Yulu: Moving Towards a Sustainable Future
Air pollution; economic sustainability; environmental sustainability; micro-mobility; social sustainability; traffic congestion; urban sustainability
The rapidly rising rate of urbanization, which is closely linked to economic growth, has exposed the world to several challenges such as inequality, environmental degradation, traffic congestion, infrastructural concerns and social conflicts. Therefore, urban sustainability has emerged as one of the most debatable discussions across the world. The existing network of transportation can no longer keep up with the growing demand in metropolitan cities. Short distance travel has become an unresolved issue for daily commuters. The case presents how MMVs have emerged as an alternative mode of transport for resolving issues of daily commuters regarding the first-mile connectivity, last-mile connectivity and short distance travel to reach their final destination. MMVs are basically light-weight vehicles which occupy less space on road. These vehicles include bicycles, e-bikes, skateboards, hoverboards and other battery-operated vehicles. The case narrates the journey of Yulu, a dockless bike-sharing venture which promoted the concept of green consumerism among the daily commuters at affordable rates. The venture initially started in the IT city of Bangalore and later expanded its operations to other cities such as Pune, Navi Mumbai, Gurugram and Bhubaneswar. The speciality of this venture is that it offers a sustainable solution to ever-increasing problems of traffic congestion and aggravating air pollution issues in metropolitan cities. Dilemma: How to offer a sustainable solution to the ever-increasing problem of traffic congestion and aggravating air pollution due to rising vehicular traffic? How to make short distance travel affordable and more convenient for daily commuters? Theory: Three pillars of sustainable development. Type of Case: Problem solving applied case. Protagonist: Present. Discussion and Case Questions: What strategies should be employed by the start-up to make it a more popular form of commute? How can the increasing rate of damage to the vehicles be brought down? How does organization structure and cluster management practices of Yulu help it to become more sustainable? How can the regulatory bodies and government promote and adopt such start-ups in their urban planning projects? 2020 SAGE Publications.
South Asian Journal of Business and Management Cases, Vol-9, No. 3, pp. 445-456.
Upadhyay D., Department of Commerce, CHRIST (Deemed to be University), Karnataka, Bangalore, India; Purswani G., Department of Commerce, CHRIST (Deemed to be University), Karnataka, Bangalore, India; Jain P., Department of Commerce, CHRIST (Deemed to be University), Karnataka, Bangalore, India