Top CSR initiatives for Road Safety in India

As per the Annual Report on ‘Road Accidents in India-2022’ published by the Ministry of Road Transport and Highways, a total of 4,61,312 road accidents have been reported by Indian states and Union Territories during the calendar year 2022, which claimed 1,68,491 lives and caused injuries to 4,43,366 persons. This marks an increase of 11.9% in accidents, 9.4% in fatalities, and 15.3% in injuries compared to the previous year.

The report underscores the urgency of adopting a comprehensive approach to address the contributing factors to these accidents, including speeding, reckless driving, drunken driving, and non-compliance with traffic regulations. It is crucial that we strengthen enforcement mechanisms, enhance driver education and training programs, and invest in improving the condition of roads and vehicles.

The Ministry of Road Transport and Highways, Government of India observes National Road Safety Month from 18^th January to 17^th February, every year with an aim to highlight road safety issues. Major companies, hospitals and non-profit organisations operating in India have taken up CSR initiatives from time to time to raise awareness on road safety and promote safe driving. The CSR Journal takes a look into some of the recent initiatives for road safety.

Top CSR projects for road safety

Transport Corporation of India’s flagship CSR initiative for road safety ‘TCI Safe Safar’

In a country where road accidents claim over 1.7 lakh lives annually, Transport Corporation of India Ltd. (TCI), India’s leading integrated supply chain and logistics solutions provider, runs its flagship CSR initiative TCI Safe Safar, which is aimed at making roads safer. Aligned with the Ministry of Road Transport and Highways (MORTH) vision for road safety, TCI Safe Safar is focused on high-accident zones such as Bengaluru to Chennai, Chennai to Salem, Greater Noida to Agra, and Agra to Lucknow along India’s national highways. The initiative’s educational efforts include promoting safety norms on crucial issues like ‘drinking and driving,’ ‘using mobile phones while driving,’ and ‘taking adequate rest during long hauls,’ among others.

Since its inception in 2019, TCI Safe Safar has operated across India on two fabricated trucks, featuring interactive street plays that combine humour with important safety messages. Over the last five years, the initiative has impacted the lives of over 11.6 lakh people, covering 78,000 kilometers of India’s highways, as per an announcement by the company.

Maruti Suzuki’s CSR to automate 5 driving test tracks in Bihar

Maruti Suzuki India Limited (MSIL) has signed a Memorandum of Agreement (MoA) with the Transport Department, Government of Bihar, to automate five driving license test tracks in the State. These tracks will be located in Bhagalpur, Darbhanga, Gaya, Purnia, and Saran. The automation of these test tracks is part of Maruti Suzuki’s ongoing commitment to improving road safety through its Corporate Social Responsibility (CSR) initiatives.

The Automated Driving Test Tracks will be used for both Two-wheeler and Light Motor Vehicle driving license tests. The process aims to eliminate human intervention, ensuring a more comprehensive, efficient, and transparent evaluation of license applicants. With automated systems in place, the tests will be more standardized and aligned with the Central Motor Vehicle Rules, with results generated automatically.

Maruti Suzuki’s initiative is set to expand further. The company has already automated 27 driving test tracks across several states, including Delhi, Uttar Pradesh, Uttarakhand, Bihar, and Haryana. With the addition of these five new tracks in Bihar, Maruti Suzuki aims to increase the total number of automated driving test tracks to 44 across India.

JK Tyre’s partnership with Delhi Traffic Police for road safety

JK Tyre & Industries Ltd. partnered with the Delhi Traffic Police to organize a comprehensive Road Safety Awareness Week. This initiative, held as part of National Road Safety Month (January 1–31, 2025) spearheaded by the Ministry of Road Transport and Highways (MoRTH), aimed to foster responsible driving habits and reduce road accidents.

Under the theme ‘Sadak Suraksha Jeevan Raksha,’ the initiative commenced on January 16, 2025, at the Delhi Police Traffic Training Park, BKS. The program featured a series of engaging awareness activities conducted at high-traffic zones across the city. In collaboration with the Delhi Traffic Police, JK Tyre intensified its efforts to promote road safety and instil safer driving practices. Over six days, the company conducted interactive sessions at key traffic intersections, including ITO, Connaught Place, Punjabi Bagh, and Dhaula Kuan. These sessions emphasized crucial safety measures such as adherence to traffic rules, the importance of wearing helmets and seat belts, and the dangers of mobile phone usage while driving.

Beyond this initiative, JK Tyre continues to lead various road safety education programs through strategic collaborations with authorities. The company actively trains truckers, drivers, school children, and the general public on vital safe driving practices. Additionally, JK Tyre’s flagship annual event, the JK Tyre – Constitution Club Rally for Parliamentarians, garners participation from Members of Parliament, diplomats, and policymakers to champion the cause of road safety in the national capital.

Zuno General Insurance’s ‘Talking Zebra’ campaign for road safety

Zuno General Insurance, formerly known as Edelweiss General Insurance launched a unique road safety awareness initiative, ‘The Talking Zebra’ to educate motorists and pedestrians about the importance of following traffic rules in an engaging and memorable way.

This initiative, spanning from 16th Jan to 25th Jan was aimed to promote responsible driving habits for safer roads and aligns with the Ministry of Road Transport and Highways’ (MoRTH) declaration of January as Road Safety Month.

The Talking Zebra campaign featured a witty and interactive Zebra that is brought to life at traffic signals. As part of the campaign, a promoter dressed as a zebra interacted with commuters at busy traffic signals in six major cities – Mumbai, Goa, Kolkata, Delhi, Hyderabad, and Bengaluru. The mascot interacted with drivers and pedestrians, using wit, and humor to make road safety a topic everyone wants to talk about and a real concern. The Talking Zebra reminded everyone to “Keep your cool, follow traffic rules” while promoting essential practices like respecting zebra crossings, stopping at red lights, and avoiding jaywalking.

Helmets Distributed to Lucknow Police to Strengthen Road Safety

IIFL Home Finance Ltd. has partnered with the Uttar Pradesh Police to promote road safety in Lucknow as part of its Corporate Social Responsibility (CSR) efforts. In a significant step towards protecting the uniform personnel, the company distributed 200 helmets to Lucknow police at Traffic Police Commissionerate reinforcing the critical need for road safety awareness.

The event was attended Prabal Pratap Singh, Deputy Commissioner, Traffic Police, Lucknow; Ashok Kumar Singh, Additional Deputy Commissioner, Traffic Police, Lucknow; Indra Pal Singh, Assistant Commissioner, Traffic Police, Lucknow; Subodh Kumar Jaiswal, Assistant Commissioner, Traffic Police, Lucknow; J.N Asthana, Assistant Commissioner, Traffic Police, Lucknow.

CSR of Honda India to empower women and enhance road safety

In May this year, Honda India announced that it has started a Corporate Social Responsibility (CSR) programme named ‘Stree Sarthee’ to empower women and enhance road safety. Under this programme, female cab drivers will be trained at the Institute of Driving Training and Research (IDTR) in Karnal. The initiative aims to provide women with economic opportunities in the transportation sector.

IDTR plans to train over 250 female participants initially, with further expansion to other centres across India, including Gurugram. Honda’s broader goal is to train a total of 3,000 women across the nation. Training sessions at IDTR consist of 80 hours spread over 5 days, covering road safety rules, defensive driving techniques, driving simulators, a technologically equipped driving lab, and on-track driving training. The CSR program is part of a Memorandum of Understanding (MOU) involving Honda’s IDTR as the training partner, the National Skill Development Corporation (NSDC) as the nodal agency, and Kedman Skilling as the mobilization partner.

Honda Motorcycle and Scooter India runs the National Road Safety Awareness Campaign in different states across the country with a commitment to fostering a culture of safe riding on Indian roads.

During the campaign, HMSI reaches out to school students and staff members to raise awareness about safe riding practices. The company’s road safety instructors utilize age-appropriate road safety learning programmes to ensure that road safety awareness is effectively retained among all participants. The purpose is to promote responsible road usage and cultivating safe riding habits.

These Road Safety awareness programmes are interactive and engaging, catering to a wide range of age groups, from children to youth and are conducted in schools, colleges, government institutions, and non-governmental organisations. Through activities such as interactive games, role-playing, virtual experiences, and more, the goal is to raise awareness and encourage responsible road behaviour among all road users. This awareness initiative has already reached over 5.7 million Indians, as per an announcement made by Honda in September 2023.

CSR of Gulf Oil Lubricants

Gulf Oil Lubricants India Ltd. joined forces with the Lazy Rangers Motorcyclists Confederation in August 2023 to foster road safety awareness and advocate responsible riding habits. Gulf Oil chose the delivery partners’ community to distribute 100 helmets in the presence of the Navi Mumbai Traffic Police, underscoring the importance of governmental support in promoting road safety. By distributing helmets to the delivery partners who are always on the road for their livelihood, the initiative not only encourages the use of safety gear but also reinforces the shared responsibility of all road users in curbing preventable accidents.

CSR of SBI General Insurance

SBI General Insurance associated with Doers NGO, to support Himachal Pradesh police in bringing down the number of road mishaps in January 2023.

Under the CSR programme, SBI General provided a well-equipped ambulance which will provide immediate medical care to the road accident victims in Mandi district within the ‘Golden hour’. The association involves SBI General, Doers NGO, Himachal Pradesh Police and Civil Hospital, Sundarnagar with an aim to provide timely treatment and facilitate lifesaving medical resources for road accident victims.

Apart from this, in association with Himachal Pradesh Police, SBI General has also provided road signages to increase awareness and highlight cautions at various accident-prone areas on the highway, thereby aiming to prevent road mishaps.

CSR of AU Small Finance Bank

AU Small Finance Bank partnered with the Centre for CSR & Sustainability Excellence, the not-for-profit implementation arm of Innovative Project Management Services Pvt Ltd, to implement a CSR project on road safety awareness in Meerut, Agra, Kanpur, and Lucknow in April 2023. The project was implemented at the local level by Apna Theater Sansthan, a non-profit organisation.

The project is aimed at imparting education on the importance of road safety and risks associated with unsafe driving, creating awareness on road safety requirements, promoting road safety in schools and colleges, and sensitizing road users through road safety campaigns, IEC, use of mascots, and street shows.