With traffic on the Mumbai Trans Harbour Link falling short of initial projections, the Mumbai Metropolitan Region Development Authority is exploring additional revenue sources, including advertising rights and leasing optical fibre cable (OFC) infrastructure along the 21-km sea bridge.
The authority has invited bids to monetise advertising spaces through hoardings and kiosks placed along the bridge corridor. Officials expect the initiative to generate at least Rs 2.5 crore annually. Alongside this, MMRDA is planning to license OFC ducts installed along the bridge to telecom and internet service providers as part of its strategy to increase non-fare income.
The sea link, inaugurated by Narendra Modi on January 13, 2024, began operations the same month. In its initial months, the bridge generated around Rs 32.26 crore in toll collections. During the financial year 2024–25, toll revenues increased to Rs 182.11 crore. Between April and December 2025 alone, the bridge earned approximately Rs 160 crore in toll income.
Despite this, traffic volumes have remained significantly below expectations. According to the last detailed usage data released by MMRDA, the bridge recorded an average daily traffic of 22,689 vehicles during its first year of operation. Initial projections from a joint study conducted by MMRDA and the Japan International Cooperation Agency had estimated that the bridge would see around 40,000 vehicles per day in its first year.
Officials noted that toll earnings reflect this gap between projected and actual traffic. “Average daily toll earnings are around Rs 27 lakh to Rs 30 lakh, about 30% lower than projected estimates,” said a senior MMRDA official.
Authorities attribute the lower traffic to incomplete supporting infrastructure. Key connectivity projects such as the Sewri–Worli Connector, the link to the Mumbai Pune Expressway and the road connection to the upcoming Navi Mumbai International Airport are still under development.
To increase revenue, MMRDA plans to allow advertising across roughly 4,100 square metres of space on the bridge. This will include 11 illuminated hoardings measuring 40 by 40 feet, both digital and static, along with around 1,212 smaller kiosk boards measuring 3 by 6 feet along the divider. Additional hoardings measuring 80 by 30 feet will also be installed at toll plazas. Advertising rights will be granted for a period of 10 years to the bidder offering the highest revenue share.
In addition, the authority plans to monetise two 50-mm OFC ducts running along the bridge, which could be leased to telecom companies and wireless internet providers to improve connectivity across the corridor. Officials have not yet disclosed the potential earnings from OFC licensing.
MMRDA is also examining similar monetisation strategies on Metro Lines 2A and 7.
Meanwhile, commuters say the relatively high toll charges may also be contributing to the lower traffic numbers, with many motorists continuing to use the Vashi and Airoli bridges. The toll for cars travelling the entire Sewri to Chirle stretch is Rs 250, while the fare between Sewri and Shivaji Nagar in Ulwe is Rs 200. The return journey costs Rs 300, with a daily pass priced at Rs 500 and a monthly pass costing Rs 10,000. For the Shivaji Nagar–Gavhan stretch, the toll is Rs 50, or Rs 75 for a return trip.
Source: The Indian Express
