Private cabs and their battle to win Mumbai’s hearts and minds

They are a boon to a choking city. So why are private taxi firms struggling in Mumbai?

Remember that day — over a decade ago — when the blue air-conditioned Fiats hit Mumbai's roads amid much pomp and celebration? The city gave out a collective sigh of relief. After all, there is nothing like an air-conditioned ride, to beat the clammy clime. Unfortunately, that warm welcoming feeling was quickly dispelled by the cabbies' icy tones.

Mumbaikars using the city's cabs, have to contend with eyebrow-raising metre readings, boorish drivers and loads of attitude. And woe to those who are new to the city, for their lot is far worse than the Mumbaikar.

But every cloud has a silver lining. Mumbai's smog-afflicted streets are bearing witness to another foray into the private taxi market. And this time the vanguard comprises Meru, Gold, Priyadarshini and Forsche cabs — the latter two being all-women cabs.

These are not only popular with foreigners visiting the city, but even Mumbaikars prefer them to their chauffeur-driven luxury cars.

“These days, people flying in from other parts of the country for official purposes, prefer to book these cabs in advance, as it saves a lot of time and money. They do not run the risk of being fleeced by the kaali peeli (black and yellow) taxi drivers,” said an official from one of the cab services.

Even the cabs, for women by women, are slowly gaining popularity. “We get international lady passengers who prefer the overall ambience of the cab. We offer accessories like nail polish, mirrors, lipstick, and also some women's magazines,” said Susiieben Shah of Priyadarshini Taxi, a women-only service.

“Also, several BPO customers are our clients. As most of their women employees have to work odd shifts, they find our cabs more convenient,” said Shah.

But in spite of the many plusses, these high-end luxury cabs have failed to gain momentum. The reason for this, according to Shah, is that currently it is only through word-of-mouth that the companies are garnering any business at all.

“We have 20 cabs on the street, and get almost 15 calls daily, of which four are serviced,” she said.

Twenty cabs, however, does not seem to be a sufficient number to cater to one of the largest cities in the world.  “Obtaining a licence is not the issue. There is a shortage of adequately trained drivers. Being a cab for women by women, we need women who are capable of taking care of passenger, as well as themselves. They are trained in certain martial arts before they actually take to the street,” she told DNA.

Its rival — Meru cabs — launched in April 2007 serves almost 1,200 passengers a day, of which almost 750 are airport pick-ups.

“We have 350 cabs on the road,” said Neeraj Gupta, founder and managing director, V-Link groups, which operates Meru cabs.

Gupta agrees with Shah, when he says that permits are not an issue. “Introducing a cab is not as easy as manufacturing a car and putting it up for sale. Formalities like getting the cabs tested with genuine electronic meters, accessories and training drivers is crucial before launching the service,” he said.

But it's not all doom and gloom for Gupta: “We feel there is a definite market and demand for quality transport in Mumbai. Fitted with electronic meters and printers, these air-conditioned cabs are based on London and Singapore models, where one can book a service through a global call centre.”

So although they might not be competing for road space with the black ’n’ yellows, one would be remiss to write of this trend…just yet.

k_shweta@dnaindia.net