In the midst of the pandemic, when the world was grappling with new challenges, Nitin Srivastava and his wife Kushbu found themselves caught in a common modern-day struggle — managing daily household tasks amid back-to-back Zoom calls. With no domestic help available during lockdown, they often faced the same question every afternoon: What’s for lunch? This recurring pain point sparked the idea for Pinch, a business that has since evolved into a full-scale home concierge service designed to simplify life for urban families.
Initially conceived as a meal-kit delivery service, Pinch aimed to solve a pressing problem — providing easy-to-make, home-cooked meals for working couples. However, when Nitin’s co-founder and investor, Kiran, posed a simple but profound question — Can you do this for the next 20 years of your life? — it forced Nitin to think deeper about the business’s potential. Four weeks later, he had a clear answer: I want to help people live a better life. This moment of realization led to Pinch’s pivot from meal kits to a comprehensive home concierge service.
Building a Home Concierge Service in India
Pinch is built around a simple yet powerful idea — allowing families to outsource the stress of managing their homes. From grocery shopping and housekeeping to home repairs and personal errands, Pinch handles everything that traditionally eats up time and mental space for busy families. The core value proposition is simple: free up your time so you can spend it meaningfully.
The concept of a home concierge service is still nascent in India, largely because culturally, asking for help is often perceived as a sign of incompetence. “We realized that 70-80% of our market was people who wanted help but hesitated to ask for it because it felt like admitting failure,” says Nitin. Pinch aims to change that perception by institutionalizing home management — much like how urban Indians have now normalized food delivery or home cleaning services.
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What sets Pinch apart is its deeply personalized approach. “A home is a very intimate space. You can’t offer a standard service,” Nitin emphasizes. Pinch doesn’t just clean homes or do groceries — they curate experiences tailored to the needs and preferences of each household. From stocking the refrigerator with the family’s preferred brands to managing home repairs without the homeowner’s involvement, Pinch operates like a highly-efficient invisible hand that keeps homes running seamlessly.
Solving the Real Estate Transformation Problem
Interestingly, Nitin’s ability to solve large-scale operational challenges came from his previous role in a startup called Chaos. Tasked with driving real estate transformation, Nitin learned the art of managing complex, multi-stakeholder projects — an experience that has now become instrumental in scaling Pinch. Managing homes at scale requires a similar level of logistical precision, from coordinating with service providers to ensuring consistent quality across multiple locations.
Pinch currently operates in Delhi NCR and Mumbai with a remote model that services customers in other cities. While the market is still small, the demand is undeniable. Families increasingly value time over chores, and Pinch is positioning itself as the ultimate enabler of hassle-free living.
The business model is also designed for scalability. Rather than merely offering standalone services, Pinch is moving toward becoming a full-stack home management solution. The company aims to integrate everything — from grocery restocking to vendor management — into a single, seamless experience, allowing families to enjoy their homes without worrying about its upkeep.
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Nitin acknowledges the challenges ahead. “The day people tell me managing a home is easy, we’ll have no business left,” he jokes. But until then, Pinch is betting on one simple truth — everyone deserves to spend more meaningful time with their families, and less time managing their homes.
And as more urban families come around to the idea of home concierge services, Pinch is quietly building the infrastructure that could make it a household name.
