Back in September, Not Just Travel consultant Jo O’Connell was getting ready to celebrate her son’s 11th birthday when an unexpected email landed in her inbox.

“The subject line read: ‘Last spaces on women’s charity challenge in India', which immediately got my attention,” she told TTG. “It just ticked all the boxes.

“I’m a huge advocate for female solo travel, and while I’ve previously run some free PR for charities, I’ve always wanted to take part in something myself."

The email was recruiting for the “Let’s Goa Rickshaw Rally” – a six-day, all-women tuk-tuk race across India, hosted by entrepreneurs Frankie James and Emma Sayle through their social initiative, The Sisterhood.

Starting in Chennai on India's rural east coast, participants journey more than 1,000km in three-person teams across the country to Panaji and the tropical beaches of Goa on the Arabian Sea.

Participants will head from Chennai to Vellore and onwards to Bangalore, with halts in Mysore, Mangalore and Bhatkal en route to Panaji.

More than 50 women took part in last year's event, raising £135,000 to support transformative, grassroots projects for women and girls in Chennai. “It was the easiest decision I ever made [to take part],” said Jo. “I forwarded it to my sister Lisa and she had the exact same reaction – it was an instant yes.”

A loftier £150,000 goal has been set for this year's edition, with the proceeds going towards building weather-resistant classrooms, providing vital skills training to help young women to develop their economic independence, and improving maternal healthcare with a focus on post-partum anaemia.

(Credit: Jo O'Connell)

“The route includes visits to the schools they’ve previously helped build, and the amazing kids being sponsored,” Jo explained. “There’s a WhatsApp group with all the other women taking part, and we’ve all agreed we’re going to be emotional wrecks the entire time. But we’re going to help each other through it.”

Another incentive for Jo is the opportunity to experience India as authentically as possible. “There are no chauffeurs or tourist coaches, which means you’re in control of your route,” she continued. “You can stop at a street food stand between stops and just strike up a conversation.”

The excitement of “the unknown” also drew her to the challenge, although Jo is no stranger to the country itself. “I went backpacking with my husband in India, and I absolutely fell in love with it,” she revealed. “I actually cried in the taxi to the airport because I didn’t want to leave.”

(Credit: Jo O'Connell)

The rickshaw race will see teams navigate language barriers, winding roads and heaving market squares, all while absorbing India's diverse cultural landscape, including its many temples and fortresses.

But that doesn’t mean the experience will be without its challenges. “Tuk-tuk driving is so stressful, and India will be hot and dusty,” Jo said. “It’s also going to be the longest I’ve ever been away from my children, which will be really tough.

“But the impact this challenge is going to have, and the amount of money it’s going to raise, will be worth the tears," she added.

(Credit: iStock/Subodh Agnihotri)

The rickshaw rally will begin on 2 March and end on International Women’s Day (8 March) with the teams set to reunite at the finish line for a farewell party hosted by hospitality company Karma Group.

“Emma [Sayle] is the founder of [events company] Killing Kittens, so she knows how to put on a good party,” Jo joked. “I’m also looking forward to decompressing for a couple days by the beach before I catch my flight back!”

Fundraising efforts

Jo and her husband Jo, who is also an agent and was a member of the TTG Sustainable Travel Heroes Class of 2025, have been running their agency – Jo and Jo – with Not Just Travel for a little over a year. 

The agency has become a key part of Jo's fundraising efforts, as has her extensive experience in travel PR. “I’ve been reaching out to companies and asking if they want their logo slapped on a tuk-tuk,” Jo laughed. “I’ll also be using social media to fundraise and share as much of the journey as possible.”

All participants are equipped with a fancy rickshaw complete with WiFi and a Bluetooth speaker, which suits Jo’s plans perfectly. She told TTG she already has her inspirational playlist sorted, although she foresees some artistic differences between her and her sister.

(Credit: Jo O'Connell)

“I’m a Chase & Status girl, Lisa’s more into Fall Out Boy and Green Day. I’ve already warned her that we’re going to fall out – but I couldn’t think of anyone I’d rather spend that time with."

A major win for Jo’s fundraising efforts came earlier this month when global recruitment firm Reed International agreed to dedicate the proceeds from its International Sales Day to her fundraiser.

She has also been putting her Not Just Travel franchise to good use by using the agency's Partners in Travel scheme to donate 10% of her commission to the fundraiser.

Jo said that, besides the positive impact, she was most excited to develop friendships with her fellow participants. “This is going to be an incredible experience, where we make memories and do something amazing together,” she added. "I can't wait for next year!"

Head over to The Sisterhood's shared fundraiser page to support the challenge.