Mumbai Metro Rail Corporation (MMRC) is planning strategic promotional initiatives to increase ridership on the Aqua Line (Metro Line 3), the city’s underground rapid transit corridor connecting South Mumbai to Aarey. Spanning 33.5 kilometres, the line has been inaugurated in three phases, with the final stretch to Cuffe Parade expected to become operational by the end of August 2025.
Currently, the operational 12.69 km section, which includes the recently launched 9.77 km stretch from Bandra Kurla Complex to Worli, serves over 52,500 passengers on weekdays. Prior to this segment’s opening, ridership averaged just 91 passengers per trip despite trains accommodating up to 2,500 passengers, highlighting the urgent need for targeted outreach to commuters. MMRC projects that daily ridership will reach 1.4 million passengers once the full line is functional. To achieve this, MMRC plans to appoint a professional agency to promote the Aqua Line. Proposed strategies include identifying major commercial hubs near stations, installing kiosks with QR codes to facilitate app downloads, and offering discounted first-month passes. Officials emphasise that this will mark the first time the corporation has implemented such comprehensive promotional campaigns, which may also involve engagement with corporate offices and private agencies.
Potential collaborations are being explored with online platforms, mobile wallet providers, IRCTC, and the Indian Railways’ UTS ticketing system to expand accessibility. Talks with Google Maps aim to integrate Line 3 into its search results, improving commuter convenience and route visibility. For enhanced last-mile connectivity, MMRC is engaging with private taxi operators, e-bike services, and bus operators, ensuring seamless travel from stations to final destinations. The promotional activities are expected to commence toward the end of 2025, shortly after the full line becomes operational. The Aqua Line’s project cost has been revised to Rs 372.76 billion, up from the initial Rs 231.36 billion, with the increase primarily attributed to construction delays. Environmental concerns, particularly tree felling in South Mumbai and the planned Aarey car depot, had also contributed to project delays, sparking public debates on sustainable urban infrastructure.
Experts highlight that the promotion strategy aligns with Mumbai’s broader objectives of zero-net-carbon, eco-friendly, and equitable urban transit. By incentivising ridership and improving accessibility, these measures are expected to reduce dependence on private vehicles, thereby lowering urban congestion and emissions. Officials stress that the integration of Metro services with last-mile connectivity and digital platforms reflects a sustainable and commuter-centric approach to urban mobility. As MMRC prepares to implement these initiatives, the Aqua Line is poised to become a pivotal part of Mumbai’s metro network, offering faster, safer, and more sustainable travel across the city. The planned promotions are likely to enhance public engagement and encourage wider adoption, marking a transformative step in Mumbai’s urban transit landscape.
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