Mumbai, July 14: Kia India, one of the country's mass-premium automakers, committed to create safer mobility ecosystems beyond the vehicles it manufactures, today announced the expansion of its flagship CSR initiative, Project Buckle Up, through the signing of a MoU with The Social Lab Foundation. The MoU was signed under the guidance of the Chief Minister of Uttarakhand, Shri Pushkar Singh Dhami.
During the discussion with CM, Kia India discussed the long-term vision and commitment towards strengthening road safety infrastructure and promoting sustainable community development in the state.
The collaboration marks the commencement of Phase III of Project Buckle Up and will focus on enhancing road safety along the Dehradun–Mussoorie Highway through the installation of smart solar-powered sensor streetlights at strategically identified locations. Designed to improve visibility during nighttime and adverse weather conditions, the initiative aims to create a safer travel environment for both residents and tourists while contributing to Uttarakhand's broader road safety objectives.
On the initiative Uttarakhand Government said,
“Uttarakhand welcomes KIA India’s commitment towards making our roads safer through the ‘Buckle Up’ Road Safety Initiative. As a state that receives millions of pilgrims and tourists every year, road safety is not merely an infrastructure priority but a shared social responsibility. Partnerships between the Government, industry and civil society are essential to creating lasting behavioural change. We appreciate KIA India and TSL Foundation for joining hands with the Government of Uttarakhand, and we look forward to strengthening this collaboration over the coming years to build a culture of responsible and safe mobility across the state.”
On the occasion, Mr. Atul Sood, Sr. Vice President, Sales & Marketing, Kia India said,
“At Kia India, we believe mobility should not only connect people and places but also inspire confidence and protect lives. Safety is therefore a responsibility that extends well beyond the vehicles we engineer—it encompasses the roads we travel, the communities we serve, and the partnerships we build. Through Project Buckle Up, we are creating a collaborative platform that brings together government, industry, educational institutions, and communities to drive meaningful improvements in road safety. As we expand this initiative, our ambition is to contribute to a future where safer roads become a shared responsibility and sustainable mobility becomes a way of life."
Commenting on the occasion, Mr. Sahil Arora, CEO, The Social Lab said,
“Road safety is a shared responsibility. We are proud to partner with Kia India and the Government of Uttarakhand to build a culture where every citizen returns home safely. This partnership between Kia India, the Government of Uttarakhand and TSL is a perfect example of how industry and government can come together to save lives. Our shared vision is simple – to make every journey across Uttarakhand safe.”
The expansion of Project Buckle-Up is built on the strong foundation of Phase II of the project under which over 20,000 students across 100 colleges in the Delhi-NCR region are engaged. The initiative also had a car simulator on wheels, providing experiential learning that enables young and first-time drivers to develop defensive driving skills, improve hazard perception, and cultivate responsible driving behaviour.
In addition, Kia India will work closely with the National Highways Authority of India , state government agencies, civil administrations, and implementation partners to undertake targeted infrastructure interventions, including the installation of speed attenuators along the Delhi–Uttarakhand highway corridor and the deployment of 500 Kia-branded road safety barricades, further strengthening road safety across key travel routes.
Recognizing that safer roads require both awareness and infrastructure, during the Phase I of the Project Buckle-Up, Kia India also partnered with the Gurugram Traffic Police and local administration to improve road safety at accident-prone locations across the city. Based on assessments conducted by the authorities, the company donated 750 reflective crash barriers, designed to improve visibility, regulate traffic movement, and reduce accident risks, particularly during nighttime and low-visibility conditions.
Project Buckle Up represents Kia India's broader commitment to advancing sustainable mobility by creating safer roads alongside safer vehicles. By integrating awareness, behavioural change, engineering-led infrastructure interventions, and collaborative partnerships, the initiative reflects the company's vision of delivering meaningful social impact that extends well beyond mobility solutions
