Namma Yatri
The Namma Yatri app is a customer friendly mobility application built with a vision to effectively contribute to the Open Mobility initiative.
EnAble India, a pioneer in transforming livelihoods across 21 disability types, champions the Purple Economy, which recognises the economic contributions of persons with disabilities. It shifts the narrative, highlighting them as valuable contributors—productive employees, entrepreneurs, taxpayers, innovators, and active citizens driving societal change and nation-building.
In September 2023, EnAble India launched PURPLE RIDES with Namma Yatri in Bangalore to cater to customers with disabilities (PwDs).
By providing basic accessibility in the app and sensitising drivers through video training, this initiative has generated over ₹20 million or 200,000 Euros in revenue only from Autos in one city from 1,14,000 PwDs in under 10 months, with 1,98,000 drivers participating.
Now, drivers text me instead of calling, and payments are smooth. The ride is seamless. NARASIMHA, a deaf rider
Drivers report feeling proud and inclusive, and customers see Purple Rides as
empathetic, assisting those with disabilities and difficulties such as temporary
injuries, illnesses, senior citizens, and more. Plans are underway to expand to
other cities and integrate with ONDC for broader accessibility.
A memorable moment was helping a visually impaired couple safely reach their bus stop. ADARSH, Namma Yatri auto driver with 10+ Purple Rides
Our winning formula is our LIMEJOOS approach.
A value driven collaboration where shared values of commitment and empathy form the bedrock of this project, fostering partnerships with those aligned in purpose. This synergy ensured a strong foundation for success, emphasising the importance of working with like-minded collaborators.
L - Listen
We gathered insights from 25 (PwDs), discovering that many were unrecognised as customers despite using travel services. Simple accessibility issues like app design and driver communication barriers were easily addressable, revealing untapped revenue potential.
I - Immerse
Leaders immersed themselves in the daily lives of PwDs, understanding them beyond their disabilities. This hands-on experience helped them see the economic value and innovation potential of inclusive design, aligning purpose with profitability
M - Make
Co-creation with PwDs led to practical, cost-effective solutions like the "Purple Rides" brand, which had an immediate impact. Inclusion in design ensures meaningful, user-driven innovation.
E - Engage
Human-centered design for drivers was key—short, impactful videos (60-90 seconds) trained them on how to provide dignified service to PwDs, focusing on access rather than the disability. This is ensured that 100,000+ drivers had watched the video fully.
J - Just in Time Product
Iterative development helped Namma Yatri take small, actionable steps, ensuring continuous improvement based on feedback and success metrics.
O - Ongoing Feedback
Consistent engagement with the PwD community allowed for real-time improvements in both app functionality and driver service.
O - Open Network
The integration with ONDC enables seamless transactions, cutting out intermediaries and creating a scalable model for direct service.
S - Sustain
Sustainability is ensured through structured leadership and the involvement of a PwD to lead the Purple Ride initiative, driving long-term accessibility goals.