New Delhi: Recently Niti Aayog posted photograph on X and Instagram of a common corridor being cleared out. It attracted flurry of sarcastic comments on internet — the Wild West of modern times — from "Niti Aayog's best work yet" to "Need a documentary on this" to "The bar is the floor." While government think tank's attempt to showcase decluttering became fodder for online jokes, this is that time of year when spirit of straightening up grows stronger. Households across urban India are hiring professional organisers to help them declutter.
There are multiple companies, including Joy Factory, Messmerize, Happy Organising, Bless the Mess and The Order Atelier, offering services from cupboard makeovers and storage planning to post-move unpacking, virtual consultations and periodic maintenance.
Cos charge Rs 40-60k and above for sorting belongings, home resets, staff training. Festive bookings up 25-50% over last year. Who's hiring? Busy pros, biz families, parents, and families moving houses.
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Job excludes deep cleaning. On-based Joy Factory reports 25-30% increase. Rohini Rajagopalan, founder of Mumbai-based Organise With Ease, said team handles 40-50 homes a month across India as festive season approaches. The net is moving to organised? Kaacchaa Kaacchaa founder of Messmerize said enquiries begin before Navratri, with housewarmings and festive gatherings adding to demand. The Mumbai-based company estimates 40-50% growth in festive bookings this season over last year, while Gurgaon-based Joy Factory reports similar.
Analytically, professional organisers business is sign of India's affluence - Rs 40-60k for decluttering equals monthly salary of domestic breeding checker Rs 18,000. Urban elite outsourcing tidying reflects time poverty, dual-income households. For economy, organising is new service sector, creating jobs for women - many organisers are women.
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If Niti Aayog corridor cleaning mocked, it shows government decluttering also needed - files, babus.
For India, decluttering boom parallels Swachh Bharat - but private, not public.
Tags: #Diwali #Decluttering #Organisers #JoyFactory #ProfessionalOrganising #FestiveSeason #NitiAayog #UrbanIndia #HomeReset #ServiceEconomy