Hulp Raises $2.6 Million To Expand AI Personal Assistant Service Across India

Hulp, a Gurugram-based AI-powered personal assistant startup, has raised $2.6 million in seed funding to expand its service across India. The round was led by Sparrow Capital and BITKRAFT Ventures, with participation from existing investor DeVC, also known as Z47.

The round also saw participation from angel investors, including PB Fintech Chairman and Policybazaar co-founder Yashish Dahiya.

The funding comes at a time when India’s busy urban families and professionals are looking for more than quick delivery. They want help managing everyday life. Hulp is trying to solve that problem by combining AI workflows with trained human assistants.

What Hulp does

Hulp provides personal assistant services through WhatsApp and its mobile app.

Users can send a message or voice note, and Hulp’s trained assistants help complete the task. The request can be simple, like booking a restaurant table, or more detailed, like managing travel plans, arranging laundry, coordinating kitchen needs, helping with government paperwork, or planning an event.

This makes Hulp different from a normal chatbot. A chatbot can answer questions. Hulp is trying to get work done.

For example, if a user says, “Plan a small birthday dinner for six people near South Delhi this Friday,” Hulp’s assistant can help shortlist restaurants, check availability, coordinate booking and follow up. AI can help understand the request and structure the workflow, while humans handle the real-world calls and coordination.

Founders and company background

Hulp was founded by Tarun Mathur, Neha Kulwal and Vishal Singh Khutel.

Tarun Mathur is known for his earlier role as co-founder of Policybazaar. Neha Kulwal has publicly described Hulp as a personal life assistant built to help families manage everyday tasks with technology and dedicated human support.

Hulp is operated by Secret Terry Private Limited. Public company data shows Secret Terry Private Limited was incorporated in December 2025. The startup is based in Gurugram and currently operates in Delhi, Gurugram and Noida.

Hulp has a team of around 50 employees.

Why Hulp raised funding

Hulp will use the $2.6 million funding to improve its AI technology, hire senior leaders and expand into new Indian cities.

The company plans to launch in Mumbai, Bengaluru, Pune, Hyderabad and Chennai. These are natural markets for the service because they have large populations of working professionals, founders, executives and busy families.

The funding will also help Hulp build more AI-powered workflows. This is important because personal assistance can become messy if every request is handled manually from scratch. The more structured the backend becomes, the faster and more reliable the service can be.

Aim and purpose of Hulp

Hulp’s main aim is to reduce the daily mental load of managing life.

Modern families spend a lot of time on coordination. Someone has to book the doctor, track school activities, arrange household repairs, manage staff, plan meals, order groceries, find a driver, fix travel changes, pay bills and handle paperwork.

None of these tasks may look big alone. But together, they consume time and energy.

Hulp wants users to delegate such work through a simple chat or voice message. The purpose is not just convenience. It is to give users more control over their time.

Why AI plus human assistance matters

Many real-life tasks cannot be solved fully by software.

AI can understand a request, prepare options, draft messages and organize steps. But a human assistant may still need to call a vendor, negotiate timing, confirm availability, check quality and handle exceptions.

That is why Hulp’s model is interesting. It is not only an AI app. It is a service layer built on AI and human coordination.

For example, if someone needs help with government paperwork, AI can list the documents needed. But a trained assistant may still need to guide the user, check forms, coordinate appointments or follow up.

This mix can work well if Hulp manages quality properly.

Service categories

Hulp currently supports more than 15 service categories, these include government paperwork, travel bookings, restaurant reservations, laundry, gardening, kitchen management and event planning.

The category range shows that Hulp is trying to become a household and lifestyle operating layer, not a single-use app.

This also makes the business harder. Each category needs different vendors, processes and quality checks. Booking a restaurant is different from arranging gardening help. Managing laundry is different from helping with documentation.

Hulp’s challenge will be to make all these services feel equally reliable.

Why investors may be interested

AI personal assistance is becoming a new consumer internet category.

Food delivery and quick commerce solved fast access to products. AI concierge startups are trying to solve time-consuming tasks. The bet is that some urban users are willing to pay for saved time, not only cheaper prices.

Moneycontrol earlier reported that investors were tracking several AI concierge startups in India, including Hulp, M, Swiggy Crew, Pokus, Faff, Aviha, Robin Home, Khwaaish, Namak.io, Cookmate and Ask Feedy.

The category is still early, but the idea is simple. If users can outsource routine coordination reliably, a personal assistant service can become part of daily life.

Competitors

Hulp’s direct competition comes from other AI concierge and household assistant startups.

M, started by Dunzo founder Kabeer Biswas, is one of the more visible names in this space. Swiggy Crew is another interesting player because Swiggy already understands urban convenience and service logistics. Other names being tracked include Pokus, Faff, Aviha, Robin Home, Khwaaish, Namak.io, Cookmate and Ask Feedy.

Premium concierge services such as RedBeryl, Indulge Global and Pinch also exist, but they usually target a higher-income luxury customer base.

Hulp appears to be going after a wider urban professional and family segment, where users may want premium convenience but at a more regular-use price point.

Conclusion with key takeaways

Hulp’s $2.6 million seed round shows that investors are taking AI-powered personal assistance seriously. The startup is trying to solve a real problem for urban India: too much everyday coordination and too little time.

Founded by Tarun Mathur, Neha Kulwal and Vishal Singh Khutel, Hulp currently operates in Delhi, Gurugram and Noida and plans to expand to Mumbai, Bengaluru, Pune, Hyderabad and Chennai.

Key takeaways –

• Hulp has raised $2.6 million in seed funding.
• The round was led by Sparrow Capital and BITKRAFT Ventures.
• Existing investor DeVC, also known as Z47, joined the round.
• Angel investors included Yashish Dahiya of PB Fintech and Policybazaar.
• Hulp offers AI-powered personal assistance through WhatsApp and its mobile app.
• The startup supports more than 15 service categories and plans to expand across major Indian cities.

Facts Input- Apacnewsnetwork