Urban Company’s ‘Insta Maid In 15 Minutes’ Triggers The Internet; Company Dubs It Future Of Domestic Work In India

With ‘Insta Maid,’ a service that will provide users with house help agents in 15 minutes, Urban Company has forayed into quick commerce.

Per the promos shared online, the service will provide services that include cooking, cleaning, brooming, mopping, and everything else that comes with the expertise. The introductory offer shows a reduced price of Rs 49 per hour. The regular rate is Rs 245 per hour.

The company stated in its social media post that in the pilot phase, the services under Insta Maid or Insta Help will be available in Mumbai. The company also claimed that the partners will also receive free health insurance along with on-the-job life and accidental insurance. The startup also stated that the Insta Maid partners who log in six hours per day for a minimum of 22 days a month can make a minimum of Rs 20,000!

The Urban Company stated in its social media post that it cares about the ‘dignity of labor.’

Resharing the post, Varun Khiatan of Urban Company remarked that the service “is our answer to on-demand professional household help that we all need.” Khaitan further added,

This is the future of domestic work in India.”

We are thrilled by the overwhelmingly positive response to our newly launched service, “Insta Maids / Insta Help”, in Mumbai. Currently, the service is in its pilot phase, and we look forward to expanding it to other cities soon.

At Urban Company, we are deeply committed to the…
— Urban Company (@urbancompany_UC) March 14, 2025

Instamaids/Instahelp is our answer to on-demand professional household help that we all need. We are thrilled to see the consumer response and support from well wishers.

As with all services on UC, we will build it with obsession for both customer service and partner dignity. We… https://t.co/Tl1J0yKnMs
— Varun Khaitan (@varunkhaitan) March 14, 2025

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Reactions poured in, with a section of the internet lauding the company for launching Insta Maid, while the rest condemned it for being insensitive and tone deaf. “This is a violation of human rights; stop exploiting cheap labor in the name of “innovation” and shit,” wrote one. Another user remarked, “Indian start-ups have started building apps just to match demand with supply with the expertise level of 12th grade CSE students and they call it innovation just because they have cheap labor to exploit.” Paytm’s boss Vijay Shekhar Sharma made a lame joke, calling the service “Maid in India.” One user succinctly put it

India mein innovation k naam pe bas 15 minutes ki delivery hi hai.”

This is violation of Human rights , stop exploiting cheap labour in the name of “Innovation” and shit
— NOVA (@Astron_Nova) March 14, 2025

Indian start ups have started building apps just to match demand with supply with the expertise level of a 12th grade cs students and they call it innovation just because they have cheap labour to exploit https://t.co/zZdyj5uGYj
— shubi (@devilem0ji) March 14, 2025