Indian radio DJ Rohit Vir is boycotting Mumbai’s famous rickshaws for a week and is cycling to work instead.

Despite being one of the world’s least bike-friendly cities, the Radio City jock has vowed to endure the 30 kilometre journey from Thane – on the outskirts of India’s commercial capital – to Bandra each day.

He says he is making a symbolic protest out of frustration at local rickshaw drivers (autowalas), who have a reputation for refusing fares when it suits them.

Rohit’s daily ‘Cyclathon’ has quickly become a major talking point on Radio City’s Mumbai station with listeners calling in when they spot him on the road.

He was flagged off on his journey by Bollywood singer Neeti Mohan.

Fellow Radio City DJ Salil along with another singer Abhijeet Sawant have even joined him on his journey.

Later this week, other celebrities are also expected to join in.

Rohit presents Radio City’s evening drive show Taka Tak Mumbai, weekdays from 5-9pm.