India’s intercity bus sector is undergoing a significant transformation as organised operators focus on delivering safer, more comfortable and technology-driven travel experiences. Since its launch, IntrCity SmartBus has played a key role in changing the perception of long-distance bus travel by introducing premium onboard amenities and digital services while expanding its footprint across the country. In this interview with Bus Coach India, Manish Rathi, Co-founder and CEO, IntrCity SmartBus, reflects on the company’s growth journey, the evolution of organised intercity mobility, and why India needs a structured, industry-wide framework to make bus travel safer for every passenger.
Q: IntrCity SmartBus has completed nearly seven years of operations. How has the journey evolved?
We started our journey in 2019 after spending several years understanding India’s mobility landscape through rail travel. One thing became very clear to us that the future of long-distance travel in India lies on roads. While railway infrastructure has its own limitations, the government has significantly expanded highway networks over the last decade. Travel times have reduced dramatically, making buses a much stronger alternative. Our mission was to change people’s perception of bus travel. Traditionally, buses were seen as the last option when train tickets were unavailable. We wanted to create a bus experience that could stand alongside rail travel in terms of comfort, convenience and reliability. Features such as onboard washrooms, sleeper coaches, trained bus captains and technology-enabled services were introduced to bridge that gap. Today, we have emerged as one of India’s largest organised intercity bus brands with operations across almost every state except the Northeast.
Q: Passenger safety has become one of the most discussed issues in the bus industry, particularly after recent fire incidents. What is your perspective on improving bus safety in India?
Safety cannot be viewed as a collection of isolated measures. It has to become an organised industry-wide framework. If we look at aviation and railways today, their safety standards were not developed overnight. They evolved over decades through regulatory bodies, investigation mechanisms, standard operating procedures and continuous improvements after every incident. Unfortunately, the bus industry still lacks such an institutional framework. Today, there is no single national body that investigates bus accidents, recommends improvements or creates uniform safety standards. Every operator follows different practices, body builders work differently, certification processes vary and there is limited coordination among stakeholders.
The first requirement is to recognise that bus transport is a mature industry deserving of organised regulation. We need a dedicated framework where manufacturers, body builders, transport authorities, safety experts, operators and policymakers work together. Similar to aviation, every bus should have a transparent safety history, inspection records and compliance documentation that can easily be verified. At IntrCity SmartBus, we believe India needs a long-term roadmap spanning the next decade to establish comprehensive national standards covering vehicle construction, fire protection, maintenance, inspections and operational safety. Only then will passengers regain complete confidence in organised bus travel. Of course, individual safety measures such as fire suppression systems, emergency exits, driver training and periodic maintenance remain important, but they are only one part of a much larger ecosystem.
Q: What initiatives has IntrCity SmartBus implemented to enhance passenger safety?
Safety has always been central to our operating philosophy. One of our earliest innovations was introducing the role of the Bus Captain. Traditionally, buses had drivers and cleaners, but there was no dedicated passenger service representative comparable to airline cabin crew or railway ticket examiners. The Bus Captain is responsible for passenger assistance, coordination and safety throughout the journey. We have also established a dedicated Command Centre that continuously monitors our buses across India. Unlike a conventional customer support centre, the Command Centre actively tracks vehicle movement, stoppages, route deviations and operational performance in real time. If any bus remains stationary beyond expected limits or if unusual situations arise, our teams immediately investigate and coordinate corrective action. Our buses are equipped with CCTV systems, GPS tracking and Wi-Fi connectivity, enabling constant operational visibility. This allows us to respond quickly to emergencies while ensuring passengers remain informed throughout their journey. These technology-driven interventions have significantly strengthened passenger confidence and operational discipline.
Q: How do you see electric buses fitting into long-distance operations?
Electric buses certainly represent the future, but the technology is still evolving for long-distance intercity operations. Our average routes cover between 550 and 600 kilometres, which presents significant challenges for current battery technology and charging infrastructure. Beyond charging, safety standards for electric buses also require further development. Thermal management, fire response systems and crash safety protocols need greater standardisation before large-scale deployment on long-distance routes. We believe the segment will mature over the next few years, but current economics and infrastructure are not yet sufficient for widespread private adoption without policy support.
Q: Women’s safety has become an important focus area across public transport. How is IntrCity SmartBus addressing this?
Women’s safety requires both infrastructure and operational discipline. One of the simplest yet most important amenities is access to clean washrooms. Many women traditionally avoided long-distance bus travel because of inadequate restroom facilities during journeys. By providing onboard washrooms on several services, we addressed an important concern related to comfort and dignity. The Bus Captain also plays an important role in ensuring a secure environment onboard. We have implemented clear seating protocols, behavioural guidelines and escalation procedures for any inappropriate conduct. Our Command Centre continuously monitors buses during their journeys, particularly overnight services. Live GPS tracking enables passengers to share their journey status with family members, while CCTV monitoring provides additional security. We have also established defined emergency response mechanisms. If required, our teams can immediately coordinate with local authorities and emergency services. These measures have helped build trust among women travellers, who today constitute a significant share of our customer base.
Q: Infrastructure appears to be a major area of investment for IntrCity SmartBus. Why is this becoming increasingly important?
To address this challenge, we have started developing dedicated mobility hubs and premium boarding lounges. These facilities function like mini bus terminals with organised waiting areas, boarding points and passenger amenities. We recently launched major facilities in Anand Vihar and Katra, while another is under development in Pune. Our long-term vision is to establish similar infrastructure across multiple cities. Beyond passenger convenience, these hubs also support vehicle servicing, maintenance, workshops and operational management. Such integrated infrastructure will ultimately improve reliability, safety and service quality across the industry. This is an area where private operators must take leadership while working closely with government agencies and ecosystem partners.
Q: IntrCity SmartBus has publicly stated its ambition to achieve ₹1,000 crore in revenue by 2027. What will drive this growth?
Our current network includes around 700 buses, and we plan to expand it to approximately 1,100 buses over the next 18 to 24 months. While we have established a strong presence across major Tier I cities, our next phase of growth will focus on connecting Tier II and Tier III towns where organised intercity mobility remains under-served. Expansion is not just about adding more buses. We are investing equally in the supporting infrastructure required to operate efficiently at scale. Our growth strategy rests on three major pillars. The first is network expansion through additional buses and new routes connecting more cities across India. The second is infrastructure development. We are investing in boarding lounges, mobility hubs and organised passenger facilities across multiple locations. Today, we already have nearly one lakh square feet of boarding infrastructure, and this network will continue expanding. The third pillar is technology and innovation. We continue investing in smarter vehicle systems, predictive maintenance, passenger experience enhancements and advanced safety technologies. We are also exploring future innovations that can improve emergency response and passenger protection during unforeseen situations.