Bengaluru, April, 2025.
The Bengaluru Metro Rail Corporation Limited (BMRCL), Bengaluru Metropolitan Transport Corporation (BMTC), and the Electronics City Industries Association (ELCIA), in collaboration with Toyota Mobility Foundation (TMF) and WRI India todaylaunched the “STAMP: Nudging Commuter Behaviour”—a pioneering initiative that leverages behavioural science and technology to encourage commuters to shift from personal vehicles to public transport.
PROJECT BACKGROUND
With the Namma Metro Yellow Line set to launch later in 2025, Electronic City—one of Bengaluru’s largest employment hubs—will be better connected to the city.This expansion will bring over one lakh jobs closer to the metro network, offering a faster and more sustainable alternative to private transport. Recently introducedBMTC feeder buses,launched in collaboration with ELCIA and the Electronics City Industrial Township Authority (ELCITA),are providing first- and last-mile connectivityin the area.
The Station Access and Mobility Program (STAMP), led by TMF and WRI India, has been working to bridge the connectivity gap to taking public transport in Indian cities, by combining research with innovative pilots, from electric autorickshaws to a carpooling app. Launched in Bengaluru in 2017, STAMP has since expanded to six cities: Hyderabad, Kochi, Mumbai, Pune, Nagpur, and Delhi, enabling over 50,000 last-mile metro trips and saving 240,000 passenger minutes. Using a four-step model, it identifies gaps and customizes solutions based on each city’s metro system.
A 2023 working paper by Toyota Mobility Foundation and WRI India titled, “Improving metro access in India: Evidence from three cities” shows that commuters tend to avoid the metro due to last-mile costs and wait times. They also show that high-income commuters (earning over ₹60,000/month) rarely use metro services, preferring personal vehicles due to expensive last-mile options. Compared to cities like Nagpur and Delhi, Bengaluru commuters face higher last-mile costs, making metro accessibility a challenge. Behavioural science is emerging as a critical tool in urban mobility, enabling data-driven interventions that shift commuter habits and make public transport the preferred choice.
STAMP: Nudging Commuter Behaviour imbibes the learnings and successes of previous STAMP editions in Bengaluru, Hyderabad, Kochi, and Mumbai, by focusing on a distinct segment of commuters: high-income individuals who are choice users of public transport. Previous versions of STAMP have revealed that the cost of last-mile connectivity for affluent commuters is higher in Bengaluru compared to cities like Nagpur and Delhi.
PROJECT OBJECTIVE
This program aims to address the barriers of last-mile accessibility and higher costs of travel by combining behavioral science principles with technology-driven solutions, to ensure a more efficient and sustainable urban transport system for all. The project strives to lower emissions, reduce congestion and increase the shift to sustainable transport for the commuters.
STAMP INNOVATION CHALLENGE
As part of this initiative, the Station Access and Mobility Program (STAMP) launched an innovation challenge, inviting startups, technology firms, and industry partners to develop scalable mobility solutions that encourage metro usage in Electronic City. Innovators from around the world are welcome to apply; however, they must collaborate with an Indian partner.
The overall theme of STAMP’s innovation challenge isto leverage behavioural science to enhance public transport for commuters in ElectronicCity.
The potential solutions should incorporate:
- Gamification: Incentives for eco-friendly transport choices
- Real-time Nudges: Prompts during peak transit times to encourage shared mobility and reduce congestion.
- Inclusive Access: Behaviour-driven solutions enhancing last-mile access, affordability, safety, and convenience for diverse commuter needs.
Challenge period: April – June 2025
Selected teams will receive funding from a total implementation grant of USD 100,000 to further develop and pilot their solutions. The Challenge will also include a bootcamp with Ashoka University’s Centre for Social and Behaviour Change, offering behavioural science insights.
Finalists will receive support in the following three areas:
- Enterprise: Business development and strategy, pilot design, government engagement tools and other technical support.
- Exposure: Access to a wide network of domain experts, government and local authority representatives for feedback and advice.
- Financial support: Shortlisted enterprises will be awarded with prize money for further development and piloting the innovation technology idea, product or services.
For more information on the application process, last date for applying and timeline for processing of application, please visit – STAMP: Nudging Commuter Behaviour
PROGRAM PARTNERS
STAMP Nudge aims to bring key stakeholders such as BMRCL, BMTC, ELCIA, and associated organizations together to implement these solutions.
