Meter Down in auto rickshaws

What usually do you do when you are commuting on an auto rickshaw alone? With not much option, in the midst of the traffic jam and sea of vehicles, people usually curse the traffic and pollution. But if you are an avid reader and you commute between Bandra and Andheri in Mumbai frequently on auto rickshaws soon there will be good time pass for you in the rickshaw.

A team of three young entrepreneurs have explored this innovative idea and have planned a launch of a magazine called "Meter Down'-India's first auto rickshaw magazine which will be in ricks first week of March. Mulchand Dedhia, Co-founder, Meter Down says, "It's India's first full-fledged company dedicated to use the potential of 'Inside' auto rickshaws for advertising and branding. With a simple mission of adding value to the passenger's ride free of cost by equipping him with time pass reading material during his journey would not only intend to keep him occupied but also help him forget about the potholes and chaotic traffic during the journey."

The monthly magazine will cater to youth from the age group of 16 to 30 years. As per the target group "Meter Down' will have content that appeals youth and will have a mix of fun, fashion, lifestyle and young entrepreneurs.

The Meter Down's launch in the forth coming month will be very much backed by research done through the soft launch of the magazine in the market. As part of the soft launch the magazine is live with 300 auto rickshaws between Bandra to Andheri, as the magazine launches by March the team plans to increase the total fleet to 500 auto rickshaws.

Dedhia explains the future plans and says, "First we will spread the circulation in Mumbai, after Bandra to Andheri our next step will be to reach Andheri to Borivali and so on. We also have the plan to expand to other cities hopefully by next year."

So get ready for the free read of "Meter Down' as your rick driver turns down the meter.