Urban Company has introduced a new service called ‘Insta Maids’, allowing customers to book domestic help within 15 minutes. The service offers assistance with household chores such as dishwashing, sweeping, mopping, and cooking, with an initial pricing of ₹49 per hour. However, the launch has triggered a mixed reaction on social media.
Service Details and Company’s Stand
In a post on X (formerly Twitter), Urban Company announced that this pilot service is currently available in select areas of Mumbai. The company emphasized that its ‘Insta Maid’ partners would receive free health insurance, life insurance, and accident coverage.
Urban Company clarified that:
- Service partners earn ₹150-180 per hour, with additional benefits.
- Those working 132 hours per month (22 days, 6 hours per day) can earn a minimum of ₹20,000 per month.
- The ₹49 hourly charge is an introductory offer, and prices will be revised later to maintain a sustainable business model and fair wages.
Social Media Reactions – Mixed Opinions
The introduction of ‘Insta Maids’ has sparked intense discussion online. While some users welcomed the convenience, others criticized the pricing model and terminology.
Supporters of the initiative stated:
- “India has a huge demand for domestic workers. This is a much-needed service.”
- “Great move! Pricing should remain affordable for the middle class.”
Critics raised concerns about ethics and terminology:
- “This exploits cheap labor under the guise of innovation.”
- “Startups are now monetizing basic labor while calling it a tech revolution.”
- “The term ‘maid’ is outdated, sexist, and derogatory.”
The visual representation in the company’s advertisement also drew scrutiny, with some users questioning the portrayal of domestic workers in promotional content.
Future of the Service
Urban Company has defended the initiative, stating that it prioritizes worker welfare and economic sustainability. However, with ongoing debate around ethical concerns and labor rights, it remains to be seen how the service will evolve.
