In 2020, Nazia was working at a data entry office in Hyderabad, but dreamed of being a beautician. Then, on YouTube, she saw a video about Urban Company, a platform similar to the US site TaskRabbit, which promises to connect workers—plumbers, electricians, painters, beauticians, and others—with clients who need their services. Workers who join the platform as beauticians often pay upward of $500 to register and receive a salon equipment kit. For Nazia, it felt like an investment worth taking.
When it launched in 2014, Urban Company was revolutionary for India’s disjointed home services market, providing customers with vetted and trained workers through an easy-to-use interface. Nazia was one of tens of thousands of workers who joined the platform, which grew and grew thanks to consecutive rounds of fundraising from investors including Sequoia Capital, Tiger Global, and Prosus Ventures, becoming the largest home services provider in India, valued at almost $3 billion. Then it expanded into the United Arab Emirates and Singapore. In 2023, it launched in the US.
For workers it promised an opportunity to work flexibly, and earn well. In 2020, Fair Work, a research group that studies gig work companies, rated the company the best for workers in India, giving it a score of eight out of 10 on parameters that include fair pay and working conditions. (Uber scored one out of 10).
Nazia got stellar ratings and reviews from customers on the platform—so much so that she was invited to pay $300 to upgrade her account to Prime, which gave her access to better-paying jobs.
“Everything was going great,” she says. “With the money I made, I was able to help my family, buy a two-wheeler, and save money for my wedding.”
Urban Company fostered an identity for itself that was different from other gig work platforms, particularly for women. But since the start of the year, things have gone downhill, fast. Thousands of workers have found themselves arbitrarily dumped from the platform for not meeting new targets that they say have been set unattainably high. Nazia is among them. The platform, it seems, is subject to the same cycle of “enshittification” as its peers, sacrificing the incentives it had offered to get workers onto the platform in order to turn a profit—and abandoning its promises of flexibility in the process.
Urban Company declined to comment.
The first sign of trouble at Urban Company started in 2021, as the pandemic hit the home services business. The company slipped in Fairwork’s rankings, scoring five out of 10. Workers twice held protests demanding lower commissions and safer working conditions. After a media storm, Urban Company published a Medium blog introducing a “12 point program” to “improve partner earnings and livelihood”—which included lowering commissions and introducing an SOS helpline for women’s safety. In an attempt to be more transparent, the company started publishing a partner earnings index, but it also filed lawsuits against four protesters for “illegal and unlawful” actions.
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