Home services platform Urban Company (UC) has launched a new offering, Insta Maids, promising on-demand household help within 15 minutes.
The service, currently in its pilot phase in select areas of Mumbai, provides assistance with tasks such as cleaning, cooking, and mopping at an introductory rate of Rs 49 per hour.
However, the initiative has sparked debate on social media, with some praising it as a much-needed solution while others criticise it for potential labor exploitation.
Urban Company, in an announcement on X (formerly Twitter), emphasised its commitment to worker welfare, stating that Insta Maid partners will receive Rs 150-180 per hour, free health insurance, and life and accidental coverage. The company assured that individuals working 132 hours per month (22 days at 6 hours per day) would earn at least Rs 20,000 per month.
"For customers, the Rs 49 per hour rate is a limited-time offer. As we scale the service, prices will be adjusted to ensure sustainable earnings for partners and viable business economics," UC stated in its post.
Co-founder Varun Khaitan described Insta Maid as a step toward modernising domestic work in India, calling it a "win-win for all."
The announcement has generated mixed reactions from netizens. Some users welcomed the initiative, highlighting the increasing demand for reliable domestic help and suggesting expansion into services like babysitting.
“India desperately needs an organised system for domestic workers. This is a great step, Urban Company!” one user commented.
Others appreciated the affordability, with one person stating, “Good move. Please ensure fair pricing so middle-class families can afford it long-term.”
However, criticism has also been swift, with many users accusing Urban Company of exploiting cheap labor under the guise of innovation.
"This is a human rights violation. Stop exploiting workers and calling it innovation," one user remarked. Another added, “Indian startups keep launching apps that simply match demand with supply while underpaying labor. This is not real innovation.”
The terminology used in the service name also faced backlash. Many pointed out that the word "maid" is outdated, gendered, and derogatory. “Expected better from Urban Company. The term ‘maid’ is problematic, and the ad visuals are disappointing,” a user noted.