FirstClub Secures $55M Series B Led by Peak XV & Sofina, Accelerating India’s Quality‑First Grocery Model

• This round is led by Peak XV Partners and Sofina, with participation from existing investors like Accel, RTP Global and Paramark Ventures
• This round comes just 8 months after raising Series A and within 12 months of operations

FirstClub, India’s only quality-first grocery app, has raised $55million (₹ 512 Crores) in a Series B funding led by Peak XV Partners and Sofina, with continued participation from existing investors Accel, RTP Global and Paramark Ventures.

The milestone comes as FirstClub crosses 1 million orders in less than a year, reflecting growing consumer demand for a more trusted, curated, and quality-first approach to grocery commerce in India.

At a time when quick commerce is increasingly defined by speed, deep discounting, and endless assortment, FirstClub has built a fundamentally different model centred on trust, ingredient integrity, thoughtful curation, and stronger relationships with both consumers and brands. In a category where shoppers often have little visibility into the quality of products that arrive at their doorstep, FirstClub is focused on bringing greater assurance, transparency, and access to high-quality everyday essentials. As part of its quality-first approach, the company tests fruits for sweetness and quality-checks vegetables for blemishes, bruises, and smudges before being listed on the app. FirstClub also conducts rigorous lab testing across everyday items such as milk, atta, paneer, dals, and more to ensure the highest standards of quality, purity, and consistency, bringing a level of quality control and scrutiny not seen in quick commerce today.

Commenting on the ecosystem, Ayyappan R, Founder of FirstClub, said, “When quick commerce was racing to deliver in 5 minutes and 10 minutes, we asked a harder question: is what's inside actually safe for your family? For our customers, quality comes first, especially when it comes to the food they give their families - not just speed. By banning over 200 harmful ingredients and lab-testing products before it reaches our shelves, we're building a standard of trust that has never existed in Indian retail. This fundraise takes that commitment to millions of households who have always deserved better.”

Over the past year, FirstClub has witnessed strong growth driven by repeat consumer behavior, a highly curated assortment strategy, and increasing preference for trusted, high-quality products across categories. The fresh capital will be used to expand into new cities, strengthen FirstClub’s quality-first grocery ecosystem, introduce new categories such as beauty & personal care, home essentials, and pet care, while further deepening its technology and supply chain capabilities to build a more trusted and curated commerce experience for consumers across India.

GV Ravishankar, Managing Director at Peak XV Partners, said: “The first wave of Quick commerce was built for speed. FirstClub is building for trust. With an explosion of D2C brands, customers need a neutral platform that curates for quality. Firstclub’s rapid growth and very high customer retention shows the consumer love that they have been able to build on the back of transparency, quality, and product standards. We believe Ayyappan and the FirstClub team are shaping the next large shift in Indian commerce.”

Tanya Sen, Principal at Sofina, added: "We admire the delight, trust and loyalty FirstClub has inspired in its customers, especially while scaling at such a rapid pace. We look forward to supporting the team in bringing its differentiated proposition to consumers across India."

Barath Shankar Subramanian, Partner at Accel, said: “When we first backed FirstClub at seed, quality-first grocery was a contrarian bet - the market was moving fast in the opposite direction. What we've watched since is rare: Ayyappan and team have held conviction on a difficult thesis, executed with discipline, and built genuine consumer love in a category where trust is everything. To see it compound this quickly into a clear consumer movement - that's exactly the kind of journey we back at Accel.”

Nishit Garg, Partner at RTP Global, who first backed FirstClub at seed, said: "We wrote our first cheque before there was a single dark store. Watching Ayyappan and Arvind build FirstClub from that point to a million orders and a brand people truly trust has only deepened our conviction. The team they've assembled, the supply chain discipline, the retention numbers, all of it reflects founders who earn every bit of growth. We're proud to continue backing FirstClub as it scales across India"

The fundraise signals growing investor conviction in a new model of commerce; one that goes beyond transactional convenience to reshape how India discovers, shops for, and consumes everyday essentials.

As the category continues to evolve, FirstClub is positioning itself not just as a quick commerce platform, but as a brand redefining what modern grocery retail in India can look like.

About FirstClub

Founded by Ayyappan R, a seasoned leader with extensive experience as Senior VP at Flipkart, CEO of Cleartrip, and previously CBO at Myntra, FirstClub Technology Pvt. Ltd. is a quality-first platform committed to redefining everyday consumption by curating products that meet stringent standards of purity, safety, and transparency. With a clear focus on eliminating harmful ingredients and prioritizing consumer well-being, FirstClub is building a trusted ecosystem for better living. Previously, FirstClub has raised $31M across two rounds led by Accel, with participation from RTP Global, Blume Founders Fund, Quiet Capital, 2am VC and prominent angel investors including Binny Bansal (Flipkart), Kunal Shah (CRED), Mukesh Bansal (Myntra, Cult), Lalit Keshre (Groww), Ankit Nagori (Eatfit), and Shrenik Ghodawat (Sanjay Ghodawat Group).

About Ayyappan

Ayyappan has spent over 17 years building and scaling consumer businesses at the heart of India’s modern retail and e-commerce evolution. After a brief stint at ITC, he joined Flipkart as a Senior Manager and went on to become Senior Vice President, helping scale several of its most impactful categories during the formative phase of Indian e-commerce. He later served as Chief Business Officer at Myntra, followed by CEO of Cleartrip, continuing to build category-defining consumer businesses with strong brand and operational foundations.