TVS Motor expands e-mobility in rural India with ‘Wheels of Empowerment’ initiative

TVS Motor Company, a global leader in two and three-wheeler manufacturing, has launched the ‘Wheels of Empowerment’ initiative in collaboration with the Self-Employed Women’s Association (SEWA), the Small Industries Development Bank of India (SIDBI), AMU Leasing, and the Natural Resources Defense Council (NRDC). This initiative is designed to advance women entrepreneurs in India by providing them with affordable electric vehicles that support income generation while promoting sustainable transport solutions.

The project reflects TVS Motor Company’s commitment to inclusive mobility solutions, addressing the challenges that many women in rural areas face due to limited access to reliable and cost-effective transportation. Through this initiative, women will have the opportunity to use electric two-wheelers for entrepreneurial activities, increasing financial independence while contributing to the expansion of electric mobility solutions in underserved regions.

What Is The ‘Wheels of Empowerment’ Initiative?

The ‘Wheels of Empowerment’ programme is a strategic effort to enable rural women to benefit from sustainable electric mobility solutions. TVS Motor Company has already deployed 26 TVS iQube electric scooters, with an additional 100 vehicles set for rollout in the next quarter. Over the next three years, the initiative aims to provide 10,000 electric two-wheelers across rural India, significantly increasing EV adoption in low-income communities.

SEWA and NRDC are playing a crucial role in aggregating demand for these affordable electric vehicles, leveraging SEWA’s extensive network of 3.2 million members to drive widespread participation. The initiative is also working with government agencies to facilitate policy support and incentives that can further boost electric mobility adoption in rural India.

Why Is Affordable Electric Mobility Important For Women Entrepreneurs?

In many rural areas, women entrepreneurs struggle with transportation barriers that limit their ability to expand businesses, access markets, and increase their income. High fuel costs, unreliable public transport, and limited access to vehicle financing have historically constrained opportunities for rural women to become financially independent. By offering affordable electric vehicles, the ‘Wheels of Empowerment’ initiative seeks to remove these obstacles and help women entrepreneurs build sustainable businesses using electric mobility solutions.

Speaking on the programme’s impact, Manu Saxena, Senior Vice President, EV Business, TVS Motor Company, stated that TVS iQube electric scooters have already gained a significant presence in India, surpassing 500,000 users nationwide. He noted that this initiative not only expands the reach of sustainable e-mobility solutions but also supports economic empowerment for women, enabling them to generate income through last-mile delivery services, ride-sharing, and small business logistics.

How Does The Partnership Between TVS Motor Company, SEWA, SIDBI, And NRDC Work?

The success of the ‘Wheels of Empowerment’ programme is driven by collaboration between key industry and development partners:

• TVS Motor Company provides affordable electric vehicles and technical expertise, ensuring that women entrepreneurs have access to high-quality, reliable transport.
• SEWA leverages its 3.2-million-member network to facilitate outreach and engagement with women interested in sustainable mobility solutions.
• SIDBI and NRDC introduce concessional financing models, bridging the affordability gap between electric vehicles and traditional petrol-powered two-wheelers.
• AMU Leasing plays a key role in vehicle financing and operational support, ensuring that women have access to easy and risk-mitigated loan structures.

By integrating these resources, the initiative is creating a self-sustaining ecosystem where women entrepreneurs can acquire affordable electric vehicles, access financial support, and benefit from training and after-sales services that make long-term EV ownership viable.

What Are The Financial Benefits Of Electric Vehicles For Rural Entrepreneurs?

One of the primary reasons why rural women have been hesitant to adopt electric mobility solutions is the higher upfront cost of EVs compared to traditional two-wheelers. However, SIDBI, NRDC, and AMU Leasing are addressing this concern by implementing risk-sharing and concessional financing models, reducing the cost barrier and making affordable electric mobility a reality.

For women entrepreneurs who rely on two-wheelers for their daily income, TVS iQube electric scooters offer significant fuel cost savings compared to petrol-powered alternatives. Early adopters of the programme have already reported lower operating expenses, increased convenience, and greater mobility, allowing them to expand their businesses and improve their livelihoods.

Additionally, the government’s push for clean energy solutions may lead to further subsidies and incentives, making electric vehicle adoption even more attractive for small business owners in rural India.

What Steps Is TVS Motor Company Taking To Support EV Adoption In Rural Areas?

Understanding that EV adoption in rural areas requires more than just vehicle availability, TVS Motor Company is actively supporting women entrepreneurs through various initiatives. The company is conducting product demonstrations and technical training camps, equipping SEWA members with essential troubleshooting skills to enhance their confidence in using electric mobility solutions.

To ensure a smooth ownership experience, TVS Motor Company is offering a two-year extended warranty on vehicles provided under the initiative. Additionally, bi-monthly service camps in rural areas will address maintenance concerns and help new EV users overcome potential operational challenges.

Despite rural markets accounting for 55% of India’s total two-wheeler sales, electric mobility remains underpenetrated in these regions. By removing financial and technical barriers, TVS Motor Company is making sustainable electric transport more accessible to women entrepreneurs, fostering long-term e-mobility adoption in rural India.

How Will This Initiative Impact The Future Of Electric Mobility In India?

The ‘Wheels of Empowerment’ initiative represents a critical step in accelerating electric vehicle adoption in underserved markets. By focusing on affordable electric mobility solutions for rural entrepreneurs, TVS Motor Company is not only strengthening its position as a leader in sustainable transport but also driving inclusive economic growth.

As more women transition to electric two-wheelers, early adopters are already serving as ambassadors for e-mobility within their communities. This grassroots impact is expected to contribute to a larger cultural shift, normalizing electric mobility solutions and fostering widespread EV adoption across rural India.

Stock Performance & Market Sentiment

TVS Motor Company is listed on the BSE (532343) and NSE (TVSMOTOR), and its expansion into rural electric mobility solutions is likely to strengthen its market position. The initiative aligns with the government’s EV push, and growing consumer interest in sustainable transport could drive long-term value for investors.