In most Indian households, both families and domestic workers navigate the same broken system with daily uncertainty. Will trustworthy help show up as promised? Will reliable opportunities and fair pay be available today? From Gurgaon’s high-rises to Bangalore’s tech corridors, millions of dual-income families and domestic workers face the same cycle of frustration: weeks of trial and error to establish working relationships, constant coordination issues, and the inevitable restart when arrangements fall through without notice.

This dysfunctional system can fail everyone involved. Despite a large market of roughly 30 million domestic workers with a wage pool that we estimate as high as $35 billion, the lack of formal structure creates a broken cycle where workers face exploitation and income uncertainty, while households grapple with chronic unreliability. Despite clear demand and massive supply, home services have not benefited from the dignity, fair wages, and convenience that new platforms have brought to other essential services.

At General Catalyst, we back founders building entirely new categories that solve everyday pain points. That's why we're co-leading Pronto's seed round as they build India’s 10-minute home services platform, bringing speed and reliability to a massive unorganized domestic workforce. 

Redefining Domestic Services Reliability

Quick commerce has transformed consumer expectations across India; Pronto is applying the same operational excellence to the domestic services that matter every day. They are building the infrastructure to enable reliable and fast delivery of high-frequency household services via a hyperlocal hub-led model. Customers can pick a specific service (e.g., bathroom cleaning, balcony cleaning, laundry) or service bundle (e.g., daily essential cleaning), and a Pronto supply partner will be at their doorstep within 10 minutes. Pronto also offers pre-booking and recurring services, a fast-growing product offering that exemplifies the power of convenience they’re building.

But convenience is just the beginning. Pronto has developed a deeply thoughtful playbook for picking the right hubs and onboarding supply partners. They provide task-based training, align user and supply partner incentives, and focus on a holistic user experience from the very moment the Pronto app is opened. Every design choice reflects an understanding that sustainable quality comes from deeply solving for both sides of the marketplace. 

Building from the Hub

Leading this deeply complex but ambitious business is Anjali Sardana, a 23-year-old Georgetown summa cum laude graduate who combines what we think is exceptional clarity of thought with the operational tenacity this category demands. She is deeply committed to both her customers and supply partners, choosing to operate from within a supply hub rather than a traditional corporate office. Her vision is to build the foundational trust infrastructure for India’s blue-collar workforce, providing high-frequency services to households and businesses. 

Our Conversation with Anjali Sardana

We recently sat down with Anjali to learn more about how she’s redefining India’s domestic workforce market.

Home services have long been deemed an intensely challenging category to build in. What about the market drew you to it?

I've long had an interest in labor markets and inefficient systems, thus labor market inefficiencies are the perfect intersection. That, combined with my distaste for household chores initially drew me in. The challenging nature of the market was an attractant rather than a repellent—if a problem isn't challenging or enormous, I wouldn't be as motivated to solve it.

Given the time you spend with supply partners, what is one non-obvious insight you're building the business on?

The general refrain is that everything comes down to money for them. I disagree. I think empowering them and providing them with the dignity and respect they deserve—but are often not afforded—is hugely important to them.

What is your long-term vision for the company?

Our goal is not just to expand across home services. We want to be where our value-add and impact are highest. The 30-year vision of Pronto is to formalize and organize all unskilled, informal labor in India.