The Rickshaw Rising Challenge 2013, launched by EMBARQ India with the support of Shell Foundation, gave entrepreneurs in the auto-rickshaw sector an opportunity to receive funding of up to $50,000 and a place in a 6-month Business Support Program. This video follows the journey of the three winners - Autowale (Pune), Three Wheels United (Bangalore) and Autoraja (Chennai). 
Post the Challenge, there has been significant activity to bring previously unorganized auto-rickshaws onto ride hail and booking platforms in large Indian cities.