‘Insta Maids’ by Urban Company is now ‘Insta Help’. The company rebranded the service based on ‘Feedback’, read backlash, from actively voicing consumers! Because they realised that dignity, respect and progress start with the name and go beyond.
Unfortunately, it does not change anything.
Maid by any other name remains a maid and continues to be underpaid for the chores.
The Problem Solution.
“Maid aaj nahi aane wali” is a highly potent home ambience-changing statement and one of a homemaker’s biggest fears. Because it starts a chain reaction. The search for the Chutta Kaamwaali, the temp replacement, starts. Though most homemakers have their bai and the replacement bai’s number on speed dial, there is a lack of security and confidence and never a guarantee of service and success. The replacement economy has its own norms, rules, and costs that differ within a city depending upon the location and kind of society. It correlates with the slums- jhuggi jopadi establishment nearby and the society’s monthly charges or the number and type of cars per resident block.
Now steps in the saviour: Urban Company. Changing life in selected cities. They have realised the pain points and decided to provide the power and ease of booking a maid, who will, like the genie, appear within 15 minutes at your doorstep.
And thank ‘Urban Company!’ for bringing you all this at just 49/hour! Less than the cost of a single apple or one litre of milk.
Normally, the equation in such a work is a complex but easily understood three-dimensional matrix. It is based on the size of the house, 1 BHK- 2 BHK, the number of members in the family and the kind of work. In many localities, every sub-action or work step is counted as one unit – dusting is one work- so is sweeping and poncha/katka, bartan. Washroom cleaning is separate, and washing clothes (in a washing machine!) is one unit, and so is spreading the clothes and picking and folding them a different unit of work. But no one is complaining as of now. Neither the maid nor the homemaker!
The on-demand home maid service is now as easy as clicking and ordering groceries.
In the short run, the homemaker may have the upper hand as her biggest worry of maid cancellation seems to have been taken care of-that too at a rate she will not have any complaints about. It is a deal in a city like Mumbai.
The INR 49/Hour Exploitation!
Some very concerned voices have reacted to the INR 49/ hour charges, not knowing what the internal model or pricing is. The earlier experience with Urban Company workers and help suggests that it will continue to employ and exploit the service providers. And equally true is the fact that most people who make the right sound don’t consider fair wages while hiring domestic help. They are the ones who fight with the vegetable vendor for rates but don’t think twice about paying for the first copy of the high-priced purse. No one stops them from hiring a stay Maid or Insta Help and paying extra, directly to the maid. And trust me, most homemakers are happy and don’t have any reservations other than possibly the kind of quality they may get at that price. They will be happier if the charges are not by hour but by the kind of work.
A Bai (Maid) Is A Bai by Any Other Name.
Many voiced objections to the tag ‘Insta Maid’ as dehumanising and disrespecting labour. Though the company has changed the branding, it will be interesting to know what they call their ‘Kanta Bai’. Maid and Bai are equally offending—if one is to split hair. And seriously, when I confronted my house help with the option, they smiled and laughed at such a trivial matter. The question: does it change anything if you call me a bai, maid or a help? What matters is how you treat me at home and what you pay.
Insta Maid Made Marketing Sense.
The term Insta-maid is a classic use of existing terminology, and there is nothing wrong with it. ‘Insta Help’ is better but is not apt for ease of understanding and clarity. It encompasses almost all the generic services under the brand, from plumbing to electrician to massage and face cleanup. It’s like calling a gardener–gardener and a driver-driver. There is nothing wrong with it. The intention and disrespect all reside in the mind that thinks so.
Enhanced Benefits Needed.
There is already a call for enhanced benefits for household help. These extend from a regular minimum salary to medical benefits, weekly off, bonuses, and annual and sick leave. Adopting and providing a better working environment for household help is a slow and tedious process. ‘Insta maid’ or ‘Insta Help’ may fuel and accelerate it. And that may be a desirable outcome from certain points of view. However, such a move will create pressure on the maid charges, which the home maker would not want.
Future Problem.
This is the birth of a problem on the horizon. This initial price offer is simply unreasonable and not sustainable. It is the first dose of opinion offered to the homemakers. There will be fast experimentation, and soon there will be some sort of subscription model for a number of days of replacement in a Month, quarter or a year. Once you take the bait and slowly get addicted to the drug – the ease, convenience and confidence – the rates for ‘insta help’ will go up and soon become unreasonably high. There will be weekend and festival surge pricing. You will become a member of Star Insta Help, which will promise you faster services and first priority on the services of the maid (Oops Insta Help) you gave five stars. Soon, the homes may have a problem in hiring regular help. This problem will vanish completely. The dependency on maids will end, as the family members take responsibility by rotation for the household chores. So, today, homemakers have a reason to thank Urban Company. Tomorrow is open to debate. On the other hand, it may add to the dignity of labour and make a better, more proficient, better-monitored, and better-evaluated task force.
The Question of Trust and Confidence.
People also worry about whether the company will do strict due diligence and KYC while hiring maids. The experience with other such service aggregators in the transport and delivery sector gives no such confidence. But by now, the user has learnt to underplay and hide such fear.
Be Ready For Surge Pricing.
Will they tactfully wean out the inefficient-bad workers out of the system, whereas the 5-star-rated maids will qualify for higher charges. The festival and peak period surge pricing will initially be tolerated before a back push may start. We have seen that play out in many services.
And Be Ready for The Maid Offer.
Meanwhile, be ready to hear the maid say, ‘Why are you getting anxious when I talk of chhutti- here take the Urban Company number- get a bai for 49/hour- and if needed cut the money from my salary”. And that, for sure, is the start of a new headache that can destroy peace at home.
Net-net: Happiness Will Be Short-lived
Look at Urban Company for electricians. What in the past used to be a quick visit by a local electrician, today feels like an expensive visit to a PVR, if not the doctor. They argue that if you pay Urban Company, why not us? They suggest and share the mobile number to call directly. The rates for small chores are going through the roof. At the end of it, both the customers and maids/help will be unhappy. Meanwhile, whatever you may want, Maid will remain a maid, Bai a bai and Ramu Kaka, Ramu Kaka.
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