Meter Down is Mumbai's new in-rickshaw magazine

Meter Down, an in-auto rickshaw magazine, will launch in the Indian city of Mumbai this week.

The magazine will be initially launched in 500 auto-rickshaws between two Mumbai suburbs.

The monthly magazine, launched by three former media professionals, will feature articles on technology, travel, lifestyle and Bollywood besides music and listings. The top five malls or restaurants in each suburb of the city will also be published.

The rickshaw drivers will be paid a monthly sum and given five additional copies to replace the copies whenever necessary. The magazine is tied to a shelf behind the driver's seat with a nylon cord to prevent commuters from picking it up while leaving the rickshaw.