Ex-Flipkart exec’s FirstClub launches high quality curated platform to target top 10% of Indian consumers

Ex-Flipkart exec’s FirstClub launches clean-label grocery app to target top 10% of Indian consumers

FirstClub, a premium quick commerce startup, has launched its clean-label grocery app after two weeks of beta testing, founder Ayyappan R, former Flipkart senior vice president, said on June 10.

The member-only service — which aims to deliver “real quality in minutes” — is now live on both Android and iOS platforms, with operations limited to Bengaluru’s Sarjapur Road and Bellandur areas.

FirstClub is positioning itself as India’s first rapid delivery platform to ban more than 200 ingredients, including artificial preservatives, colours, benzoates, and more.

“Every single product goes through deep testing and is sourced directly from farms or trusted manufacturers,” Ayyappan said in a LinkedIn post. “We only sell the highest-quality products in every category — from fruits and vegetables to dairy, breads, staples, and more.”

The launch marks the next chapter for FirstClub, which raised $8 million in December from marquee investors, including Accel, RTP Global, Blume Founders Fund, Quiet Capital and 2am VC.

Several members of the so-called Flipkart mafia such as Binny Bansal, Mukesh Bansal, Lalit Keshre, Ankit Nagori and Kunal Shah have also backed the startup.

While most quick commerce firms chase broad user bases through deep discounts, speed or selection, FirstClub is doubling down on product purity and affluence.

“Existing players have focused either on very large selection, or on cheapest pricing or on fastest deliveries. The next level of evolution is going to be based on the quality of products people consume,” Ayyappan told Moneycontrol in an earlier interview.

The platform targets India’s top 10 percent households —those earning over Rs 15 lakh a year — who are willing to pay a 20-30 percent premium for clean-label, premium products. The company’s delivery promise is under 30 minutes, deliberately shunning the 10-minute delivery norm that has dominated the category.

This comes at a time when the quick commerce market in India is seeing aggressive expansion from players such as Zomato’s Blinkit, Swiggy Instamart, Zepto, Tata BigBasket, Flipkart Minutes and Swish.

The app launch also kicks off FirstClub’s ambitious city-by-city rollout. For the next 12 months, the company will remain focused on Bengaluru, opening 10 dark stores and two offline “experience centres” that aim to bring a physical touchpoint to its premium grocery promise. Delhi and Mumbai are next on the roadmap.

While users across India can browse the app, ordering is currently restricted to select Bengaluru pin codes. The company is inviting users to suggest where it should expand next. “If you love our products, comment the pincode where you think we should launch next,” Ayyappan wrote in his post.

Unlike most players chasing scale from the outset, FirstClub is keeping its footprint tight to fine-tune operations. The startup said early beta feedback has already helped it iterate its catalogue and experience.