Anshul Khurana is the co-founder of Entitled Solutions, a startup providing financial and health services to gig and blue collar workers such as security guards, drivers, and cleaners, where nearly 70% of the workers rely on informal borrowing and most have little to no savings. The idea emerged when he noticed frontline workers and the high churn driven by financial instability. Instead of waiting for full certainty, he began building when he was only “20% sure,” validating the opportunity through conversations with employers and early partners before landing his first client within two months by cold outreach across his network.
In the early years, the team focused on solving real access problems through simple distribution, running loans, insurance, and health services entirely through WhatsApp instead of building an app, and repeatedly refining the product based on employer needs. Funding was not immediate, after pitching hundreds of investors and facing frequent rejection, early support from friends, family, and eventually HDFC Capital became a major confidence boost. Through COVID disruptions, hiring challenges, and multiple near quit moments, Anshul credits persistence, strong mentor relationships, and a clear value proposition for helping the company grow, while emphasizing one lesson he learned the hard way: raising money isn’t the milestone; proving value to real users is.