Pronto Shakes Up India’s Domestic Work: 5 Bold Promises Backed by Bain

Bain Capital Ventures has invested $2 million in Pronto, an Indian startup offering ultra-fast home services like cleaning and laundry within 10 minutes, valuing the company at $12.5 million. The funding comes amid growing scrutiny over gig worker treatment, following backlash against Urban Company’s similar instant maid service earlier this year. Pronto differentiates itself by guaranteeing fixed wages (₹22,000–₹26,000/month) instead of gig-based commissions, along with hub-based operations and future benefits like health insurance.

Founder Anjali Sardana claims the model prioritizes worker welfare, addressing exploitation risks in India’s informal domestic work sector. The startup, currently operational in Gurugram, plans rapid expansion to 10 more hubs and entry into Mumbai and Bengaluru. However, challenges remain in balancing speed, affordability, and fair labor practices as it scales. If successful, Pronto could redefine India’s on-demand home services—but failure to uphold its worker-friendly promises may invite the same criticism plaguing rivals.

The key question is whether consumers will support a premium for ethically delivered convenience. 

Pronto Shakes Up India’s Domestic Work: 5 Bold Promises Backed by Bain

India’s on-demand service economy is booming, with companies like Blinkit and Zepto conditioning urban consumers to expect near-instant deliveries. Now, the trend is expanding into home services, with startups promising cleaning, laundry, and cooking prep in minutes. The latest player, Pronto, has emerged from stealth with a $2 million seed round led by Bain Capital Ventures, valuing the company at $12.5 million.  

But Pronto’s launch comes at a delicate time. Just months ago, Urban Company faced fierce backlash over its 15-minute maid service, criticized for tone-deaf marketing and worker treatment concerns. Can Pronto avoid the same pitfalls while scaling a business built on speed and gig labor?  

The Instant Service Revolution—But at What Cost? 

Pronto offers three service tiers:  

• Instant (10-minute availability)  

• Scheduled bookings  

• Recurring subscriptions 

Founder Anjali Sardana argues that urban Indians increasingly demand immediacy—even for chores. Early data suggests traction: 70% of Pronto’s Gurugram customers rebook within two weeks.  

But speed isn’t the only challenge. The bigger issue is worker welfare. Domestic work in India is largely informal, with low wages and no protections. The International Domestic Workers Federation estimates helpers in Delhi-NCR earn around **₹9,000/month ($105)**—far below Pronto’s claimed ₹22,000–₹26,000 ($258–$304) for full-time workers.  

Pronto’s Worker-Centric Pitch 

Sardana insists Pronto isn’t just another gig platform. Key differentiators:  

• Fixed shifts over gig commissions: Workers earn per 4-hour shift (paid biweekly, soon transitioning to weekly or on-demand pay).  

• Hub-based operations: Employees start/end shifts at physical hubs, fostering accountability and community.  

• Anti-exploitation safeguards: Pronto acts as an agency to intervene in cases of worker abuse.  

• Future benefits: Health insurance and financial tools are in development. 

This contrasts sharply with typical gig platforms, where workers bear all risks—fluctuating demand, no safety nets, and algorithmic pressure.