FirstClub, a quick commerce startup founded by former Flipkart Senior Vice President Ayyappan R, is making waves in India's competitive market by prioritizing quality and a premium experience over the race for ultra-fast delivery times. This approach has resonated with investors, quickly tripling the company's valuation to $120 million within months of its launch.

Unlike many quick commerce platforms focused on achieving 10-minute delivery, FirstClub aims for a more relaxed 30-minute window, allowing them to focus on curating high-quality products. This strategy targets the top 10% of Indian households, specifically those with an annual income exceeding ₹15 lakh, who are willing to pay a premium for superior products.

FirstClub operates on a membership-only model, offering exclusive access to a curated selection of premium local and global fresh products. The platform offers a variety of goods, including fresh fruits and vegetables, groceries, dairy, bakery items, dry fruits, and health supplements. Detailed product information helps members make informed purchasing decisions.

The company's vision is to become a quick commerce-first omnichannel retailer, combining online convenience with the tangible experience of offline stores. These offline "experience centers" highlight the quality of FirstClub's merchandise and allow the brand to connect with affluent customers. In its first year, FirstClub plans to establish 10 dark stores and two offline hubs.

FirstClub recently secured $8 million in seed funding in December 2024, led by Accel and RTP Global, with participation from other investors including Binny Bansal, Kunal Shah, and Mukesh Bansal. This initial funding round valued the company at around $50 million. In August 2025, FirstClub was in advanced talks to raise $20 million in a Series A round with a valuation soaring to $120-130 million. The company intends to use the funds to strengthen its technology infrastructure, refine its omnichannel retail strategy, expand its product offerings, and onboard top-tier talent.

Currently serving select neighborhoods in Bengaluru, including Sarjapur Road and Bellandur, FirstClub plans to expand its operations to Delhi and Mumbai. This expansion will involve scaling its logistics footprint and speeding up its delivery infrastructure.

FirstClub's success demonstrates a shift in the quick commerce landscape, with some players recognizing the value of quality and customer experience over sheer speed. By focusing on a premium approach and targeting a specific segment of the Indian market, FirstClub has carved out a unique position for itself, attracting significant investor interest and achieving impressive growth in a short period.