Changing gears: How Ritika Jatin Ahuja is driving a new automotive culture

Women are no longer content to sit in the passenger seat. From buying and collecting cars to understanding engines, torque and performance, a growing number of women are making their presence felt in a space long associated with men. What was once considered an unconventional interest is becoming a form of self-expression, community and confidence, with more women finding their place behind the wheel. HELLO! India delves into the advent of this automotive culture with Ritika Jatin Ahuja, Founder of Queens Drive Club and COO of Big Boy Toyz.

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Taking the driver’s seat

“Women today are not just passengers or admirers of cars; they are buyers, collectors, enthusiasts and decision-makers,” says Ritika. That shift is also visible in the way women make their choices. “They are not just selecting the car colour but also the variant of the car. I have seen women selecting the car based on their activity, need, engine and torque.” The change reflects a broader willingness to claim space in traditionally male-dominated interests. “I think the biggest change is that women are becoming more comfortable owning their interests and taking up space in traditionally male-dominated areas,” she adds.

When Ahuja started Queens Drive Club, she recalls wondering whether there were enough women who were genuinely passionate about cars. “Very soon, we realised there absolutely were. Today, QDC is more than supercars and women driving them. It’s about the friendships, conversations, experiences and confidence that have come with being part of the community,” she says. “When you bring women together around something they genuinely love, the conversations become very different. You see confidence grow, friendships happen and women encouraging each other to try things they may not have otherwise considered", says Ahuja.

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Making male-dominated spaces feel possible

Social media has made it easier for women to see others participating in automotive culture, whether that means driving performance cars, attending events or discussing the mechanics behind them. “Women can see other women doing it and that creates a sense of possibility,” Ahuja says. The presence of women in these spaces consequently becomes less about breaking into an unfamiliar culture and more about expanding who gets to be part of it. “The more women we see behind the wheel and leading, the more normal it becomes,” she adds.

For women who are still intimidated by the traditionally male-dominated world of cars, Ahuja’s advice is straightforward: “Don’t wait until you feel like you know everything. Just start. You don’t need to prove that you know more about cars than anyone else to belong in the space. If you love cars, that is enough of a reason to be there.” The confidence, she believes, follows the experience. “Ask questions, learn as you go, find people who share your passion and most importantly, don’t be afraid to take the driver's seat. I think confidence comes from doing, not from waiting until you feel completely ready.”

When the car becomes part of the lifestyle

As more women engage with cars on their own terms, the most significant shift is simpler: women are increasingly deciding for themselves what their relationship with cars looks like. For Ahuja, that means seeing the road as an opportunity for discovery as much as performance. Her ideal road trip would take place through the Swiss Alps or along the Italian coast, where “the drive itself becomes part of the experience.” And ultimately, she says, “a great road trip is about the car, the road, the people you’re with and the memories you make along the way.”

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