“If you had met me just a few years ago, I would have cried on your shoulder to start with," says the sprightly Revathi Roy, "My husband died after his long battle with heart disease. His treatment and hospitalisation took away not only my savings but even my mother's money. I was desolate and devastated because I had to bring up three children on my own. All around me, everything collapsed and nothing, it seemed, could bring me out of the mess. But I discovered, like many women, that the night is darkest before the dawn and one day, I started a new business project that has given me not only financial independence, but also immense joy."

Revathi is a Kannadiga who was married to a staunch Bengali and worked in marketing with a leading newspaper to start with. After her marriage, she started her own business in interior décor accessories like doors and windows and did reasonably well. "But in every venture, though the money was good, I had a nagging problem with 'dependency'. At any time, carpenters, designers, glass cutters etc could let me down. Without their skill and efficiency, I could not run my business. Soon I got tired of this stress and closed this business too."

Around this time, Revathi's young husband became seriously ill with his heart ailment and needed constant care and hospitalisation. Revathi gave up all activities and devoted her time to looking after her sick husband. His death at an early age came as a huge blow not only to her, but also to her three sons. Then, thinking of what she could do, Revathi discovered that her passion for driving could be the seed of a new business that could support her family. "I initiated Forsche, a taxi service for women by women drivers as my personal adventure with a bank loan," she recalls, "I started this venture at the most crucial time in my life. I talked incessantly with Mumbai's taxi drivers and learnt their secrets of tracking and finding places. Then with one custom-made air-conditioned car, I applied for the required licenses and started Forsche, a taxi service run by women for women.

The venture I started with one taxi succeeded by dint of hard work from me and my team of women drivers. I have 18 taxis in Mumbai today and many of them are on permanent contractual hire by big companies for their women executives. All taxis branded by Marie Claire today. Around eight taxis are free for hire. I started this business with me doing all the work including taking office calls. Today, I have an office, a staff and a team of uniformed women drivers,” she says.

On demand
The service is called "Travelroom on Demand" because the taxis promise women security, peace and relaxation and space! There is a 'fresh up' kit in every taxi to help a customer use lipstick, mirror, a touch of powder or a perfume. There is also a stand for a laptop for doing any last minute work. A woman can relax, listen to music or just take a nap in the luxurious interiors of the taxi. “We offer a tension free service to women on the go by checking the route to their destinations, by expert maintenance of the vehicles and working through the tracking system fitted in every taxi.  A customer has just to phone Forsche, and a smart woman driver is at her doorstep within a short time. I am now thinking of going for a public issue of shares of the company. We are already in talks for starting the service in Delhi and Bangalore,” says Revathi

In an age when women are travelling at odd hours for work and taking on huge responsibilities for their businesses or for their employers, this service is vital and very useful, say many companies and women executives. Hotels all over the world have set up special rooms on all women floors for travelling women executives and entrepreneurs. India is one of the first countries to set up such a taxi service, the others being Singapore, Hong Kong and the USA. "With the uniqueness of the venture, we have had tremendous publicity," says Revathi, "We launched on International Women's Day last year and things have gone from strength to strength since then. Business houses and corporates are showing a keen interest in us and things will only get better. My fundamental principle is: If you believe in your concept, you are bound to succeed. You set the sails and God will blow the wind! Forsche has set sail and I'm sure, positive winds will take us in the right direction towards success!"

For those who wish to contact Forsche: email: forsche@rediffmail.com cell: 9892819245 and tel. 022 24324161/62