Urban Company introduces 15-minute 'Insta Maids' Service

Home services platform Urban Company has entered the quick commerce space with its latest offering, 'Insta Maids'—a service that provides house help within 15 minutes. Designed to address the challenges of finding reliable domestic assistance, the service is currently in its pilot phase in select areas of Mumbai.

What is Insta Maids?

Urban Company's Insta Maids service aims to streamline the largely unorganized house help market in India. It offers services like utensil cleaning, sweeping, mopping, and basic cooking preparation. By ensuring quick availability, the company hopes to provide a hassle-free experience for customers.

Pricing and Offers

The service is currently available at an introductory price of ₹49 per hour. However, Urban Company has clarified that this is a limited-time promotional offer. As the service expands, prices may be adjusted to balance partner earnings and business sustainability.

Earnings and Benefits for Workers

Urban Company claims that its partners can earn between ₹150-180 per hour, with additional perks such as free health insurance and on-the-job life and accidental insurance. Those working six hours a day for 22 days a month are expected to earn around ₹20,000.

Expansion Plans

At present, the service is only available in select parts of Mumbai. Urban Company has expressed plans to expand Insta Maids to other cities based on customer demand and service feasibility.

Public Reaction

The launch has received mixed reactions online. Some users appreciate the affordability and convenience, while others have criticized the choice of the word 'maid,' arguing that it is outdated and derogatory. Others have also raised concerns about labor rights and potential exploitation.

One user remarked, "₹49 per hour is a great deal, but I hope they continue to ensure fair wages for workers." Another user pointed out, "This is just an introductory price. Just like ride-sharing and food delivery startups, prices will rise once demand is established."

Interestingly, an Urban Company newspaper ad that recently went viral suggested the standard pricing for Insta Maids could be as high as ₹245 per hour once the promotional period ends.

With its innovative approach, Urban Company is set to shake up the domestic help industry, but only time will tell how the market and users respond to this new model.