Cash Ur Drive Marketing Limited has secured a public–private partnership with Nagar Nigam Rishikesh to develop, operate and maintain 10 electric vehicle charging stations across the city, the company announced on 2 January. The initiative will run under a Design, Build, Finance, Operate and Maintain model for a 10-year concession period and includes rights to deploy advertising at the charging locations.
EV charging stations in Rishikesh to combine infrastructure and advertising
Under the agreement, Cash Ur Drive will pay a one-time project fee of ₹2 lakh and a floor-linked payout of ₹7.35 per kWh, payable quarterly after the contract is finalised. The sites are intended to serve both as essential EV infrastructure and as high-visibility urban touchpoints where the company can deploy brand communication formats.
The arrangement reflects an integrated approach to urban mobility where charging services and out-of-home media reinforce one another. By combining charging throughput with advertising inventory, Cash Ur Drive aims to monetise usage-based revenue while capturing long-duration visibility for advertisers at city locations that attract motorists and pedestrians.
Raghu Khanna, Managing Director and Chairman of Cash Ur Drive Marketing Limited, said the project represents a “meaningful step” in the company’s transition towards infrastructure-led growth. He added that EV charging stations with integrated advertising rights play to the business’s transit and outdoor media strengths by offering recurring revenues and prolonged visibility for brands.
The project arrives as electric vehicle adoption accelerates across India, supported by central and state incentives, improved vehicle availability and municipal interest in sustainable mobility solutions. Charging infrastructure remains a key enabler for wider EV uptake, and partnerships with local governments are a common route to on-street deployment in dense urban areas.
Operationally, the DBFOM model shifts a portion of development and financing responsibility to the private partner while maintaining municipal oversight of site selection and public convenience. Over a 10-year concession, Cash Ur Drive will be responsible for ensuring uptime, maintenance and customer experience at each charging location.
From a commercial perspective, the floor-linked payout provides a predictable revenue base linked to energy dispensed, while advertising formats offer upside as footfall and local commerce grow. The combination is designed to make the assets capital-efficient and scalable, allowing Cash Ur Drive to replicate the model in other municipalities if early targets are met.
City authorities in Rishikesh stand to benefit from expanded EV infrastructure without the full capital burden of rollout. The presence of branded charging hubs can also support broader sustainability goals and improve the city’s readiness for growing numbers of electric two-wheelers and cars.
Analysts following transit media and urban mobility note that such hybrid projects reflect a broader trend where media companies diversify into physical infrastructure to secure long-duration revenue streams. If the Rishikesh deployment performs as planned, it could provide a template for similar tie-ups in other medium-sized Indian cities.
Cash Ur Drive’s move into EV charging underscores a strategic pivot towards predictable, infrastructure-backed platforms that complement its outdoor advertising business. With municipal cooperation and supportive policy settings, the firm says it sees potential to scale the model thoughtfully over time.
Key Takeaways:
- Cash Ur Drive won a 10-year PPP to build and operate 10 EV charging stations in Rishikesh with integrated advertising rights.
- The company will pay a one-time fee of ₹2 lakh and a floor-linked payout of ₹7.35 per kWh, payable quarterly.
- The locations offer dual revenue streams from charging services and advertising, supporting long-term, scalable green infrastructure.
- Project aligns with rising EV adoption and municipal support for sustainable urban mobility.
