In a city where over 7.5 million people rely on local trains daily, Reeva Sakaria, Co-founder, Yatri and her team have created a government-approved, real-time transit solution that now powers over 1.5 million active users, all without a single rupee spent on advertising. Yatri looks to provide accurate train schedules, live platform updates, crowd indicators, and more—earning it the trust of the everyday Mumbaikar.
Medianews4u.com caught up with Reeva Sakaria, co-founder Yatri and the driving force behind the app’s user-first design and exponential organic growth.
Q) How did the idea for the travel app Yatri come about? What progress has been made so far?
Yatri was founded by my two co-founders, who come from CDP India — a 33-year-old IT infrastructure company that had been servicing the Indian Railways for years. During a project, the railways flagged a key problem: there was no official way to communicate live train movement to the millions who relied on Mumbai’s local trains daily. One of our co-founders, who’s always had a deep desire to build for the public, knew this needed to be solved.
That’s where the journey began — with the goal of creating a trusted, GPS-based live tracking system for suburban trains. We built custom GPS devices, tested them inside rakes, and launched Yatri as an official platform in partnership with Central and Western Railways.
From that single feature, we’ve grown into a full-fledged multimodal mobility platform, now live in 6 cities and expanding rapidly. Yatri now supports live tracking, GTFS-based multimodal journey planning, and metro ticketing — with bus ticketing and more city integrations lined up in 2025.
Q. Were there any learnings from other travel companies like MakeMyTrip?
Yes, and it’s an important distinction. Platforms like MakeMyTrip primarily serve the travel industry, while Yatri operates in the much newer, rapidly emerging urban mobility space — a category that’s only now carving its own identity. But mobility has, in many ways, evolved out of the travel ecosystem.
One key learning from MMT and others is how they’ve helped reshape user behaviour — people are now used to booking tickets online, trusting apps for critical travel decisions, and relying on tech for public infrastructure. That shift in mindset has made it easier for us to bring that same digital habit to everyday commutes.
While our use case is very different — more frequent, more local, and more infrastructure-dependent — we’ve absolutely learned from how platforms like MMT built trust, simplified journeys, and made digital access a norm.
Q. Could you talk about the experience of working with government stakeholders, and scaling responsibly in a trust-deficit space?
Working with public institutions like Indian Railways and metro corporations has taught us a lot about scale, resilience, and accountability. These are institutions that serve millions, and they take public trust seriously — which means our systems have to meet a much higher standard than most startups face.
In a space where commuters are used to uncertainty — late trains, poor communication, unreliable third-party apps — we had to build credibility layer by layer. Partnering directly with Central and Western Railways gave us a foundation of trust, and being part of the ONDC network has further legitimised us as a reliable digital infrastructure player. But earning commuter trust still comes down to one thing: delivering accurate, timely, and useful information, day after day.
Q. What impact has it had on Mumbai’s local train commute?
The shift has been meaningful. Before Yatri, most people relied on guesswork, platform announcements, or third-party hearsay. Today, they have a verified, real-time source of truth in their pocket.
We’ve heard stories of parents adjusting school runs, senior citizens avoiding unnecessary waiting, and office-goers timing their arrivals better — all thanks to Yatri’s live train tracking. It has reduced commuter anxiety and brought structure to a system that used to feel unpredictable. And most importantly, it’s become a daily utility, not just an occasional-use app.
Q. What goals have been set for 2025 in terms of scaling up in Mumbai and other cities?
Our goals for 2025 are focused on depth and breadth.
- We want to be live in 25+ cities, covering all major metros, Tier-1, and key Tier-2 regions.
- We’re expanding beyond local trains to include metro and bus ticketing, multimodal navigation, and verified station-level amenities.
- In Mumbai, we’re continuing to refine our live tracking logic — using platform cameras, signal timing, and rake-level data to improve accuracy further.
- We’re also investing heavily in city-specific integrations, because every city has a different rhythm, different needs, and different infrastructure.
Q. How has AI been integrated into the app?
AI plays a growing role across multiple layers of Yatri.
- First, we use predictive algorithms to estimate train arrival times more accurately, especially when live GPS pings are inconsistent.
- We also deploy anomaly detection to spot issues in data streams — like if a train is stuck, skipping stations, or behaving abnormally, so our backend systems can react faster.
- Then there’s user-level intelligence — we learn from behavior to suggest smarter routes or trigger alerts based on your travel patterns.
Recently, we’ve also started using AI-powered NLP. Many of our disruption alerts come through WhatsApp messages or text-heavy bulletins from authorities. We now use AI to scan, understand, and translate that raw information into structured, real-time alerts that are pushed to users in a clear and timely way.
This is just the beginning — AI is helping us make both our backend smarter and our user experience sharper.
Q. Could you shed light on the tech behind the app’s user-first design? Was a lot of focus placed on making it easy for older people who may not be digitally savvy?
Very much so. Yatri was designed with accessibility and inclusivity at its core.
- The app supports multi-language functionality — currently live in English, Hindi, and Marathi on Android — so users can access the app in their preferred language.
- We’ve also introduced a voice assistance option to help users navigate without needing to read or type, which is especially helpful for older users or those who are visually impaired.
- Some features are designed to work offline or in low-network areas, so even if you lose signal on a platform or underground, key data like schedules or saved routes are still available.
We’ve always believed that if a commuter standing on a crowded platform with 5% battery and patchy signal can’t use your app — it’s not good enough. So every design decision we’ve made comes from a place of real-world usage and accessibility.
Q. Could you talk about how organic growth was achieved without spending on advertising? Will the strategy of not using advertising continue?
Yatri initially grew without any paid performance marketing. Our early traction came purely through word of mouth — office WhatsApp groups, train community chats, and everyday commuters telling each other about this new app that actually worked.
That said, in recent months, we’ve started experimenting with creative and contextual marketing — but still in a way that aligns with our identity. Instead of just pouring money into ads, we’ve run interactive campaigns like quizzes and contests, sponsored hackathons, and even handed out raincoats, bag covers, and water bottles during the monsoons to help users on the go. These are moments that build brand love and connect us to the commuter’s real needs.
So while performance marketing will play a part in scaling up, we’ll continue to keep the product and the user at the center of everything. The goal isn’t just reach — it’s relevance.
Q. How important is word of mouth?
It’s foundational — especially in public transport, where trust is earned in moments of chaos.
Most users didn’t find us through ads. They found us because someone they trusted said, “Try this — it actually works.” In crowded train compartments, in college groups, even in control rooms — that’s where Yatri spreads. One positive experience during a train delay or station change can make someone a loyal user and an organic ambassador.
And the best part? That trust builds fast and travels far. We’ve seen users download Yatri on the recommendation of friends, family, even auto drivers — all because of a moment when someone was helped and remembered us. Word of mouth isn’t just a marketing lever for us — it’s a reflection of how deeply the product is working in people’s lives.
Q. Hyper personalisation is an important focus area across categories. What plans does Yatri have in this area?
We’ve already integrated personalisation in several meaningful ways:
- When you open the app, we instantly suggest nearby stations based on your location, so you don’t waste time figuring that out.
- Users get real-time alerts for train delays, disruptions, and alternative options based on their past usage patterns.
- We also share updates around local weather, events, or disruptions, so users know what to expect in the areas they travel through regularly.
Looking ahead, we’re exploring deeper personalisation — like:
- Recognising if a user regularly travels on a certain route and auto-suggesting multimodal alternatives if disruptions are detected.
- Rewarding frequent commuters with streaks and smart reminders for preferred departure times.
- Learning user intent over time — so the app can suggest not just the fastest route, but the route that best matches your usual travel style (e.g. fewer transfers, less walking, or cheaper fare).
