For Nitin Srivastava, a native of Lucknow and an MBA graduate from NMIMS, the seed of his startup was planted during a personal crisis. While spending the COVID-19 lockdown with his parents, Nitin faced an alarming situation: his father met with an accident while stepping out to buy fruits. The incident revealed a glaring reality: in a world where careers demand mobility, urgent life events can become moments of helplessness. 

Nitin realized that even though he could have been anywhere in India, his parents would still need assistance, and there might be no immediate way to act. This insight gave birth to Pinch, a home concierge and lifestyle management startup launched in July 2021. The startup was envisioned to tackle the “micro-stressors” of modern life—small, cumulative stresses like forgetting to send flowers to a loved one in the hospital, handling errands while balancing a demanding career, or managing households efficiently. These seemingly minor tasks often build up, keeping urban professionals in a constant state of anxiety.

The Birth of Pinch

Unlike conventional apps or automation services, Pinch is deeply human-focused. It provides a single point of contact—a human who understands the client’s context, personal preferences, and physical space. From coordinating household staff to managing big-ticket purchases, organizing concerts, or planning family vacations, Pinch ensures every task is handled seamlessly. 

“Nitin’s approach is simple,” says one customer. “It’s not just about delegating work; it’s about trusting someone to know your life as well as you do.” This emphasis on personalized service sets Pinch apart from competitors who often rely solely on digital interfaces.

Services Tailored for the Modern Urbanite

Pinch offers a wide range of lifestyle management services to make life easier for its clients. The startup helps manage households by hiring, supervising, and taking care of domestic staff without any involvement from the client. It also runs errands like picking up groceries, sending gifts, or handling urgent personal requests. For special occasions, Pinch organizes events ranging from small family gatherings to large celebrations, ensuring everything runs smoothly. Additionally, the service assists with lifestyle and leisure needs, such as booking tickets, scheduling appointments, and planning getaways. What makes Pinch stand out is the human touch: each concierge understands the client’s preferences, anticipates challenges, and makes sure tasks are completed efficiently, earning trust and loyalty from customers.

From HNI to a Broader Audience

Initially, Pinch catered primarily to High Net-Worth Individuals (HNI) and Ultra High Net-Worth Individuals (UHNI) in Delhi, Bengaluru, Pune, and Mumbai. However, as awareness grew, middle-class and upper-middle-class urban dwellers began using the service, appreciating how it alleviates daily stress and frees up personal time. The accessibility of Pinch’s remote services across India allows clients outside major cities to experience the benefits of a personal concierge. This scalability demonstrates the startup’s potential to transform lifestyle management for India’s growing urban population.

Financial Growth Reflects Rising Demand

Pinch’s growth highlights the rising demand for stress-free living solutions in modern India. In FY23, the startup earned ₹78 lakh, which jumped to ₹2.6 crore in FY24, reflecting its rapid adoption among urban professionals. By FY25, revenue had crossed ₹4.8 crore, establishing Pinch as a leading player in the lifestyle management and concierge sector. This impressive trajectory demonstrates the effectiveness of a human-centric service model and underscores the growing market for services that save time, reduce stress, and improve quality of life.

The Heart of Pinch

The story of Pinch is more than just numbers; it’s about reducing anxiety and enhancing life quality. Customers often share stories of how Pinch helped them manage emergencies, celebrate important moments, or simply reclaim their time. For many, the service is not a luxury; it’s a lifeline in an era where work, family, and personal commitments collide. Pinch shows the fusion of entrepreneurship, empathy, and urban lifestyle needs.