• Pronto raised $2 million in a seed round led by Bain Capital Ventures, with a post-money valuation of $12.5 million.
  • The startup offers cleaning, laundry, and cooking prep services within 10 minutes, serving over 1,000 customers in Gurugram, available 24/7.

Urban India’s growing demand for instant delivery and services is fueling the rise of startups like Pronto, a platform offering cleaning, laundry, and home services within 10 minutes.

Emerging from stealth mode with a $2 million seed funding round led by Bain Capital Ventures, Pronto is valued at $12.5 million post-money, signalling strong investor confidence in the quick-service domestic work sector.

The Indian market has seen rapid adoption of instant delivery apps such as Blinkit, Zepto, and Swiggy Instamart, which have changed consumer expectations around speed and convenience. Pronto is capitalising on this shift by guaranteeing 10-minute service access in all its operational areas, alongside scheduled and recurring options. The startup currently serves over 1,000 customers in Gurugram, North India, providing 24/7 availability of its home services.

However, the surge in gig economy services has sparked increased scrutiny over the treatment of workers. Recently, Urban Company faced public criticism for its Insta Maids campaign, which triggered social media backlash over perceived disrespectful language toward gig workers. Despite renaming the service Insta Help, dissatisfaction remained among gig worker unions, highlighting the sector’s ongoing challenges.

Aiming for a “Win, Win, Win” Model

Pronto’s founder and CEO, Anjali Sardana, stresses that their business model prioritises empathy and fair treatment of gig workers.

“What’s missing from a lot of the language around these services is that they treat workers like commodities. They treat them as inputs. That’s not the way we operate,” she said.

Sardana emphasised the company’s close connection with workers by physically situating hubs where workers come and go daily, fostering direct engagement and understanding.

With this approach, Pronto seeks to build a sustainable platform balancing fast service delivery with respect for its workforce, positioning itself uniquely amid competitors facing criticism.

Edited by Harshajit Sarmah