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Insta Maids: Urban Company recently started a 15-min maid booking service and it hasn’t gone down too well with the folks on the Internet. But why?
Insta Maids: Urban Company’s new 15-minute maid service has received backlash on X. (X screenshot / Urban Company)
“Your maid left you hanging? We leave your home spotless!” Home services company Urban Company recently joined the quick commerce race with a 15-min maid booking. Move over 10-minute groceries delivered at your doorstep. Titled “Insta Maids,” the service offers utensil cleaning, brooming, mopping, cooking preparation among other facilities. Priced at Rs 49 per hour, the advertisement shows a woman receiving a text message from “Sunita maid” stating that she wouldn’t be coming in to work as she had to travel to her village. The service that is in its initial days with Mumbai being the pilot city and launched only a month ago has caught the attention of social media users on X platform. Outrage followed next.
But why?
Demeaning?
Calling it demeaning, several users felt that the use of word “maid” was derogatory and outdated in today’s day and age. “Expected better from Urban Company. :/ Has no one told them that the term “Maid” is outdated, gendered and in general derogatory? Also, what’s with the visuals on the ad,” noted one user On ‘X’. Another angered netizen deemed the advertisement “classist” and that Urban Company’s approach was tone-deaf and out of touch. Certain other wondered if this service could enable illegal immigrants in the country. “Urban company has launched this in Mumbai. There may be high probability you will find many illegal immigrants from Bangladesh and Nepal working in this industry.” A not-so-subtle response to the now-viral advert, a user wrote that the company simply needs to crash and burn down.
Misguided?
A lengthy discussion around the usage of the term “maid” took elsewhere on Reddit long ago and this is what they discussed.
“Why do we add negative connotations to some words and then ask people to not say them. I don’t think maid is a wrong word to use as long as you are respectful towards them.”
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“Since when did the term “Maid” become derogatory??? It’s almost like saying that YOU CAN’T CALL A DOCTOR, A DOCTOR : It’s their JOB at the end of the day, so there’s nothing to be ashamed in being referred to as a MAID. However, everyone needs to be respected irrespective of what work they do. Koi bhi kaam chhota ya bada nahin hota. And infact maids are so super important & helpful for us, unke hone se kitni sahuliyat hojati hai humko humare household chores mein. SO, THE CENTRAL IDEA IS TO TREAT THEM WITH RESPECT FOR ALL THAT THEY DO FOR US (sic).”
“Maid is not derogatory but some people refer to them as ‘servants’ I have literally heard people say ‘my servant didn’t come in today’. Now THAT is so bad and disrespectful.”
Not all were in agreement, though. That it was deep-rooted in classism, the “maid” had to be put to rest, opined many. Showing respect to the worker was the bare minimum but the dehumanising, degrading title had to go, a few others said.
“Domestic Worker is appropriate I guess, coz it’s a job at the end of the day (sic).”
“As in, when will classism disappear from India? Not in a 100 years, at least.”
“I’ve never used the term maid ever in my life. It was either Aunty or Kaaki, because they are never below us. They deserve equal respect like anyone.”
Urban Company’s Response
Urban Company stated that they were thrilled by the overwhelming response, but there has been a slight correction (if you can call it that) on their part.
Using “Insta Maids / Insta Help” in their latest post, the service company wrote: “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 added that the service partners received free health insurance and an assured earning of Rs 20,000 a month should they work 132 hours/month.
“At Urban Company, we are deeply committed to the well-being of our service partners. In this new service offering, partners earn ₹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 ₹20,000 per month.”
Urban Company stepping into quick commerce has come ahead of its upcoming initial public offering (IPO). Urban Company’s foray into 15-minute help service isn’t unknown. Snapbbit has been offering on-demand household chores services since 2024. Started by former Zepto’s chief of staff Aayush Agarwal, Snapbbit recently raised $5.5 million in Series A round funding, a report in Moneycontrol stated.
