Firi, a quick commerce startup focused on high-quality beauty and personal care products in India, has raised $3 million in a funding round led by 360 One Asset, enabling the company to deepen its presence in Gurugram and broaden its product categories.
- Firi raised $3 million led by 360 One Asset.
- Funds to expand product categories and increase dark stores.
- AI-driven platform curates over 3,000 premium beauty products.
What happened
Firi, a quick commerce platform specializing in beauty and personal care, raised $3 million in funding led by 360 One Asset, with participation from Better Capital, Kunal Shah, and other angel investors. The startup, based in Gurugram, aims to expand its product categories into makeup, fragrances, and additional beauty segments.
The company co-founded by Vivek Madani and Karishma Rathaur uses artificial intelligence to research and select high-quality products, having analyzed over 50 million reviews to shortlist roughly 3,000 products. Following a successful pilot earlier this year, Firi officially commenced operations in September 2026 and plans to scale by adding two more dark stores in Gurugram before expanding to other cities.
Why it matters
Firi's AI-powered approach to curating a focused selection of premium beauty products aims to build stronger consumer trust through a differentiated shopping experience. Unlike typical broad marketplaces, Firi offers a curated, opinionated catalog that balances quality and fast delivery, enhancing value for beauty consumers in India's growing quick commerce sector.
The timing of this funding is notable as vertical quick commerce startups attract heightened investor interest in India. With competitors like BazaarNow also securing capital to target tier-2 cities, Firi's focus on Gurugram and premium products positions it to capitalize on increasing demand for rapid access to specialized beauty and personal care items.
What to watch next
Firi is expected to expand its dark store network in Gurugram significantly during the coming months, boosting its fast delivery capabilities. Monitoring how quickly it can replicate this growth in other urban centers will be key to tracking its broader market penetration.
The company’s product portfolio expansion into makeup and fragrances will also be a critical factor. Success in broadening these categories, combined with continued refinement of its AI curation model, could solidify Firi’s position as a trusted destination for premium beauty quick commerce amid increasing competition.