Business

FirstClub, a quick commerce startup backed by Flipkart alumni, targets India’s top 10% consumers with an $8 million funding boost

FirstClub, an e-commerce omnichannel retailer led by former Flipkart executives, is targeting the top 10% of India’s population—households with

FirstClub, a quick commerce startup backed by Flipkart alumni, targets India’s top 10% consumers with an $8 million funding boost

FirstClub, an e-commerce omnichannel retailer led by former Flipkart executives, is targeting the top 10% of India’s population—households with an annual income exceeding ₹15 lakh—amid the ongoing e-commerce boom, according to a report by Moneycontrol on Thursday, December 12.

Founder Ayyappan R shared that the platform is designed for consumers willing to pay a premium for top-quality products.

“These customers are eager to join FirstClub and are willing to pay a 20-30% premium for products, as long as they receive the best quality fresh produce,” said Ayyappan R.

FirstClub’s investors include former colleagues and angel investors such as Flipkart co-founder Binny Bansal, Myntra co-founder Mukesh Bansal, Groww’s Lalit Keshre, and Curefoods’ Ankit Nagori, who are collectively known as the “Flipkart Mafia” in the startup world.

The startup has secured $8 million in seed funding, according to YourStory. This investment, led by Accel and RTP Global, will be used to strengthen its technological infrastructure and scale its team. Additional backing came from 2am VC, Quiet Capital, and the Blume Founders Fund.

The firm is an omnichannel retailer with the goal of providing premium goods in the following categories: fresh produce, dairy, baked goods, nutrition supplements, and health and fitness. According to the article, the company plans to launch by the middle of 2025 and deliver things in less than 30 minutes.

Firm to concentrate on high-end retail 

Existing players have thus far concentrated on offering a wide range of options, the lowest prices, or the quickest delivery times. As per the report, Ayyappan mentioned, “We are entering this market because the next stage of evolution will be determined by the quality of products that people opt to consume.”

The startup will concentrate solely on Bengaluru for the first 12 months before extending its operations to Delhi and Mumbai. According to the article, FirstClub wants to transform into an omnichannel company by opening two offline stores that will also serve as experience centers and ten dark stores. 

“FirstClub is meeting the rising demand for premium products and services. By emphasizing exceptional quality, convenience, and trust, Ayyappan and his team are reshaping the possibilities of modern retail,” said Barath Shankar Subramanian, Partner at Accel, in a statement to Moneycontrol.

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