Imagine waking up to a life where the relentless grind of daily chores and worries no longer drains your energy—where you can finally breathe easy and savor the moments that make life worthwhile. But here's the kicker: Can we ever truly escape the stresses of modern living? Let's dive into this intriguing story of a startup that's challenging the status quo and helping people reclaim their peace of mind.
When we're constantly overwhelmed by life's demands, it's not just our minds that suffer—the toll extends to our bodies as well. Numerous studies, such as those from the Mayo Clinic (https://www.mayoclinic.org/healthy-lifestyle/stress-management/in-depth/stress/art-20046037), highlight how ongoing stress leads to real physical issues, triggered by prolonged exposure to cortisol, a hormone released during stressful situations that, if unchecked, can contribute to problems like high blood pressure or weakened immunity. For beginners, think of cortisol as your body's natural alarm system; it's helpful in short bursts, like preparing for a big presentation, but chronic elevation can wear you down over time.
Yet, the big question lingers: Is it possible to live without stress in today's fast-paced world? 'We understand that complete freedom from stress might be unrealistic,' says Nitin Mohan Srivastava, the visionary behind Pinch (https://pinch.co.in/), in an exclusive chat with Startup Pedia. 'However, by removing even a few burdens from your shoulders, you create pockets of relief that can positively transform your overall well-being. Those small respites help the body reset and function better—that's the essence of what we're offering: easing the load so you can thrive.'
Launched in 2021, Pinch is a Gurugram-based startup specializing in home concierge and lifestyle management services, empowering people to tackle their daily hassles and embrace a more balanced, fulfilling existence. In the fiscal year 2025, it achieved an impressive annual revenue of Rs 4.8 crore, showcasing its growing impact.
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HOW IT ALL STARTED
Nitin, originally from Lucknow, completed his education at City Montessori School before pursuing a bachelor's in statistics at Lucknow University. He further honed his skills with an MBA from the Narsee Monjee Institute of Management Studies in Maharashtra.
His professional journey kicked off in the telecom sector, where he collaborated with major players like Idea, Aircel, and Vodafone. 'After gaining extensive experience in telecom, I felt drawn to supporting emerging startups,' Nitin recalls. 'In 2015, I joined Chaayos as their head of marketing, a role that aligned perfectly with my passion for innovation.'
By 2018, he had advanced to Vice President of Operations and Marketing at Chaayos. The following year, Nitin transitioned to Stanza Living as Senior Vice President for Growth Strategy. 'During that period, Stanza was expanding into real estate transformation, and I played a pivotal role in driving those changes,' he explains.
It was during his shift from Chaayos to Stanza that Nitin crossed paths with Kiran Reddy, the creator of the renowned Chennai-based theater brand Satyam Cinemas. 'While exploring new opportunities post-Chaayos, Kiran invited me to lead one of his ventures as CEO. Although I chose Stanza, we kept in touch. Later that year, Kiran and his team offered to co-create and invest in any project I envisioned. I'm forever thankful for that support, which laid the foundation for Pinch,' Nitin shares.
In 2020, amid the COVID-19 pandemic and ensuing lockdowns, Nitin and his wife were navigating remote work from their Gurugram home. 'We were adapting to this new routine, often skipping meals due to packed schedules,' he notes. This sparked an initial concept for a meal kit service, simplifying elaborate dishes with pre-prepared ingredients.
Nitin presented the idea to Kiran, who posed a crucial question: 'Nitin, this sounds appealing, but can you envision yourself managing a meal kit business for the next two decades?' 'I promised to respond soon, but it took weeks. Meanwhile, I relocated to Lucknow after the first lockdown to care for my parents,' Nitin recounts.
Then came a pivotal moment: Nitin's father had an accident while shopping for fruits. Upon hearing the news, Nitin rushed to assist. 'That incident struck a chord with me,' he reflects. 'It was sheer luck I was in Lucknow due to the pandemic; otherwise, I might have been far away, helpless despite my mother's call. This realization was the true birth of Pinch.'
Nitin explains that subtle daily pressures—such as the remorse of being distant from family for work reasons, missing important life milestones, or even overlooking simple gestures like sending flowers to a hospitalized loved one—accumulate, trapping urban residents in perpetual anxiety. With Pinch, he aims to alleviate these minor stressors, freeing up time for meaningful activities, like an evening stroll, a family outing, or a gym session.
In July 2021, Pinch officially launched as a home concierge and lifestyle management platform.
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THE PATH AND OBSTACLES
Although Pinch entered a market with existing concierge services, Nitin avoided fixating on rivals. 'For a long while, we operated without much awareness of competitors. Eventually, we noticed others emphasizing high-end luxury services, while Pinch focuses on addressing ordinary life's frustrations,' the founder shares.
Backed by USD 3 million from Kiran Reddy, Pinch began with a mission to stabilize daily routines and address those nagging micro-stressors and feelings of guilt.
Initially, the team explored a tech-integrated approach but pivoted to prioritize human interaction. 'We ensured every customer interaction involves a real person solving their issues. This personal touch is vital for a service that delves into clients' private lives. Our users find reassurance in having a single, familiar contact who understands their context, life, and home,' Nitin emphasizes.
Building a company culture centered on trust, integrity, and humility was next. 'Fortunately, we assembled a team of dedicated lifestyle managers who embody these values,' he adds.
The ongoing challenge is delivering the 'magic' Pinch promises. 'As a people-driven organization simplifying clients' lives, we continually strive to empathize with their struggles,' Nitin explains.
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PINCH: BANISHING DAILY HASSLES
Capitalizing on the rising demand for convenience and tailored assistance, Pinch (https://pinch.co.in/) functions as a home concierge and lifestyle management startup, enhancing individuals' quality of life.
From streamlining household operations and effortlessly managing staff to facilitating major purchases, securing concert tickets, and organizing complete family vacations—Pinch handles it all.
The process is straightforward:
- Users discover Pinch via online promotions or word-of-mouth and visit the website.
- They connect with the team for a consultation to outline their needs.
- A customized package is selected, assigning a dedicated lifestyle manager who becomes an integral part of their support network.
- This manager oversees all requests, consistently lightening the client's burden.
Pinch offers three tiers:
Dedicated Lifestyle Management: Ideal for those needing comprehensive, round-the-clock support for intricate lifestyle challenges. Starting at Rs 75,000 monthly.
Shared Lifestyle Management: One manager serves multiple households, balancing various demands. Starting at Rs 15,000 monthly.
Remote Lifestyle Management: Provides virtual assistance and expert advice on bookings, such as hotel stays or big buys like TVs, coffee makers, or even heated pools. Managers also suggest spots for fresh groceries, produce, and bouquets. 'Ranging from Rs 8,000 to Rs 25,000 per month, this is our most popular option. Even middle-class families are embracing it. I've observed that Indians increasingly value time-saving and prefer delegating tasks to avoid decision overload,' Nitin tells Startup Pedia.
EXPANSION
Pinch maintains physical presence in Delhi, Bengaluru, Pune, and Mumbai, with remote services extending nationwide.
With a workforce of 67 across these cities, the Gurugram-headquartered startup has assisted over 320 clients. 'Primarily, our clientele includes high-net-worth individuals, but we're seeing growing interest from middle and upper-middle-class segments,' Nitin confirms.
Revenue has climbed steadily: Rs 78 lakh in FY23, Rs 2.6 crore in FY24, and Rs 4.8 crore in FY25.
'Pinch goes beyond mere task completion—it's about erasing the hidden tensions of contemporary life, allowing families to rediscover time. This could mean a leisurely evening walk, a relaxed morning, or the comfort of knowing loved ones are cared for. That's our genuine commitment,' Nitin concludes.
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FREQUENTLY ASKED QUESTIONS
Q. When was Pinch established?
A. Pinch was established in 2021.
Q. Who founded Pinch?
A. Nitin Srivastava is the founder of Pinch.
Q. What services does Pinch provide?
A. Leveraging the increasing appetite for convenience and personalized solutions, Pinch serves as a home concierge and lifestyle management startup that improves people's everyday experiences.
Q. What is Pinch's revenue?
A. In FY23, the startup recorded Rs 78 lakh in annual revenue. This jumped to Rs 2.6 crore in FY24 and reached Rs 4.8 crore in FY25.
And this is the part most people miss: While Pinch offers a compelling solution to modern stress, some might argue it's just a luxury for the affluent, potentially widening social divides. But here's where it gets controversial—could outsourcing personal tasks actually deepen our disconnection from meaningful experiences, or is it a necessary evolution in a busy world? What do you think: Is this the future of self-care, or does it risk making us too reliant on others? Do you agree that small reliefs can transform well-being, or disagree that true stress relief comes from within? Share your opinions in the comments—we'd love to hear your take!
