Mumbai, India – Urban Company, the home services startup gearing up for its IPO, has made a bold move into the rapidly expanding quick commerce sector with the launch of “Insta Maids,” a 15-minute maid booking service. This strategic expansion pits Urban Company against established giants like Blinkit, Zepto, and Swiggy Instamart, and adds another layer of competition to India’s burgeoning quick commerce landscape.

The company is currently piloting Insta Maids in Mumbai, signaling a potential shift in how domestic help is accessed in urban India. While details regarding broader expansion plans remain undisclosed, the move underscores Urban Company’s ambition to capitalize on the increasing demand for instant services.

This initiative positions Urban Company alongside major players like Flipkart, Amazon, and BigBasket, all of whom have recently ventured into the Indian quick commerce market, now valued at over $6 billion annually. The sector, dominated by Zomato-owned Blinkit, Zepto, and Swiggy Instamart, saw these three alone generate nearly $1 billion in revenue during the previous fiscal year (FY24).

Urban Company’s foray into quick commerce comes amidst a surge of activity in the space. The market is witnessing a flurry of new entrants, driven by the growing appetite for rapid delivery of various goods and services. Recent examples include cloud kitchen unicorn Rebel Foods launching its 15-minute food delivery service, QuickiES, and Amazon piloting its 10-minute delivery service, Amazon Pay, in Bengaluru. Flipkart also offers quick deliveries under its Flipkart Minutes service. Furthermore, a wave of startups like Blip, Farmako, and Swish are carving out niches by targeting specific categories such as fashion, healthcare, and food.

Investor confidence in quick commerce remains high. Bengaluru-based Swish recently secured approximately $14 million in funding from prominent investors, including Accel, Hara Global, and Unacademy founder Gaurav Munjal.

Meanwhile, market leaders are focusing on achieving profitability. Bernstein analysts predict Blinkit will reach breakeven by Q3 FY26, while Swiggy Instamart is expected to achieve adjusted EBITDA breakeven by Q1 FY28.

Urban Company’s launch of Insta Maids coincides with reports indicating the company’s intention to file draft papers for a potential INR 3,000 crore IPO by the end of the March quarter of the current fiscal year. This strategic move into quick commerce could further strengthen its market position and attract investor interest ahead of its public offering.

The entry of Urban Company into the quick commerce arena is set to further intensify the already fierce competition, signaling a dynamic future for the sector as it continues to evolve and cater to the fast-paced demands of Indian consumers.