MMRDA turns to ads, fibre leasing to boost MTHL revenue

However, traffic volumes remain significantly below projections. The last time the MMRDA released detailed usage data, it said the bridge had recorded an average daily traffic of 22,689 vehicles in its first year since opening.

The sea bridge, inaugurated by Prime Minister Narendra Modi on January 13, 2024, was expected to see nearly 40,000 vehicles per day in its first year, according to projections from a study conducted by MMRDA and the Japan International Cooperation Agency.

Officials said toll revenue also reflects the lower-than-expected traffic. “Average daily toll earnings are nearly Rs 27 lakh to Rs 30 lakh, about 30 per cent lower than projected estimates,” said a senior MMRDA official.

Authorities attribute the shortfall to incomplete approach infrastructure, including the Sewri Worli Connector, the link to the Mumbai Pune Expressway and connectivity to the upcoming Navi Mumbai International Airport.

To augment revenue, the authority plans to allow advertising across nearly 4,100 sq m of space on the bridge. This includes 11 illuminated hoardings measuring 40X40 feet, both digital and static, as well as nearly 1,212 smaller kiosk hoardings measuring 3X6 feet along the divider. Additional advertising space of 80X30 feet will be created at toll plazas. Advertising rights will be awarded for 10 years to the bidder offering the highest revenue share.

The MMRDA is also looking to monetise two 50 mm OFC ducts along the bridge, which can be leased to telecom and wireless internet providers to improve network connectivity across the corridor. Officials did not disclose the expected revenue from the OFC licensing.

Similar monetisation measures are being explored on Metro Lines 2A and 7.

Commuters have also cited high toll charges as a factor behind the lower traffic volumes, with many continuing to use the Vashi and Airoli bridges. The toll for cars on the full Sewri to Chirle stretch is Rs 250, while travel between Sewri and Shivaji Nagar in Ulwe costs Rs 200.

The return fare is Rs 300, with a daily pass priced at Rs 500 and a monthly pass at Rs 10,000. The toll for the Shivaji Nagar Gavhan stretch is Rs 50 and Rs 75 for a return trip.