Journal Press India®

Urban Company: The Road from Local to Global

Vol 23 , Issue 2 , July - December 2022 | Pages: 77-81 | Case Study  

https://doi.org/10.51768/dbr.v23i2.232202208

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Author Details ( * ) denotes Corresponding author

1. * Arnab Chakraborty, Assistant Professor, Amity Global Business School, Amity University, Noida, Uttar Pradesh, India (achakraborty@amity.edu)
2. Girish Kathuria, Director, Amity Global Business School, Amity University, Noida, Uttar Pradesh, India
3. Mamta Chawla, Assistant Professor, Amity Global Business School, Amity University, Noida, Uttar Pradesh, India (mchawla@amity.edu)
4. Debjani Chakraborty, Assistant Professor, Mody University of Science & Technology, Laxmangarh, Rajasthan, India

With a great response from Indian urban consumers, home services start- up, Urban Clap looked forward to venture into the global markets. The think tanks thought of rebranding the company from Urban Clap to Urban Company. The company was successful in luring investors and raising capital. It rigorously focused on employee training and improving customer experience which resulted in great success for a 6-year-old start – up. Urban Company co-founder Abhiraj Bhal said at the announcement that the intention behind the rebranding was to have a globally acceptable company name (Sheth, 2020). For increasing the scale of operations, the company tied up with NSDC to source, train and employ at least a million individuals from tier 2 and 3 cities. It is a historical fact that many times rebranding may fail. When we compare the entry of foreign brands into India, we see that the majority have used their original name and value proposition which is carried by the parent brand. Only time can tell that the decision will go right or wrong for “Urban Company”.

Keywords

Urban Company; Urban Clap; Branding; International Marketing; Rebranding


  1. Agarwal, N. (2020). UrbanClap renamed Urban Company as the startup expands to international markets. Livemint. https://www.livemint.com/companies/start-ups/urbanclap-renamed-urban-company-as-the-startup-expands-to-international-markets-11580369967591.html

  2. Dimri, S. (2020). Urban Clap rebrands itself as ‘Urban Company.’ National Hearld. https://www.nationalheraldindia.com/lifestyle/urban-clap-rebrands-itself-as-urban-company

  3. Editorial Team. (2022). Top 5 Urban company competitors 2022. Five Knowledge. https://fiveknowledge.com/urban-company-competitors/

  4. Mathur, N. (2020). UrbanClap rebrands itself as Urban Company to focus on horizontal gig market place. Livemint. https://www.livemint.com/companies/news/urbanclap-rebrands-itself-as-urban-company-to-focus-on-horizontal-gig-marketplace-11580382807868.html

  5. Mishra, A. (2020). Urban Clap Changes Its Name To Urban Company In Light Of Rapid Global Expansion. Law Street Journal. https://lawstreet.co/business/urbanclap-urbancompany?refuid=NjUxMHw1MC42My4xNjAuMj 3fHNvb2xlZ2FsLmNvbQ%3D%3D

  6. Sheth, H. (2020). UrbanClap rebrands itself as Urban Company. The Hindu. https://www.thehindubusinessline.com/companies/urbanclap-rebrands-itself-as-urban-company/article30693931.ece

  7. Sriram, M. (2019). UrbanClap raises $75 million led by Tiger Global. Livemint. https://www.livemint.com/companies/start-ups/urbanclap-raises-75-million-led-by-tiger-global-1564722409627.html

  8. Team Inc42. (2020). UrbanClap Rebrands To Urban Company With Six New Sub-Brands. Inc42. https://inc42.com/buzz/urbanclap-rebrands-to-urban-company-with-six-new-sub-brands/

  9. Urban Company. (2014). Urban Company. https://www.urbancompany.com/about

  10. @urbancompany_UC. (2020). At #UrbanClap, in 5 years, we have created a partner network of 25,000+ trained professionals and served over 5 million households. UrbanClap has come of age and now has a new name. UrbanClap is now Urban Company. #UrbanCompany. Twitter. https://twitter.com/urbancompany_uc/status/1222779868171030528?lang=en

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