AIS 140 is the standard released by ARAI for Ministry of Road Transport & Highway (MORTH), Government of India. The standard mainly include the specifications for ITS and vehicle tracking system. The vehicle location tracking device and the emergency button must be fitted by the manufacturers or their respective dealers or operators as the case may be in accordance with the AIS – 140: 2016, as amended from time to time, till corresponding BIS Standards are notified under the Bureau of Indian Standards Act, 1986. AIS (Automotive Industry Standard)-140 for Intelligent Transportation System (ITS) is bringing technologies together such as Vehicle Tracking, Camera surveillance system and Emergency Request Button to improve public transportation systems and enhance efficiency, quality, comfort, and safety. AIS-140 is not only bringing standardization for systems, but bringing up ample of business opportunity for Automotive ecosystem in Application development, Services, Cloud Infrastructure, manufacturing. AIS-140 is playing a vital role in bringing transformation in Transportation Industry and bridging gap between current and emerging new technologies such as Autonomous vehicles, ADAS, V2V, Augmented Reality.