Firi Raises $3 Million to Deliver Beauty Products in Nine Minutes

Firi, a Gurugram-based beauty and personal care quick commerce startup, has raised $3 million in seed funding led by 360 ONE Asset, with participation from Better Capital, Cred founder Kunal Shah, and other angel investors. The company operates a curated marketplace that uses AI to analyze product reviews before deciding what to stock, and delivers to customers in parts of Gurugram in as little as nine minutes.

Founded in 2026 by Vivek Madani and Karishma Rathaur, both former Uber India executives, Firi has built its initial catalog by analyzing more than 50 million product reviews to shortlist roughly 3,000 skincare, haircare, and body care products from the global beauty market. Rather than stocking broadly and letting sales data determine what stays on shelves, Firi's model inverts the typical quick commerce approach by using review analysis upfront to curate a smaller, more deliberately chosen assortment before a single dark store opens.

Quick commerce has become one of the most fiercely contested categories in Indian consumer technology over the past three years, with large horizontal players like Zepto, Blinkit, and Swiggy Instamart already competing on delivery speed and catalog breadth across nearly every consumer category. Firi's bet is that a narrower, beauty-specific focus, paired with a more curated and reviewed-vetted product selection than a horizontal platform typically offers, can carve out a defensible niche rather than competing head-on with platforms that already have far greater delivery infrastructure and capital behind them.

The founders' background at Uber India is a meaningful signal for a company whose success depends heavily on operational execution, specifically the logistics of maintaining nine-minute delivery windows across a growing network of dark stores, a discipline closely related to the real-time routing and fleet-management problems both founders would have encountered directly in ride-hailing operations. That operational pedigree likely carried real weight with investors evaluating a pre-revenue or early-revenue quick commerce bet in an already crowded broader category.

Firi plans to use the new capital to expand beyond its current skincare, haircare, and body care categories into makeup and fragrances, while also adding more dark stores across Gurugram ahead of any expansion into additional cities. That sequencing, deepening category coverage and delivery density in a single city before expanding geographically, is a more conservative growth path than some quick commerce startups have pursued, and may reflect lessons the broader category has learned from earlier horizontal players that expanded into new cities faster than their unit economics could support.

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