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Roshni Rides

A transportation network solution to help the underserved women in Pakistan with their daily commutes.

Photo of Roshni Rides
17 20

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Explain your project idea (2,000 characters)

Roshni Rides recognizes that women in Karachi are four times less mobile than men leading to a decrease in independence and job participation. We believe we can close this gap by formalizing the current pick & drop system through our digital platform. Roshni Rides partners with businesses and educational institutions to aggregate their employees and students based on geographical locations. Riders are matched within a 5 km radius to create more efficient, timely, and reliable routes. Our subscription based model allows users to have the same driver and route for their subscription period, increasing predictability and reliability while remaining affordable. Organizations can select our dynamically priced packages that are tailored to three major customer segments: labor workers, office workers, and students. We understand that our customers have different needs- this is why our tiered packages allow our customers flexibility to ride on a quality service within an affordable range. Safety is a priority at Roshni Rides, where we carefully select and train our drivers through a 4 point extensive vetting process. Having trained drivers is a top priority for Roshni Rides as they, along with our technology, distinguishes our solution as the optimal transportation choice. Roshni Rides empowers local communities to be organized under 1 platform so that all of their commutes can be easier. Through our business model, we are bridging the gaps of peace and prosperity. Giving women the chance to get to work and school on time and be mobile will increase their income, thus increasing prosperity for the entire family. Current transport options are either too expensive or extremely crowded, dangerous, and time-consuming. Since we handle all logistics and strive to give our customers a dignified commuting experience, they can now have piece of mind while going to work or school.

Who are the beneficiaries? (1,000 characters)

Our beneficiaries are women aged 18-55 who commute to school and work, a market size of 10.4 million. Commuting women face the worst transportation conditions, and we want to offer them an opportunity that increases piece of mind and prosperity through our accessible, affordable, and reliable service.

How is your idea unique? (1,000 characters)

There is no business doing what we are doing in Pakistan. Currently, pick and drop services in Pakistan are private contracts with individual drivers. This model is extremely inefficient and more costly. Uber and Careem are on-demand services that must be ordered every single day, with a different driver, making every ride experience different. Additionally, there are limited seats, and typically an individual would travel alone on these platforms. This makes the service a lot more costly. With our subscription model and pooling method, we are able to create effecient routes, ensure reliability of customers because they will be matched to the same driver throughout their subscription period, and utilize ride-sharing to make the service more affordable.

Idea Proposal Stage (choose one)

  • Prototype: I have done some small tests or experiments with prospective users to continue developing the idea.

Tell us more about your organization/company (1 sentence and website URL)

Roshni Rides is comprised of 4 individuals who are committed to social enterprise, so much so that all 4 of us have moved from America to Pakistan to help mitigate this crisis.

Expertise in sector

  • 1-2 years

Organization Filing Status

  • Yes, we are a registered social enterprise.

In 3-4 sentences, tell us the inspiration or story that encouraged you to start this project.

In May 2017, we travelled to Orangi Town, Pakistan, where we met Nasreen. Orangi Town is the largest slum in the world (over 2.5 million). As Nasreen was telling us about the extreme challenges her and millions of people like her face in healthcare, sanitation, education, and employment, we noticed one commonality. Transportation was an underlying issue that was affecting and enhancing the scope of all the other issues. After hearing Nasreen's story, we had to help.

Please explain how your selected topic areas are influenced, in the local context of your project (1,000 characters).

Peace is a deep issue that has external and internal factors. When a person has constant anxiety or worry about getting to work/school on time, how they will reach there, and being harassed by drivers and passengers, it tremendously disrupts the community's peace. We are bridging peace by connecting these women to a transport service that makes their day-to-day so much more peaceful with an accessible, affordable, reliable, and safe ride. Individual Prosperity is impacted by your ability to grow financially, and communal prosperity rests on the backs of the country's middle class. Pakistan's middle class is dwindling, and our aim with this service is to take those in the lower middle class up to the middle class by offering a cost-effective transport solution. The potential economic effects of this initiative will have ripple effects in every industry. We want to be the bridge to prosperity for those who are suffering economically in Pakistan.

Who will work alongside your organization in the project idea? (1,000 characters)

In order to execute this initiative, we have a dedicated and diverse advisory board comprised national and international professionals and mentors. For our operations however, we are very keen on local collaborations and community support. Our operational partners are all based in Pakistan and have the interest of the country and its citizens in mind. For mapping and logistics, we have partnered with TPL Maps, a local mapping company that has more mapping coverage in Pakistan than Google Maps. In addition, we are partnering with local businesses, NGO's, and universities to do transport for their female staff and students. Some notable partners in this regard are Shahi Food Group, TAF Foundation, JS Bank, and Artistic Milliners.

Please share some of the top strengths identified in the community which your project will serve (500 characters)

With a high population density and youth population, there are many young professionals who are ready to work with us. Additionally, Karachi is a huge metropolitan city with large amounts of businesses and schools, so it serves as the perfect area to test our model.

Geographic Focus

We are starting in Karachi, Pakistan, and will expand to all of South Asia.

How many months are required for the project idea? (500 characters)

This project is in the process of being implemented, and these funds will accelerate that process. With these funds, we aim to scale up to 2,000 customers within the first 3 months of receiving the funds.

Did you submit this idea to our 2017 BridgeBuilder Challenge? (Y/N)

  • No

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Photo of Andrew Salema Ludigo

What an inspiring idea, am quite impressed and I have learned a little about what women have to put up with through your approach.

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