Kia India, one of the leading passenger vehicle manufacturers, has announced the commencement of Phase II of its ‘Buckle Up’ road safety initiative. The project is conducted in partnership with The Social Lab Foundation (TSL) and is supported by the Ministry of Road Transport and Highways (MoRTH).
The second phase was inaugurated by Ajay Tamta, Minister of State for Road Transport and Highways, at Transport Bhawan. As part of the launch, Kia India and TSL signed a Memorandum of Understanding (MoU) to expand the programme’s geographic reach into Delhi-NCR and Uttarakhand over the next two years.
Phase I, which ran from February 2024 to February 2026, focused on Gurugram in collaboration with local traffic police. Key outcomes included the installation of 750 crash barriers at high-risk locations and road safety education for 32,000 students across 100 schools.
Phase II (April 2026 – March 2028) shifts focus toward older students and expanded infrastructure. The programme aims to engage 20,000 students across 100 colleges using driving simulators and experiential modules to demonstrate real-world risks.
The initiative combines physical safety installations with behavioural training. Future infrastructure work includes placing additional crash barriers along the Delhi-Uttarakhand highway and in Gurgaon.
Key programme components for Phase II include:
- Simulated Training: Use of advanced driving simulators to teach safer driving behaviours to college students.
- Infrastructure Upgrades: Continued installation of safety barriers in high-risk zones.
- Awareness Campaigns: Integrated on-ground and digital engagement programmes.
- Geographic Expansion: Operations extending across Delhi-NCR and Uttarakhand.
Ajay Tamta, said, “Securing CMVR Type Approval for the Urbanova KE9 is a defining milestone for Keto Motors. This certification reinforces our commitment to delivering dependable, high-performance electric mobility solutions designed specifically for Indian roads and fleet operators. With approvals in place, we are now focused on accelerating customer deployments and supporting India’s transition toward clean, zero-emission public transport.”
Atul Sood, Senior Vice-President – Sales & Marketing, Kia India, said, “At Kia India, safety is a fundamental pillar of our mobility vision, extending beyond our vehicles to the communities we serve. ‘Buckle Up’ reflects our long-term commitment to creating safer mobility ecosystems through infrastructure enhancement and sustained behavioural change initiatives. With Phase II, we are scaling our efforts to reach young and first-time drivers while strengthening on-ground safety interventions. Through this initiative, we are proud to support the Government of India’s vision of safer roads and contribute meaningfully towards building a stronger culture of road safety across communities.”
Apoorva Sharma, Executive Director, TSL Foundation, added, “Our collaboration with Kia India in Phase I laid a strong operational foundation through targeted infrastructure and school-level engagement. With Phase II, we are building on these learnings to scale the programme across new geographies and age groups, further strengthening its impact through structured, experiential road safety interventions.”
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