NEW DELHI, India, 09 March 2026: Strengthening its commitment to responsible mobility, Kia India announced the launch of Phase II of its flagship road safety initiative, ‘Buckle Up’, in partnership with The Social Lab Foundation (TSL) under the aegis of the Ministry of Road Transport and Highways (MoRTH). To mark the next phase of the initiative, Kia India and TSL signed a Memorandum of Understanding (MoU) aimed at expanding the programme’s scale and impact. Phase II was inaugurated by Ajay Tamta, Hon’ble Minister of State, MoRTH, at Transport Bhawan, in the presence of senior government officials and Kia India leadership.
Launched in February 2024, the first phase of the ‘Buckle Up’ programme focused on improving road safety in Gurugram through a combined approach of infrastructure enhancement and behavioural awareness. In collaboration with Gurugram Traffic Police, the initiative facilitated the installation of 750 crash barriers across high-risk stretches while delivering structured road safety education programmes in 100 schools, reaching nearly 32,000 students.
Building on this strong foundation, Phase II (April 2026 – March 2028) will significantly expand the initiative’s geographic reach and engagement scale. The programme will extend across **Delhi–NCR and Uttarakhand, engaging nearly 20,000 students across 100 colleges through advanced driving simulators and experiential learning modules designed to promote safer driving behaviours among young and first-time drivers. In parallel, the initiative will strengthen road safety infrastructure through the installation of additional crash barriers in high-risk zones, including **Gurugram and along the Delhi–Uttarakhand Highway. These efforts will be complemented by integrated awareness campaigns across digital platforms and on-ground engagement programmes.
Speaking at the event, Ajay Tamta, Hon’ble Minister of State, MoRTH, highlighted the importance of collaboration between government and industry to strengthen road safety and reduce accidents across the country.
Commenting on the initiative, Mr. Sood said:“Safety is a core pillar of Kia India’s mobility vision, extending beyond our vehicles to the communities we serve. Through ‘Buckle Up’, we are working to strengthen both infrastructure and behavioural awareness, helping build a stronger culture of road safety. With Phase II, we are expanding our efforts to reach young and first-time drivers while supporting the Government of India’s vision for safer roads.”
Apoorva Sharma, Executive Director of The Social Lab Foundation, added that the collaboration will continue to scale structured, experiential road safety programmes across new geographies and age groups.
Through the ‘Buckle Up’ initiative, Kia India aims to build a scalable, community-led model for road safety, aligned with national priorities and focused on measurable impact
