Despite her slight, 5-foot-1 frame, Helen Morita cut an imposing figure in the rough-and-tumble world of taxi operators.

The co-founder of Charley's Taxi & Tours wasn't afraid to take on big government, organized labor and cutthroat competition as her company grew into one of the largest taxi companies in the state.

"It was a male-dominated world and she was very, very tough to survive in that world," said longtime friend Gloria Garvey.

Morita died Monday morning of natural causes. She was 94.

Morita and husband Charles, a mechanic, founded Charley's in 1938 with just four cars, and operated out of a cab stand at the corner of Alakea and Hotel streets.

The couple also opened one of the first car rental businesses near Schofield Barracks but the business quickly went downhill when customers stopped returning their cars, said Dale Evans, Morita's daughter and chief executive officer of Charley's.

Morita took over the day-to-day operations when her husband decided to turn his attention full-time to his photography studio in 1958.

That was a formative period for the taxi industry in Hawai'i. The economy was booming thanks to post-war growth in military spending and a surging tourism industry.

As a side note, many of the Charley's drivers at the time were Hawaiian musicians, and some — like a young Danny Kaleikini and Eddie Kamae — often conducted jam sessions at the company's King and Richards street cab stand, Evans said.

Under Morita's leadership, Charley's expanded, and by 1964 the company had 50 cabs under its banner. Today, the company has about 200 cars, although at one time it had as many as 500.

But there were plenty of struggles. During the war years, the company sparred with local government officials, who had limited the number of medallions, or licenses, to cab operators.

In the 1970s, Charley's endured heated unionizing effort. Company employees once found unlit sticks of dynamite in two limousines, said Evans. Charges were never filed.

"She and all of her children had a high level of integrity: They are expected to and do stand up for what they believe in," said Garvey.

"She's one of those classics you'll never see again."

Morita is survived by daughters, Dale Evans and Momi-e Bradley; son Charles H. Morita; and eight grandchildren, 17 great-grandchildren and four great-great-grandchildren.

Services are set for Tuesday at 4 p.m. at Central Union Church's Atherton Chapel.

Reach Rick Daysog at rdaysog@honoluluadvertiser.com.