Imagine strolling through a crowded market without having to carry heavy shopping bags or push a pram through packed streets. That’s the idea behind a new Indian start-up that is attracting both praise and controversy.
Launched in April, CarryMen offers shoppers in Delhi’s bustling Lajpat Nagar market the option of hiring personal assistants to help carry purchases, push strollers, queue for food and even guide customers through busy shopping lanes. The service starts at 79 rupees (around US$0.83) for 30 minutes and 149 rupees for an hour.
The idea was conceived by friends and mothers Ritu Kandari Srivastava and Kanishka Malhotra after they struggled to navigate the crowded market while managing toddlers and shopping bags.
The pair recalled a frustrating outing where they saw an elderly woman struggling with her bags but were unable to help because they were already overwhelmed themselves.
“That was the moment we realised there should be a service where people could simply pay for assistance instead of depending on family members to accompany them shopping,” said Ritu.
Unlike modern shopping malls, markets such as Lajpat Nagar are often packed with pedestrians, uneven pathways, encroaching vendors and limited accessibility, making them difficult to navigate for parents, senior citizens and people with disabilities.
After securing approvals from local authorities, the founders established a kiosk in the market and recruited a team of assistants, including both men and women, before launching the service.
The concept quickly went viral online, generating mixed reactions across social media.
Supporters praised the initiative as an innovative solution that could create employment opportunities in a country where millions continue to struggle to find stable work.
Critics, however, accused the service of catering to affluent customers unwilling to perform simple tasks themselves. Some labelled the assistants as modern-day “coolies” and argued the concept reflected growing dependence on low-paid labour.
Labour rights advocates also questioned whether the model could eventually become another example of exploitative gig-economy work.
The founders strongly rejected those claims.
“There’s no exploitation. Nobody is being forced to work. Our staff are full-time salaried employees, not gig workers,” Ritu said.
She added that the majority of customers are not wealthy shoppers, but rather pregnant women, parents with young children, elderly individuals and people living with disabilities who require assistance moving around busy markets.
One of the company’s assistants, 18-year-old Anand Kumar, said his first customer was a pregnant woman. He explained that employees undergo extensive training covering customer service, market navigation, stroller handling and assisting shoppers safely.
Beyond carrying bags, assistants also provide practical support such as locating stores, managing queues, carrying water bottles and helping customers find places to rest.
For Anand, the job offers better pay and greater dignity than some of his previous roles in retail and food delivery.
One experience remains particularly memorable. He recalled helping a customer with artificial arms who entrusted him with cash to complete purchases on his behalf.
“I was deeply moved by the trust he placed in me,” Anand said.
Business has steadily increased since the launch. While bookings were initially slow, the company now receives several reservations daily, with demand rising significantly on weekends.
Among recent customers were Jatinder and Anita Sabharwal, a couple from the neighbourhood who decided to try the service while shopping. The pair said having an assistant allowed them to move comfortably around the market without the burden of carrying multiple bags.
“He’s helping us navigate too. We didn’t even know where the pharmacy was. It’s made shopping much easier,” Jatinder said.
Anita agreed, saying the service allowed them to enjoy their outing without being weighed down by their purchases.
The couple dismissed accusations that the concept promotes entitlement, arguing that those who need assistance should have access to it, while those who do not can simply choose not to use it.
Buoyed by the early response, CarryMen plans to expand to Delhi’s famous Chandni Chowk market before rolling out to other cities across India.
However, some experts remain cautious. Labour rights activist Akriti Bhatia noted that many start-ups initially promise attractive wages and worker benefits but often struggle to maintain those standards as they scale.
She warned that India’s vast supply of low-cost labour and weak worker unionisation could create challenges if the company expands rapidly.
For now, CarryMen remains a small operation with seven full-time employees. Whether it evolves into a nationwide success story or becomes another controversial chapter in India’s gig-economy debate remains to be seen.
