Rose Taxis is something of and institution in Johannesburg. Started in 1934 by Henry Rose, the company was taken over by a group of 40 Rose taxi drivers in 1951. They started the Taxi Association and gradually increased the number of drivers. In 1973 they formed Rose Travel and Enterprises Ltd and Rose Travel Insurance. At present Rose Taxis has 224 drivers operating a 24 hour service seven days a week.