In a bid to present a more friendly face of Chennai to foreigners, Tamil Nadu Tourism Development Corporation (TTDC) has branded a batch of 27 auto rickshaws as 'tourist friendly.'

These vehicles sport a different colour code and showcase the state tourism's brand slogan 'Enchanting Tamil Nadu' and pictures of tourist spots. TTDC has trained the drivers on etiquette. The vehicles have been deployed in front of star hotels, railway stations and tourist spots, though the scheme will be inaugurated only next week. TTDC received the nod from the home and transport department to change the colour code to light yellow a month ago

"These vehicles are the approved prototypes," said TTDC managing director M Rajaram. The corporation is drawing up a fare card for these autos, which would be similar to the fare cards issued by the road transport office. The auto rickshaws will offer fixed rates for half-day and full-day trips.

"We have become brand ambassadors for the project. This will inspire other drivers to join us," said Ramachandran, a driver, who joined the programme. "I became interested after I attended the TTDC training sessions. Many drivers are hesitant, fearing a drop in earnings," he said.

With the TTDC planning to add 12 more auto rickshaws to the scheme, Ramachandran and his friend Purushothaman are trying to get friends to join them. "We are asking them to shed their pessimism and join the scheme," Purushothaman said.

The initiative is a culmination of a series of steps taken by the TTDC after they received complaints from foreign tourists that they were being harassed by auto rickshaw drivers.

"More than 50 lakh foreigners visit Chennai every year, it was important to train the people who form part of the 'touch and feel' aspect of the city," Rajaram said.