Quality-first quick commerce startup FirstClub raises $23 million; CEO says, 'Every product is tested, tasted...'

Quick commerce platform FirstClub Technology has raised $23 million in a Series A funding round led by existing investors Accel and RTP Global, with participation from Blume Founders Fund, 2am VC, Paramark Ventures and Aditya Birla Ventures.

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The round, which the startup claims closed within three months of launch, values it at Rs 1,050 crore or about $120 million.

Founded by Ayyappan R, who previously served as Senior VP at Flipkart, CEO of Cleartrip, and CBO at Myntra, FirstClub Technology is a quality, member-first platform that aims to transform India’s quick commerce and enhance the shopping experience for consumers.

Unlike conventional quick-commerce players, the startup said that it has banned over 200 harmful additives, independently tests staples like milk, ghee, and oils, and curates only those brands that meet the highest global standards.

Since its Bengaluru launch in June 2025, FirstClub claims to have expanded to four “clubhouses” (its dark stores) in the city, onboarded 4,000+ curated SKUs from marquee brands across packaged foods, fresh produce, bakery, dairy, and nutrition, built a 185-member team, and a robust in-house supply chain and tech stack. The startup is expanding rapidly, with more clubhouses set to open in the next eight weeks.

With this round of funding, FirstClub will focus on expansion with 35 new clubhouses in the next six months, alongside the launch of multiple fulfilment formats such as cafés and daily subscriptions.

Additionally, the startup will expand into new categories, including kids’ food, pet food, nutraceuticals, home care, gifting, and furnishings, curated through strategic partnerships with Indian and global brands. It will also accelerate hiring across engineering, operations, category, and marketing.

“Quick commerce today is built for speed, not standards. At FirstClub, we’re changing that. Every product on our platform is tested, tasted, and vetted end to end—so when it comes to food, there are no compromises,” said Ayyappan R.

“We deliver everyday essentials that are not just fast, but products you can trust, accessible and affordable for every Indian household that refuses to compromise on quality. Our early momentum — with 2x average order values versus any other platform in the category, 60% exclusive products, and high repeat rates — shows that India is ready for a new standard in retail.” Ayyappan added.

“India’s next wave of commerce will not be defined by speed alone, but by the assurance of quality and trust. Consumers are becoming increasingly discerning about what enters their homes, and that shift creates a massive opportunity to reimagine everyday retail. FirstClub has demonstrated rare early product-market fit within just three months of launch, building a full-stack platform with category ownership, operational discipline, and strong consumer love,” said Barath Shankar Subramanian, Partner at Accel.

“At Accel, we believe the future of commerce lies with platforms that pair speed with uncompromising standards, built on a deep understanding of evolving consumer behaviour, and FirstClub is leading that movement from day one.”

Nishit Garg, Partner at RTP Global, said, “In a world of overwhelming product choices and confusing ingredient labels, FirstClub is closing the trust gap for Indian consumers. Ayyappan’s leadership, deep operator experience, market, and category understanding are evident in the way the team has achieved early operational excellence and strong consumer love within just months of launch. We are excited to deepen and continue our partnership.”