Quick-commerce startup FirstClub has secured $23 million in Series A funding, led by Accel and RTP Global, with participation from Blume Founders Fund, 2am VC, Paramark Ventures, and Aditya Birla Ventures.
The round, which includes a small debt portion, increases the startup’s valuation to $120 million, almost triple its seed round in December 2024, when it raised $8 million.
Founded in June 2025 by ex-Flipkart executive Ayyappan R, FirstClub is setting itself apart in the direct-to-consumer market in India. Unlike Blinkit, Zepto, and Swiggy Instamart, which focus on fast delivery, FirstClub prioritizes premium product quality. This strategy positions them as a game-changer in quick commerce, appealing to consumers who value quality and authenticity.
FirstClub’s product selection includes food, fresh produce, dairy, bakery, FMCG, and nutrition items, with 95% sourced locally and 5% imported. They’ve also launched their own private-label products to improve margins and brand awareness. Plans for growth include new categories like pet care, kids’ food, nutraceuticals, home care, and subscription services, aligning with consumer habits in India.
Currently, FirstClub operates four dark stores in Bengaluru and intends to grow to 35 in the next six months. The company plans to cover every pincode in the city before moving to other metros. This expansion reflects their strategy and supply chain improvements, as they put the Series A funds toward operations, store expansion, and new product lines.
FirstClub’s quick fundraising is similar to the boom of 2021–22, when D2C startups closed rounds in rapid succession. Closing two funding rounds in nine months sets them apart from most new D2C startups. This shows investor confidence in the startup’s revenue growth and its potential to perform well in FY25.
The D2C space in India is seeing renewed activity, with startups focused on strong fundamentals and consumer trust attracting investment. By emphasizing quality, FirstClub sets itself apart from speed-focused models, creating a more sustainable business model. Investors believe this focus can help the company achieve long-term success in the quick commerce category.
With VC-backed brands gaining traction and funding highlighting scalable business models, FirstClub’s progress shows how Indian D2C is going beyond just speed to build brands. As it expands, strengthens its private-label offerings, and scales operations, FirstClub is expected to become one of the top funded brands in 2025, and could shape the future of the D2C industry in India and worldwide.
