In a groundbreaking move combining women’s empowerment with sustainable tourism, Trichy based Cholan Tours, the leading Destination Management Companies in South India has launched a pioneering e-auto initiative training 20 women from Madurai to become professional electric auto-rickshaw drivers in the historic Temple City.
The program, unveiled On November 22, 2025 at a launch event attended by company leadership and partners, represents a significant step toward creating dignified employment opportunities for women while promoting eco-friendly transportation in one of Tamil Nadu’s most visited cities.
“After two decades in travel, I wanted to give back to the community I come from,” said Mr. Pandian Kumaravel, Founder and Managing Director of Cholan Tours. “This program is our small step toward empowering the women of Madurai. A small drop maketh an ocean.”
The initiative, developed in collaboration with MOWO (Moving Women) – an NGO founded by Jai Bharati that focuses on safe mobility for women – goes beyond simply providing vehicles. The comprehensive 30-day training program includes driving instruction, soft-skills development, customer service training, and tourism knowledge, equipping participants to offer guided city tours to visitors.
“This initiative reflects our commitment to responsible tourism and community upliftment,” said Mrs. Mythily Pandian, Director of Cholan Tours. “By investing in women-led mobility, we’re not just creating jobs – we’re building pathways for entire families and communities to thrive.”
Ms. Jai Bharati, Founder of MOWO, emphasized the transformative potential of the program. “Safe and dignified mobility options for women are essential for true empowerment. Through this partnership, we’re enabling women to take control of their economic futures while breaking down barriers in a traditionally male-dominated sector.”
Mr. Pandian, a Madurai native, emphasized the broader social impact of supporting women in the workforce. “When a woman progresses, her family and community progress with her,” he explained. “I have always believed in the strength and power of women. That positive energy spreads.”
The launch event was attended by Mrs. Mythily Pandian, Director of Cholan Tours, along with Mrs. Jai Bharati and the company’s dedicated team. The induction program began immediately following the ceremony, with participants set to complete their training before serving international and domestic tourists visiting Madurai.
The not-for-profit program addresses multiple objectives simultaneously: creating employment opportunities for women, reducing carbon emissions through electric vehicle adoption, and enhancing the tourist experience with knowledgeable local guides who can showcase Madurai’s rich cultural heritage.
Mr. Pandian revealed plans to expand the initiative to other cities across Tamil Nadu, with Trichy next in line. “I truly believe that sincere intentions and selfless actions need no grand promotion,” he said. “When the purpose is pure, the universe makes sure everything falls into place at the right time.”
The initiative challenges traditional gender norms in India’s transportation sector while demonstrating that women can excel in roles historically dominated by men, contributing to both economic empowerment and environmental sustainability in the tourism industry.
