Life’s daily stress is more than just mental—it wears down your body too. But what if someone could take those small burdens off your shoulders? That’s the powerful idea behind a Gurugram startup that’s making waves by managing people’s errands and chores, helping reduce stress and reclaim precious time. And here’s where it gets really intriguing: this venture, named Pinch, achieved an impressive Rs 4.8 crore in revenue in FY25, proving there's a huge demand for stress relief in modern urban life.
Stress is no mere annoyance; it’s a silent health hazard. Research consistently shows that prolonged stress leads to serious physical issues, largely fueled by the hormone cortisol (source: Mayo Clinic). Chronic exposure to this hormone can trigger tangible health problems. But in our fast-paced, demanding world, can anyone truly be free from stress?
Pinch’s founder, Nitin Mohan Srivastava, shares candidly, “We recognize that eliminating stress entirely is impossible. But easing even a small part of your daily load can greatly improve your wellbeing. Those little moments of relief profoundly affect how your body functions.” This is exactly what Pinch offers: a chance to lighten your everyday burden.
Founded in 2021 in Gurugram, Pinch is a home concierge and lifestyle management startup dedicated to tackling those everyday pressures, making life simpler and more satisfying. With its unique service model, Pinch managed to generate Rs 4.8 crore in revenue during FY25, a strong indicator of its growing impact.
How Pinch Came to Be
Nitin Srivastava, originally from Lucknow, completed his schooling at City Montessori School and earned a bachelor's degree in statistics from Lucknow University. Later, he pursued an MBA at the prestigious Narsee Monjee Institute of Management Studies in Maharashtra.
His professional journey began in the telecom sector, working with major players like Idea, Aircel, and Vodafone. However, Nitin’s passion shifted towards startups, leading him in 2015 to Chaayos, a then-budding tea startup, where he took on marketing responsibilities and soon advanced to VP of Operations and Marketing by 2018.
In 2019, Nitin transitioned to Stanza Living as Senior Vice President of Growth Strategy, playing a vital role in developing their real estate transformation efforts. During this career pivot, he met Kiran Reddy, founder of Chennai’s popular Satyam Cinemas. Kiran encouraged Nitin to explore entrepreneurial opportunities, sowing the seeds for what would become Pinch.
The defining moment came during the 2020 COVID-19 lockdown while working from home in Gurugram. Nitin and his wife often found themselves missing meals amid hectic schedules, inspiring an idea for a meal kit business. But Kiran posed a crucial question: "Can you see yourself running a meal kit company for the next two decades?" This question lingered, sparking deeper reflection.
Shortly after relocating to Lucknow to be with his parents post-lockdown, Nitin experienced a personal crisis when his father had an accident. His mother’s call summoned him immediately, but he realized the profound helplessness of being far from family in emergencies. This realization illuminated a common urban dilemma — how do we care for loved ones and manage critical daily tasks when time and distance constrain us? And just like that, Pinch was born.
The Problem Pinch Tackles
Modern city life isn’t just chaotic—it’s fraught with micro-stressors. These small pressures accumulate: feeling guilty for not being close to aging parents, missing important life events, or even neglecting simple gestures like sending flowers to a hospitalized relative. These add to a constant state of anxiety and mental strain.
Pinch aims to alleviate these pressures, allowing customers to reclaim their time and energy for the things that truly matter, whether that’s a peaceful evening walk, quality family time, or getting back into a fitness routine.
Building Pinch: Challenges and Vision
Although the concierge market had existing players, Nitin consciously avoided fixating on competitors. He soon realized that Pinch stood out by catering to everyday challenges rather than luxury needs.
Funded by Kiran Reddy with about USD 3 million, Pinch initially intended to combine technology with human touch, but quickly redefined its approach to prioritize personalized, human-led care.
“Our clients don’t just want an app or automated replies. They need a real person who understands their life, context, and needs. That human connection creates comfort and trust, something no tech alone can deliver,” explains Nitin.
Building a culture around trust, humility, and integrity was crucial. “We sought and found the right team, lifestyle managers who feel like family to our clients,” Nitin adds.
Delivering on the promise of easing lives is ongoing and evolving. The team continually strives to deeply relate to the unique challenges clients share.
What Pinch Offers Today
Pinch is much more than a traditional concierge. It’s a full-fledged lifestyle management service aiming to dissolve inconvenience from daily routines. From managing household staff and handling major purchases smoothly, to securing concert tickets or organizing entire family vacations—Pinch does it all.
Here’s how the user experience unfolds:
- Customers visit Pinch’s website, often through referrals or online ads.
- They have a consultation call to discuss their specific needs.
- Based on this, they are assigned a suitable package and paired with a dedicated lifestyle manager who becomes a personalized point of contact.
- This manager handles whatever tasks the client requires, consistently removing burdens from their schedule.
Currently, Pinch offers three main packages:
Dedicated Lifestyle Management: For individuals needing comprehensive, complex support with a manager exclusively devoted to them. Starting at Rs 75,000 per month.
Shared Lifestyle Management: One manager supports several families, balancing their varying needs. Starting at Rs 15,000 per month.
Remote Lifestyle Management: Designed for clients wanting expert recommendations and support for bookings or purchases, accessible nationwide. Priced between Rs 8,000 and Rs 25,000 per month, this is Pinch's most popular offering, increasingly favored by middle-class customers seeking to avoid decision fatigue and save time.
Rapid Growth and Reach
Pinch currently operates in Delhi, Bengaluru, Pune, and Mumbai, with remote services available all over India. Its team of 67 lifestyle managers has served over 320 clients so far.
While many customers belong to high-net-worth categories, the startup is witnessing growing adoption among the middle and upper-middle classes, reflecting India’s evolving lifestyle needs.
Financially, Pinch’s growth is remarkable: from Rs 78 lakh revenue in FY23 to Rs 2.6 crore in FY24, and an impressive Rs 4.8 crore in FY25.
Nitin sums it up thoughtfully, “Pinch isn’t just about completing tasks. It's about removing the invisible pressures of today’s hectic life, so families can reclaim time—whether that means enjoying a calm evening, a slow morning, or the peace of mind that your loved ones are cared for. That’s our true mission.”
But here’s the part most people miss: Is outsourcing life’s small tasks actually helping us build more meaningful connections, or are we simply delegating our responsibilities and risk losing touch with the very moments that give life depth? What do you think—does Pinch empower or enable dependency? Share your thoughts in the comments below!
FAQ
When was Pinch founded?
Pinch was established in 2021.
Who started Pinch?
Nitin Srivastava is the founder of Pinch.
What services does Pinch provide?
Pinch offers home concierge and lifestyle management solutions designed to ease everyday stress by handling errands, managing household tasks, and assisting with major purchases and booking services.
How much revenue has Pinch generated?
Pinch’s revenue grew from Rs 78 lakh in FY23 to Rs 2.6 crore in FY24, reaching Rs 4.8 crore in FY25.
