MAM
Atypical Advantage empowers 200 plus disabled artists with Rs 1 cr livelihood
Mumbai: In a remarkable step towards inclusivity and empowerment, Atypical Advantage, India’s leading livelihood platform for people with disabilities, celebrates a significant milestone. Over 200 artists with disabilities have collectively earned more than Rs 1 crore through collaborations between Atypical and various brands across India.
More than 250 plus brands including Nestle, Accenture, Godrej, Amazon, Tata Power, Adani, Pepperfry, Dell Technologies, Tata Steel, Mad Over Donuts, and others have partnered with Atypical Advantage to educate and entertain their millions of employees while providing a platform to help artists with disabilities be self-sufficient and earn a dignified income.
Over the past three years, this initiative has provided livelihood opportunities across various sectors, spanning singing, dancing, stand-up comedy, motivational speaking, visual arts, as well as freelance services like voiceover, content writing, and photography. Artists who have benefited from these opportunities are from all across the country and encompass a diverse range of disabilities such as visual disability, down syndrome, hearing impairment, and more.
Varun Naren, an artist from Mumbai with autism spectrum disorder, has earned nearly Rs. 2,70,000 through artwork sales and corporate doodling sessions. He said, ‘My artistic journey has been incredibly fulfilling, and teaching doodling at corporate events has allowed me to share my passion and be financially independent.’ Another artist with autism spectrum, Karthik Krishnamurthy, a renowned singer based in Chennai, has earned close to Rs. 85,000 from the platform with a series of shows, including Sa Re Ga Ma Pa, where he was a finalist.
Atypical Advantage founder & CEO Vineet Saraiwala stated, “As a visually impaired individual myself, I understand the importance of livelihood. We are thankful to our partnered brands and by 2030, we aim to positively impact the livelihood of over 1000 artists with disabilities and generate earnings exceeding 15 crore”.
Popular brand Arvind Ltd’s ‘Fashion for All’ campaign, Nestle’s #MotherhoodMadeMemorable campaign where artists with disabilities created hampers for maternity break mothers, inclusive brunches with performances by artists with disabilities across 6 Leela Properties and 11 Lalit Properties in December 2023, Mad Over Donuts’ artwork exhibition by disabled artists in their selected stores, Pepperfry’s promotion of digital art created by artists with disabilities in 43 stores across 10 plus cities, Tata Power’s sports carnival showcasing Mallakhamb performances by disabled individuals along with simulation games for employee sensitisation, and other notable initiatives have contributed significantly towards livelihood generation and awareness-raising.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
