This case study is developed entirely from secondary data sources. The authors relied on publicly available and credible materials, including company reports, press releases, industry analyses, government publications, reputable news outlets and interviews with Yulu’s leadership that were published in the public domain. These sources were systematically reviewed and synthesized to construct an accurate, comprehensive and pedagogically useful narrative of Yulu’s business model, market segmentation and strategic decisions. The use of secondary data ensures that the case is verifiable, transparent and suitable for classroom use across a wide range of management courses. By relying on published information, the authors ensured that the narrative faithfully represents the real-world developments of Yulu.
Founded in 2017 by Amit Gupta, R.K. Misra, Naveen Dachuri, Yulu is a Bengaluru-based bike-sharing platform in India that aims to reduce air pollution and tackle traffic congestion through micro-mobility services. Initially starting with bicycles, Yulu expanded its offerings to include the Yulu Miracle, a lightweight scooter powered by a lithium battery. The company grew through partnerships with Zomato, Bajaj Auto and Magna, and expanded its operations to multiple cities in India. Yulu’s recent strategic move was to introduce “WYNN,” India’s first smart-sized electric two-wheeler for full ownership. With mobility subscription packs and swappable batteries, it aims to provide an affordable, environmentally friendly solution that reduces upfront costs and range anxiety.As Yulu adapts to the changing urban transportation landscape, it raises questions about its ability to leverage partnerships, navigate regulations and position itself as a pivotal player in India’s urban mobility sector. The founders of Yulu were contemplating whether the introduction of WYNN would enable Yulu to disrupt the traditional ownership experience and become a prominent force in India’s urban mobility sector.
The case can be positioned within an MBA program at the postgraduate level, focusing on strategic management, ideally following foundational discussions on internal and external analysis, competitive advantage and strategic positioning. Through this case, students can apply theoretical frameworks to real-world scenarios, enhancing their understanding of strategic decision-making, entrepreneurial dynamics and market adaptation.
