Trust, Tech, & Transformation in Web and Mobile App Development: Urban Company’s Secret to Success
In the digital age, where convenience is paramount and trust is hard-earned, Urban Company (formerly Urban Clap) has emerged as a beacon of innovation in the home services sector. Founded in 2014 by Abhiraj Singh Bhal, Raghav Chandra, and Varun Khaitan, the company has transformed a traditionally fragmented and informal industry into a streamlined, tech-enabled ecosystem. With operations in over 60 cities across India and international markets like the UAE, Singapore, and Australia, Urban Company’s success is a masterclass in leveraging trust-based content and app simplicity to win customer loyalty and scale sustainably.
This article explores how Urban Company built its empire by focusing on three core pillars: trust, simplicity, and empowerment—both for customers and service professionals.
Urban Company’s success is deeply rooted in its web and mobile app development strategy, which powers its full-stack, two-sided marketplace model. By investing in robust digital infrastructure, the company has created a seamless experience for both customers and service professionals.
Urban Company Overview
| Key Details: |
Data |
| Founded: |
2014 |
| Founders: | Abhiraj Bhal, Varun Khaitan, Raghav Chandra |
| Headquarters: | Gurgaon, India |
| Market Reach: | India, UAE, Singapore, Australia |
| Valuation: | $2.1 billion |
| Employees: |
Over 42,000 service professionals |
What is Urban Company?
Urban Company (formerly Urban Company) is a leading Indian home services platform founded in 2014. Headquartered in Gurgaon, Haryana, the company connects customers with trained professionals for a wide range of services delivered directly to their homes. It is an Indian-based technology company that operates a platform connecting customers with a wide range of home services and skilled professionals via a mobile app and website. The service list includes beauty, grooming, cleaning, repairs, home educators, fitness trainers, and many more.
What do They offer?
Urban Company provides services across categories such as:
- Beauty & Wellness (salons, massages, grooming)
- Home repairs (plumbing, electrical, carpentry)
- Cleaning & pest control
- Appliance servicing
- Painting & home improvement
Urban Company Headquarters in Gurgaon, Haryana, Source: LinkedIn
Founders of Urban Company
1. Raghav Chandra
He is a graduate in Computer Science from UC Berkeley. Before Urban Company, he worked as an engineer at Twitter and Mobsmith. He leads the product and technology verticals of the company.
2. Abhiraj Singh Bhal
Cofounder Abhiraj holds an MBA from IIM Ahmedabad and a degree in engineering from IIT Kanpur. Abhiraj, before jointly founding Urban Company, was a consultant at the Boston Consulting Group. His notable qualities include strategic leadership and a strong commitment to customer satisfaction.
3. Varun Khaitan
He graduated from IIT Kanpur, later pursuing engineering as his field of study. He has experience working with The Boston Consulting Group and earlier founded another online car rental platform. His operations are closely tied to the skill set of technology.
Urban Company Founders: Varun Khaitan, Raghav Chandra, and Abhiraj Bhal, Source: Startup Talky
The Problem: A Disorganized, Distrustful Market
Before Urban Company entered the scene, the home services market in India was largely unorganized. Customers relied on word of mouth, local classifieds, or neighborhood recommendations to find plumbers, electricians, beauticians, and cleaners. This system was riddled with problems:
1. Lack of standardization: Prices varied wildly, and service quality was inconsistent.
2. No accountability: If a service provider performed poorly, there was little recourse.
3. Safety concerns: Allowing a stranger into one’s home without conducting any background verification was a significant risk.
4. Limited access: Many skilled professionals lacked visibility and access to a broader customer base.
Urban Company recognized this gap and set out to build a platform that instills trust, ensures quality, and simplifies the entire experience.
Success Timeline Urban Company
A simpler, more powerful booking experience with Urban Company App & Website
Urban Company’s intuitive mobile app is designed to make service booking feel effortless. It has simplified its booking experience, not just by adding a host of new features but by removing much unnecessary content. The result is a cleaner 1-page booking module.
Urban Company Website
What is the Urban Company Business Model?
Urban Company operates on a full-stack, two-sided marketplace model that connects customers with trained service professionals for at-home services. Here’s a breakdown of how it works:
Core Business Model
1.Two-Sided Platform: Urban Company bridges the gap between consumers and service providers across various categories, including beauty, wellness, cleaning, appliance repair, and more.
2. Full-Stack Approach: Unlike pure aggregators, Urban Company trains, equips, and manages its service partners to ensure consistent quality and a seamless customer experience.
3. Asset-Light Model: The company doesn’t directly employ service professionals but enables them to operate as micro-entrepreneurs under its brand.
Key Features of the Model
1. Standardized Service Delivery: Through training, SOPs, and branded kits.
2. Technology-Driven: AI-based matchmaking, real-time tracking, and seamless payments.
3. Partner Empowerment: Offers micro-financing, insurance, and career growth opportunities to service professionals.
Segmentation of Urban Company
1. Geographic Segmentation:
Initially focused on major urban cities like Delhi, Mumbai, and Bangalore, Urban Company aims to serve densely populated urban areas where home services are in high demand.
Their expansion is now reaching cities outside the metros, with an eye on Tier 2 and Tier 3 cities.
2. Demographic Segmentation:
The platform primarily caters to middle-to-upper-class individuals aged 25 to 45 who use technology, are time-conscious, and have disposable income to spend on premium home services.
3. Psychographic Segmentation:
Urban professionals who seek convenience, reliability, and quality in their home services and appreciate a hassle-free experience are the key psychographic audience.
4. Behavioral Segmentation:
The company targets individuals with regular home service needs, such as cleaning, beauty services, and appliance repairs.
Targeting
Urban Company primarily targets busy working professionals, millennials, and families who are willing to pay a premium for a stress-free experience. Their marketing often focuses on this solution, emphasizing high value in convenience, quality, and safety.
Positioning
Urban Company positions itself as a premium, tech-enabled home services platform that provides vetted and trained professionals for services like beauty, plumbing, cleaning, and more.
They focus on the time-saving aspect, with the tagline “Apne Time Ka Karo Sahi Use, Urban Company Karo Choose” (Make the right use of your time, choose Urban Company).
For instance, take a look at this creative ad film, which focuses on how the company helps save time. The company further strengthens its position by focusing on key differentiators:
1. Background checks and training for professionals.
2. Standardized pricing across services, removing the need for negotiation.
3. Seamless user experience with in-app service tracking, reviews, and secure payment options.
Competitor Analysis
1. Direct Competitors
a. Housejoy:
Similar to Urban Company, Housejoy offers a range of services, from construction to salon, and focuses heavily on customer satisfaction. However, their pricing is often more competitive.
b. Helpr:
A key player in handypersons services, Helpr’s focus is on niche home service categories.
2. Indirect Competitors
a. Local Service Providers:
Although fragmented, local service providers can offer more affordable services, making them a tempting option for price-sensitive consumers.
b. DIY Solutions:
Increasingly, some consumers opt to handle home services themselves or rely on personal recommendations via social networks or word of mouth.
USPs of Urban Company
1. Quality Assurance: Urban Company’s screening process ensures that customers can rely on the professionals they book.
2. Standardized Pricing: By eliminating the need for negotiation, Urban Company ensures pricing transparency and trustworthiness.
3. Convenient, Tech-Driven Service: Their app provides real-time service tracking, feedback, and easy booking, revolutionizing home services.
Also Read : E-commerce Website Development: Must-Have Features for Conversions
Marketing Mix of Urban Company
1. Product
Urban Company offers an extensive range of home services, spanning beauty, cleaning, repairs, spa treatments, grooming, and even painting.
Through a seamless mobile app and web interface, users can book appointments with a few taps. Their focus on professionalism sets them apart from the traditionally unorganized home services sector in India.
During the pandemic, they also introduced disinfection services, which made them relevant according to the demand.
2. Price
The prices are transparent and listed upfront, which eliminates the common issue of price negotiation that is typical with local service providers. Their pricing is justified by the added value of trust, quality, and convenience that they offer.
To attract more price-sensitive customers, they occasionally run discounts, packages, and referral offers, making the services more accessible. They earn 85% of the revenue through their commission-based model.
3. Place
Urban Company has a presence in 55+ cities across India, catering to urban hubs such as Delhi, Mumbai, Bangalore, and beyond.
They have also expanded their operations internationally, offering services in countries like the UAE, Saudi Arabia, and Singapore. The convenience factor is one of their key strengths. All services are provided at the customer’s home, enhancing the overall user experience.
4. Promotion
Urban Company employs a digital-first strategy for promotions, utilizing platforms such as Instagram, Facebook, and YouTube for advertising, engagement, and promotions.
They actively create engaging content, whether it’s via influencer collaborations or how-to tutorials on home maintenance and beauty services, to connect with their audience.
Some notable campaigns include:
a. “Salon at Home” during the pandemic, which highlighted the importance of safety, hygiene, and convenience for beauty services. This campaign resonated particularly well with customers staying indoors due to lockdowns.
b. “The Professional You Deserve” campaign focused on building trust by showcasing the training and professionalism of Urban Company’s service providers. This campaign resulted in a significant increase in first-time user conversions.
Additionally, Urban Company utilizes content marketing through blogs and video tutorials to foster a relationship with its audience. The referral programs and first-time user discounts also play a significant role in attracting new customers and enhancing retention, as well as creating campaigns to drive brand awareness, customer acquisition, and retention.
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Urban Company’s Main Promotional Techniques
1. Content Marketing
Urban Company uses content marketing to establish itself as a thought leader in the home services sector. Their blog features helpful articles, including DIY tips, skincare advice, and beauty hacks. This type of content not only brings value to their customers but also positions the brand as an industry expert.
Source: Urban Company Website
The company also leverages user-generated content to engage with their audience. These videos provide helpful insights while subtly promoting their services, making the content more educational than purely promotional.
2. Ad Campaigns
Urban Company invests heavily in online advertising across platforms such as Google, Facebook, Instagram, and YouTube, utilizing both display ads and video content to showcase its services. They often promote seasonal offerings, such as festive cleaning services or pandemic-specific services, like sanitized beauty treatments. Bollywood actor Kriti Sanon endorsed Urban Company’s services through ad films like this:
Source: YouTube
Their paid campaigns also focus on remarketing, targeting users who have previously interacted with their website or app but haven’t yet completed a booking to nudge potential customers who might be on the fence. Overall, their ad films often focus on emotions and promotion, positioning Urban Company as a convenient option.
3. Influencer Marketing
To reach a wider audience, Urban Company collaborates with popular influencers who have a trusted following, especially on Instagram and YouTube.
With this, they can showcase their services to a broader yet highly engaged audience. Influencers share their personal experiences with Urban Company services, whether it’s having their home cleaned or using beauty services, lending authenticity to the brand’s offerings.
These collaborations often involve sponsored posts and Instagram Stories, helping to drive word-of-mouth marketing.
4. Social Media Engagement
Urban Company has a strong presence on social media platforms, including Instagram, Facebook, and Twitter, where it creates content aimed at educating and engaging customers.
Urban Company’s collaboration with Google, Source: Instagram
They frequently post how-to tutorials, service demonstrations, and behind-the-scenes videos to create an interactive experience. Their posts are designed to not only market their services but also to build trust through transparency about their operations.
When they focused on beauty services during the pandemic, they ensured customers that service professionals strictly followed hygiene protocols. This gained significant traction as the men’s grooming segment increased 6x.
SWOT Analysis of Urban Company
STRENGTHS
1. Strong brand trust through verified professionals and transparent pricing.
2. Full-stack model ensures quality control and consistent service delivery.
3. User-friendly app with AI-driven personalization and seamless UX.
4. High customer satisfaction and retention rates.
5. Expanding international footprint (UAE, Singapore, Australia).
WEAKNESSES
1. Limited penetration in rural and semi-urban markets.
2. High operational costs due to training, logistics, and quality control.
3. Dependence on a freelance workforce can lead to inconsistent service.
4. Challenges in maintaining uniform service quality across geographies.
OPPORTUNITIES
1. Expansion into Tier 2 and Tier 3 cities in India.
2. Growth in international markets, such as Southeast Asia and Europe.
3. Rising demand for gig-based services and remote work support.
4. New verticals like pet care, elder care, and home automation.
5. Strategic partnerships with local businesses and corporates.
THREATS
1. Intense competition from local aggregators and global platforms.
2. Regulatory changes affecting the gig economy and labor laws.
3. Economic downturns reduce discretionary spending.
4. Data privacy and cybersecurity risks.
5. Negative reviews or service failures impacting brand reputation.
What’s New in Urban Company?
Partnership with Meta for Hyperlocal Marketing:
1. Urban Company has partnered with Meta to create a series of engaging films for their weekly bathroom cleaning service.
2. The campaign leverages Meta’s platform capabilities, such as geo-targeting and day-parting, to deliver content effectively during peak engagement times.
3. The innovative films are designed to integrate seamlessly into users’ feeds, appearing more like entertaining content rather than traditional ads.
What is Urban Company Revenue Model: How the Brand Raised Money?
Urban Company follows a dual revenue generation approach. The company primarily offers two types of options: booking accounts and a section for fixed pricing services and variable price services. The company employs effective methods to bring substantial capital to the table based on its approach.
1. Commission
Urban Company generates around 85% of its total revenue from a commission-based approach. In the commission-based method, the company charges a percentage of the service providers’ total earnings. In this way, it satisfies customers’ needs by providing them with reliable and quick service whenever they require it.
Additionally, it provides wider opportunities for service providers to offer their services to earn more. The platform charges a different percentage of commission for each service provider and vendor based on their work. They receive a higher commission from the providers if they generate more work through the platform.
a. Lead generation
Lead generation is also considered the second most effective method for generating revenue. But for Urban Company, the primary source of revenue generation is charging commissions. In this approach, individuals specify their requirements, and the platform recommends service providers accordingly.
Customers can either contact the service providers or ask other customers to appoint them on their behalf. In this way, the company attracts service providers’ customers seeking service opportunities, and the company charges professionals for lead generation.
b. Reverse Auction
A service provider can pay a fixed amount to promote their skills using the Urban Company platform. The company, in exchange for capital, helps service providers improve their conversions and generate leads.
2. Advertisements
Service providers, businesses, and manufacturers run their advertisements through the Urban Company platform in exchange for advertising fees.
Building Trust: The Cornerstone of Urban Company’s Strategy
Trust isn’t built overnight—it’s earned through consistent, transparent, and customer-centric practices. Urban Company embedded trust into every layer of its business model
1. Rigorous Onboarding and Verification
Every professional on the platform undergoes:
a. Background checks using government-issued IDs and police verification.
b. Skill assessments to ensure technical competence.
c. Soft skills training in communication, hygiene, and punctuality.
This vetting process reassures customers that they’re hiring qualified and trustworthy professionals.
2. Transparent Pricing
Urban Company eliminated the ambiguity of traditional service pricing by:
a. Displaying fixed rates for each service.
b. Offering customizable packages with clear inclusions and exclusions.
c. Avoiding hidden charges or last-minute surprises.
This transparency builds confidence and reduces friction during the booking process.
3. Customer Reviews and Ratings
The platform features a robust feedback loop:
a. Customers rate professionals after each service.
b. Poor ratings trigger internal reviews and retraining.
c. High-performing professionals are rewarded with incentives and visibility.
This system fosters accountability and enables customers to make informed choices.
Source: Urban Company Website
4. Trust-Based Content Strategy
Urban Company’s content isn’t just promotional—it’s educational, reassuring, and transparent. Examples include:
1. Behind-the-scenes videos of training sessions.
2. Hygiene protocol explainers during the COVID-19 pandemic.
3. Customer testimonials and real-life transformation stories.
4. Blogs and tutorials on home maintenance, beauty tips, and wellness.
By demystifying the service process and showcasing professionalism, Urban Company humanizes its brand and builds emotional resonance.
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App Simplicity: A Masterclass in User-Centric Design
Urban Company’s app is a case study in minimalist, intuitive design that prioritizes user experience.
1. Clean Interface and Smart Navigation
The app features:
a. A clutter-free homepage with clearly labeled categories.
b. Search and filter options to find relevant services quickly.
c. One-tap booking and rescheduling.
This simplicity reduces cognitive load, making the app accessible to users across various age groups and tech proficiency levels.
Urban Company App
2. Personalized Recommendations
Using AI and machine learning, the app:
a. Suggests services based on past behavior.
b. Sends reminders for recurring needs (e.g., AC servicing).
c. Offers location-based promotions and seasonal packages.
This personalization enhances engagement and drives repeat usage.
3. Real-Time Tracking and Support
Customers can:
a. Track the professional’s arrival in real-time.
b. Chat with customer support directly within the app.
c. Access FAQs and troubleshooting guides.
These features reduce anxiety and increase transparency, especially for first-time users.
4. Seamless Payments and Subscriptions
Urban Company supports:
a. Multiple payment options (UPI, cards, wallets, cash).
b. UC Plus subscription for discounted rates and priority bookings.
c. Instant invoicing and service history tracking.
This frictionless payment experience contributes to higher customer satisfaction and retention.
Urban Company App
Empowering the Workforce: A Two-Sided Trust Equation
Urban Company’s success isn’t just about customer experience—it’s also about uplifting the service professionals who power the platform.
1. Training and Upskilling
The company has invested over ₹250 crore in training programs. These include:
a. Technical workshops in plumbing, beauty, and appliance repair.
b. Soft skills modules on grooming, etiquette, and communication.
c. Digital literacy sessions to help partners navigate the app.
This investment ensures consistent service quality and empowers professionals to grow their careers.
2. Fair Compensation and Incentives
Urban Company offers:
a. Transparent earnings with weekly payouts.
b. Performance-based bonuses and customer tips.
c. Access to health insurance and financial planning tools.
This approach fosters loyalty and professionalism among partners.
3. Feedback and Grievance Redressal
Professionals can:
a. View customer feedback and improve accordingly.
b. Raise concerns through a dedicated support channel.
c. Participate in community forums and training events.
This two-way communication builds mutual respect and trust.
Results That Speak for Themselves
| Metric | Value (as of 2025) |
| Monthly Orders | 2.2 million+ |
| Cities Served | 60+ across India and abroad |
| Net Promoter Score (NPS) | 46% (well above industry average) |
| Revenue (FY24) | ₹827 crore (30% YoY growth) |
| Profit Before Tax (Q1 FY25) | ₹12 crore (first-ever quarterly profit) |
Urban Company’s trust-based and user-centric approach has yielded impressive results:
These numbers reflect not just scale, but sustainable, trust-driven growth.
Global Expansion and Localization
Urban Company’s model has proven adaptable across geographies:
a. UAE and Singapore: Services tailored to expat communities and local regulations.
b. Australia: Focus on premium home cleaning and wellness services.
c. Tier-2 Indian cities: Hyperlocal marketing and vernacular content to build trust.
Localization efforts include:
a. Regional language support in the app.
b. City-specific offers and service bundles.
c. Collaborations with local influencers and micro-entrepreneurs.
This adaptability has enabled Urban Company to scale without compromising its core values.
Technology as an Enabler, Not a Distraction
Urban Company uses AI and machine learning to:
a. Match customers with the best-suited professionals.
b. Optimize scheduling based on location, availability, and skill.
c. Predict cancellations and reroute bookings in real-time.
It also uses facial recognition to verify professionals before they enter a customer’s home, enhancing safety.
Importantly, technology is used to enhance, not replace, human interaction. The goal is to make services feel personal, reliable, and effortless.
What Are the Lessons for Other Startups?
Urban Company’s journey offers valuable takeaways:
1. Trust is a long-term investment: Build it through transparency, consistency, and empathy.
2. Simplicity wins: A clean, intuitive interface can be more powerful than flashy features.
3. Empower your supply side: Happy, skilled partners lead to happy customers.
4. Content is more than marketing: Use it to educate, reassure, and build emotional connections.
5. Tech should serve people: Use AI to enhance—not complicate—the user experience.
In Conclusion: Winning the Service Game with Heart and Hustle
Urban Company has established a significant presence in the market. Its business model aims to enhance the connectivity between customers and service providers, making it faster and more efficient. Urban Company didn’t just digitize a broken system—it reimagined it from the ground up. By focusing on trust-based content, app simplicity, and workforce empowerment, it turned a chaotic, informal sector into a sleek, scalable, and human-centered platform.
In doing so, Urban Company has not only won the service game—it’s rewriting the rules for what modern service platforms can and should be.
If you’re looking to develop an app or website that focuses on home services in just a single click, we can help build one! If you are planning customer acquisition campaigns, we can also help! Get in touch with us at Shyam Future Tech today!
