Urban Company has entered the quick commerce sector with Insta Maids, a service allowing users to book household help within 15 minutes. Offering tasks like cleaning, mopping, and cooking preparation for Rs 49 per hour, the service has quickly become a topic of heated debate online. Many social media users on X and Reddit have criticized the service for various reasons.
Demeaning or Necessary?
One of the primary concerns raised was the use of the term “maid.” Several users felt that the word is outdated and disrespectful. One user wrote, “Expected better from Urban Company. Has no one told them that ‘maid’ is outdated, gendered, and derogatory?” Another called the advertisement “classist” and out of touch with modern values.
Concerns Over Exploitation
Many critics believe the model could encourage unfair labor practices. Some raised concerns that the service could enable the employment of undocumented workers. A user speculated, “There may be a high probability of illegal immigrants from Bangladesh and Nepal working in this industry.” Others feared that workers might be underpaid or overworked in an effort to meet quick turnaround times.
The Term “Maid” Sparks Debate
A lengthy discussion on Reddit revisited whether “maid” is truly offensive. Some users defended its usage, stating, “Maid is not a derogatory term as long as workers are treated with respect.” Others, however, felt that “domestic worker” was more appropriate, emphasizing that language shapes perception and that the term “maid” carries classist undertones.
Urban Company’s Response
Urban Company has responded to the controversy, slightly modifying the name of the service to “Insta Maids / Insta Help.” The company defended the initiative, highlighting that service partners earn Rs 150-180 per hour and receive free health insurance. Those working 132 hours per month are assured earnings of at least Rs 20,000.
Conclusion
Urban Company’s move into quick commerce coincides with its upcoming IPO. While the service has potential benefits, the backlash highlights the need for a more sensitive approach toward terminology and labor conditions. Whether Insta Maids will succeed or face further opposition remains to be seen.
