Home services startup Pronto is facing a significant privacy backlash following reports that its service professionals were using AI-powered cameras to record inside customers' homes. The Bengaluru-based company has issued a strong defense, asserting that its pilot program is entirely opt-in and fully compliant with India's data protection regulations.
AI Camera Pilot Sparks Controversy
The controversy ignited after journalist Harsh Upadhyay alleged on X that Pronto was transforming Indian homes into "training grounds" for its investors' Physical AI ambitions. Upadhyay's post claimed that professionals were utilizing "small outward-facing cameras during select opt-in jobs," triggering a widespread debate about privacy and the use of AI training data within private residences.
Pronto's Stance on Data Privacy
In response to the criticism, Pronto clarified that recordings only occur when customers explicitly agree to participate in the program and pay for it separately. The company emphasized that opting in is not a one-time event but must be affirmed before each booking. "By default there is no camera involved, and when there is, it's impossible to miss," Pronto stated on X, adding that the pilot currently involves only 0.1% of its customer base and has undergone extensive efforts to ensure compliance with the Digital Personal Data Protection Act (DPDP).
Company Background and Growth
Founded in April 2025 by Anjali Sardana, Pronto connects households with domestic workers for services such as cleaning, laundry, and cooking. The startup has experienced rapid growth, recently closing a Series B funding round at $45 million, bringing its valuation to $200 million. Investors include Lachy Groom, General Catalyst, Bain Capital Ventures, Glade Brook, and Epiq Capital. Pronto claims daily bookings have reached 26,000, supported by a workforce of 6,500 professionals.
Competitors Distance Themselves
The privacy concerns surrounding Pronto's program also prompted responses from its competitors. Urban Company CEO Abhiraj Singh Bhal categorically stated that his company neither records inside customers' homes nor has any plans to implement such a system. Similarly, Snabbit founder Aayush Agarwal affirmed that his company has "no intention" of deploying recording technology, emphasizing the immense trust customers place in their service providers regarding privacy.