A Lucknow-based religious home services platform called Shoorvir is facing backlash over exclusion concerns after promotional messages claimed it connects Hindu customers with Hindu workers exclusively.
The platform has been circulating widely on WhatsApp through promotional messages describing it as a network offering household services “by Hindus, for Hindus.” Services include plumbing, electrical repairs, air-conditioner maintenance, carpentry, deep cleaning, transport, and other home-related requirements.
The promotional message has gone viral on social media, marketing Shoorvir as a Hindu alternative to popular home-services aggregators. It contains references that many online users criticised as communal, including claims that services are “safe” and “Jihad-free.”
Questions emerged about the platform’s operating model and whether it excludes people based on religion. The website’s stated objective is to connect Hindu service providers with Hindu customers nationwide, creating a network based on religious identity.
When contacted, a representative said services had been temporarily paused after complaints were filed against its WhatsApp presence. Operations were halted while the organisation reviewed its legal framework and compliance processes.
The representative confirmed the platform’s goal was creating connections between Hindu service providers and Hindu customers nationwide, but provided no direct response when asked whether the model amounted to discrimination against people from other religious communities.
The service-request process requires users to submit personal details. After receiving requests, Shoorvir shares contact details of nearby service providers, leaving customers to negotiate pricing and verify credentials independently.
Instructions have attracted scrutiny, advising customers to request providers arrive with “Hindu team” and mention Shoorvir’s name while booking.
Shoorvir plans to resume operations after addressing legal concerns and is working on launching a dedicated mobile application.
This controversy raises questions about religious exclusivity in India’s service sector.
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