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Teaching Note| July 23 2026

Teaching Notes: From sharing to owning: YULU’s strategic shift in the urban mobility market

;
Kannan N. S.
Department of Entrepreneurship and Management,
Indian Institute of Technology Hyderabad
, Hyderabad,
India

Kannan N. S. is based at the Department of Entrepreneurship and Management, Indian Institute of Technology Hyderabad, Hyderabad, India.

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;
Shubhi Shrotriya
Department of Entrepreneurship and Management,
Indian Institute of Technology Hyderabad
, Hyderabad,
India

Shubhi Shrotriya is based at the Department of Entrepreneurship and Management, Indian Institute of Technology Hyderabad, Hyderabad, India.

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;
Rishab Prasad Soni
Department of Entrepreneurship and Management,
Indian Institute of Technology Hyderabad
, Hyderabad,
India

Rishab Prasad Soni is based at the Department of Entrepreneurship and Management, Indian Institute of Technology Hyderabad, Hyderabad, India.

Corresponding author Rishab Prasad Soni sonirishab50@gmail.com
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;
Nakul Parameswar
Department of Entrepreneurship and Management,
Indian Institute of Technology Hyderabad
, Hyderabad,
India

Nakul Parameswar is based at the Department of Entrepreneurship and Management, Indian Institute of Technology Hyderabad, Hyderabad, India.

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Ganesh Mangadu Paramasivam
Department of Entrepreneurship and Management,
Indian Institute of Technology Hyderabad
, Hyderabad,
India
, and Department of Liberal Arts, Indian Institute of Technology Hyderabad, Hyderabad, India

Ganesh Mangadu Paramasivam is based at the Department of Entrepreneurship and Management, Indian Institute of Technology Hyderabad, Hyderabad, India, and Department of Liberal Arts, Indian Institute of Technology Hyderabad, Hyderabad, India.

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Author & Article Information
Corresponding author Rishab Prasad Soni sonirishab50@gmail.com
Online ISSN: 1111-111X
Print ISSN: 1111-111X
© 2026 Emerald Publishing Limited
2026
Emerald Publishing Limited
Licensed re-use rights only
Teaching Notes 1–14.
Connected Content
Teaching Notes: From sharing to owning: Yulu’s strategic shift in the urban mobility market

See also

Founded in 2017 by Amit Gupta, RK 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...

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