Urban Company Renames 'Insta Maids' to 'Insta Help' After Backlash

IPO-bound home services startup Urban Company has renamed its recently launched 15‑minute house‑help booking service from ‘Insta Maids’ to ‘Insta Help’ following social media criticism and backlash from a labour union over its alleged exploitative work model.

The move came after social media users argued that the term "maids" undermined the dignity of workers in the industry.

In a statement on X, Urban Company reaffirmed its commitment to respecting labour dignity and highlighted the importance of language in shaping perceptions.

“Words matter. That is why Insta Maids is now Insta Help – because dignity, respect and progress start with the name and go beyond. Thank you for your feedback and for helping us make this change,” the start‑up said.

It also added that "It is not just about renaming a service, it is about reaffirming our commitment to a future where every service professional is valued, respected and accorded the dignity of labour they deserve.”

The Background

From 15-minute delivery to house help in 15 minutes, the word 'innovation' in India's startup space is increasingly being reduced to just instant completion of basic tasks. That's what netizens said when Urban Company announced its new venture, 'Insta Maid,' which promises instant house help within 15 minutes.

The company launched its new service, wherein users can avail basic house help like cooking, cleaning and mopping at an introductory rate of Rs 49 per hour. The standard rate for the services is Rs 245 per hour.

"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," the company said in a social media post.

The company also stated that all service partners will receive free health insurance along with on-the-job life and accidental coverage.

"At Urban Company, we are deeply committed to the well-being of our service partners. In this new service offering, partners earn Rs 150-180 per hour, along with free health insurance and on-the-job life & accidental insurance. Partners working for 132 hours per month (22 days × 6 hours per day) are assured earnings of at least Rs 20,000 per month," the post further read.

While some praised the company's latest venture, others called it a forceful exploitation of cheap labour in the name of 'innovation.'

It is worth mentioning that the term 'innovation' has always been subjective in the startup world. For some, it means speeding up daily tasks, while for others, it’s more about ground-breaking or unique ideas. And when it comes to funding, most startups are inclined toward the former, as it offers a faster path to boosting the bottom line.

Multiple labour unions, including the Indian Federation of App-Based Transport Workers (IFAT) and the Telangana Gig and Platform Workers Union (TGPWU), have also strongly criticised the model. These organisations have labelled Urban Company's new service as 'exploitative' and called for its immediate suspension.

Market for House Helpers

While the domestic startup space has often faced criticism, some have also praised the company’s recent move to create a much-needed market for house helpers.

"Go ahead Urban Company. The naysayers will cry as usual. You are solving a very deep pain point for urban women, providing much-needed employment for the poor as well," a netizen said.

"Giving the maid a ready market can never hurt! The best will outperform & outearn. Win-win for everyone!" the netizen added. Some have also lauded the company's move to offer basic insurance coverage right from the start.