Pronto: 10 Key Things You Must Know

Overview

Pronto is an innovative home services startup that has rapidly carved a niche in India’s quick-commerce landscape by offering on-demand domestic help services with a promise of 10-minute fulfillment. Founded in 2024 in Gurugram, India, Pronto provides a range of household services including cleaning, laundry, utensil washing, and basic cooking preparation. The platform stands out for its focus on worker welfare through a shift-based employment model, offering verified and trained professionals predictable income and stable employment rather than the traditional gig work model with commissions. With its hyperlocal hubs and emphasis on speed and reliability, Pronto is revolutionizing how urban families access domestic help. This article explores ten interesting aspects of Pronto that illuminate why it is becoming a significant player in the Indian home services market and a pioneer in formalizing informal labor sectors.

1. Origins and Mission of Pronto

Founded in late 2024 by Anjali Sardana, a former Bain Capital investor, Pronto started with a vision to address the fragmented and disorganized domestic labor market in India. The startup recognizes the dual difficulties faced by both consumers—uncertain availability and trust issues—and workers—income instability and lack of formal employment. Pronto’s mission is to organize this unstructured sector by creating a “win-win-win” business model that benefits consumers, workers, and the company itself. The founder’s commitment stems from both consumer insights and conversations with domestic workers, aiming to provide dignified employment opportunities that empower workers, particularly women, across urban India.

2. The Pronto App and Service Model

Pronto operates via a mobile application where users can book domestic help instantly (within 10 minutes), schedule ahead, or set recurring appointments. The services cover tasks such as sweeping, mopping, washing utensils, cleaning balconies, kitchens, bathrooms, and laundry assistance. The platform's user interface allows customers to select from various services and view transparent pricing before booking. With professional cleaning partners vetted through thorough background checks, government ID, police verification, and in-house training, Pronto assures quality, safety, and reliability. Operating 24/7, the app enables busy urbanites to secure domestic help on-demand without hassle.

3. Impactful Shift-Based Employment Model

A distinctive feature of Pronto is its employment approach—it directly hires workers on guaranteed four-hour shifts, breaking from the commission-based gig economy model prevalent in home services. This method provides workers with income stability, often earning two to three times more in the first month compared to traditional informal employment. Pronto also offers performance bonuses and plans to introduce flexible pay cycles and health insurance for its workforce. This approach helps attract and retain quality professionals, reducing worker attrition and improving customer satisfaction, while elevating living standards for domestic workers.

4. Funding and Rapid Expansion

Pronto has witnessed significant investor confidence since its inception. In a swift growth trajectory, the company raised a $2 million seed round in May 2025 led by Bain Capital Ventures, followed by an $11 million Series A round in August 2025 co-led by General Catalyst and Glade Brook Capital. This funding fuels their expansion plans into new cities including Mumbai and Bengaluru, and supports the development of additional hyperlocal hubs and training centers. Pronto aims to onboard an additional 10,000 professionals within the next 18 months and is set on creating two million jobs within two years. Such growth underscores both the market potential and execution strength of the startup.

5. Pronto’s Presence in India’s Urban Markets

Currently, Pronto is operational in Gurugram with six hubs and two training centers, servicing densely populated residential areas. Demand is primarily driven by working professionals seeking quick, reliable household help. Their hub strategy involves establishing micro-hubs in key residential clusters to maintain the promised sub-10-minute service. Expansion to metropolitan cities like Mumbai and Bengaluru is underway, where rapid urbanization and evolving consumer lifestyles fuel demand for on-demand domestic services. By focusing on local operations, Pronto supports efficient worker dispatch and improved performance.

6. Consumer Reception and Service Quality

Customer reviews reflect a positive experience with professional, punctual, and diligent service providers. Users appreciate the commitment to quality and customer satisfaction, praising thorough cleaning and courteous staff. Some feedback indicates areas for improvement, such as app experience and customer support responsiveness. Nevertheless, the overall customer sentiment underscores the platform's ability to alleviate domestic chores effectively, saving users time and stress. The availability of repeat services and steady booking numbers demonstrate strong consumer trust. Pronto also encourages users to provide feedback and reviews on their service partners, which helps maintain high standards.

7. Pronto Founder and Leadership

Anjali Sardana, the founder and CEO, brings a combination of investment expertise and a deep personal commitment to reforming India’s domestic labor landscape. Her leadership ethos revolves around empathy and creating sustainable work environments for domestic helpers. Before founding Pronto, Sardana worked as an investor at Bain Capital and 8VC, gaining insights into scaling startups and nurturing teams. The Pronto leadership team includes experienced operational and engineering professionals who manage training, logistics, and technology development to support scalable, quality-driven service delivery.

8. Competitive Landscape and Market Positioning

Pronto competes with established players such as Urban Company’s Insta Help and Mumbai-based Snabbit, who also offer rapid home services. What differentiates Pronto is its end-to-end labor management, shift-based employment model, and focus on worker welfare, setting high barriers to entry for rivals. The company positions itself not just as a service provider but as a builder of urban consumer infrastructure for domestic help. Pronto aims to bring formal structure to a sector traditionally dominated by informal arrangements, providing a professionalized workforce coupled with rapid service fulfillment.

9. Pronto Funding and Financial Growth

The startup's rapid rise in valuation—from $12.5 million in the seed round to $45 million post-Series A—signifies investors’ belief in its model and market opportunity. Pronto has reported annual recurring revenues ranging from $750,000 to $1.5 million with steady week-on-week growth rates around 45%. With thousands of daily bookings handled and more than 50,000 homes cleaned within months of launch, Pronto demonstrates exceptional scale and unit economics for a quick commerce startup in home services. Funding is being allocated to geographic expansion, tech platform improvements, and workforce development to sustain growth.

10. Future Prospects and Challenges

Looking ahead, Pronto plans to deepen its presence in existing cities and enter new urban markets nationwide. The company intends to further build its worker management technologies and operator software to improve scheduling, quality assurance, and customer communication. While rapid expansion imposes costs related to oversupply and marketing, Pronto’s shift-based model and strong operational execution provide resilience. Challenges include maintaining rapid fulfillment times while scaling, addressing customer service improvements, and navigating sensitivities around gig worker welfare. Pronto’s vision goes beyond home services, aspiring to formalize and organize broader unskilled labor sectors in India.

Conclusion

Pronto exemplifies a transformative digital-first approach to delivering rapid, reliable home services, merging quick-commerce convenience with thoughtful workforce management. By reimagining fragmented domestic labor markets through guaranteed employment and technology-enabled logistics, Pronto not only addresses urban consumer needs but also champions worker dignity and stability. With robust funding, a skilled leadership team, and early traction, the company is well-positioned to radically redefine access to household help across India’s fastest-growing cities. As it scales and evolves, Pronto’s model may serve as a blueprint for formalizing and uplifting informal labor sectors worldwide—reinventing how societies value and connect with domestic workers.