Policy Update
Pragya Raghav
Background
“The world is now in the middle of a new mobility revolution.” – Prime Minister Narendra Modi
The Shoonya Campaign was launched by NITI Aayog in partnership with the Rocky Mountain Institute (RMI), RMI India, and leading industry stakeholders on 15 September 2021. It promotes the use of electric vehicles (EVs) for urban deliveries and ride-hailing services as part of India’s transition towards cleaner and more sustainable mobility.
The word Shoonya originates from Sanskrit and means zero, symbolising the beginning of limitless possibilities. Reflecting this idea, the campaign seeks to accelerate the shift towards zero-emission transport while creating greater awareness about electric mobility. It combines corporate branding, public outreach, and impact assessment to encourage organisations contributing to cleaner transportation.
Industry stakeholders, including e-commerce companies, fleet aggregators, original equipment manufacturers (OEMs), and logistics companies, have been actively supporting the electrification of last-mile deliveries. The initiative began with a meeting chaired by Amitabh Kant, the then CEO of NITI Aayog, where nearly thirty organisations including Mahindra Electric, Tata Motors, Zomato, Sun Mobility, Lightning Logistics, BigBasket, Blue Dart, Hero Electric, and Swiggy expressed their commitment to the campaign. Since then, the initiative has continued to expand with participation from additional industry partners.The Shoonya Campaign Dashboard (2025) reports that more than 200 organisations have joined the campaign by signing the Shoonya Declaration, reflecting growing industry commitment to sustainable transportation and collaborative climate action.
Figure 1:
Source: Press Information Bureau, Government of India.
Functioning
The Shoonya Campaign operates through three major components. This improves transparency by allowing stakeholders to monitor environmental outcomes in real time.
Corporate Branding Programme
The Shoonya logo is displayed on electric vehicles, delivery parcels, and driver badges used by participating organisations. This branding programme recognises companies that have adopted electric vehicles for last-mile deliveries and increases the visibility of clean mobility among consumers.
An online impact dashboard is also maintained under the campaign to track its progress. It provides information on kilometres travelled by electric vehicles, carbon emission reductions, savings in air pollutants, and other environmental benefits achieved through zero-emission deliveries.
Consumer Awareness Drive
The campaign includes a public awareness initiative to educate consumers about the environmental and health benefits of electric vehicles. It encourages people to choose zero-emission rides and deliveries while promoting Shoonya as a recognised symbol of sustainable transportation across India.
Resource Toolkit
Shoonya also provides a digital resource toolkit to help individuals and businesses better understand electric mobility. The toolkit includes an impact dashboard, a comparison calculator that estimates the cost and carbon emissions of EVs against petrol, diesel, and CNG vehicles, as well as information on government incentives and financing options available for purchasing electric vehicles.
Figure 2:
Source: Press Information Bureau, Government of India.
Performance
Urban freight forms an essential part of India’s economy and supports the growing demand generated by urbanisation, population growth, and the rapid expansion of e-commerce. According to NITI Aayog (2021), urban freight demand is expected to increase by nearly 140 percent during this decade. However, conventional freight transport also contributes to air pollution, greenhouse gas emissions, traffic congestion, and rising transportation costs. The adoption of electric vehicles for last-mile deliveries offers an effective solution to reduce both operational costs and transport-related emissions. It supports the continued growth of e-commerce while creating environmental and economic benefits for businesses as well as consumers.
NITI Aayog and RMI (2021) estimate that urban freight vehicles account for nearly 10 percent of India’s freight-related carbon dioxide emissions, and these emissions are projected to increase by 114 percent by 2030 if conventional vehicle technologies continue to dominate the sector. Unlike conventional internal combustion engine (ICE) vehicles, electric vehicles produce no tailpipe emissions.
The Intergovernmental Panel on Climate Change (IPCC, 2022) notes that even after accounting for emissions generated during manufacturing, EVs emit approximately 15–40 percent less carbon dioxide over their lifetime while also requiring lower operating and maintenance costs. To encourage wider adoption, both the Central and State Governments have introduced financial incentives that reduce the initial cost of purchasing electric vehicles. These initiatives are expected to strengthen public awareness, improve consumer confidence, and build the capacity of Shoonya partners while promoting technological innovation and informed decision-making across the electric mobility sector.
NITI Aayog and RMI (2021) also emphasise that the use of electric vehicles lowers operating and maintenance costs, making them economically viable for commercial fleet operators. By showcasing successful business models and recognising organisations adopting EVs, the campaign has strengthened market confidence and encouraged more companies to electrify their fleets.
The effectiveness of the Shoonya campaign extends beyond vehicle deployment. According to NITI Aayog (2021), the campaign seeks to build awareness of the environmental and economic benefits of electric mobility through partnerships, recognition programmes, and knowledge-sharing initiatives. It also complements broader government initiatives such as the FAME II Scheme and the PM E-DRIVE Scheme of the Ministry of Heavy Industries (2024) by creating an enabling ecosystem for zero-emission transport.
Although challenges such as inadequate charging infrastructure, high upfront vehicle costs, and battery recycling remain, the campaign has played a catalytic role in accelerating India’s transition towards sustainable urban mobility. Overall, the available evidence indicates that Shoonya has been effective in mobilising industry participation, facilitating the deployment of more than 7.5 lakh electric vehicles, and advancing India’s broader clean mobility and climate objectives.
Government Initiatives Supporting Shoonya
Shoonya is supported by several complementary government initiatives that strengthen India’s broader EV ecosystem.
e-AMRIT Portal
The Government of India launched the e-AMRIT portal as a comprehensive source of information on electric vehicles. It provides details on EV ownership, investment opportunities, government policies, charging infrastructure, and available incentives, enabling consumers to make informed decisions regarding electric mobility.
Collaboration with IITs and the Asian Development Bank
NITI Aayog has partnered with leading Indian Institutes of Technology (IITs) and the Asian Development Bank (ADB)to promote innovation within the EV ecosystem. These collaborations focus on research, financing, skill development, supply chain improvement, and expansion of charging infrastructure.
Production Linked Incentive (PLI) Scheme
The Production Linked Incentive (PLI) Scheme supports domestic manufacturing of advanced automotive technologies by providing financial incentives to eligible manufacturers. It encourages the production of battery electric vehicles and hydrogen fuel-cell vehicles while strengthening India’s manufacturing capabilities and technological competitiveness.
Impact
The Shoonya Campaign promotes cleaner urban transport by accelerating the adoption of electric vehicles for last-mile deliveries, thereby reducing transport-related emissions and improving urban air quality. Led by NITI Aayog and RMI, the campaign brings together stakeholders from the e-commerce, logistics, fleet management, and automobile sectors to encourage fleet electrification. It also raises public awareness through digital outreach and recognition initiatives that highlight the environmental, economic, and health benefits of electric mobility.
Figure 3:
Source: Shoonya – Official Website (NITI Aayog, RMI & RMI India).
Figure 4:
Source: Shoonya – Official Website (NITI Aayog, RMI & RMI India).
According to updates published on the Shoonya platform, the campaign’s collaboration with Statiq supports India’s efforts to strengthen EV charging infrastructure. While Shoonya focuses on encouraging EV adoption, Statiq contributes by expanding access to reliable charging facilities. Industry estimates suggest that India will require more than 2.9 million public charging points by 2030, making such partnerships essential for large-scale electrification.
Figure5:
Source: Press Information Bureau (PIB), Government of India.(2022)
Similarly, Shoonya’s partnership with EVIFY supports the deployment of fully electric fleets while expanding charging infrastructure. Since road transport contributes nearly 12 percent of India’s energy-related carbon dioxide emissions, such collaborations play an important role in promoting cleaner urban mobility and reducing transport emissions.
Figure 6:
Source: Shoonya – Official Website (NITI Aayog, RMI & RMI India).
Since its launch in September 2021, the Shoonya campaign has evolved from a partnership of just 20 organisations into one of India’s largest collaborative initiatives. Within its first year, the campaign expanded rapidly, crossing 100 partners by April 2022 and strengthening public engagement through the release of its first brand film. It also established a partnership with MyGov in July 2022, followed by the inaugural Shoonya Forum in September 2022, which created a platform for dialogue among policymakers, industry leaders, and other stakeholders. By the end of 2022, the campaign’s awareness efforts had gained significant public attention, with its brand film receiving over 60 million views across digital platforms.
The campaign continued to strengthen its outreach in the following years. In 2023, Shoonya released its Shoonya Ki Shakti brand film to highlight the contribution of electric mobility to sustainable development. By March 2024, the campaign had expanded to more than 200 partner organisations, reflecting increasing industry confidence and participation in electric mobility. The Second Shoonya Forum, organised in April 2024, further encouraged collaboration between government agencies and private stakeholders.
Public awareness also continued to grow, with the Shoonya Ki Shakti campaign crossing 10 million views by June 2024. During the same year, Shoonya released another brand film celebrating India’s gig workforce, while the campaign’s progress was formally acknowledged in Parliament by Mr. Rao Inderjit Singh, Union Minister of State (Independent Charge) for the Ministry of Planning, highlighting its growing national significance. In September 2024, the campaign marked its third anniversary by launching regional outreach initiatives beginning with Tamil Nadu.
The campaign has also focused on building knowledge and long-term public engagement. In 2025, Shoonya introduced a national webinar series to promote awareness of electric mobility and launched the Shoonya Pathshala programme in Kendriya Vidyalaya schools across Delhi to educate students about sustainable transport. The campaign also organised its inaugural Leadership Roundtable at NITI Aayog, bringing together fleet operators to discuss challenges and opportunities in the transition to electric mobility.
According to the Shoonya Campaign (2025), one of its most significant achievements has been the economic impact generated by participating organisations, which have enabled fuel savings exceeding ₹1,000 crore through the adoption of electric vehicles. These milestones demonstrate that Shoonya has moved beyond being an awareness campaign and has become an important platform for industry collaboration, policy engagement, public education, and the large-scale promotion of electric mobility in India.
Emerging Issues
Despite these achievements, several structural challenges continue to affect the large-scale adoption of electric mobility.
RMI Managing Director Clay Stranger stated:
“Transitioning to clean transportation is critical as India continues to move forward towards a sustainable and resilient future. Competitive economics and available technology support the full electrification of India’s urban delivery fleets on an accelerated timeline, which will create tailwinds for other market segments to follow.”
This highlights the urgent need to accelerate India’s transition towards clean transportation.
Limited Availability of Reliable EVs and Driver Training
One of the major challenges is the limited availability of commercially reliable electric vehicles due to supply chain constraints. In addition, many drivers are not trained in energy-efficient driving practices, resulting in lower-than-expected vehicle range. According to the International Energy Agency (IEA), improvements in driving behaviour can significantly enhance battery performance and overall vehicle efficiency.
Battery Technology and Operational Efficiency
Battery performance remains a major concern for commercial fleet operators because it directly influences vehicle range, charging time, and operating costs. Selecting batteries that are safe, durable, and cost-effective is essential for expanding electric mobility. NITI Aayog estimates that India’s annual EV battery demand could exceed 260 GWh by 2030, highlighting the need for continued technological innovation.
Low Resale Value and Consumer Confidence
Uncertainty regarding battery health has reduced the resale value of electric vehicles, making many consumers hesitant to invest in them. This also affects financing and insurance decisions. According to NITI Aayog, India sold nearly 2.3 million electric vehicles in 2025, accounting for approximately 8 percent of all new vehicle sales. Strengthening the second-hand EV market will therefore become increasingly important.
Battery Reliability and Charging Infrastructure
Battery reliability continues to pose operational challenges for commercial fleets. Limited driving range, inaccurate battery charge estimation, and the absence of standard battery health assessment methods increase operating costs and reduce user confidence. Fleet operators often purchase batteries with additional capacity to minimise operational disruptions, which raises initial investment costs. Improving battery diagnostics, charging infrastructure, and standardised battery health assessments will be essential for accelerating EV adoption.
Financing and High Upfront Costs
Although electric vehicles have lower operating and maintenance costs over their lifetime, their initial purchase price remains significantly higher than that of conventional vehicles. This creates a major barrier for small businesses, delivery partners, and individual fleet operators who often rely on loans to purchase vehicles. Financial institutions also remain cautious because of concerns regarding battery depreciation, uncertain resale value, and evolving technologies. According to NITI Aayog and Rocky Mountain Institute (2022), improving access to affordable financing through dedicated EV loan products, leasing models, and innovative financing mechanisms is essential to accelerate large-scale adoption of electric mobility. The report also emphasises that reducing financial risks for lenders and borrowers will play a crucial role in expanding the EV market.
Regional Disparities in EV Adoption and Infrastructure
The adoption of electric vehicles remains uneven across India, with states such as Delhi, Maharashtra, Karnataka, Tamil Nadu, and Gujarat recording much higher EV adoption than many other states. According to NITI Aayog, RMI and RMI India (2021), differences in charging infrastructure, state-level incentives, policy implementation, and electricity availability have created significant regional disparities in electric mobility. Consequently, businesses operating in less-developed regions face greater challenges in shifting to electric vehicles. NITI Aayog (2021) further states that achieving nationwide EV adoption will require balanced regional development through expanded charging infrastructure, consistent policy support across states, and greater investment in underserved regions.
Way Forward
Going forward, Shoonya can play a larger role by strengthening collaboration across the entire electric mobility ecosystem rather than focusing solely on vehicle adoption. Electric mobility depends on effective coordination among vehicle manufacturers, charging service providers, financial institutions, insurance companies, technology firms, fleet operators, and roadside assistance providers. Stronger collaboration can improve access to affordable financing, expand charging infrastructure, strengthen after-sales services, and make electric vehicle ownership more convenient for businesses and consumers.
At the same time, continued investment in consumer awareness remains equally important. Educating people about the economic, environmental, and health benefits of electric vehicles can improve consumer confidence and encourage wider adoption. By promoting collaboration, knowledge sharing, and informed decision-making, Shoonya can contribute significantly to India’s long-term clean mobility transition and its commitment to sustainable, low-carbon development.
References
- NITI Aayog. (2021). Shoonya – Zero Pollution Mobility Campaign. Government of India.
https://shoonya.info/ - NITI Aayog. (2021). Shoonya Campaign: Accelerating Zero-Emission Urban Mobility in India. Government of India.
https://www.niti.gov.in/ - Rocky Mountain Institute (RMI). (2021). Shoonya: Driving India’s Transition to Zero-Emission Urban Mobility.RMI India.
https://rmi.org/ - Rocky Mountain Institute (RMI) India. (2022). Shoonya Campaign Resources and Industry Insights. RMI India.
https://rmi.org/ - Press Information Bureau. (2021, September 15). NITI Aayog launches Shoonya Campaign to promote zero-pollution electric mobility. Government of India.
https://www.pib.gov.in/indexd.aspx?reg=48&lang=2 - Ministry of Heavy Industries, Government of India. (2025). Press release about the use of EV
https://heavyindustries.gov.in/hi - International Energy Agency. (2025). India Energy Policy Review. International Energy Agency.
https://www.iea.org/
About the Contributor
Pragya Raghav is pursuing a B.A. (Hons.) in History at Mata Sundri College for Women, University of Delhi, with a minor in Political Science. She is passionate about public policy, international relations, governance, climate policy, and sustainable development. Through research and policy analysis, she aims to contribute to evidence-based policymaking and create meaningful social impact.
Acknowledgement
The author expresses sincere gratitude to IMPRI (Impact and Policy Research Institute) for providing the opportunity to prepare this policy update article and deepening the understanding of sustainable mobility and public policy. She also acknowledges the NITI Aayog, Shoonya Campaign, Rocky Mountain Institute (RMI), the Ministry of Heavy Industries, the Press Information Bureau (PIB), and the International Energy Agency (IEA) for making reliable information and official resources publicly accessible, which greatly supported this research.
Name of the reviewer: Ayan Bordoloi and Vishal Kum
Disclaimer: The views and opinions expressed in this article are solely those of the author and do not necessarily reflect the views, policies, or positions of IMPRI (Impact and Policy Research Institute) or any other affiliated organisation.
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