Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Yulu: Moving Towards a Sustainable Future Subject The topic of the resource Air pollution; economic sustainability; environmental sustainability; micro-mobility; social sustainability; traffic congestion; urban sustainability Description An account of the resource 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. Creator An entity primarily responsible for making the resource Upadhyay D.; Purswani G.; Jain P. Source A related resource from which the described resource is derived South Asian Journal of Business and Management Cases, Vol-9, No. 3, pp. 445-456. Publisher An entity responsible for making the resource available SAGE Publications Ltd Date A point or period of time associated with an event in the lifecycle of the resource 2020-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1177/2277977920957954" target="_blank" rel="noreferrer noopener">https://doi.org/10.1177/2277977920957954</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85094937666&amp;doi=10.1177%2F2277977920957954&amp;partnerID=40&amp;md5=25a133e3400196c154ebae208d450425" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85094937666&amp;doi=10.1177%2f2277977920957954&amp;partnerID=40&amp;md5=25a133e3400196c154ebae208d450425</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 22779779 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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