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    Date submitted
  • 23-Sep-2017

Mission Smart Ride for zeroDUI


Mission smart ride (MSR) is a global socioeconomic public service initiative which was launched in 2016 as a pilot program in partnership with Telangana state government. MSR is aimed to fix drunk driving and underage drinking problem in any city or state where liquor is served. Since the drunken driving deaths has touched more than 1 million around the world its imperative to fix this problem globally. Since India has highest number of drunken driving deaths we initiated the pilot in Telangana, India.

To implement this mission program, we are training all bar staff with necessary skills, state laws, tools, mobile apps for smart ride services, process and procedures for achieving zeroDUI in their location and certifying them along with their establishment as Mission Smart Ride partners. The bar staff will be awarded MSR compliance Executives by enforcement director and MSR gives them monthly or quarterly awards based on their performance targets for Responsible Alcohol Service.

This pilot which we initiated in Telangana is tasked to implement zeroDUI framework which can become blueprint for all other states in India and other countries for reducing or eliminate drunken driving. The MSR objectives include providing free/discounted cab rides or designated driver service to customers at bars, after certain level of drinking for their safe ride back home.

To date they have completed level 1 training on zero drunk driving and underage drinking compliance for about 494 establishments (out of 540 liquor establishments 90%) and launched ZeroDUI Posters and AD film in Hyderabad by collaborating with TS Dept. of Excise and Probation while working closely in association with excise staff for distributing and implementing posters and AD film displayed in each bar and movie theaters

We may implement this program in any city or state where liquor is served as per state liquor laws and in collaboration with liquor commissioner, enforcement director and traffic police to achieve ZERODUI.


Original YouTube URL: Open

Introduction Video


Additional Questions

Who is your customer?

Liquor establishments, Alcohol (liquor) customers, Bar staff, Smart Ride providers, Taxis, drivers and advertisers, Automotive manufacturers, Insurance, POS manufacturers

What problem does this idea/product solve or what market need does it serve?

Enable ZERO Drunken driving and underage drinking in any city or state where its implemented. The market served is for All liquor manufacturers, alcohol serving locations and consuming citizens and smart ride providers.

What attributes will make this idea/product successful? Why do you believe that those features will create success?

Training, Precise execution, Tracking liquor consumption at every location or every consumer, Auditing, Technology enablement, one touch Smart ride services for every liquor consumer at every liquor establishment. MSR services and tools are simple process steps to use and easy to follow for any bar staff and customers irrespective of education background, intelligence and skill level

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

We conduct thorough market research and launch pilot program using proven process, tools and services in any given city or state with few sample set of liquor establishments before rolling out to entire city and state. Our team is the only ONE experienced within India or USA or around world to launch and implement this zero drunken driving program at state level partnership.