Tier II towns contributing to nearly a seventh of UrbanClap’s total business: Rahul Deorah

A major portion of the budget is invested in digital mediums for Tier II towns, says Rahul Deorah, VP, Marketing, UrbanClap, in a conversation with exchange4media

e4m by Shreshtha Verma
Updated: Dec 10, 2019 9:50 AM
Rahul Deorah

UrbanClap has sure gone beyond the urban markets with the home services company venturing into Tier-II towns as well.  In the metros, UrbanClap has reported 150 per cent revenue growth in FY19. The growth parameters of UrbanClap states that it’s not just the urban population but Tier-II towns are also opting for online services over the offline ones.

UrbanClap has launched their home services in 9 more tier-II cities, including Jaipur, Chandigarh, Vadodara, Ahmedabad, say reports.

In a chat with exchange4media, Rahul Deorah, VP, Marketing, UrbanClap, said their business is growing at the rate of 50% month on month. Interestingly, the company ventured in Tier-II towns just a few months back and is witnessing 150% revenue growth.

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“Tier II towns are contributing to about a seventh part to our overall business,” revealed Deorah.

“We have ventured into tier II cities only recently. Last year, we had started operations in Chandigarh and Jaipur both of which are performing well. In September and October this year, we launched in Lucknow, Ludhiana, Vadodara and Visakhapatnam. All the tier-II cities combined currently contribute to about a seventh of our business, and are growing at upwards of 50% month on month.”

Asked how UrbanClap was marketing itself in Tier-II towns, Deorah said that they have been on mass media for almost three years now and so the brand has already created awareness in these cities. “We will continue our investments on mass media while ensuring that a significant portion of our budgets is invested into digital mediums for these cities,” he further said.

When it comes to category most in demand, Deorah revealed that beauty services have contributed 45 per cent of their overall revenue followed by repairs and maintenance adding 30 per cent.

UrbanClap has been ruling the market with its core focuses being trust and safety. They have a stringent 5-step onboarding process, wherein background verification is conducted of potential partners, apart from skill and aptitude tests.

“With respect to calling a stranger to one’s house, consumers used to do that even before UrbanClap existed. What we have done is bring in more transparency and trust to the entire system. Plus, as we do all the background checks at our end, so customers are assured of the right service professionals showing up at their doorsteps,” he explained.

Talking about the challenges that UrbanClap has been through during its journey, Deorah said that ensuring the quality and standards of our services has always been the biggest challenge for us.

“If a customer takes an UrbanClap service across different cities, we endeavour to make sure that there is little or no difference in the customer’s service experience. The challenge remains the same across cities, therefore, we invest heavily in our training and service SOP infrastructure. If our service is good, customers will talk about it, irrespective of the city,” he elaborated further.

Talking about expansion plans, Deorah said, UrbanClap wasn’t limiting the diaspora to products and services. It is gearing up for geographical expansions even faster than other aspects, he said.

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