Pronto Raises $11 Million to Redefine Household Help with India’s First 10-Minute, Shift-Based Service Model
Pronto, India’s first real-time, on-demand household help platform, has secured $11 million in Series A funding, a significant boost for the fast-growing urban services startup. The round was co-led by General Catalyst and Glade Brook Capital, with participation from Bain Capital Ventures (BCV).
Pronto specializes in home care, most commonly known as domestic help or house cleaning. Pronto is a 10-minute, shift-based model, creating reliability and structure to one of India’s largest unregulated sectors – domestic help. Founded in 2024 by Anjali Sardana. In a country where most households still rely on informal networks for chores and cleaning, Pronto is positioning itself as a high-frequency urban utility, ensuring both predictable income for workers and guaranteed reliability for households.
“Pronto is not just another app — it’s building an entirely new layer of urban infrastructure for household help,” said founder Anjali Sardana. “We’re transforming a sector that has been unreliable for decades by offering instant, vetted assistance through a model that also uplifts worker earnings. With this funding, we will scale operations, build workforce resilience, and show that domestic help can operate like any other dependable urban service.”
A Shift from Aggregator Models
Unlike typical home-service aggregators, Pronto operates on a shift-based delivery system. This means workers subscribe to a regular schedule for pre-scheduled shifts, giving them reliable pay, while customers get faster availability and continuity of service. Each worker undertakes training and a background check before they are allowed onto the platform, making a trustworthy experience in a marketplace that has a history of uncertainty.
“Pronto is creating something India hasn’t seen before — a structured, infrastructure layer for domestic help,” said Neeraj Arora, Managing Director at General Catalyst. “This model offers predictable incomes for workers and dependable services for households, aligning perfectly with our vision to back companies building new economic frameworks in India’s rapidly urbanizing cities.”
Paul Hudson, founder and CIO at Glade Brook Capital, called Pronto’s execution “exceptional,” adding, “This is more than a household help app — it’s becoming a consumer infrastructure platform that delivers meaningful work opportunities while meeting daily urban needs.”
Scaling Beyond Gurgaon
Currently operational in Gurgaon, Pronto plans to expand into Mumbai, Bengaluru, and other major metros over the next 12–18 months. The startup intends to create micro-hubs in critical residential areas to ensure each customer experiences sub-10-minute service times, hire and train 10,000 more workers, and heavily invest in quality assurance and real-time operational technology.
A Win-Win for Workers and Households
Pronto guarantees workers a shift, pays enhanced compensation, and offers access to benefits often not available in the informal market. Pronto provides households assured trained staff with verified backgrounds to help with household tasks such as cleaning, laundry, utensils, and basic meal preparation.
Ajay Agarwal, Partner at Bain Capital Ventures, said their early investment was based on the potential to formalize an essential service that millions of Indians rely on. “In just a few months, Anjali and her team have proven that this model can scale, delivering high-frequency, real-time help to households while significantly improving livelihoods for workers.”
As Pronto scales, it aims to become an integral part of India’s urban infrastructure, transforming how cities think about domestic help — from an informal, last-minute arrangement to a structured, reliable, and technology-powered service.
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