Bengaluru: Tech challenge launched to cut personal vehicle use in Electronics City using behavioural science

STAMP challenge

To tackle traffic congestion in Bengaluru’s Electronics City, a new innovation challenge—STAMP: Nudging Commuter Behaviour—has been launched on April 11.

The challenge is aimed at reducing personal vehicle use by encouraging public transport through behavioural science and tech-based solutions.

With the Yellow Line of Namma Metro slated to open later this year, the initiative focuses on improving last-mile connectivity and addressing non-infrastructural factors—such as convenience, perception, and information gaps—that prevent people, especially affluent commuters, from shifting to public transport.

Also, read: Bengaluru's Electronics City Metro to be operational by May 2025

Launched jointly by the Bengaluru Metro Rail Corporation Limited (BMRCL), Bengaluru Metropolitan Transport Corporation (BMTC), Electronics City Industries Association (ELCIA), Toyota Mobility Foundation (TMF), and WRI India, the challenge invites startups and innovators to create scalable, behaviourally informed solutions to boost metro and BMTC feeder bus ridership.

“The Yellow Line will shift thousands of vehicles off the road. We invite companies in Electronics City to support public transport use through commuter-friendly solutions,” said  BMRCL managing director Maheshwar Rao.

Pras Ganesh of TMF said, “We started STAMP with WRI India to boost metro ridership using data-driven, people-first mobility solutions.” Vikram Gulati of Toyota Kirloskar Motor added, “Infrastructure alone isn’t enough. Lasting change requires shifting commuter behaviour.”

The challenge runs from April to June 2025 and includes a behavioural science bootcamp led by Ashoka University’s Centre for Social and Behaviour Change. Shortlisted teams will receive funding from a $100,000 grant, mentorship, and support to pilot their innovations.

Solutions are expected to include gamification, real-time nudges, and features that enhance accessibility, safety, and affordability. Winning pilots will be deployed by a member company of ELCIA, which represents hundreds of firms in Electronics City.

“Electronic City has always been a leader in innovation, and mobility is key to our growth,” said an ELCIA spokesperson. BMTC’s GT Prabhakar Reddy noted that alongside a fleet of 6,800 buses, better user experience is vital to attract more commuters.

A 2023 study by TMF and WRI highlighted that reducing last-mile costs and wait times is crucial to convincing high-income groups to adopt public transport.

Also, read: Startups to unveil solutions leveraging Bengaluru's real-time transit data