When the Highways Did Not Stop, But Dreams Almost Did

While the country was locked down, highways were still alive.

Our Ustaads – truck drivers, fleet owners, and ground operators – were out there day in and day out. They drove through fear, uncertainty, police checks, closed dhabas, and social isolation. They carried food, medicines, grains, cement, oxygen, and essentials that kept India running.

But behind every moving truck, there was a family standing still.

During COVID, we started receiving calls that stayed with us.

“Sir, aap truck walon ke liye kaam karte ho. Hamari beti ki padhai chhut gayi hai.”
“School band hai, income band hai, kaise padhayenge?”
“Driver hoon, duty toh karni pad rahi hai, par ghar ka kharcha aur fees ka kya?”

These were not complaints.
These were silent cries for help.

Ustaads Who Served the Nation, Unnoticed

Truck drivers are often called the backbone of the economy, but during COVID, they became the invisible frontline workers.

They ensured the uninterrupted movement of essential commodities across states. They crossed containment zones. They lived inside their trucks. Many did not see their families for months.

Yet, there was almost no conversation about their children.
Especially their daughters.

Education, which was already fragile in many trucking households, took a direct hit. For many families, paying school fees became impossible. For some girls, education was at risk of stopping permanently.

That is when we realized – logistics does not end at delivery points.
It ends in dignity, stability, and future security.

Also Read:- When Responsibility Became Heavier Than Revenue

Birth of “Ustaad Ki Ladli Beti” – Phase II of Campaign Ustaad

Under our Campaign Ustaad – Phase II, TruckSuvidha launched the initiative “Ustaad Ki Ladli Beti”.

This initiative was not a charity.
It was an acknowledgment.

Acknowledgment of truck drivers who served the nation selflessly.
Acknowledgment that the education of their daughters matters.
Acknowledgment that empowerment begins at home.

Sarvodaya Infotech Private Limited, through its platforms TruckSuvidha and KisanSabha, designed this initiative to support the education of daughters of truck drivers during one of the most uncertain times the country had ever seen.

Why Focus on Daughters of Truck Drivers

In most trucking households, daughters face multiple barriers:

• Financial instability
  
• Social pressure
  
• Limited access to resources
  
• Interrupted schooling during crises
  

COVID amplified these challenges.

We believed that if we could support even a small number of girls to continue their education, we could create a long-term impact far beyond logistics.

An educated daughter is not just a student.
She becomes confident for the family.
She becomes independent herself.
She becomes a hope for the next generation.

Beyond Logistics – Defining What TruckSuvidha Stands For

For us, this initiative defined something deeper.

TruckSuvidha was never just about trucks, freight, or platforms.
It was about people who keep logistics alive.

During COVID, when survival was the priority, our Ustaads did not stop working. Supporting their daughters was the least we could do.

This initiative reminded us that:

• Infrastructure runs on people
  
• Supply chains run on sacrifice
  
• And real impact runs on empathy

Read More:- Rebuilding Confidence and Creating Opportunities After Lockdown

A Lesson That Shaped Our Future

The pandemic taught us many things, but one lesson stood out clearly.

If startups want trust from the ecosystem, they must stand with the ecosystem during its worst times.

Ustaad Ki Ladli Beti was not a campaign for visibility.
It was a commitment to responsibility.

And that responsibility continues to guide how we build TruckSuvidha – not just as a logistics platform, but as a partner to the people who move India every single day.