The Mumbai Metro Rail Corporation (MMRC), operator of the city’s underground Aqua Line (Metro Line 3), is considering promotional offers and discounts to increase ridership. The 33.5 km line, connecting South Mumbai to Aarey, has been developed in three phases. The first section, from Aarey–JVLR to Bandra Kurla Complex, opened on 7 October 2024. The second, from Bandra Kurla Complex to Worli’s Acharya Atre Chowk, was inaugurated on 9 May 2025 and opened to the public the next day. The final stretch to Cuffe Parade is set to be inaugurated by the end of August 2025.The current operational 12.69 km stretch, which includes the recently launched 9.77 km section, records over 52,500 weekday passengers. Before the Bandra Kurla Complex–Worli segment opened, ridership averaged just 91 passengers per trip, despite trains having a maximum capacity of 2,500. MMRC projects 1.4 million daily passengers once the entire route is functional.To boost numbers, MMRC plans to appoint an agency to promote the line. Strategies may include identifying major commercial hubs near stations, setting up kiosks with QR codes to drive app downloads, and offering discounted first monthly passes. Officials say this will be the first time the corporation has undertaken such promotional initiatives, including outreach to private agencies and corporate offices.Potential collaborations could involve online platforms, mobile wallets, IRCTC, and Indian Railways’ UTS ticketing system. Talks are also underway with Google Maps to integrate Line 3 into its search results. For last-mile connectivity, MMRC is exploring partnerships with private taxi operators, e-bike agencies, bus operators, and other intermediate public transport providers.These activities are likely to commence towards the end of 2025, a few months after the full line becomes operational. The project’s revised cost stands at Rs 372.76 billion, up from the initial Rs 231.36 billion, with the Rs 141.40 billion increase attributed mainly to construction delays. The metro faced strong opposition from environmentalists over tree felling in South Mumbai and the planned car depot at Aarey Milk Colony.