After two weeks of intensive beta testing, FirstClub, India’s first clean-label grocery platform, has officially launched on both the Apple App Store and Google Play Store, starting operations in select areas of Bengaluru.
Founded by Ayyappan R, former CEO of Cleartrip, FirstClub aims to redefine how Indians shop for daily essentials by offering a rigorously curated selection of products free from over 200 banned ingredients, including artificial preservatives, synthetic colors, benzoates, and other chemical additives.
“India deserves better,” said Ayyappan in a public note on LinkedIn. “Every single purchase must be clean, safe, tasty, and the best you’ve ever had and we’re delivering that in minutes at a competitive price.”
Beta Feedback Fuels the Launch
Over the past fortnight, a closed group of beta testers—comprising friends, family, and early supporters, had exclusive access to the FirstClub app. Their feedback played a pivotal role in refining the user experience and product lineup.
“Your repeat orders and thoughtful inputs gave us the confidence to scale,” added Ayyappan. “We’re deeply grateful to every single beta user.”
First Club: Strict Ingredient Standards and Farm-to-Home Model
Unlike traditional grocery platforms, FirstClub’s core value proposition rests on its clean-label commitment. The company has created a proprietary blacklist of over 200 substances and promises to sell only the highest-quality, transparently sourced products across categories including:
- Fresh fruits and vegetables
- Dairy and eggs
- Breads and staples
- Packaged essentials with clean ingredients
The company has established direct partnerships with farms and responsible producers, which allows it to skip middlemen, save on costs, and exercise quality control. Each product is subject to intense scrutiny, both in ingredient visibility and supplier reliability.
Geographic Rollout and Expansion Plans
FirstClub has commenced operations in Bengaluru’s Sarjapur Road and Bellandur areas. While the app is available for download pan-India, deliveries are currently limited to these zones.
However, the startup has ambitious plans to expand rapidly across Bengaluru and into other metros. In a call to action, Ayyappan invited users to comment their city or pincode on the LinkedIn announcement to help prioritize new service areas.
India’s Clean Grocery Revolution Begins
With increasing consumer awareness about food safety, ingredient labels, and ethical sourcing, FirstClub’s entry marks a pivotal moment in India’s grocery retail evolution. The platform aims to tap into a rising demand for transparency, traceability, and trust, particularly among health-conscious urban consumers.
Customers can download the app by searching for “FirstClub” (without space) and look for the tagline “Real Quality in Minutes.”
Feedback and suggestions are being actively welcomed at ayyappan@firstclub.co.in.
About FirstClub:
Founded by Ayyappan R, FirstClub is a clean grocery delivery platform offering premium, chemical-free daily essentials across fruits, vegetables, dairy, and packaged goods. The startup champions real transparency, rapid delivery, and a mission to deliver “real quality in minutes” to Indian households.
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