• Members-only app offering curated, clean-label groceries for India’s top 10% consumers.
• Bans 200+ artificial preservatives, colors, and chemicals, ensuring pure, high-quality products.
• Currently live in select Bengaluru areas, delivering farm-fresh and trusted brands in minutes.

FirstClub, a new high-end quick commerce startup from ex-Flipkart Senior Vice President Ayyappan R, has launched its curated grocery app after a two-week beta test. The company targets high-quality, "clean-label" products to India's best 10%.

Its membership-based service, assuring "real quality in minutes," is now live on Android and iOS in Bengaluru's Sarjapur Road and Bellandur locations.

FirstClub stands out for prohibiting the use of more than 200 ingredients, such as artificial preservatives, dyes, and benzoates, setting itself up as a health-aware rapid delivery service.

Ayyappan said in a post on LinkedIn that the firm performs extensive testing on all products, purchasing directly from farmers and recognized manufacturers. The website focuses on providing only the best items in several categories, ranging from produce, dairy, and baked items to basic staples.

This launch comes on the heels of a December $8 million funding round, participated in by Accel, RTP Global, Blume Founders Fund, Quiet Capital, and 2am VC.

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