A survey by ProNearMe indicates Indian consumers, particularly women, are increasingly opting for verified home service platforms over local technicians, willing to pay a premium for trust, transparency, and certainty.
This shift indicates a maturing consumer market in India where trust and reliability are becoming key differentiators, potentially reshaping the competitive landscape for home service providers and creating new opportunities in areas like remote eldercare management.
A survey by home services platform ProNearMe indicates a significant shift in Indian consumer behavior, with a growing willingness to pay a premium for trust and certainty in home services. Traditionally reliant on informal networks and local technicians, consumers are increasingly opting for verified service providers, even at a higher cost.
The survey of 1,000 homeowners in Delhi-NCR revealed that 61% of women have moved to verified platforms in the past two years, a sharp acceleration from previous trends. These verified services typically charge 10% to 18% more than local alternatives, yet demand is growing. This suggests consumers are prioritizing a package of assurances, including identity verification, transparent pricing, and customer support, over just the service outcome.
Women appear to be at the forefront of this trend, driving adoption by valuing reliability and peace of mind. The survey also highlighted an emerging use case where family members manage household services remotely for elderly parents, transforming trust from a personal relationship into an operational guarantee. While informal operators will persist, this migration among higher-value customers signals a fundamental change in the home services economy, where reducing uncertainty is becoming a key purchasing factor.
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