Lifestyle Trend: Pinch By Nitin Mohan Srivastava Is Making Travel Stress-Free You Should Know

The founder of Pinch, Nitin Mohan Srivastava created the service out of a deeply personal need—to balance caregiving and work during the pandemic. Pinch is a human-led lifestyle concierge that helps manage your home, errands, and travel planning—all through a dedicated Lifestyle Manager. With clients across cities and continents, Pinch is helping a new generation of young Indian travellers explore the world without the stress of what’s left behind. His story offers a fresh perspective on travel, responsibility and the evolving needs of modern Indians on the move. In a candid conversation with Travel+Leisure India & South Asia, Nitin shares his journey and vision for redefining travel and modern living.

Excerpts From The Interview With Nitin Mohan Srivastava

T+L India: What inspired you to create Pinch during the pandemic?

Nitin Mohan Srivastava: The idea for Pinch began with an unusual opportunity—I had an investor ready to back me before I even had an idea. During the pandemic, my wife and I kept missing meals due to endless Zoom calls. With my background in F&B, I initially thought of starting a meal kit service—hence the name “Pinch,” as in a pinch of salt.
But when the investor asked if I could do it for 20 years, I realised meal kits weren’t my passion; helping people was. Around the same time, I was in Lucknow visiting my parents. My father had a serious accident, and I noticed he had no one to call for help. The once-bustling neighbourhood was now full of elderly residents with little support.
That moment reframed everything. I saw a bigger need—for support systems not just for ourselves, but for our extended families: kids, pets, plants, elders. That’s how Pinch evolved into what it is today. 

T+L India: What gap were you hoping to fill in the lifestyle and travel ecosystem?

Nitin Mohan Srivastava: We aimed to tackle those small, nagging tasks—like fixing a curtain or replacing a hook—that clutter your mind and drain your energy without you noticing. Pinch steps in to handle these micro-stresses, helping people live calmer, more intentional lives—like the carefree days when our mothers had everything under control. On travel, we saw a shift: childhood vacations energised us, but as adults, they often leave us drained. Poor planning and overscheduling turn holidays into stressors.
Pinch wants to change that—making travel truly restorative by helping clients plan smarter, travel better, and come back recharged. Travel should bring joy, not jet lag.

T+L India: We’re seeing a new generation of Indian travellers who are less rooted, more fluid and living on the move, working remotely or travelling full-time. How is Pinch aligning with their changing needs? 

Nitin Mohan Srivastava: Let me give you a real example—our Chief Product Officer took a trip to Portugal in January 2023 and never came back. He now lives there on a digital nomad visa, with his family fully settled. What made that move possible? The peace of mind that comes from knowing his home and parents in Lucknow are looked after—thanks to Pinch.
Today’s nomadic lifestyles demand flexible support systems. Whether it’s watering your terrace garden while you’re in Bali or restocking your pantry before you return from a three-month trip, Pinch ensures your life back home runs smoothly. We’ve had clients leave for extended periods knowing everything—from their plants to their parents—is taken care of, just the way they would’ve done it themselves.

T+L India: How did you conceptualise the idea of a ‘Lifestyle Manager’?

Nitin Mohan Srivastava: I originally wanted to build a tech-led meal kit company—streamlined, scalable. But when the idea for Pinch came along, I started designing it the same way: tech-first.
Then, during lockdown, I had an epiphany. I was buying pyjamas online, filtered by size, placed the order—then searched again and had to reapply the filter. I thought, “They already know everything about me. Why can’t they remember my size?”
That’s when I realised: tech can’t personalise the way humans can.
So we flipped the model. Tech would power us, but real people—lifestyle managers—would be at the core, offering empathy, memory and real-world support.
Even with AI, we believe the human touch matters. I’ve imagined Pinch in 2075, and even then, I couldn’t cut out lifestyle managers. That’s how central they are to what we do.

T+L India: In a world obsessed with automation and AI, you’ve chosen to focus on human-led, personalised support. Why do you believe this resonates with young travellers?

Nitin Mohan Srivastava: Because even in a hyper-digital world, we still trust people more than platforms. Take TripAdvisor: it’s full of reviews, yet we’d rather ask a friend who’s just been to Spain. Why? Familiarity, trust, context. That’s what young travellers want—reliable, personalised guidance without a hidden agenda. At Pinch, our only revenue is the subscription fee. We don’t earn from bookings, flights, or hotels. So our recommendations are truly in the customer’s interest—not driven by commissions.
Indian travellers, especially younger ones, are still building confidence in exploring the world. There’s often anxiety—around immigration, logistics and language. But when they know someone has their back, they travel freer. It’s like having a friend who’s already figured things out—whether it’s planning a trip or picking the best wine chiller.
Human-led support offers comfort, trust, and context—things algorithms still can’t replicate.

T+L India: Are there any interesting trends you’re noticing in millennials and Gen Zs while they’re globe-trotting?

Nitin Mohan Srivastava: Millennials are leaning into serviced villas—initially for cost-saving, now for comfort. With remote work, longer “workations” in homely, well-serviced spaces are on the rise.
Gen Z is breaking cultural norms by embracing hostels—seeking community, not just comfort. In a country raised on “don’t talk to strangers,” they’re choosing shared spaces and social travel.
Both generations are rewriting the Indian travel playbook—just in very different fonts.

T+L India: Can you give us an example or anecdote where a Lifestyle Manager helped transform someone’s travel experience? 

Nitin Mohan Srivastava: One story I love sharing is of a young mother, once a content creator, taking her first trip post-motherhood to Switzerland. She felt more overwhelmed than excited—her suitcase now packed with baby essentials instead of outfits for photo shoots. Sensing her hesitation, our Lifestyle Manager quietly stepped in: he arranged for everything the baby needed—diapers, bottles, essentials—to be delivered to the hotel, freeing up her luggage and mental space. That small act changed everything. The moment they returned, she booked her next trip to Sri Lanka—same setup. Then Goa. It was like she got her old travel joy back.

Another was personal. Our family trip to Bali was cancelled last-minute due to a volcanic eruption—eleven of us stranded in Delhi at 4 AM, luggage drama, tears, chaos. I called our Lifestyle Manager. By 10 AM, we were all on a flight to Sri Lanka. He handled everything—visas, flights, and stay. It was seamless. Honestly, we might be the best tour operator out there, just for ourselves.

T+L India: How does Pinch address the specific needs of Indian families?

Nitin Mohan Srivastava: India is already the most serviced country in the world—support systems are deeply embedded in our culture. However, with urbanisation and nuclear families on the rise, traditional support is disappearing. Pinch steps in to fill that gap. Instead of relying on family for help—and the guilt that can come with it—you simply pay for a service that handles everything. It’s not an alien concept here; if anything, India is the perfect market for it.

T+L India: Are you seeing Pinch as part of a global lifestyle solution?

Nitin Mohan Srivastava: We’re absolutely building a global lifestyle solution. India was the ideal launchpad—services are in demand, and there’s a culture of outsourcing help. But this model works anywhere.
We’re already working with clients in the Netherlands and launching in Dubai and Thailand, especially for expats who face everyday friction—from language barriers to basic coordination. For them, spending $250 a month for peace of mind is a no-brainer.

T+L India: What have been some of the biggest hurdles in building a service that people can literally leave their house in the hands of?

Nitin Mohan Srivastava: It’s a deeply personal business. We’re not just delivering a service—we’re stepping into someone’s safe space, their home. And homes are messy, emotional, and full of quirks. You can’t run them like hotels. Every task is customised—whether it’s setting up a garage or managing a last-minute trip, it’s rarely straightforward. We once went to organise a client’s storeroom and ended up in a full-day nostalgia-fueled unpacking session. That’s what home is—it’s emotional. The real hurdle? Hiring and training lifestyle managers with high emotional intelligence. They’re not selling products—they’re earning trust. That’s what makes this business complex, but also truly special.

T+L India: If today you could design the perfect travel day with Pinch handling everything back home, where would you go and what would you do?

Nitin Mohan Srivastava: I’m a hill person, so I’ll go to the hills. I have this strange love for towns with old boarding schools—Panchgani, Dehradun, Ajmer—they fascinate me. There is a boarding school called Lawrence, one of the most elite schools in India, and one of them is located in this quaint hill town of Lovedale. This has been on my bucket list for years. The perfect day? One where I don’t have to think. Someone picks me up, plans everything end-to-end, and I just go with the flow. Like Google Maps for travel—complete trust, zero mental load. That’s when I’m at my best: no decision fatigue, no chaos—just presence.

T+L India: What are the travel hacks you swear by? 

Nitin Mohan Srivastava: I always travel light—never check in luggage, no matter how long the trip. It keeps things hassle-free and nimble. I’m also obsessive about checking weather forecasts; being unprepared for a temperature shift is just unnecessary drama. And finally, I believe in aligning your itinerary with your intent—if the goal is to relax, then don’t cram it with activities. Travel should restore, not exhaust.

T+L India: What is that one travel essential you don’t step out without? 

Nitin Mohan Srivastava: I never travel without my sunblock and sunglasses—always packed, even if I don’t always wear them. It’s a small ritual, but it makes me feel ready for anything the day throws at me.

T+L India: What’s next for Pinch?

Nitin Mohan Srivastava: It’s a big year for Pinch. We’re expanding our user base, entering two new international markets—Dubai and Bangkok—and getting serious about building smart, intuitive tech. With AI advancing rapidly, we’re focused on creating tools that not only streamline service but also preserve memories and legacies, making life easier and more meaningful for our users.

Related: Meet Kunal Jain: On A Mission For Wildlife Conservation In India

Note:
The information in this article is accurate as of the date of publication.

The views expressed in this interview are solely those of the interviewee and do not reflect the opinions of the publication.

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