS besides personal emergency alert switches for drivers and passengers inside the car.

The Kerala State Women's Development Corporation, Maruti Suzuki Ltd and Technopark-based Rain Concert Technologies are associates in the project.