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Tata Motors kick-starts a movement this International Women’s Day with ‘Her Key’ Press kit

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7 March, 2019

To commemorate the International Women’s Day, Tata Motors has kick-started its ‘Her Key’ initiative to inspire more Indian women to get behind the wheel and take up the Driver’s Seat. Indian women today, are progressing very fast and have proved themselves across various fields & walks of life. Their contributions are significant and contribute to country’s growth. However, women make only 11% of all the drivers on Indian roads today. Lot of Indian women still refrain from driving and are hesitant or feel under confident towards it. We want to change this situation.

Drawing inspiration from the contributions of women to the society, TML believes that encouraging more women to drive will have far-reaching benefits for society. It seeks to make women realise the sense of independence that one attains when one learns driving. Hence, this Women’s day, Tata Motors has rechristened the second key of its vehicles as "Her Key". The "Her key" initiative seeks to encourage women to take charge of their lives. Not just take the wheel of the car in your hands but take the wheel of your life in your hands

Speaking on this initiative, Mr Sibendra Barman – Head, Sales, Marketing & Customer support PVBU, Tata Motors, said "Inspired by the women who get behind the wheel every day, we at Tata Motors are striving to kick-start a movement which encourages more women to take up the driver’s seat. Hence, this Women’s Day, Tata Motors has rechristened the second key of its vehicles as ‘Her Key’ because we believe it is liberating for a woman to drive. We are confident that this initiative will instil a lot of self-belief and help overcome the inhibitions of Indian women when it comes to driving and encourage them to get behind the wheel more often."

About Tata Motors

Tata Motors Limited (BSE: TATAMOTORS), a USD 45 billion organisation, is a leading global automobile manufacturer of cars, utility vehicles, buses, trucks and defence vehicles. Part of the USD 100 billion Tata group, Tata Motors is India’s largest and the only OEM offering extensive range of integrated, smart and e-mobility solutions. Tata Motors has operations in the UK, South Korea, Thailand, South Africa, and Indonesia through a strong global network of 109 subsidiary and associate companies, including Jaguar Land Rover in the UK and Tata Daewoo in South Korea.

With a focus on engineering and tech enabled automotive solutions catering to the future of mobility, Tata Motors is India’s market leader in commercial vehicles and amongst the top four in the passenger vehicles market. With ‘Connecting Aspirations’ at the core of its brand promise, the company’s innovation efforts are focused to develop pioneering technologies that are sustainable as well as suited to evolving aspirations of the market and the customers. Tata Motors strives to bring new products that fire the imagination of GenNext customers, fueled by state of the art design and R&D centers located in India, the UK, Italy and Korea. Internationally, Tata commercial and passenger vehicles are marketed in countries, spread across Europe, Africa, the Middle East, South Asia, South East Asia, South America, Australia, CIS, and Russia.

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