Urban Company Enters Quick Commerce Race, Introduces 15-Minute Maid Booking Services

Home services company Urban Company has introduced Insta Maids—a 15-minute maid booking service—marking its foray into the quick commerce space. 

The service was launched a month ago on the Urban Company app and is currently available in select locations in Mumbai. The company is gauging the traction the service is receiving in its initial stages to examine the wider rollout of the service, according to people aware of the matter. 

The services include all household chores, including utensil cleaning, brooming, mopping, and cooking preparation. The service can be booked at a price of Rs49 per hour. “Your maid left you hanging? We leave your home spotless!” an advertisement for the service reads. In a bid to spread the word, the company has done influencer marketing by sponsoring short videos on Instagram and Facebook. 

This comes as the quick commerce race in India is intensifying with prominent online businesses doubling down on the opportunity. Similar to Urban Company, startup Snabbit also provides quick on-demand home services, delivering house help in minutes.

Snabbit's service is also currently available in select clusters of Mumbai. The startup recently raised $5.5 million in a Series A funding round led by Elevation Capital, with participation from Nexus Venture Partners. 

A rise in specialised quick services is being seen in the country after quick deliveries by Swiggy Instamart, Zepto, et al. took off. Quick delivery has moved from just groceries and vegetables to electronics and gold as well.

In the recent past, within minutes, delivery of food has also picked up with Blinkit's Bistro, Swiggy's Snacc, and other platforms also entering the space. Quick commerce has also penetrated the fashion and beauty world, with Myntra recently launching M-Now, a within-30-minutes delivery service.