Pushing aside the veil of family resistance and societal prejudice, there are a bunch of women in Jaipur who have blazed a trail of entrepreneurship to support their families. This has been a source of great inspiration— not just for their community sisters, but women around the world who have used their services.

We are talking here about the women drivers of the PINK CITY RICKSHAWS company in Jaipur, who have created a niche for themselves in the tourist map of the city. Riding their rickshaws through narrow alleyways and crowded bazaars, usually inaccessible to motorcars, they have provided travellers some of the most astonishing, insightful experiences of their beloved city.

While the many hidden gems of Jaipur come to light with their spirited tours, these cheerful ladies inevitably draw the spotlight on their individual journeys as liberated women entrepreneurs. That some of these have even defied the community diktat of the ghoonghat or purdah system, which still endures in city homes, especially amongst low-income households, their stories resonate even more strongly with us.

Their stories also shed light on one of the exciting and satisfying examples of women empowerment and socio-economic support in this legendary tourist destination in Rajasthan.

The Pink City Rickshaw Co. a unique innovative initiative of ACCESS Development Services, a not-for-profit organization has been doing some amazing work in providing a new aspirational employment opportunity to 200 women from economically backward households in Jaipur.

Plying custom-designed e-rickshaws, these courageous women are now equity holders in the Pink City Rickshaw Co. which they now proudly own and manage. It’s something none of them ever dreamt they could ever have achieved in their sorry lives, trapped as they were by male-centric family traditions and community prejudices.

It’s truly a moving experience, when chatting with them, to discover how the choices they have made (to do the kind of work they do) have changed their lives. Their cheerful take on how they juggle home and work responsibilities is truly inspirational.

For each of them, even the dark side of their lives has this silver lining which allows them to get up every morning with renewed hope and pride in themselves. They are enthusiastic and confident about improving the lives of their families, earning their respect; they continue, each day, to draw upon their untapped strength to create new goals to empower themselves even more.

You have a lovely choice of beautifully curated rick tours to explore the legendary Pink City with these cheery ladies: Old City Ride; Pink City Heritage Tour; Wake up with Jaipur; Culture Gully Ride; Pink City Food Trail; Shop and Hop in a Rick.

The Pink City Rickshaw initiative not only serves as a driving force for providing economic opportunities to these poor women, it also advocates for an eco-friendly means of transport to address the hazards of pollution in the city.

This sustainable approach to tourism in this highly popular tourist city is truly admirable. It continues to draw attention to the important task these women drivers are performing to deepen its attraction for more responsible travel experiences.