Delhi, May 25: Shopping in over crowded Delhi markets has always been a chaotic as well as a physical exhausting experience. Taking solution into consideration a New Delhi-based startup ‘Carry Men’ reimagined that experience with a simple promise: “You shop. We carry.”

The startup has launched a unique on-demand assistant service where shoppers can hire trained helpers for only ₹149 per hour. These assistants accompany customers through busy markets, carrying their bags, managing the queues, and even helping them navigate complex local shopping hubs. The service is currently active in Lajpat Nagar and is expected to expand soon to Chandni Chowk.

For a modest hourly fee of ₹149, the customers can book assistants for two, three, or four-hour slots. Once hired, these helpers become a practical support system throughout the shopping journey. Their responsibilities include carrying shopping bags, helping customers move through crowded lanes, standing in food queues, guiding them to parking spots or metro stations, and even finding resting areas during long shopping trips.

The idea is not about luxury but convenience making hectic market visits more manageable for everyone.

The service has quickly attracted its strongest user base among elderly shoppers, especially women buying household items like curtains, bedsheets, and clothing. It has also proven useful for pregnant women and parents shopping with young children, who often struggle to manage bags, strollers, and restless toddlers in packed marketplaces.

According to the founders, the inspiration came from observing how many shoppers needed basic physical assistance rather than premium shopping services. Simple tasks like waiting in lines, finding seating, or managing transport often became the most tiring part of a shopping trip. To enhance the experience, the startup has also introduced several additional features. Assistants can carry portable foldable chairs for tired shoppers who need to rest during long outings. Other support options include umbrellas for weather protection, mobile charging facilities using power banks, and hydration assistance to help customers stay comfortable throughout their trip. Each assistant is currently equipped to carry up to 12 kilograms of weight. For heavier shopping loads, customers can book additional assistants as needed. The service began operations in April and has already completed more than 50 bookings in its first month. Instead of relying heavily on paid promotions or influencer campaigns, the startup has grown primarily through word-of-mouth recommendations and organic attention on social media platforms.

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This unique startup concept gained traction online, as it sparked a variety of mixed reactions. Many users appreciated the practicality of the idea, seeing it as a useful solution for urban shopping challenges. However, some critics raised concerns about whether the model would be sustainable in the longer run, questioning customer behavior and market acceptance in India.

The rise of services like this reflects a broader shift in how urban consumers approach convenience. In fast-paced cities like Delhi, even routine activities like shopping are becoming increasingly time-consuming and physically demanding, especially during peak hours, weekends, and festive seasons. For those who enjoy exploring traditional markets but want to avoid exhaustion, this service offers a simple solution. By taking over the burden of carrying bags and navigating crowds, it aims to make shopping less stressful and more enjoyable.

As urban lifestyles continue to evolve, such hyper-local convenience services may become an increasingly common part of everyday life.