Urban Company’s latest advertisement for its “Insta Maids” service has triggered widespread criticism on social media, with many calling it tone-deaf and exploitative. The ad, which offers domestic help at a steeply discounted rate of Rs 49 per hour (down from Rs 245), frames housemaids as unreliable while positioning the company’s service as a seamless alternative.
A viral LinkedIn post slammed the ad, arguing that it dehumanises domestic workers and perpetuates systemic labor exploitation. Critics pointed out that gig work platforms like Urban Company strip workers of job security and fair wages while offering convenience to customers at their expense. Many users highlighted the caste and class dynamics at play, as domestic labor in India has historically been undertaken by marginalised communities.
The advertisement’s messaging—“Your maid left you hanging? We leave your home spotless!”—also drew flak for treating workers as disposable. Commenters suggested that instead of undercutting wages, the company should focus on fair pay and worker protections. Some recommended a more empathetic approach, such as positioning the service as a backup when house help is on leave, rather than replacing them altogether.
Urban Company has not yet responded to the backlash, but the controversy raises pressing questions about labor rights in India’s gig economy and the ethical responsibility of corporations in shaping public perception of workers.