Cuttack, Nov. 18: If it's pink, it's safe for women to ride.

Police today flagged off pink autorickshaws, the much-awaited women-friendly public transport system, in the city, which is the second one in the state after Bhubaneswar to introduce the dedicated safe transport facility for women.

Around 100 pink autos have been pressed into service in the first phase. The pink autorickshaw service will be available from five places - Badambadi, Cuttack railway station, SCB Medical College and Hospital, CDA Sector-6 and near the SB Women's College at Chandi Mandir Square.

Terming the pink autos as fully safe for women, police commissioner R.P. Sharma said a celebrity would shortly be roped in to act as the brand ambassador to popularise the service in the twin cities of Cuttack and Bhubaneswar.

"We are going to appoint a brand ambassador to popularise the service after holding discussion with the stakeholders shortly. Besides, incentives in the form of awards and other perks will also be provided to the drivers engaged in the service," said Sharma.

The auto service has been launched with the help of the autorickshaw associations and corporate house IMFA.

Sharma said the pink autorickshaw service was fully safe for women as drivers were selected after a rigorous screening process that included physiological tests and verification of criminal antecedents.

Autorickshaw owners, who are married and have a family, were given preference, a senior official said.

"There is a feedback form for the passengers so as to collect their experience and suggestions, which will be helpful in providing better facilities in the future," Sharma said.

Vice-president of the IMFA Sanjiv Das said: "We extended our support to the pink auto service as part of our corporate social responsibility. We will continue to support it in the future."

Of late, the police had been receiving several complaints of harassment and eve-teasing by auto drivers from women commuters.

Last year, the police had conducted a feasibility study, including infrastructure, to launch the pink auto service in Cuttack.

The police hope that after the success of the prepaid autorickshaw service in the city, which is available from the railway station, SCB Medical College and Hospital and Badambadi, this dedicated women-friendly auto service will also receive positive response from commuters.

Senior police officials said that another 100 autos would be added to the fleet depending on the response of the commuters.

Cuttack is the first city in the state where the prepaid autorickshaw service was introduced in 2011.

After the success of the prepaid auto service, the police said they hoped that the dedicated women-friendly auto service would also get positive feedback from the passengers.

"We are happy that the pink auto service has been introduced in Cuttack. The service will be of great assistance as it will help us commute freely and safely without any fear of harassment," said Jyotirmayi Mohanty, a student.