Bengaluru’s mobility agencies have launched STAMP: Nudging Commuter Behaviour, a new initiative targeting choice users — commuters who can afford to drive but may be persuaded to switch to public transport. With the Namma Metro Yellow Line set to open later in the year, the initiative hopes to convince more commuters to use Metro services.
Launched on Friday, 11 April, the initiative is backed by Bangalore Metro Rail Corporation Limited (BMRCL), Bengaluru Metropolitan Transport Corporation (BMTC), Electronics City Industries Association, Toyota Mobility Foundation, and WRI India.
As part of the initiative, the STAMP Innovation Challenge will invite startups and technology firms to design scalable mobility solutions rooted in behavioural science. Applications are open through June 2025. Selected teams will receive grants from a USD 100,000 implementation fund and mentorship from Ashoka University’s Centre for Social and Behaviour Change.
A 2023 working paper by the Toyota Mobility Foundation and WRI India titled "Improving Metro Access in India: Evidence from Three Cities" highlights that commuters often avoid metro services due to high last-mile costs and long wait times. The study reveals that high-income commuters (earning over Rs 60,000/month) tend to favour personal vehicles, citing expensive last-mile options as a key deterrent. In comparison to cities like Nagpur and Delhi, Bengaluru faces notably higher last-mile costs, posing challenges to metro accessibility. The integration of behavioural science is increasingly pivotal in urban mobility, facilitating data-driven interventions aimed at reshaping commuter behaviours and promoting public transport as the preferred mode of travel.
Officials say physical infrastructure won’t be enough to bring behavioural shifts. "BMTC operates a fleet of 6,800 buses and runs over 61,000 trips every day, helping more than 40 lakh people travel across Bengaluru. But adding more buses and routes isn’t enough,” said GT Prabhakar Reddy, Chief Traffic Manager (Operation), BMTC.
He further said, “To get more people to choose public transport, we also need to change how they experience it. That means making it easier, safer, and more comfortable—through better design, clear information, and small nudges. With our growing electric bus fleet and feeder services, we’re working closely with the metro to make public transport the first choice of commute in Bengaluru.”
“To shift commuter behaviour at scale, we need to go beyond infrastructure and look at how people interact with public transport. Through STAMP Nudge, we aim to enable targeted, data-driven solutions that make public transport and last-mile connectivity to public transport seamless, convenient, and the preferred choice for Electronic City's growing IT workforce,” said Pawan Mulukutla from WRI India.