Over 3,600 delivery riders have completed the first module of the initiative and earned ‘Safe Rider Beginner’ badges
- Over 1,200 users have sent in videos pledging to observe traffic rules
- The novel campaign is a part of Yulu’s ‘3E’ framework aimed at raising road safety awareness among delivery riders
Bengaluru, Feb 27, 2025: Yulu, India’s leading shared electric mobility company, has launched the country’s first WhatsApp-based Road Safety Learning Initiative(For video click on the link) for delivery riders. The initiative, launched on the company’s platform, has thus far engaged over 3,600 Yulu riders who have completed the first module — which includes basic traffic rule education and a quiz — and earned ‘Safe Rider Beginner’ badges from Yulu. Over 1,200 of these riders also submitted video-based pledges committing to follow traffic rules.
The WhatsApp-based initiative is Yulu’s latest step in promoting road safety among the 30,000+ quick commerce and e-commerce delivery partners who use its shared EVs. As an industry leader, Yulu has consistently championed safety through its holistic ‘3E’ framework — Education, Enforcement, and Ecosystem Partnerships — integrating technology, processes, and strategic collaborations to shape rider behaviour, drive compliance and address public concerns around the safety of hyperlocal delivery.
By proactively addressing this complex, multi-stakeholder challenge, Yulu reinforces its commitment to making urban mobility safer and more sustainable for all.
Inside Yulu’s 3E Framework for Road Safety
- Education: Empowering Riders with Knowledge
To address the knowledge gap among delivery partners regarding traffic regulations, Yulu implements user education at multiple levels. The WhatsApp-based Road Safety Learning Initiative, launched earlier this month, creates awareness about three main traffic violations: wrong-way riding, riding or parking vehicles on footpaths and jumping signals. To do this, Yulu sends users a training video, followed by a quiz to test their comprehension. After successfully completing the quiz and earning their Safe Rider badge, users are prompted to submit a video pledge undertaking to respect traffic rules.
That’s not all. Yulu’s intuitive mobile app nudges users to follow traffic regulations and avoid offences. Riders are encouraged to wear helmets for their own safety, even though helmet use is not legally mandated for low-speed vehicle users in India. In addition, the company’s field promoters educate first-time Yulu riders about acceptable riding habits and make it clear that non-compliance will attract penalties both by Yulu and the traffic authorities. Finally, Yulu’s social media platforms serve as a constant reminder for users to ride safely and responsibly.
- Enforcement: Combining People-led and Technology-driven Safety Measures
Yulu enforces safety through a blend of human oversight and advanced technology. It has deployed Bike Marshals, who work closely with local communities and law enforcement to ensure responsible vehicle usage and parking. These Marshals are stationed at key points where they can proactively minimise violations and levy penalties on offenders.
The technology behind Yulu’s smart vehicles, which are manufactured by Bajaj Auto Ltd., includes features like wrong-way ride detection to monitor and restrict non-compliant rider behaviour in real-time. This feature is currently active in all the metros where Yulu operates, and it enables Yulu to proactively track violations and notify users about any infraction(s). Repeat violations trigger warnings and fines, with the possibility of permanent bans from Yulu’s platform, creating a strong incentive for delivery riders to ride safely and follow traffic rules.
- Ecosystem Partnerships: Collaborating on Solutions
Addressing traffic violations in the gig economy requires collaboration among key industry stakeholders. Since 2022, Yulu has been conducting Safe Rider Workshops in partnership with local traffic police across various cities. In 2024 alone, over 1,100 delivery partners, including a few non-Yulu riders, benefited from these sessions. Yulu also partners with quick-commerce companies to educate delivery riders at dark stores.
Looking ahead, Yulu plans to host a roundtable discussion with quick commerce and e-commerce players, along with the Bengaluru Traffic Police, to explore collaborative solutions for improving road safety.
Amit Gupta, Co-Founder & CEO of Yulu, says, “Following traffic rules is the individual responsibility of every motorist. But as a company dedicated to making urban mobility better for all, Yulu goes the extra mile to educate and guide its users towards the right behaviour. Our commitment to safety is enforced through rigorous systems and built-in safeguards, both on and off the field.”
He adds, “Safety is a continuous process that involves multiple stakeholders. Therefore, Yulu collaborates with quick commerce and e-commerce brands, government authorities, police and transport officials to make our cities safer and more sustainable. This integrated approach helps us to tackle the root causes of traffic issues even as we empower countless riders with sustainable livelihood opportunities.”
Pioneering a Greener, Safer Future
Yulu’s initiatives align with its broader vision of making urban mobility clean, inclusive and sustainable. The company has facilitated over 240 million green deliveries, preventing more than 32 million kilogrammes of CO2 emissions, while creating lakhs of livelihood opportunities. Through its 3E framework, Yulu continues to lead the way in making urban transportation safer and more sustainable for all.
