Home Service Market in India

Managerial Economics Project

This Project has been made by the following students of BMS 1A under the
guidance of Mr. Raj Kumar (Economics Professor)
1) Anmol Gupta (20028)
2) Ayush Sambher (20043)
3) Vardaan Aggarwal (20238)

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 Disclaimer

As suggested by our economics professor, in addition to the pre-written topics in this paper we
tried exploring price analysis across various different platforms and modes and growth of this
sector. Unfortunately, we couldn’t evaluate them as pricing is highly variable across various
modes (online and offline), geographies and companies due to which doing price analysis or
finding any cross price elasticity is not possible. Lack of secondary research of this sector along
with many companies not making their data publicly available didn’t allow us to carry forward
research on these topics. However, through our paper, we did manage to discuss the difference
between formal and informal employment in this sector and how it has formed a new type of gig
economy, status of women workers, impact of covid, change in demand due to consumer
preferences for various services across multiple time periods and the rationale behind it.

Abstract

This paper deals with offline and online markets of home services, their pros and cons and how
the consumers are shifting their preferences with time. People used to prefer the offline market
for home services but with the technological changes and ease of getting these services through
virtual platforms allowed the online market to grow in recent years. The primary objective of the
online system for household services is about delivering the home services at the doorstep just by
one click. This paper discusses the main theme of the online home services and how the ordering
and delivery of services takes place. The focus is on the reasons for shift in consumer behaviour
normally as well as in the time of the coronavirus pandemic and how they are expected to
perform in future. In addition to this, the paper also discusses the monetary and non-monetary
benefits to online service providers in comparison to their offline peers and how women have
settled in this new environment which provides them flexible working hours. Online systems for
household services can be used by any authorized user intending to seek for household services
through an ingenious web-based system or a mobile application. With rapid growth of the
Internet and globalization of the market, the retail sector has become an increasingly competitive
and dynamic business environment.

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 Index

Particulars Page No.

Disclaimer and Abstract 2

Introduction 4

Literature Review 6

Objective of Study 7

Meaning and History of Home Services 7

Analysing Online Home service Providers 9

Role of Women in Online Home Service 17

Analysis of Survey 19

Reasons for the transition towards Online Home

24
Service

Main Market Forms 26

Impact of Covid-19 on
● Consumer Behaviour 31
● Online Home Service Market 32

Effect of Celebrity Endorsements 34

Recommendations 35

Bibliography 36

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 Introduction

In today’s modern world, people are engaged in a heavy work culture as everyone struggles to
balance their professional and personal life. In such a chaotic lifestyle, one often encounters
various small issues in his house which seem as trivial matters initially ranging from getting an
appliance repaired, getting your house disinfected from bugs to even getting a salon treatment for
a family function but often takes a lot of time in arranging them along with the unresponsiveness
attitude of our traditional home service providers which gets frustrating at times. Everyone of us
has dreamed of a life where no such issues arise, wherein you get a service at your doorstep
without bothering much and you don’t have to bargain every time for the right prices.

To simplify this situation, E-Commerce plays a vital role in our life as it makes the daily life of
the people far more convenient, by developing an inter-connected system wherein households
like us and various service providers provide all the services one requires in just a few clicks on
your electronic device. People used to avail home services like cleaning, plumbing, repairing etc.
traditionally and offline but in the modern world we can avail these services online. Today many
websites and mobile applications have been developed like Urban Company (UrbanClap),
Zimmber, Housejoy, HelpR, Mr. Right etc that provide a variety of services like plumbers,
movers and packers, repair persons, cleaners, electricians, painters, taxi service laundry and
many more. In today’s digital age, the online platform serves both the buyers and the sellers
community by establishing effective communication. A generic platform providing two way
communications between service provider and service receiver, eliminating the exhausting
efforts of searching the suitable service provider and also ensures the intended job for the service
provider. A feedback-based rating system can improve the skills of any service provider and
service receiver can eventually get better service.

A very simple process is carried out to book a service and their system is specialized with
providing a confirmation email about the selected service. People can choose the particularity of
service required by uploading the image of desired specification. Online systems are versatile as
service can be booked from everywhere to anywhere you desire and that is the reason that there
is a shift in consumer behaviour from offline market to online market of home services in recent
times and their demand has been increasing from time to time.

Another thing that has boosted the Online Market of Home Services is the Covid-19 pandemic.
The spread of coronavirus in India at such a fast pace in the years 2020 and 2021 led to state
curfews and even lockdowns in the whole country which led to the rise of the online market of
home services. People find it more safe to acquire the home services from online modes than the
traditional methods because of the lockdown restrictions and also the online modes ensure better
safety standards and offer better and skilled personnel, quick redressal of grievances and
discounts. Not only in India but globally also the demand of online market of home services is

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increasing. According to a report, Global Online On-Demand Home Services Market 2017-2021
grew at a CAGR of 49% with home care and design, repair and maintenance, health and beauty
being the three major service segments, of which the home care and design segment accounted
for close to 60% of the market share in 2016.

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 Literature Review

1) E-Commerce and its impacts on Global Trend and Market by Shahrzad

Shahriari, Mohammadreza Shahriari and Saeid Gheiji (April 2015): The paper
shows that consumers are getting more inclined towards online services as the
technology is getting better and it is expected to grow more in future.

2) Factors affecting Indian consumers’ online buying behaviour by Jayendra Sinha

and Jiyeon Kim (July 2012): This paper explained that consumer behaviour is
constantly changing and Indian consumers are giving more emphasis to online buying
and services.

3) Home Services Market Updates by Redseer (December 2019): The article showed
that home services’ consumers are switching to online platforms largely for non-price
reasons and focused on the motivators for consumers for shifting from offline to
online services.

4) Consumer Behaviour shift: Small town buyers more inclined towards

e-commerce in post-covid world by Sandeep Soni (July 2020): The paper focused
on the consumer behaviour during the coronavirus pandemic and that people are
expected to stay with using online services in post-covid world.

5) On-demand Home Services are making inroads in Urban India by J Deepthi

Nandan Reddy (May 2017): This report theoretically explained that the on-demand
home services are growing with time and according to a survey it is growing 20%
every month. The author also believes that the on-demand services segment has the
potential to grow to a full-fledged industry.

6) On-demand Home services is now a thing in India and its bright future ahead by
Debadutta Upadhyaya (May 2021): In this report, the author talks about the
evolution of online service market in India after demonetization, how it provides a
scope for employment and the future prospects of the online service market in India

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 Objective of Study

● To study the consumer behaviour and shift in consumer preferences from offline market
to online market of home service
● To analyse the growth of online market of home services by a survey
● To analyse the situation of online market in current covid situation and scope for future
growth

Meaning and History of Home Services

Home Services are the services that provide assistance with activities of daily living and
self-management tasks to persons. Home services include personal care, carpentering, electricity
work, housekeeping, plumbing, assistance with medication, transportation etc. Home services
market comprises both the segments - online as well as offline.

Offline home services have been available since the origin of the Home service market and most
of the people avail home services offline. People used to get the repair work done themselves or
by hiring a worker, the case is similar with other services too. People used to get massages or
salon services through offline mode only by going to salons themselves. But now, the trend is
shifting with the technological advancements and evolution of new ideas. The demand for
platforms that connect people with local services has been increasing consistently in India.
Today, there are so many options available online, under home services. Audiences are shedding
conservativeness and are starting to warm up to the idea of such services, fulfilling their daily
household demands.

There are many startups that came up with providing the home services online rather than
offline. Examples of such startups are Urban Company, Housejoy, Zimmber, Helpr etc. These
startups mainly came into existence in the year 2014 and initially they had to suffer losses
because the behaviour of Indian consumers was somewhat conservative and they preferred
offline services more but with time, these startups gained importance because of the advantages
of services offered by them over offline home services.

People now have started to avail services through online mode rather than offline because they
find it more efficient and comfortable as you can avail any home service at your preferable time.
There is no issue of availability of workers or labour. Online Home services market offers many
discount coupons, vouchers etc. and consumers get attracted towards them. Online services are
also advantageous considering the fact that they provide service at your doorstep and you don’t
have to go anywhere so it is really helpful for the consumers to stay at home and avail services.
People with disabilities or handicapped people also enjoy the advantage of online home services

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because now they don’t have to face difficulties to get to a salon or for any other service, it will
be made available to them at their doorstep.

One more thing that has immensely benefited the Online Home Service Market is the
coronavirus pandemic. People believe that online services are safer and hygienic as compared to
offline services because the personnel or workers from online home service markets are more
skilled and trained to maintain hygienic environments through sanitation and protection in this
time of global pandemic.

In the present scenario, the startups, for instance, Urban Company, enjoys a good consumer share
in the home service market. In 2014, the company was founded by Abhiraj Singh Bhal, Varun
Khaitan and Raghav Chandra, and was originally branded and known as UrbanClap until it
expanded its service offerings in January 2020. In May 2020, Urban Company reported an
operating revenue of INR 216 crore and its valuation was at INR 918 crore. In FY20, the home
maintenance and repair services contributed 45% of total revenue and the beauty and wellness
services contributed 55% of total revenue. In March 2020, the company was servicing 22
locations within and outside India, had a network of 25,000 professionals, and were performing
800,000 service tasks every month.

Urban Company was recognised as a key partner of the National Skill India Mission In April
2021, regulatory filings revealed that Urban Company had turned into a Unicorn (startup
companies with over $1Bn valuation), with a fresh $190Mn fundraise. So,iIt is evident that these
startups are growing very well and they have done well to serve and grow consumers in the
market. Experts believe that Urban Company and other startups that offer Online home services
are going to grow more in future and the consumer behaviour will shift more towards online
from offline home services market.
The firms in this space have also clearly realized that this is a long-term game and it is all about
quality of supply and the service hence they are now strategically focused on curating and
onboarding service providers; and factors like quality control, training, on-time delivery etc. are
being given more importance. The aim here is to go beyond being a mere search and discovery
platform by giving users the assurance of reliable, high quality and quick services. Transparency
about pricing, simple and intuitive products and having a huge network of service providers is
for sure steadily changing the face of on-demand services in the country. All this has led to the
new age of organized and skilled workers getting access to the common man’s home essentially
due to the ease of service search(app-based), cost benefits and skilled technicians, compared to
the open marketplace.

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 Analysing the Online Home Service Companies

The Indian home service is estimated to be valued around $10.4 Billion by QuikrServices in a
recent finding. It is expected to grow 4 times by 2025 growing at a CAGR of 24.1% from 2020
to 2025 in our country. India accounts for 4.5% of the global home service market and this share
is expected to increase in future.

Millions of people in India have polytechnic diplomas or are trained as beauticians, plumbers, or
carpenters to earn a sustainable livelihood. The government’s Skill India initiative, in fact, is one
of the avenues for vocational training for many of such people. However, the job market for such
jobs isn’t as fair to them due to unsystematic and inadequate job opportunities. If they’re lucky,
they manage to find work at salons or companies at a fixed pay with long working hours. The
salary is often not very attractive, especially if they are living in a big city and supporting a
family and sometimes they don’t even find any work at all. Though the irony is that there is a
huge demand for services like plumbing, carpentry, beauty services, and photography, but there
is no regulated formal system where such consumers and service providers can interact and
exchange the benefits with each other in an efficient manner as most of the earnings in these jobs
go to the middlemen—contractors, salons, beauty parlours, studios, etc. This is where the
organised online home service companies come into existence which integrates technological
innovation and our traditional method of availing home services successfully. Here we will
discuss the structure and employees of these companies and how they are different from our local
home service providers although both provide the same service in essence.

In Comparison to local home service providers In Comparison to Listing Services like Justdial, Yellow Pages

Online Companies provided a faster, authentic,
structured and easy to avail connected system
which you can operate on your mobile phone
with few clicks along with increased flexibility
for service providers and a wide range of services
for consumers.
These aggregators have a list of handymen whom they pass on
the job for commission. This fee in some cases was as high as
50%. These online apps disrupted these middlemen and
enabled these service providers to register directly with them,
allowing them to keep 75-95% of what they earn.

Unlike classic e-commerce, this business model is based on services rather than maintaining
inventory coupled with elimination of pre-established middlemen resulting in low fixed costs
leading to increased income generation for all the parties involved.

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The market leader in India, Urban Company (Formerly known as Urbanclap) has over 30,000
service partners on its platform and around 10,000 beauticians among them as of October, 2020.
On an average of all the professionals employed at such online home service market companies,
30% are beauticians, 50% are home building and improvement professionals, health specialists,
15% is for event managers and the rest are for other services mainly including cleaning.

But most of these professionals are not really tech savvy and may not even own a broadband or
smartphone initially, so how do companies work with them?

Well most of the people who register with such platforms to list their skills have mostly heard it
from a reference already working there. These people don’t need to pay any joining or listing fee
to the company. Once selected they are set up with a smartphone, data plan, tools and everything
one needs to do business on such online platforms, which includes invoicing, payment,
collections and customer relationship management for which companies usually have training
programmes. In addition to making them equipped with latest tech and bringing in an ease in
providing their services to a much larger audience through their app, companies also support
these service providers with bank accounts as most of them used to be unbanked earlier, hence
making them financially updated.

According to an industry expert in 2014, “The Home Services sector is highly unorganised,
fragmented, has no concept of quality, no concept of trust or reliability. All those problems exist
and yet it is a very large part of the expenses of an average household, and there seems to be no
large company solving these problems.” To bring in reforms in this sector, there came a startup
boom in 2014 in this sector which witnessed around 70 local startups incubated during this
period. But how were these companies operating in the Formal employment sector different from
our traditional offline mode in the Informal employment sector which was working just fine for
us until we realised how much better it can get!

Following are a few factors which various companies in this sector adopt on an average to attract
the service providers to register on their platform rather than working individually:

1. In order to standardise the services on its platform, companies needed the service
providers to buy good quality products and tool kits. That’s when the idea of partnering
with NBFCs to give loans to service professionals came about. In addition to this, few
companies also started training centres to provide the service professionals with some
technical and soft skills. Taking the case of Urbanclap, training the professionals is a
key focus area for it. The professionals undergo a basic 15-day course, provided they pass
a written exam and an interview. They are taught soft skills and the finer nuances of their
work before they are allowed to accept any jobs on the platform thereby increasing the
overall standard of services allowing them to earn higher income and simultaneously

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 providing the best customer experience. This is done on the following philosophy “They
are undergoing a life transformation, from being an employee to a micro-entrepreneur
and running their own business. A huge part of the training focuses on—how do they
manage a business on their own, how do they manage their finances, manage family
along with business needs.” This holistic experience for the professionals isn’t present in
our traditional home service methods.

2. The selection process in these companies itself is quite rigorous. Only 30-40 of the 100
people who apply are selected in these companies. In addition to this, these selections
aren't permanent either. Taking an example of Urban Company, If the professional’s
rating falls below 4.5 out of 5, they are in the red zone; if it falls below 4.2, they are out
of the platform. This maintains a healthy level of competition in the market and makes
sure that service providers don’t become incomptent once they are employed and
continue to provide top rated service whenever and wherever they work. We don’t see the
same level of work ethic in the informal sector where these professionals are not
regulated by a manager and often do lacklustre jobs as their job is secured and they have
no fear of complaints going to their heads.

3. Safety—of both service professionals and customers—is of paramount importance in the

Organised Home Service Sector. Any on-duty damage to any of the party is investigated
upon thoroughly and fair compensation is paid wherever due. In addition to that elaborate
background check process, including checking of temporary and permanent addresses,
for which the company works with third parties is done. The companies also ensure it
only has the same gender services and people are only served in their homes, and not
hotels or any place outside.

4. Home services marketplace companies like Urban Company and Mr. Right rolled out
insurance at no cost, to more than 20,000 partners on its platform. This was a
first-in-class initiative that extends insurance cover for partners in a services gig
economy. It covers the majority of its professionals across home and beauty services with
life insurance up to ₹3 lakh (increased from ₹1 lakh earlier), disability insurance up to ₹3
lakh, accidental insurance covering hospital expenses up to ₹70,000 and OPD treatments
for accidents up to ₹10,000. It was noticed that most of these professionals do not avail or
buy insurance covers on their own as it requires them to pay a monthly premium. In order
to help them live a secured life, a fully funded insurance program is devised for all
partners where they don’t have to pay to avail insurance benefits. These social security
schemes aren’t available to the professionals working in the informal sector where the
only benefit they get is wage earned from their services.

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In the given information below, we have compared the annual salary in different professions, one
gets in the market leader of Online Home Service Market in India, Urban Company(UC) in
comparison to Open Market (OM) Prices in various other organisations different from the formal
sector employment:

[ Note: 1.) Data taken from ambitionbox.com updated on 24th April, 2021 - data adjusted with
respect to similar working hours. 2.) Max Avg. Salary in OM is the maximum avg. salary
prevalent in one of the open market sources and difference in avg. UC and Other Salary indicate
what percentage is average salary in UC more or less in comparison to all the other sources ]

1. Beautician

Average Salary in UC (₹) 2.7 LPA Range of Salary in UC (₹) 0.3-5 LPA

Average Salary in OM (₹) 1.07 LPA Range of Salary in OM (₹) 0.2-2.5 LPA

Max Avg. Salary in OM (₹) 1.4 LPA Difference in avg. UC and Other Salary (₹) 44%

OM include Beauty Industries, Salons and Publicity Parlours

2. SPA Therapist

Average Salary in UC (₹) 2.6 LPA Range of Salary in UC (₹) 0.3-5 LPA

Average Salary in OM (₹) 1.9 LPA Range of Salary in OM (₹) 0.2-3.5 LPA

Max Avg. Salary in OM (₹) 2.7 LPA Difference in avg. UC and Other Salary(₹) 8%

OM include 8 different resorts

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 3. AC Technician

Average Salary in UC (₹) 3.2 LPA Range of Salary in UC (₹) 0.3-6 LPA

Average Salary in OM (₹) 1.55 LPA Range of Salary in OM (₹) 0.2-4.5 LPA

Max Avg. Salary in OM (₹) 2.4 LPA Difference in avg. UC and Other Salary(₹) 60%

OM include 9 different companies

4. Massage Therapist

Average Salary in UC (₹) 4 LPA Range of Salary in UC (₹) 0.6-6 LPA

Average Salary in OM (₹) 1.68 LPA Range of Salary in OM (₹) 0.2-3.3 LPA

Max Avg. Salary in OM (₹) 2.1 LPA Difference in avg. UC and Other Salary(₹) 100%

OM include 4 different massage companies

5. Makeup Artist

Average Salary in UC (₹) 3.4 LPA Range of Salary in UC (₹) 0.5-6 LPA

Average Salary in OM (₹) 3.14 LPA Range of Salary in OM (₹) 0.4-9 LPA

Max Avg. Salary in OM (₹) 4.3 LPA Difference in avg. UC and Other Salary(₹) 13%

OM include 10 different makeup companies

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 6. Electrician

Average Salary in UC (₹) 1.9 LPA Range of Salary in UC (₹) 0.3-3.3 LPA

Average Salary in OM (₹) 2.1 LPA Range of Salary in OM (₹) 0.4-4 LPA

Max Avg. Salary in OM (₹) 2.1 LPA Difference in avg. UC and Other Salary(₹) -5%

OM include self work electricians

7. Yoga Instructor

Average Salary in UC (₹) 3 LPA Range of Salary in UC (₹) 2-4 LPA

Average Salary in OM (₹) 3.4 LPA Range of Salary in OM (₹) 0.4-6 LPA

Max Avg. Salary in OM (₹) 4 LPA Difference in avg. UC and Other Salary(₹) At Par

OM include working as a Freelance Trainer, self-work and yoga enterprises

8. Plumbers

Average Salary in UC (₹) 2.1 LPA Range of Salary in UC (₹) 0.3-4 LPA

Average Salary in OM (₹) 1.8 LPA Range of Salary in OM (₹) 0.2-4 LPA

Max Avg. Salary in OM (₹) 1.8 LPA Difference in avg. UC and Other Salary(₹) 5%

OM include self-work plumbers

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Key Observations:

● Beauticians, Massage Therapist and AC Technicians are the most lucrative professions in
terms of pay scale. Beauty and body care services along with house maintenance service
providers are the most prominent professions working on such platforms.

● According to qualitative analysis of service providers reviews, working hours being

flexible allows them to manage other jobs simultaneously which makes such online
platforms more lucrative for various semi-skilled workers.

● Cleaning service providers presence is comparatively low as compared to its peers and
data cannot be compared as job profile is mostly different. This service is still in its
nascent stages of growth on such online platforms and therefore cannot be compared
right now.

Monetary supremacy in some professions along with flexible working hours and various other
listed non-monetary benefits make on demand home service apps the way forward in future.
According to a survey conducted by glassdoor.com, 78% of professionals working on such
platforms regard the non-monetary factor as the major driver to be employed in these companies.
These non-monetary factors aren't prevalent in the informal sector where more than 92% of
non-standard form of employment service providers are employed.

This flexibility and increased freedom, however, comes with a trade-off with security of work.
These service providers are paid on the basis of completion of a certain number of tasks. Where
and when work is rare, this kind of work can compromise on the regularity of income. People
engaged in alternative work may have to piece together multiple different gigs in order to make
an income. This form of semi-skilled work on such online platforms is a non-standard form of
employment described as a range of contractual agreements that deviate from an open-ended, full
time, dependent employment relationship. Workers within this system are generally designated
as independent contract labour, with the platform acting as the contractor. This can lead to
workers being free from several vicarious liabilities and obligations (as they act as free agents of
the market and exercise relative freedom of choice in decisions pertaining to work), but also
being excluded from benefits and protections from employers. Although change is definitely
coming in this respect as these companies are certainly introducing various social security
schemes to help out these professionals while maintaining its true essence and advantages of
such a system.

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When Youtube was first discussed as a mode of income for various entertainers, there was a
similar reaction as people criticised it and didn’t believe that entertainers can make a living out
of it, but the contractors (YouTube) worked along with such service providers (The Entertainers)
to make it a financially stable ecosystem beneficial to both the parties and in turn also providing
greater convenience and consumer satisfaction to the people availing these services
(Us-Consumers). Although slowly yet surely, we believe that such on-demand home service
provider apps will do the same thing for our various semi-skilled labour forces.

From the above arguments, we can observe how workings in the formal and informal sector
differ on the basis of above stated points. Aggregate Salary is higher in the formal sector as
compared to the informal sector when adjusted for the same job profile and working hours.
Activities of most of the people associated with the informal sector are not tracked by any form
of government. Further, earnings are also neither taxed nor counted in GDP. However, in the
formal sector, earnings are taxed as well as counted in GDP as they are registered with the
government. Following various labour laws, wage acts and other related policies is also required
while working in the formal sector; exploitation of the same is highly prevalent in the Informal
sector. Various social security schemes and additional non-monetary benefits are also present in
the formal sector related to training, loan’s, insurance schemes and complementary technological
upgradation. These benefits are hardly present in the Informal sector and the only benefits the
workers working here receive is their wages. With passage of time, the formal sector is
continuously improving in terms of the benefits it provides to both the service providers and
consumers and we can expect a large change in the workforce transitioning from Informal to
Formal Sector.

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 Women in the Online Home Service Market

At the outset of the platform economy, it was expected that this job structure would allow
women who have domestic and care responsibilities to balance the aforementioned with income
earning opportunities. Women can utilize the flexibility feature of platform work to balance their
responsibilities and also to reenter the job market after taking a break from employment.
However, the creation of new opportunities as a result of the proliferation of platforms has been
highly gendered, allowing women to “professionally” take up work that is either highly
stigmatized (beauty services, massage services etc.) or formalized care work (nannies, nursing
etc.).

According to an Urban Company Survey conducted in 2019 (as mentioned in Ruchika

Chaudhary and Sona Mitra findings in Labour Practises in the emerging gig economy in India) :

● Women UC workers belong to an average age group of 28-34 years, are married and with
young children, and are mostly non-migrants.

● 80% households working with them are nuclearized with both husband–wife working.

● A little above 50% of women surveyed indicated that they were the primary and regular
earners in the family. Only a small section (around 8%) showed husbands employed in
regular work, in which case these men were the primary earners.

● The findings revealed that ‘flexibility of work timings’ is one of the most attractive
features of this kind of work organisation, where women working for 7 days a week
including weekends, work on an average for 37 hours a week and find the arrangement
suitable as it takes care of their household and other unpaid responsibilities.

● Women earned between 500 INR to 1200 INR per day depending on the number of tasks
they performed. On an average, women serviced 2-3 calls per day with multiple tasks in
each call.

● The survey revealed that women were most satisfied with the training and learning
opportunity, flexible timings, input and raw material support from the company.

● They expressed most dissatisfaction from the current incentive structure, lack of
opportunity for increasing incomes, dispute settlements, penalty structures.

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From the above observations, we can conclude that although emergence of various online
platforms for home service providers has provided income generating opportunities for various
female workers wherein they can contribute to the family income considerably and manage work
on its convenience. The non-monetary incentives and various other administrative work needs
increased regulation on such platforms to provide a more wholesome experience to its partners.
Such platforms not only help migrant female workers but also non-migrant female workers
vastly and in some cases helps them be the majority income earner in their family.

Conclusions:

● Use of technology for re-organisation of labour relations in service delivery mechanisms

– current model ushers in a new form of informalisation based on a disappearance of
employer-employee relations.

● The aggregator model thrives on collecting/aggregating as many service providers as

possible to raise their revenues which is based on a commission based profiteering model.

● The above provides routes of faster accumulation of capital.

● In a conservative country like India, it will take a longer time for such a model to
familiarise itself with both the consumers and service providers but it is of utmost
significance for organising the highly disruptive home service sector in our country

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 Analysis of the Survey

An online survey was created in order to gather the knowledge regarding what consumers have a
perception towards the online home service markets. We were able to collect responses from 129
people of different age groups having different monthly expenditure patterns for availing various
home services. We got a variety of responses helping us get to know how consumers think and
their response to the online home services market during the Covid-19 Pandemic.

A brief summary of the survey is as follows

● We had age brackets of 0-18, 19-40 and 41+ and were able to get quite a balanced review
from all the age groups mentioned.

● Then we asked a question regarding the amount you allocate your income towards these
home services and how much proportion of that amount is allocated towards the online
mode of these home services.

● Then the following questions were based on which types of online home services you
are/going to avail before, during and after the pandemic and we were able to infer that in
majority people who did avail these services chose “Appliance and Repair Service”.

● We also asked them why they were using these online services. The basic motive behind
this question was to get to know what consumers like about the online mode of these
services and hence in the future these platforms should focus more on these amenities.

● Lastly we asked for a reason from those people who did not want to avail the online
service and we were able to generate 55 responses which helped us get to know what the
online platforms have to focus on in order to gain the trust of skeptical customers and
increase their market share and profitability.

Now you might be wondering why we asked about the respondents age and expenditure incurred
on these services. The reason behind this was to get a relationship between age and expenditure.
In other words we wanted to know how people across different age brackets think and how well
they take their economic and monetary decisions.

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So the questions to we want to find the answers using the survey are:-

● Which service occurs the most and is the most preferable service as per consumers in the
online mode?

● What consumers like and don't like about the online mode of the home services and
hence recommendations can be provided to handle the same.

● In this digital era, why do people still rely more on the offline mode of the home services
and hence some recommendations to improve about the same

The table given below shows the number of responses we got from each age group having a
different monthly expenditure for the home services (both online and offline mode):

Age Expenditure
0-6000 6000-15000 15000-25000 25000+
↓ →

0-18 14 9 3 3

19-40 29 22 12 9

41+ 13 7 1 7

The table given below shows the number of responses from each age group having different
monthly expenditure for availing online home service:

Age
Expenditure None 500-4000 4000-8000 8000-20000 20000+
↓ →

0-18 12 12 3 1 1

19-40 15 38 12 5 2

41+ 8 4 11 4 1

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As per the survey conducted, we got 29 responses from people who were under the bracket of
0-18, 72 responses from people belonging to the age bracket of 19-40 and 28 responses from
people belonging to the age group of 41+. The findings were as follows :-

● Majority of the people in the age group of 0-18 were centered around allocating
500-4000 on online services (given that their monthly expenditure was 0-6000 on
the home services). As their income increased, so did their dependence on the
online home services market. Only 2-3 people were still reluctant to avail the
services.

● Similarly, the majority of people in the age group of 19-40 were demanding more
and more online services. Their expenditure was centered around 500-4000(taking
into consideration that their monthly expenditure was 0-6000 or even
6000-15000). As their income bracket increased more and more people were
willing to avail the services. Many people in this group who were not availing any
service, started availing the service as the pandemic started and are content from
the quality of service provided and are willing to continue with the same, This
shows the shift towards online mode.

● In the age bracket of 41+, surprisingly many people were happy to have the
service being online and were ready to adapt with this technological shift. Their
expenditure on the home services was centered around 4000-8000 (considering
their expenditure to these services as 6000-15000), it's a surprising thing that the
people under this bracket were willing to shell out more than 6000 on these
services and only few people were under the bracket of 0-6000 which is less in
comparison to the age groups of 0-18 and 19-40.

● Definitely Covid took its toll on this industry. Many people who were earlier
availing these services became skeptical and stopped using the services, some
people still kept the services continuing and many people were willing to return to
the services as and when the pandemic situation gets sorted.

● The survey also shows that people(which were using these services prior to the
pandemic) definitely have a trust over these online home service providers and
there is an increasing demand for these services and a positive response is visible
from that group of people who were skeptic and were not availing the service
before.

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What we can infer from this is as follows:-.

● Under the age group of 0-18, we can see from the second table that consumers tend to
spend around 500-4000(12 responses) and the major service they would like to spend on
was of Salon and Massage.

● Under the age group of 19-40, we can see that they also tend to spend around 500-4000
on online home service and are more inclined towards availing services like Cleaning
and Disinfection, Plumbing, Electrician and Carpenter.

● Over the age of 41+, we can see people are willing spend around 4000-8000 on these
online home services, which clearly shows that people do trust these services and as from
the first table we can see (as a general consensus) that people have a budget of around
0-6000 and are allocating a higher end of their budget towards the online mode which is
definitely a positive sign.

● On the other hand, people from 0-18 and 19-40 (having a budget of 0-6000) are
allocating around 500-4000 max which shows that people from this age group are not
willing to avail more of online services. The reason behind that could be, as said by many
of our respondents, that it's easy to call a person who is a permanent worker and is loyal.
Hence the major issue is of trust and loyalty and also many people believe that there is
not much difference in the cost of services provided by these different modes.

● The reason behind allocating a higher end of their expenditure towards the online mode
by the people over the age group of 41 is that for them it's a new experience. They see the
comfort level which is available to them. Like this technology era is totally new to them,
vegetables getting delivered at their doorsteps, high quality salon services available to
them on their fingertips. It gives them the ultimate power to exploit this opportunity and
enjoy the services.

Monthly Expenditure on Change during Covid (A) Change Post covid (E)
Home Services

0-6000 -5.17% 32.75%

6000-15000 -12.24% 36.73%

15000-25000 11.11% 66.67%

25000+ -12% 20%

Total -6.67% 36%

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 ● From the above Table we can conclude that there was a fall in consumers spending
0-15000 and 25000+ to avail the Home Services during the covid period because of the
lockdown restrictions in the country and also people prioritizing their health concerns. It
is also expected that post covid there will be a healthy growth in the no. of people
spending 0-15000 and 25000+ in availing those home services.
● Consumers spending between 15000-25000 to avail home services have still availed the
services during the covid pandemic in contrast to other spending groups and it is because
of the fact that majority of these people might have availed these services through Online
sources. It is expected that people spending 15000-25000 to avail home services will
increase at a rate of 66.67%.
● So looking at the overall situation, the no. of people availing home services have declined
in the country and it is expected that once the pandemic gets over, people will again start
to avail these services through both offline as well as online markets.

Change During Covid (A) Change Post Covid (E)

The above mentioned demand-supply graphs shows the change in quantity demanded in the
home service market during different time periods according to the survey. The leftward graph
shows decrease in quantity of service (6.67%) demanded during the Covid period (keeping the
supply constant) and hence there is a leftward and downward shift in the demand curve.The
rightward graph shows the increase (expected) in quantity demanded (36%) post Covid period
(keeping the supply constant) and hence there is a rightward and upward shift in the demand
curve.

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The above graph shows the various benefits of online home services and their frequency
according to the survey.

● Majority of the respondents who avail online services regard easy availability of various
services as the major factor to choose this mode
● Approximately 1/3rd of the respondents derive various secondary benefits from online
home services like discounts, better customer experience, quick response rate and
verified and hygienic personnel which drives them to continue using this method
● 14.70% of the total respondents haven’t availed online home services till now and don’t
see any benefit in this method over the offline mode

Reasons for the transition towards the Online Mode of Home Service Markets

As per the survey analysis, more than 90 people out of the total 129 persons we surveyed were
willing to spend on the online services. This shows the transition towards the online home
services.

You may be wondering why this is happening as the offline home service providers are
trustworthy and customers have seen their work and are in touch with them.

Online home service providers have a lot of benefits in comparison to the offline home service
providers which makes them quite lucrative and hence allures the customers to them. These
benefits include:-

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● Cheaper Alternative

A traditional AC cleaning service costs around ₹500 per AC while an UrbanCompany

AC cleaning service costs around ₹300 which is a saving channel for many of the
households. Definitely not all households will be willing to avail such a service, thinking
it being substandard and getting a service from a person we know and we have seen his
work is always the go to option.

● Convenience is a priority

Alongside discounts, even if the service is more expensive than the traditional one, many
people will still avail these services, the fact being of differential pricing which helps us
infer that for consumers, Convenience is more important than prices and hence this shift
is justified because of non-price reasons.

● The power of influencing customers using Advertisement

One more benefit that online home service providers have is that they can market their
services in form of advertisements(television, magazine) and have the ability to conduct
celebrity endorsements which allure customers to avail such services. As celebrities are
like role models of the public, they get easily influenced.

● Ever Growing Demand due to Technology Era

As we know everyone will not be willing to avail such services, of the fact being
traditional services are more trustworthy. This will not act as a disadvantage for online
modes of home service because many consumers out of curiosity will definitely try these
services and also because of the word of mouth marketing aspect will create a trust of
consumers on online home service providers.

● Provide verified professionals

Last reason we could think of was the fact that the professionals at these online home
service companies are well versed with a lot of products. For example an AC servicing
professional will have experience with an AC of Panasonic as well as O General. Hence
the fact of easy availability of professionals with a diverse set of skills is a plus point of
these online home service providers. Also these professionals have been hired by these
companies on a certain criteria and they will certainly not disappoint.

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 Main Market Forms

Before addressing the main market forms, let us discuss what is a Market?

Market in economics is that mechanism by which buyers and sellers are brought together i.e,
they are in contact with each other through any means of communication like telephone, letters,
internet etc.

Elements of a Market are

1. Area
2. Buyers and Sellers
3. Product
4. Competition

Forms of Market Structure

Structure of market is mainly determined by four factors:

1. Number of Buyers and Sellers

2. Nature of the commodity
3. Mobility of goods and factors of production
4. Price Determination

The combined effect of these factors indicates the degree of competition. Market forms are
classified on the basis of intensity or degree of competition among them.

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Accordingly, in an economy there are four main forms of market:

(i) Perfect Competition (ii) Monopoly

(iii) Monopolistic Competition (iv) Oligopoly

Now we will look into the definitions and assumptions of all the market forms

1. Perfect Competition

Perfect Competition refers to that market situation in which there are a large number of
buyers and sellers of homogeneous products. The price of such products is determined by
the industry(all the firms taken together) with the market forces of demand and supply.
All firms sell their product at this price, thus there is only one price which prevails in the
market. A firm is just a price taker and cannot influence the price of the commodity.

Features or Assumptions

A) Large Number of Buyers and Sellers

B) Homogeneous Product

C) Perfect Knowledge

D) Free Entry and Exit

E) Perfect Mobility

F) Lack of Transportation Cost

G) Lack of Selling Costs

2. Monopoly

‘Mono’ means single and ‘Poly’ means to control, implying one seller. It means a market
condition in which there is a single producer of a commodity with no close substitutes.
The whole market is under his control (control on supply) and there is a single producing
unit called firm or industry. A firm under monopoly is said to be the price maker as it
can influence the market price of the product on its own. Absence of competition enables
the firm to control its supply and thereby earn high profits.

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 Features or Assumptions

A) Single Seller and Large Number of Buyers

B) Absence of Close Substitutes

C) Restriction on Entry of new firms

D) Price Discrimination

E) Full Control over Price

3. Monopolistic Competition

This market form contains both the competitive feature and monopoly feature in its
structure. It is Monopoly + Competition.

❖ Monopoly in the sense that the firm has full control over the brand name/trade
mark, it is using and thus enjoys some monopoly power or benefits.
❖ Competition in the sense that other firms are making the same product and thus
competing with each other. This element keeps the price of the goods in a close
range. Monopolistic competition refers to a market situation in which there are a
large number of firms which sell differentiated products.

Features or Assumptions

A) Large Number of Buyers and Sellers

B) Product Differentiation

C) Freedom of Entry and Exit

D) Price Policy

E) Selling Costs

F) Lack of Perfect Knowledge

G) Non-price Competition

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 4. Oligopoly

The term ‘Oligopoly’ owes its origin to two greek words, ‘oligos’ which means few and
‘pollen’ which means to sell. Oligopoly is that form of market where there are few sellers
and the price output policy of one seller does affect the price and output policy of other
sellers. In oligopoly, sellers produce homogenous goods or close substitutes but not
perfect substitutes of one another. Oligopoly lies between monopoly and monopolistic
competition.

Features or Assumptions

A) Few firms (or a large few firms) and large number of buyers

B) Interdependence

C) Non-price Competition

D) Barriers to Entry of new firms

E) Selling Costs

F) Nature of Product

From all this information we can correlate the online home service industry is more
affiliated towards an oligopoly.

Why an oligopoly?
Oligopoly is a mix/blend of Monopoly and Monopolistic Competition having few firms with
close substitutes and not perfect substitutes.

Urban Company, Mr Right, Zimmber, Housejoy form an oligopoly as they align themselves with
the features of oligopoly as mentioned above.

1. Few Firms and large number of buyers and sellers

Many consumers would be knowing not more than 2 and even only 1 company in the
online home service markets. This implies that very few firms constitute the market of
the online home service industry. Also for the case of buyers, the survey showed that 90
people out of 129 persons we surveyed were availing the online mode of the services.
Also a study showed that 70% of the people will be staying at their homes because of the
pandemic and which will allure consumers to use this platform for convenience.

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2. Interdependence
This feature of oligopoly is not fully satisfied under this industry because all the start-ups
under this industry are quite small in order to influence big companies like Urban
Company. This is where the aspect of Monopolistic Competition comes in, Urban
Company is neither the price maker nor the price taker because of product differentiation
(which is another feature of Monopolistic Competition).

3. Non-price Competition
Non-price competition involves methods like advertising, customer care, free gifts, better
sales services etc. to stay in the market. Definitely companies use such tactics in order to
increase demand for their services by providing promo codes, discount vouchers and
quick redressal of the consumers grievances. This is done in order to avoid price wars.

4. Barriers to Entry for firms

Definitely their barriers to entry for the firms in the market which are as follows
● Requirement of Huge Capital- Companies require huge capital in order to set up a
system of outlets in various cities in order to expand and even to go international.
● Natural Barriers- Natural Monopolies can arise in markets(like Urban Company,
not really Monopoly but Monopolistic Competition) for services which have
significant economies of scale.

5. Selling Cost
Due to cut throat competition among the firms, various sale promotion techniques are
used. Firms in oligopoly spend on persuasive advertising and celebrity endorsement
campaigns(we have discussed this topic at the end of this paper) and other promotion
schemes in order to increase volume of sales.

6. Nature of the Product

Lastly, the firms under oligopoly may produce homogenous products (in the case of the
online service market services) or differentiated service.
So in the case of the online home service market, as the firms produce a differentiated
service like some may provide cleaning and some provide security services, the industry
is referred to as Differentiated or Imperfect Oligopoly.

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 Impact of Covid-19 Pandemic

Consumer Behaviour towards Home Services

In times like the Covid-19 pandemic, everything is going online. Many businesses have moved
online, and brands are now dealing with the challenges of creating great customer experiences
for a new breed of shoppers. Hence there has been an increasing demand for these services
because of the fact that proper protocols of social distancing along with verified and hygienic
personnel are readily available at a one stop destination through these service apps. So this calls
for a shift in the Consumer Behavior thus affecting the decision making ability.

We are right now in a very unique period in history. Of course, it affects consumer behavior and
purchasing decisions as because of the 5 new themes among Consumer Behaviour which are as
follows

● Shift to value and experience: This trend has begun even before COVID-19 but now,
it’s as if people have decided that they know what matters. What matters is not the
product itself, but the value and actual experience.

● Move to the digital and omnichannel experience: Consumers have started adapting to
this new digital era and are definitely getting benefited from the same. We asked the
consumers regarding what they like about this online mode and the majority answer came
was that people are quite content with the level of service and the fact of getting their
grievances redressed is quite an important feature and we would say a USP of these types
of services providers. Most companies have seen more than 10% growth in their online
customer base. Many consumers also say that they plan to continue availing these
services online, including the elderly, even when brick-and-mortar stores reopen.

● Growth of the health, caring, and homebody economy: We know that people,
suddenly because of the pandemic, started to care about their health. We see a high
percentage of consumers buying healthy products and started taking precautions to limit
their exposure to the crowd. People also realized that they don’t know when the pandemic
will end. So, shoppers are preparing to spend a lot more time at home. More than 70% of
consumers don’t yet feel comfortable resuming their normal out-of-home activities and
hence are skeptical about the offline mode of the service.

● Loyalty is in flux: For certain products and brands, COVID-19 caused supply chain
disruptions. When consumers couldn’t find their preferred product/service at their
preferred retailer, they changed their shopping behavior. Many consumers have tried a
different brand or shopped at a different retailer during the crisis and are trying out this
new online channel—especially when they don't have a choice. The value, availability,

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 and quality of products and services were the main drivers for consumers to try a
different mode of service.

● Gravitating toward clean UX(User Experience): Consumers are so concerned about

the pandemic that they’re looking for cleanliness online, a cleansed, verified and hygienic
service professionals that can reassure and encourage them to try out the service again
from the online platform in order to gain trust. Conversely, people prefer not to buy from
a service platform with UX that doesn’t seem clean.

Online Home Service Markets

Urban Company, formerly known as Urban Clap, provides access to home services like repairs,
servicing of appliances and pest control by trained professionals through its platform. Its revenue
had more than doubled to Rs 216 crore in FY20 over the previous fiscal, while the net booking
value of all transactions through the Urban Company platform grew 138 per cent year-on-year to
Rs 918 crore in FY20.

It is no wonder then that this space is seeing a massive influx of funds. Housejoy raised Rs. 150
crore last December in its second round of funding led by e-commerce major Amazon. Ratan
Tata-backed UrbanClap and Mumbai-based Taskbob also secured about Rs. 166 crore and Rs. 28
crore, respectively. According to startup industry tracker Tracxn, this sector is growing at a rapid
pace, with 69 startups founded in 2014 alone. The fact that competition in this space has
dwindled over time (active play has nearly halved since last August), the sector looks to be in a
state of constant flux.

It is a well known fact that a satisfied customer is the most valuable asset of any firm. So as
covid cases took a surge, these companies took the initiative and focused on re-imagining
delivering safer and more hygienic services (amid the COVID-19 pandemic) and have made
significant investments in technology, PPE (personal protective equipment) and safety training.

CEO of Urban Company says “We are seeing strong growth in business despite the months of
lockdown. We have already crossed our pre-COVID peak by more than 30 per cent and are
confident of growing 2-folds in FY21 over FY20.” So this shows that consumers, despite the
lockdown and the pandemic, feel that services through these channels are trustworthy and
because of compliance of protocols and quality service, they are willing to spend and avail the
online mode services in comparison to the offline mode. The pandemic gave UrbanCompany an
opportunity to attract non-traditional customers.

Among many other examples, we saw Housejoy, a tech-driven construction, renovation,

interiors, and home maintenance company, launching a service for the delivery of essentials. The
startup was able to pull this off right at the start of the lockdown, when people were stuck at

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home and were struggling to get essentials delivered as the supply chain had been impacted too.
This was a good example of how the startup (whose core offering in the construction and
maintenance space came to a complete halt) innovated quickly to make itself relevant to the
consumer’s evolving needs by expanding its offerings. The company has been growing at 20 per
cent month-on-month profitably and have recovered to pre-COVID numbers overall post the
lockdown. It has expanded to 10 new cities for their on-demand and construction business.

So we get to know that there is definitely a huge market for online home services because of all
its amenities being available at one place and ease of accessibility of those amenities which is of
utmost importance for the consumers nowadays. One problem which is associated with this
venture is lack of supply. Demand for the services will always be there, but the real issue is the
shortage of professionals providing and fulfilling these services. Cofounder of Helpr, an online
home service market, mentions “Having a network of experienced and efficient servicemen is
one of the most important drivers of this industry. Demand exists on the consumer side but the
market is completely fragmented when it comes to supply. We want to fill this gap”.

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 Celebrity Endorsements Impact on Consumer Decision Making

According to a study conducted by Elberse & Verleun (2012), celebrity support increases product
and services sales by an average of 4% during the endorsement period. The strategy of celebrity
endorsement is feasible and extremely beneficial in order to build credibility, promote products,
and increase brand awareness. There are endless benefits of celebrity endorsements for the
company, product, and the consumers.

According to Wadhera & Chawla (2015), the celebrity endorsement results in boosting sales of
the product and helps attract new consumers for the business. They inspire the confidence of the
consumers and motivate their purchase intentions positively. The addition of the brand value is
clear and immediate. As soon as a celebrity signs the agreement to endorse a product, the
company obtains a factor of legitimacy due to the strength of a celebrity's name. According to
studies, online home service markets using a celebrity, who is admired by people, tend to draw
the attention of the audience more quickly and easily than some other standard, traditional
designed advertisement. Therefore, one of the many positive outcomes of celebrity endorsement
is that the brand image is refreshed, consumer awareness is enhanced, attention is gained and a
new dimension is added to the brand image.

According to a study, consumers tend to present a better recall for the products or services that
are celebrity endorsed even if they are not the actual fan. The human brain is used to recognizing
celebrities just like the way it recognizes and values people it actually knows. As an impact of
this, consumers tend to position the celebrity endorsed products on a higher level (Lim et al.,
2017). Thus, a psychological impact is created resulting in the consumers' increased willingness
to pay. In addition to the many other existing benefits of celebrity endorsements, awareness
along with familiarity and trust is increased when a celebrity vouches for or promotes a product.
These are the essential variables in the purchase decision-making process of the consumer. They
possess more sympathetic feelings for a brand if it is promoted by their favorite celebrity
(Dwivedi et al., 2015). Moreover, a psychological impact is created which lets consumers believe
subconsciously that buying a product or availing a service advertised by their admired celebrity
will help them imitate the desired traits of the celebrity. This increases their willingness to pay
and thus leads to a boost in sales. Although much research shows that celebrity endorsements
affect willingness to pay, a finer understanding of why and how it affects the context of
consumers is still not understood well. It may be their loyalty and affiliation with the celebrity,
the pride that they feel by associating themselves with a high performing football player or the
satisfaction and value that they obtain from celebrity endorsed products. It can be anything
ranging from maintaining a status quo to gaining personal satisfaction and benefits by consuming
a celebrity endorsed product.

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 Recommendations

We would like to give some recommendations regarding how the online home service providers
can increase its customer base.

● Create more and more tie ups with companies that can supply good quality and verified
professionals. This will help meet the ever increasing demand of availing these services
online and will help companies register profits.
● Many traditional customers are skeptical about the fact that the service provided will be
not upto the mark and will not be better than the service provided by the people they have
known for years. So in order to avoid this, what these service providers can do is put
emphasis on providing service with quality assurance.
● One more thing that they can do is as customers really liked the fact that they don't have
to go on finding good quality professionals and everything is available at the their
fingertips and the opportunity of quick redressal of their grievances and the fact of getting
discount and promo codes, these companies should incentivise the public for increasing
the demand and create a brand image.
● Lastly, one more thing that we would like to recommend is that elderly people face a lot
of issues regarding which medicine to take, food and many more if their children are out.
We think that there is a huge opportunity regarding online Nursing services which can be
provided by these companies. The companies can hire verified professionals who are
registered Nurses and have some sort of qualification parameter. Finding genuine and
good quality nurses will become easy and hence the customer base can be expanded on a
larger scale

With this we would like to conclude our Research Paper regarding the Home services market in
India. In this we covered how this market emerged in our country, gave an analysis of the
structure of the professionals working in these service markets, role of women in online home
service markets, presented the analysis of the primary research using an online survey which we
conducted which gave us more insights regarding how consumers among different age groups
and budget constraints react to theses services then reasons for transition towards the online
mode of these services, Covid-19 impact on consumer behaviour and the companies providing
the services, how celebrity endorsements(as used by the big corporations of online home service
market use) influence customers and ended with giving some recommendations.

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 Bibliography

● https://iwwage.org/wp-content/uploads/2020/02/Labour-Practices.pdf
● https://www.owler.com/company/urbancompany#acquisitions
● https://www.livemint.com/
● www.ambitionbox.com
● www.owler.com
● economictimes.indiatimes.com
● www.urbancompany.com
● www.newindianexpress.com
● Techcrunch.com
● www.code-brew.com

Link to the Home Service Market Survey

https://docs.google.com/forms/d/e/1FAIpQLSfc1O4n6zWS4-0GmrSy1OWkQmpvp-I8z2IjUZEJ
JVb7NZzJzA/viewform

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