India’s Pronto formalizes housing support as value rises 8x in less than a year

Headquartered in Bengaluru, Pronto is helping bring India’s informal domestic help market online. Investors are opening their wallets as daily bookings rise and urban areas expand.

The startup said Tuesday it had raised $25 million in a Series B round led by Epiq Capital, valuing the nine-month-old company at $100 million. That’s more than double its August 2025 valuation of $45 million, and more than eight times its $12.5 million level when it emerged from dormancy last May. Existing investors Glade Brook Capital, General Catalyst and Bain Capital Ventures also participated, bringing total funding to approximately $40 million.

Pronto offers fast, organized service for everyday household chores, from mopping to dishwashing, and promises trained and background-verified professionals to meet your needs.

The startup says the service can be dispatched within about 10 minutes across multiple micromarkets (serviceable locations within the cities where the company operates), making the service closer to fast commerce than traditional home services. Each worker, whom the company calls a “pro,” undergoes in-person training and background checks before being booked and is assigned structured shifts intended to provide a more predictable income than the informal arrangements common in the sector.

Pronto is currently processing 18,000 reservations per day. That’s a significant increase from about 1,000 per day last year, founder Anjali Sardana (pictured above, center) said in an interview. The average time between a customer’s first and second booking is just two days, he said, adding that the top 10% of users on the platform place orders more than nine times a month. Sardana said the startup is targeting 70,000 daily bookings by June.

The startup has also moved quickly to expand its geographical presence, expanding from one city to 10 cities, including Delhi NCR, Bengaluru and Mumbai, and from five to over 150 micromarkets in the last seven months, Sardana said. Still, most activity is concentrated in a few markets, with the National Capital Region, which includes cities around New Delhi, accounting for about half of all bookings.

Sardana said Pronto is starting to tap into India’s largely offline domestic services market, where most hiring is still done through informal networks. “I still believe 99.99% of this market is completely offline,” she told TechCrunch. “Overall, fewer than 100,000 people a day use services like this, with tens of millions of households relying on offline services.”

Market research backs this up. According to a Redseer Strategy Consultants report, the overall home services sector was valued at approximately ₹5100-₹5.21 trillion (approximately $56-57 billion) in fiscal 2025. However, online penetration is less than 1% of net transaction value, showing how deeply entrenched the word-of-mouth channel is. However, the currently small online sector is expected to grow at a CAGR of 18-22% by fiscal 2030 as rising incomes, urbanization and increased demand for reliability and convenience force more households to use digital platforms.

Build your workforce

Pronto currently works with 4,500 active professionals on its platform, about 99% of whom are women, Sardana said. The average income for a worker who works shifts of about 20 days a month is ₹23,000 to ₹25,000 (about $251 to $273). Monthly employee retention rate is over 70%. Still, demand continues to outpace hiring of new staff, with bookings growing about 20% each week, the founder said.

Pronto’s unit economics are still evolving as it expands into new markets. Sardana said the company was seeing “very positive green growth” in Gurugram’s oldest micro market. Here, the new market is still in investment mode, but the contribution margin has turned positive.

Sardana told TechCrunch that Pronto has raised about $8 million to date and has about two years of runway following its latest fundraising.

Pronto plans to deploy the new capital primarily to hire more professionals, strengthen its presence in existing markets and expand into new cities, Sardana said. It’s also testing new services, including cooking, car washing and dog walking, and exploring additional categories, including salon services. But for now, core tasks including cleaning, mopping and appliance cleaning remain the most popular services on the platform.

The startup operates with a core team of about 60 employees, including roughly 15 to 16 across engineering, product and design, while marketing remains a smaller brand and performance team, Sardana said.

competition

Pronto operates in an increasingly hot segment of the Indian home services market, alongside rivals such as Snabbit and publicly traded Urban Company. Snabbit raised $30 million, more than doubling in five months to a $180 million valuation at the end of October, and reported about 830,000 orders in February, up from about 500,000 in December. Meanwhile, Urban Company said its platform surpassed 50,000 daily bookings in February.

Pronto’s daily active users increased about 37% between late January and late February, reaching about 101,000, while Snabbit’s daily active users increased about 30% over the same period, to about 93,000, according to Sensor Tower data reviewed by TechCrunch.

Sardana said Pronto continues to focus on service quality as competition intensifies. “Ultimately, customers will look for a platform that provides the highest quality service,” she said.