Diwali clean-up opens up a growing market for home organisers
As Diwali approaches, urban Indian households are hiring professional organizers to help them declutter and organize. Companies like Joy Factory and Messmerize report significant growth in festive bookings compared to last year. The demand for suc...
As Diwali approaches, urban Indian households are hiring professional organizers to help them declutter and organize
Recently, Niti Aayog posted a photograph on X and Instagram of a common corridor being cleared out. It attracted a flurry of sarcastic comments on the 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 the government think tank’s attempt to showcase decluttering became fodder for online jokes, this is the Diwali season — that time of the year when the spirit of straightening up grows stronger. Households across urban India are hiring professionals 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.
Tidying up professionally Households are paying for help to sort wardrobes, reorganise kitchens and decide what stays, industry leaders said.
Raachna Kacker, founder of Messmerize, said enquiries begin before Navratri, with housewarmings and festive gatherings adding to demand. The Mumbai-based company estimates a 40-50% growth in festive bookings this season over last year, while Gurgaon-based Joy Factory reports a 25-30% increase.
Rohini Rajagopalan, founder of Mumbai-based Organise With Ease, said her team handles 40-50 homes a month across India as the need to organise is moving beyond the festive spike. Their work is distinct from deep-cleaning. Organisers help clients work through what they own, remove what they no longer need and create places for the rest. Scrubbing the kitchen remains a separate assignment.
