India’s Radio Mirchi 98.3 FM has once again sent branded cabs around the city of Mumbai to help listeners who get stranded during the monsoon rains.

The station has been running the ‘Lift Karade’ (Lift me up) initiative for six years.

At this time of the year, the city often grinds to a halt when major roads are flooded and public transport becomes sporadic.

Radio Mirchi says the campaign aims to provide a reliable source of transportation in the rainy season for its fans.

The service began on July 9, just as the monsoon got into full swing.

Mirchi branded cabs hit he roads across the city offering a carpooling service. Although they can’t give rides to the entire population, the service has become invaluable for those who get stuck.

A visually challenged volunteer of the National Association for the Blind (NAB), Ms Khursheed was one of the many listeners who requested for the service, reports the station.

As most of the city’s public taxis had refused to ply the route to her workplace, she along with a few students asked Mirchi’s breakfast RJ Jeeturaj for help.

Jeeturaaj ordered the Lift Karade service to ferry them to work each day.

Commenting on the initiative, Preeti Nihalani, Cluster Head – Mumbai at Radio Mirchi, said: “We get immense pleasure when we get requests and we manage to put a smile on the faces of our listeners like Ms. Khursheed.”