India's Pronto formalizes house help as its valuation jumps 8× in under a year | Tech Crunch
Overview
Bengaluru-based Pronto, is helping to bring India’s largely informal domestic help market online. As daily bookings climb and its city footprint expands, investors are opening their wallets.
The startup said Tuesday that it raised a
Details
Pronto offers quick, structured services for everyday chores — from mopping to utensil cleaning — promising trained, background-verified professionals on demand.
The startup says it can dispatch workers within about 10 minutes in several of its micromarkets (servicable locations within cities it operates), positioning the service closer to quick commerce than traditional home services. Each worker — whom the company calls a “Pro” — undergoes in-person training and background verification before taking bookings, and is assigned structured shifts intended to provide more predictable income than the informal arrangements common in the sector.
Pronto is now handling 18,000 bookings a day, up sharply from roughly 1,000 daily bookings last year, founder Anjali Sardana (pictured above, center) said in an interview. The median time between a customer’s first and second booking is just two days, she added, with the platform’s top 10% of users placing nine or more orders a month. Sardana said the startup is targeting 70,000 daily bookings by June.
The startup has also moved quickly to widen its geographic footprint, expanding from one city to 10 — including Delhi NCR, Bengaluru, and Mumbai — and from five to more than 150 micromarkets in the past seven months, Sardana said. Still, the bulk of activity remains concentrated in a handful of markets, with the National Capital Region, which includes cities surrounding New Delhi, accounting for about half of total bookings.
Sardana said Pronto has barely begun to tap India’s predominantly offline domestic services market, where most hiring still happens through informal networks. “I still believe that 99.99% of this market is completely offline,” she told Tech Crunch. “In aggregate, less than 100,000 people are using a service like this per day, while tens of millions of households rely on offline arrangements.”
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Market research backs that up. The overall home services sector, according to a Redseer Strategy Consultants report, was valued at around ₹5,100-5,210 billion (about
Pronto currently works with 4,500 active professionals on its platform, around 99% of whom are women, Sardana said. Workers who complete roughly 20 days of shifts a month earn a median of ₹23,000 to ₹25,000 (around
Pronto’s unit economics are still evolving as it expands into newer markets. Sardana said the company is seeing “very positive green shoots” in its oldest micromarkets in Gurugram, where contribution margins have turned positive, though newer markets remain in investment mode.
Sardana told Tech Crunch that Pronto has burned about $8 million to date and now has roughly two years of runway following the latest fundraise.
Pronto plans to deploy the fresh capital primarily toward onboarding more professionals, deepening its presence in existing markets, and expanding into new cities, Sardana said. It is also piloting new offerings such as cooking, car washing, and dog walking, and is exploring additional categories including salon services. For now, however, core tasks — including sweeping, mopping, and utensil cleaning — remain the platform’s most-used services.
The startup operates with a core team of about 60 employees, including roughly 15 to 16 across engineering, product, and design, while marketing remains lean with a small brand and performance team, Sardana said.
Pronto is operating in an increasingly heated segment of India’s home services market, alongside rivals such as Snabbit and publicly listed Urban Company. Snabbit raised
Sensor Tower data reviewed by Tech Crunch suggests Pronto’s daily active users grew about 37% to roughly 101,000 between late January and late February, compared with about 30% growth for Snabbit to around 93,000 daily users over the same period.
Sardana said Pronto remains focused on service quality as competition heats up. “At the end of the day, customers will come to the platform that provides the highest quality service,” she said.
Key Takeaways
- Bengaluru-based Pronto, is helping to bring India’s largely informal domestic help market online
- The startup said Tuesday that it raised a 100 million
- Pronto offers quick, structured services for everyday chores — from mopping to utensil cleaning — promising trained, background-verified professionals on demand
- The startup says it can dispatch workers within about 10 minutes in several of its micromarkets (servicable locations within cities it operates), positioning the service closer to quick commerce than traditional home services
- Pronto is now handling 18,000 bookings a day, up sharply from roughly 1,000 daily bookings last year, founder Anjali Sardana (pictured above, center) said in an interview
