Urban Company’s recent advertisement for its “Insta Maids” service has sparked significant backlash on social media, with many criticizing it as insensitive and exploitative. The ad promotes domestic help at a heavily reduced rate of Rs 49 per hour (down from Rs 245) and portrays traditional housemaids as unreliable while positioning the company’s service as a superior alternative.
A widely shared LinkedIn post condemned the ad, arguing that it dehumanizes domestic workers and reinforces systemic labor exploitation. Critics pointed out that gig platforms like Urban Company prioritize customer convenience at the cost of worker rights, often denying them job security and fair wages. Many discussions also highlighted the deep-rooted caste and class dynamics in India, where domestic labor has historically been performed by marginalized communities. The ad’s tagline—“Your maid left you hanging? We leave your home spotless!”—faced strong criticism for treating workers as easily replaceable.
Several users suggested that the company should focus on ensuring fair wages and better protections for its workers rather than undercutting earnings. Others proposed a more thoughtful approach to the service, such as marketing it as a temporary backup when regular house help is unavailable, rather than positioning it as a permanent replacement.
Urban Company has yet to respond to the growing criticism, but the controversy has reignited discussions on labor rights in India’s gig economy and the role of corporations in shaping public perceptions of essential workers.
