Insta Maids Rebranded by Urban Company Following Criticism
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- Location: Karnataka, India
The action follows criticism of the company’s initial name and payment system by worker advocacy groups and internet users, who deemed them exploitative and dehumanizing.
India’s largest home services company, Urban Company, changed the name of their contentious 15-minute house-help booking service from “Insta Maids” to “Insta Help” in response to a flurry of social media outcry and labor union condemnation.
The change was made in response to criticism of the company’s payment structure and original name by worker advocacy groups and internet users, who described it as exploitative and dehumanizing. Urban Company justified the service as a means of “formalizing and uplifting” the domestic work sector, however the workers’ base salary of Rs 49 per hour was heavily criticized.
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