Meet Satjeet Singh Bedi, the man who offers 'chhotus' for ATM queues

It hasn’t taken companies long to cash in on the demonetisation move in the country. From radio channels allocating entertainers to ATM queues and music apps such as Saavn creating special ATM playlists and food delivery websites encouraging people to order online, the currency ban has been given many tongue-in-cheek spins. But the queues remain, as does the hassle of waiting for hours to get cash. Enter Bookmychotu, a 10-month-old start-up that can provide “chhotus” (helpers) to stand in the ATM queue for you till your turn comes.

Founded by Satjeet Singh Bedi, a former EY employee who hails from Bareilly, Bookmychotu was initially a platform where helpers could be hired for housekeeping and odd jobs. “But soon we realised that they were being hired to stand in queues or as runners for last-mile deliveries. When the demonetisation move was announced — of which we are in full support — it seemed like the perfect opportunity to pitch in with something that made life easier for people,” Bedi says. 

Behind a great idea is usually a personal story and Bedi’s case is no different. He was attending to his mother in the hospital when the currency ban was announced on November 8. “I needed cash and decided that once the ATM was functional, I would send one of my boys to stand in queue for me.” It was then, he says, that the idea of giving his start-up this spin came to his mind. This led him and Govin Kandhari, Bedi’s cousin and Bookmychotu’s co-founder, to share a post on Facebook on November 21 that read: “Are you short of cash? Need a helper to stand in queue of the bank / ATM till the time your turn comes?? [sic]” This post, in just five days, received over 900 comments, 1,700 “reactions” and was shared over 2,600 times. “I never thought a simple Facebook post would gain so much attention. I have been receiving praises on my family WhatsApp group for becoming a celebrity overnight,” chuckles Bedi. Engaged to be married in February, Bedi’s fiancée has not been able to withdraw cash because his helpers are already occupied. Business has been good, clearly.

While his family has largely consisted of businessmen, the entrepreneurial bug bit Bedi only about 18 months ago. Before Bookmychotu, Bedi and Kandhari first founded a grocery delivery start-up, which they later pivoted to the on-demand helper service. As of now, the start-up is bootstrapped, but Bedi is seeking investors for funding. “The best part is that in the last five days even those investors who were not giving us time are now seeking time with us.” With funding just “around the corner”, Bedi politely declines to share the number of helpers he has on board. These helpers are hired through Pro Securities, a manpower agency based in Noida. 

Anticipating criticism for the name or questions over the helpers’ age, a clause on the website’s policy page reads thus: “‘Chhotu’ is just a name and the same is being used for branding purposes. We have no intentions to hurt anyone’s sentiments. All Chhotus/Helpers are above the age of 18 and

they have no objection with this name.”

Bedi shies from talking about his educational background or anything beyond Bookmychotu. “EY is the only feather in my résumé. If I was to go and seek a job today, I would still not be hired,” he says. After a beat, he adds, “But maybe, after this recent celebrity, my value may have risen,” he laughs. For now, though, his focus will remain on monetising Bookmychotu.