Kia India Expands ‘Buckle Up’ Road Safety Initiative with Phase II Launch
Kia India has announced the launch of Phase II of its flagship road safety initiative, ‘Buckle Up’, reinforcing its position as a responsible mobility leader. The initiative is being executed in partnership with The Social Lab Foundation (TSL) under the aegis of the Ministry of Road Transport and Highways (MoRTH).
To mark this expansion, Kia India and TSL signed a Memorandum of Understanding (MoU). The second phase was officially inaugurated at Transport Bhawan, New Delhi, by Shri Ajay Tamta, Hon’ble Minister of State, MoRTH, alongside senior government officials and Kia India leadership.
Expanding Reach and Educational Impact
Scheduled to run from April 2026 to March 2028, Phase II significantly expands the scale and geographic footprint of the road safety program.
Key educational targets for Phase II include:
- Extending the initiative across Delhi–NCR and Uttarakhand over the next two years.
- Engaging approximately 20,000 students across 100 colleges.
- Utilizing advanced driving simulators and structured experiential learning modules to teach real-world risks and promote safer driving behaviors among young road users.
Infrastructure Upgrades and Awareness Campaigns
In addition to behavioral education, Kia India is heavily investing in physical safety measures. The initiative will strengthen road safety infrastructure by installing additional crash barriers in identified high-risk zones, including Gurgaon and stretches along the Delhi–Uttarakhand highway.
These infrastructure enhancements will be supported by integrated awareness campaigns utilizing both online platforms and on-ground engagement programs. This dual approach aims to advance Kia India’s long-term vision of cultivating safer mobility ecosystems across communities.
Building on the Success of Phase I
The ambitious goals of Phase II are built upon the successful operational foundation laid during Phase I, which operated from February 2024 to February 2026.
During the initial phase, Kia India achieved significant milestones:
- Partnered with the Gurugram Traffic Police to address road safety through both infrastructure and behavioral awareness.
- Installed 750 crash barriers across high-risk stretches in Gurugram.
- Conducted structured road safety education programs across 100 schools, reaching nearly 32,000 students.
Phase I successfully established a scalable, outcome-driven model for community-led road safety by integrating tangible infrastructure upgrades with youth-focused engagement.
Frequently Asked Questions (FAQs)
What is the primary goal of the ‘Buckle Up’ Phase II initiative? The initiative aims to build safer mobility ecosystems through a combination of measurable infrastructure enhancements and sustained behavioral change campaigns, supporting the Government of India’s vision for safer roads.
Who is Kia India partnering with for this initiative? Kia India has signed a Memorandum of Understanding (MoU) with The Social Lab Foundation (TSL) to expand and scale the project.
Which geographic regions will Phase II focus on? Phase II will significantly expand the program’s footprint across Delhi–NCR and Uttarakhand.
How will the program educate young drivers? The program will engage students using advanced driving simulators and experiential learning modules designed to help them understand real-world driving risks and adopt safer behaviors.
What physical infrastructure improvements are included in Phase II? The initiative includes the installation of additional crash barriers in high-risk zones, specifically focusing on Gurgaon and the Delhi–Uttarakhand highway.
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