Brokerage firm Kotak Institutional Equities maintains an ‘Add’ rating on the stock with a target price of ₹135 per share, implying a potential upside of about 21% from Thursday’s closing level.
Kotak said that Urban Company’s InstaHelp business crossed 50,000 daily bookings in February 2026. While the figure represents a peak day, the brokerage said it reflects a meaningful scale-up for a category that is only around 11 months old.
However, competition in the segment is also intensifying.
Rival platform Snabbit recorded nearly 30,000 orders per day in February, while Pronto reported peak bookings of about 18,000 orders a day.
Kotak said rising competitive intensity, including aggressive pricing and geographic expansion by peers, could lead to near-term losses in the segment.
The brokerage currently values Urban Company’s InstaHelp business at around $400 million.
March is an important month for Urban Company as there are two instances of its shareholder lock-in period ending.
On March 5, 7 million shares or 0.5% of its outstanding equity became eligible for trade as its six-month post-listing lock-in period ended.
On March 17, the bigger lock-in will end, where 940.9 million shares or 66% of its outstanding equity will open up for trade, according to Nuvama Alternative & Quantitative Research.
Even as the shareholder lock-in period ends, it does not mean all the shares will be sold in the open market. They will only become eligible to trade.
Of the four analysts that have coverage on Urban Company, two of them have a ‘Buy’ rating, while one each has a ‘Hold’ and a ‘Sell’ recommendation on the stock.
Shares of Urban Company were trading 2.29% lower at ₹111.78 apiece around 12:20 pm on Friday. The stock has declined about 8% over the past month and is down roughly 15% so far this year.
First Published: Mar 13, 2026 12:33 PM IST
