Nine months. That is all it has taken for Indian home services startup Pronto to go from a $12.5 million valuation at launch to a $100 million milestone today, after closing a $25 million Series B round led by Epiq Capital. Existing backers Glade Brook Capital, General Catalyst, and Bain Capital Ventures all returned for the round, bringing total funding to around $40 million, as reported by TechCrunch.
For context, that 8x valuation jump happened while the company was still figuring out whether its model worked. Pronto is now handling 18,000 bookings a day, up sharply from roughly 1,000 daily bookings last year, according to founder and chief executive Anjali Sardana. She is targeting something even more ambitious: the startup is aiming for 70,000 daily bookings by June.
Quick commerce logic, applied to your mop
The pitch is deceptively simple. 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, positioning the service closer to quick commerce than traditional home services.
The startup has 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. That said, the bulk of activity remains concentrated in a handful of markets, with the National Capital Region accounting for about half of total bookings.
User growth data adds weight to the momentum. Sensor Tower data reviewed by TechCrunch 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 rival Snabbit to around 93,000 daily users over the same period.
A market that is enormous, and almost entirely informal
The investment thesis rests on a striking structural reality. Sardana says 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 TechCrunch.
India's overall home services market, valued at roughly ₹5.1 to 5.21 trillion in 2024-25, remains dominated by the unorganised sector. The online segment is likely to expand at a compound annual growth rate of 18 to 22 per cent, reaching ₹8,500 to 8,800 crore by FY30, driven by growing urban demand for convenience, reliability, and speed.
For the workers who fill these roles, formalisation carries its own significance. 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. The company notes that most urban households still find domestic help through word of mouth or neighbourhood WhatsApp groups, while workers move between households with no fixed schedule, no certainty about next week's income, and no recourse if something goes wrong on a job.
The competition is well-funded and moving fast
Pronto is not operating in a clear run. It faces rivals including Snabbit and publicly listed Urban Company in an increasingly heated segment of India's home services market. Snabbit raised $30 million in late October at a $180 million valuation, more than doubling in five months, and reported about 830,000 orders in February, up from roughly 500,000 in December. Urban Company, meanwhile, said its platform crossed 50,000 daily bookings in February.
The competitive pressure means Pronto's window for differentiation is real but not unlimited. 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's response to questions about competition is pointed: she says Pronto remains focused on service quality. "At the end of the day, customers will come to the platform that provides the highest quality service," she said.
The real question is whether quality alone can hold ground when rivals are spending heavily on supply and marketing. India's quick-commerce wars, fought and largely won by deep-pocketed incumbents, offer a cautionary precedent. Formalising a $56 billion informal market is a compelling story; executing it cheaply enough to reach profitability is a different challenge altogether. The investors lining up behind Pronto are clearly betting the model is sound. The next seven months, and those 70,000 target bookings, will tell us whether they are right.