Mission Smart Ride (MSR) is a Global Road Safety initiative which was launched in India with Government of Telangana partnership on Dec 31 2015 at Taj Krishna, Hyderabad Telangana. MSR aim is to address gaps in liquor value chain and eliminate drunken driving and underage drinking from every liquor establishment across the country. MSR brings all stake holders in liquor value chain to serve alcohol responsibly by enhancing their check out process to include Smart ride or driver services.