Yulu Launches WhatsApp-Based Road Safety Initiative for Delivery Riders
Yulu has launched a unique WhatsApp-based Road Safety Learning Initiative for its delivery riders.
The initiative, available on the company’s platform, has already engaged over 3,600 Yulu riders who completed the first module, which covers basic traffic rule education and a quiz. These riders earned 'Safe Rider Beginner' badges from Yulu. Additionally, over 1,200 riders submitted video pledges to adhere to traffic rules.
This WhatsApp-based initiative is part of Yulu's ongoing efforts to promote road safety among its 30,000+ delivery partners in quick commerce and e-commerce who use its shared EVs. As an industry leader, Yulu continues to prioritize safety through its comprehensive ‘3E’ framework—Education, Enforcement, and Ecosystem Partnerships—combining technology, processes, and strategic collaborations to shape rider behavior, ensure compliance, and address public safety concerns regarding hyperlocal delivery.
Amit Gupta, Co-Founder & CEO of Yulu, said, “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 added, “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”.
By proactively addressing this complex, multi-stakeholder challenge, Yulu reinforces its commitment to making urban mobility safer and more sustainable for all.
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.
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.
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.
Addressing traffic violations in the gig economy requires collaboration among key industry stakeholders. Since 2022, Yulu has been conducting Safe Rider Workshops with local traffic police across various cities. In 2024 alone, over 1,100 delivery partners benefited from these sessions, including a few non-Yulu riders. Yulu also partners with quick-commerce companies to educate delivery riders at dark stores.
Yulu plans to organize a roundtable discussion with quick commerce and e-commerce companies, along with the Bengaluru Traffic Police, to explore collaborative strategies for enhancing road safety.