The Rickshaw Challenge was an idea born out of introducing an intrinsically Indian rally in the country, but later shaped up to be an experience for international visitors to indulge in.
The option to pimp rickshaws is offered to participants who take the Deluxe package.
These rickshaws then set off across India in a race to reach the final destination while exploring rustic parts of the country.
Based on the designs participants pick, the custom rickshaws come to life at a garage in Chennai, thanks to a designer named Srinivas, who is also a professional makeup artist for Adavu dancers.
People like to play around with the various available options to create a rickshaw that makes a statement they want to project.

Scandinavians often pick designs that feature sledge dogs and other common motifs of their country.
“Australians usually design their rickshaws like kangaroos or dedicate them to cricket symbols because they have seen their own country compete with India and think of the country as a land of cricket," reveals Jeyachendren reveals.

Since people are not used to seeing rickshaws so decked out, given that all states in India are given a specific shade of rickshaws that they have to stick to, they attract a lot of attention wherever they go.
Marketing the Rickshaw Challenge as a tourism venture for foreigners is what allows the organisers the leeway to customise these rickshaws.
From Morocco to the United Kingdom, people from all over the world come down to India to be a part of this quirky challenge.
The participants also put up slogans on their rickshaws that symbolise their personalities and agendas.
