This B2B startup has turned e-rickshaws into ad platforms; rickshaw operator can earn up to Rs 2,500 monthly

Ever noticed posters and banners inside buses, trains, or autos during your daily commute or while traveling on vacation? In the digital era, those static ads are evolving into video advertisements, bringing a new wave of innovation to public transport.

What began as a college project between two young women in Gwalior is now transforming e-rickshaws into digital billboards and changing lives along the way with their startup ‘Tyro Ads’. Engineering students Sanchi Pandey and Anshika Sharma are empowering e-rickshaw drivers by turning their vehicles into mobile video advertising platforms to income while offering businesses a cost-effective and high-visibility advertising solution.

From their innovation, more than 15 e-rickshaw drivers are part of the Tyro Ads network so far and helping to earn income through digital ad displays that feature content from both local and national brands.

Launched on March 8, 2025, under the Gwalior Smart City Incubation Center, the startup was started from a college hackathon in which Sanchi, a third-year Computer Science student, and Anshika, a second-year Mechanical Engineering student chose entrepreneurship over job placements.

According to the founders, Tyro Ads is more than just an advertising platform—it’s a model for inclusive, sustainable, and scalable innovation. With support from initiatives like Startup India and the Yashaswini Women Entrepreneurship Cell, the startup has received vital resources such as branding, AWS credits, legal aid, and marketing guidance.

What is business model of Tyro Ads?

According to Gaurav Shakya, Project Manager at the Gwalior Smart City Incubation Center, Tyro Ads venture is entirely bootstrapped at this stage and is actively exploring government grants to fuel its next phase of growth. It operates on a B2B advertising model which offers brands flexible pricing based on campaign type and duration.

How do Tyro Ads charge?

Their revenue is generated by charging brands monthly based on per advertisement slot, which is 30-second video units on monthly tiered subscription plans for consistent campaigns. Pricing adjusted by factors such as number of e-rickshaws, specific routes or zones, and demographic targeting.

According to Shakya, the startup ensures that e-rickshaw drivers earn between Rs 1,500 to Rs 2,500 per month in income through ads. However, in between this business the government or Smart City does not take any charge or commission

How its impact so far?

“It onboarded over 200 differently-abled e-rickshaw drivers, along with 50 others, creating a livelihood opportunity for a community often overlooked,” says Shakya.

It is noteworthy that the central government’s Startup India initiative has proven to be a stepping stone for youth empowerment, enabling them to become self-sufficient through their innovative ideas, according to Smart City Gwalior.

About Yashaswini Women Entrepreneurship Cell in Gwalior Smart City?

Through Yashaswini, women receive support such as free websites, logo design, AWS credits, marketing, and legal assistance to help them transform their ideas into enterprises. Stories like Tyro Ads are becoming inspiring examples of the Yashaswini initiative, showing how the right support and direction can help women not only fulfill their dreams but also create employment and motivation for others.

What is Startup India mission?

The Startup India initiative was launched on January 16, 2016 by the Department for Promotion of Industry and Internal Trade (DPIIT) which comes under the Ministry of India, with the aim of supporting entrepreneurs, strengthening the startup ecosystem, and encouraging job creation across the country.