Urban India is witnessing a rapid transformation in its demand for instant service delivery, primarily driven by the surge in popularity of apps like Blinkit, Zepto, and Swiggy Instamart. One notable entry into this sector is Pronto, a startup now out of stealth mode, which allows users to book cleaning, laundry, and home services within a mere 10 minutes. Recently, Pronto secured $2 million in seed funding led by Bain Capital Ventures, with its post-money valuation resting at $12.5 million.
As investors express enthusiasm for such growth potential, the backdrop of increasing scrutiny around the treatment of gig workers remains a concern. Just two months prior, Urban Company faced significant backlash for launching its 15-minute cleaning service called Insta Maids, which stirred public outcry primarily due to its branding and perceived lack of concern for workers’ rights. The company subsequently rebranded the service, yet many critics, including gig worker unions, remained dissatisfied.
Pronto differentiates itself by offering three flexible service timing options—instant, scheduled, and recurring—available 24/7. The startup claims over 1,000 customers in Gurugram and positions itself as a better employer for gig workers. CEO Anjali Sardana emphasises an ethical approach towards workers, advocating for a “win, win, win” business model. She critiques the industry’s tendency to commodify workers and insists on maintaining close ties with them to enhance empathy and support.
In India, estimates suggest nearly 4 million domestic workers officially, while unofficial counts indicate up to 50 million. The informal nature of this workforce poses a challenge in terms of fair treatment. Pronto states that workers can earn up to ₹22,000 ($258) a month, significantly surpassing the average pay of domestic helpers in urban areas, while also offering performance bonuses.
Sardana acknowledges the need for faster services, asserting that modern consumers are increasingly unwilling to wait, even for just an hour of cleaning. Since launching its pilot in December, Pronto has amassed a strong following in Gurugram, with many customers utilising the service repeatedly.
Notably, Pronto has opted to sidestep the traditional commission structure of many gig platforms. Instead, it pays workers per shift bi-weekly, with plans for weekly payments and flexible withdrawal options in the future. The startup seeks to develop fintech-like products tailored for workers and aims to introduce health insurance soon.
To ensure quality and safety, Pronto rigorously vets its workers, conducting ID checks and training. Expanding rapidly, the startup plans to establish 10 additional hubs in Gurugram within three months, aspiring to increase its workforce and expand to new markets such as Mumbai and Bengaluru, while also diversifying its service offerings beyond cleaning and laundry.
Fanpage: TechArena.au
Watch more about AI – Artificial Intelligence
