FirstClub Raises $23 Mn to Redefine Quick Commerce with Dark Stores, Cafés & More

The quick commerce space in India is buzzing like never before. What began as a convenience-driven category of “10-minute grocery deliveries” is fast evolving into something much larger, richer, and more aspirational. The latest player to make headlines is FirstClub, a premium quick commerce platform founded by ex-Cleartrip CEO Ayyappan R, which has just secured $23 Mn (₹203 Cr) in its Series A funding round.

The round, co-led by Accel and RTP Global at a valuation of $120 Mn (₹1,050 Cr), also saw participation from Blume Ventures, 2am VC, Paramark Ventures, and Aditya Birla Ventures. This comes barely eight months after FirstClub’s $8 Mn seed round in December 2024—signaling strong investor confidence in the brand’s vision.

A Bold Bet on Dark Stores and Cafés

While most quick commerce platforms are battling it out on speed and pricing, FirstClub is charting a different course. The fresh funds will power its plan to add 35 new dark stores within six months and experiment with unique fulfillment formats such as cafés and daily subscriptions.

But it’s not just about delivery infrastructure. FirstClub intends to expand into newer categories including kids’ food, pet food, nutraceuticals, home care, gifting, and furnishings—partnering with both local and global brands to bring exclusive, premium-first assortments to its members.

“…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,” said Ayyappan R, underlining how the platform is differentiating itself from the sea of lookalike quick commerce players.

Bengaluru as the Launchpad

Since its official debut in Bengaluru in June 2025, FirstClub has quietly laid down its first foundation blocks: four operational dark stores and a 185-member strong team. Over the next two months, the company plans to expand across the city with new fulfillment centers, aiming for full coverage ahead of the festive season.

The strategy is clear: own a city, perfect the model, and then scale rapidly. If the Bengaluru playbook works, FirstClub could be setting itself up as a strong contender in the race for India’s premium retail future.

Riding the Quick Commerce Wave

The timing couldn’t be more apt. The Indian quick commerce market is projected to hit $40 Bn by 2030 (Inc42), with consumers moving beyond grocery top-ups to exploring categories like fashion, lifestyle, and wellness through instant delivery platforms.

Investor interest is reflecting this shift. In July, fashion-first delivery startup KNOT raised $3 Mn from Kae Capital, while ZILO, another fashion-focused quick commerce player, secured $4.5 Mn in a seed round co-led by Info Edge Ventures and Chiratae Ventures. FirstClub’s much larger $23 Mn raise is another reminder that the market is entering its scale-up phase.

What Sets FirstClub Apart

At its heart, FirstClub is not trying to be “just another instant delivery app.” Instead, it is positioning itself as a member-first, premium retail ecosystem. With over 4,000 SKUs spanning packaged foods, fresh produce, bakery, dairy, and nutrition, the brand promises not just speed, but also curation and exclusivity—something most mainstream players lack.

For consumers, that means access to high-quality, often hard-to-find products delivered within minutes, with the additional promise of brand-new formats like subscription models and experiential cafés. For investors, it signals a shot at building the “premium Amazon Prime of quick commerce” in India.

FirstClub’s journey is still in its early innings, but the direction is bold. Expanding beyond groceries into lifestyle categories, building community-driven formats like cafés, and doubling down on premiumization could help it carve out a niche in a cluttered space dominated by incumbents like Zepto, Blinkit, and Swiggy Instamart.

As India’s consumption story deepens and disposable incomes rise, the definition of convenience shopping is being rewritten. With fresh capital, sharp positioning, and early traction, FirstClub may just be scripting the next chapter of India’s quick commerce revolution.