Against the backdrop of India’s unprecedented investments in urban and regional rail-based mass transportation systems, this case introduces Ms. Anuradha Dey, the Managing Director (MD) of a major Metro Rail Corporation, who is leading a major metro rail construction program in a medium-sized city of India. Ms. Dey is committed to the flawless execution of the project with potentially large positive social and economic impacts in the metropolitan region. She is inspired by the central government’s mission of expanding and improving India’s metro rail networks. Given the experience of comparable projects, Ms. Dey is confronted with two key challenges. How to ensure that the system will generate adequate ridership as per projections? How to ensure that the system becomes financially sustainable and is able to generate adequate non-farebox revenue streams to supplement farebox income? Ms. Dey appoints a core team to explore efficient and effective ways to make the system a success. Ms. Dey embarks on a mission to evaluate various recommendations on ridership promotion and non-farebox revenue generation and develop a feasible plan to present to the Board.