In an industry long dominated by men, BluSmart, an electric ride-hailing company, is driving a transformative change. With its ‘Sakhi’ initiative, the company is empowering women as driver partners in the electric mobility space, tackling not only the gender disparity in ride-hailing but also confronting deep-rooted societal norms that have kept women out of this sector. It is a bold attempt to rewrite the narrative for women in the mobility workforce.
BluSmart noticed a glaring gender imbalance in its workforce of over 10,000 gig workers. The ride-hailing industry, often perceived as a ‘macho’ profession, especially in socially conservative communities, is one where women drivers are a rare sight. Barriers such as safety concerns, societal perceptions, and the demands of managing household responsibilities often discourage women from entering the field.
“To break these barriers, we launched the Sakhi initiative, focusing on bringing more women into the driver workforce while empowering them with the necessary skills, support, and opportunities for growth,” says Kamaljeet Kaur, Chief People Officer at Gensol Group, which oversees BluSmart’s HR. The goal extends beyond just hiring more women—it’s about creating green jobs and fostering gender equity in the mobility sector.
Tackling recruitment challenges
Recruiting women drivers presented significant challenges. BluSmart had to overcome societal stereotypes, family concerns, and a general lack of driving skills among women. To address these, the company adopted a multi-faceted strategy.
Partnering with organisations such as the Paramseva Foundation, BluSmart hosted job fairs in rural areas across Rajasthan, Uttar Pradesh, and Bihar. These fairs showcased the success stories of current female drivers, allowing women and their families to see that a career in ride-hailing was not only viable but empowering. Local community leaders played a key role in shifting mindsets and challenging social norms.
“To break these barriers, we launched the Sakhi initiative, focusing on bringing more women into the driver workforce while empowering them with the necessary skills, support, and opportunities for growth.”
Kamaljeet Kaur, Chief People Officer, Gensol Group
BluSmart also introduced a referral policy, encouraging current driver partners – especially women – to refer other female candidates. To ease the transition for new recruits, the company launched its ‘One Car, One Driver’ (OCOD) initiative, which ensures that each driver operates a dedicated vehicle, enhancing their sense of responsibility and security.
Training for success
For many women joining the Sakhi initiative, driving was an entirely new skill. “Many had never driven before, and BluSmart needed to ensure they received the proper training to become competent drivers,” Kaur explains.
The company partnered with government bodies such as the National Skill Development Corporation (NSDC) and the Automotive Skill Development Council (ASDC) to provide formal training and certifications.
These partnerships ensured that women not only obtained professional driving licenses but also developed the technical skills needed for success in the electric-mobility ecosystem. Additional collaborations with the Hyundai Navjyoti Foundation and the Azad Foundation provided hands-on driving experience and safety training.
Beyond technical skills, BluSmart emphasised the importance of customer service and communication. Driver partners were trained to interact confidently with passengers, while also learning how to navigate the company’s digital platforms.
A safe and supportive environment
Safety is paramount for women entering the gig economy, especially in transportation. BluSmart implemented several measures to create a secure and supportive work environment.
Recognising the dual responsibilities that many women shoulder, BluSmart offers flexible shifts, allowing women to balance work with family commitments. Emergency leave options further ensure that women can take time off without risking job security. The company also provides medical and accidental insurance for drivers and their dependents, enhancing their sense of security.
At BluSmart’s hubs—where drivers pick up and drop off vehicles—safety and hygiene are prioritised. The hubs are equipped with separate restrooms, resting areas, and health products such as sanitary pads. Regular medical checkups ensure the well-being of driver partners, reinforcing BluSmart’s commitment to creating a supportive work environment.
Building a community for retention
Retaining female drivers is just as important as recruiting them. BluSmart’s approach to retention focuses on community building and career development. Through its ‘Dilse Connect’ programme, the company facilitates direct communication between management and driver partners, providing a platform for women to share their experiences and challenges.
“To better understand the challenges faced by women drivers, we introduced a ‘Driver-for-a-Day’ programme, where women leaders and executives took to the streets as drivers. This initiative allowed leadership to experience the day-to-day realities of the job, leading to more informed and empathetic decision-making,” Kaur reveals.
BluSmart also addresses personal needs through initiatives such as scholarships for drivers’ children and a benevolent fund for families facing emergencies. These programmes help drivers balance work with their roles as family members, deepening their engagement with the company.
Impact of the Sakhi initiative
Since its inception, the Sakhi initiative has onboarded over 120 female driver partners and is expanding rapidly. The programme has not only provided these women with economic opportunities but has also challenged societal norms, creating role models within their communities. The focus on training, safety, and family support has helped BluSmart achieve a high retention rate among its female drivers, contributing to both the company’s growth and customer satisfaction.
Stories like Deepa’s and Geeta’s exemplify the initiative’s success. Deepa, a single mother, found stability with BluSmart after overcoming significant challenges. Her determination to provide for her son drives her ambition. Geeta, a martial arts instructor, balances her passion for driving with running a women’s self-defence school. Both women have found empowerment through BluSmart, and their stories reflect the resilience and support that the Sakhi initiative fosters.
BluSmart’s Sakhi initiative is more than just a recruitment drive—it is a movement aimed at transforming the role of women in mobility. By creating opportunities in a field traditionally closed to women, BluSmart is not only filling job vacancies but also challenging the gender norms that have long shaped the industry.