Insta Maids is now Insta Help

When we build something new, we’re not just launching a service - we’re shaping the way people live. At Urban Company, we’ve been fortunate to redefine home services, but with that comes the responsibility to listen, reflect, and grow.

We recently launched Insta Maids with the vision of creating a trustworthy and convenient househelp service that India can rely on. Just as importantly, we aimed to empower our service partners with stable work opportunities, respectable earnings of ₹150-180 per hour (₹20,000-25,000 per month), and benefits like free health insurance and on-job life and accidental coverage. We saw this as a step toward formalizing and uplifting a traditionally unorganized sector. 

When we first heard concerns on social media about the word “maids,” we paused to reflect. Our instinctive reaction was - "What's in a name? Our actions will carry more weight than words”. As a team driven by logic and data, we focused on the tangible aspects - fair pay, insurance, and formalization, without fully appreciating the cultural and emotional layers at play. From a marketing perspective, "Insta Maids" was perfect - it resonated instantly with our target audience and was gaining traction fast. Lakhs of people searched for “Insta Maids” on our app just over the weekend! This made the decision even harder. 

But as we listened more deeply, we began to see what we had overlooked. We realized that progress isn’t just about convenience and formalization, it is also about the values we choose to uphold and reinforce.

Words matter. They carry history, cultural context, influence perception, and shape dignity. As a company striving to create meaningful change, we recognize that getting this right is essential. That’s why we’re making a change - Insta Maids is now Insta Help. This isn’t just about renaming a service; it’s about reaffirming our commitment to a future where every service professional is valued, respected and accorded the dignity of labour they deserve.

To everyone who challenged us to think deeper - thank you. Growth comes from listening, and this is how we move forward, together.