International Journal of Technology and Applied Science

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Rebranding as a Growth Strategy in Digital Platforms: A Study of Urban Company and Its Gig-Based Business Model

Author(s) Divyani Baranwal, Gaurav Kewale
Country India
Abstract This paper examines rebranding as a growth strategy in digital platform businesses through the case of Urban Company, formerly Urban Clap, with a specific focus on how brand transformation interacts with platform scaling, category expansion, worker enablement, and investor positioning. Urban Company rebranded from Urban Clap in January 2020 to build a more globally acceptable umbrella identity and to support its ambition of becoming a horizontal gig marketplace across multiple service categories. Using secondary data, this study synthesizes company disclosures, investor-facing documents, media reports, and peer-reviewed research on rebranding, digital platforms, and gig work. The analysis finds that Urban Company’s rebranding was not merely cosmetic; it aligned with a broader strategic shift toward ecosystem building, sub-brand development, service standardization, partner professionalization, and eventual public-market readiness. Financial and operating indicators show that the company’s consolidated revenue reached INR 827 crore in FY24 and INR 1,261 crore in FY25, while profitability improved sharply, with net profit reported at INR 239.76 crore in FY25. The study argues that, in digital platform contexts, rebranding can function as a growth-enabling strategic architecture rather than a communication exercise alone. The paper contributes a platform-specific perspective to rebranding scholarship by connecting brand evolution with gig-based governance, trust creation, and diversification.
Keywords Rebranding, Gig marketplace, Digital platforms, Growth, Evolution
Published In Volume 17, Issue 5, May 2026
Published On 2026-05-17
Cite This Rebranding as a Growth Strategy in Digital Platforms: A Study of Urban Company and Its Gig-Based Business Model - Divyani Baranwal, Gaurav Kewale - IJTAS Volume 17, Issue 5, May 2026.
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