Firi is a quick commerce startup in the personal care and beauty industry located in Gurgaon. Firi has raised $3 million in a new funding round. The investment round was led by 360 ONE Asset. Other active participants in the funding round were the likes of early-stage VC Better Capital, CRED founder Kunal Shah, and a range of other angel investors. The investment marks a rise in investor interest in the business of offering solutions to the market that provide fast delivery options for beauty and personal care products.
Capital utilization and foundational vision
The company has plans to use the new capital to increase its physical footprint and diversify its product line. Firi expects the investment to expand its own product categories, such as makeup, perfumery, and other beauty brands, into new retail markets worth $3 million.
In addition to the expansion of its product offerings, the startup has been working hard on beefing up its inventory management capabilities. The company is set to expand geographically by opening more dark stores in Gurugram to increase its local delivery capacity before moving to other cities in the region.
Founded in 2026 by an ex-Uber India executive, Vivek Madani, and Karishma Rathaur. The startup functions as a classifieds site niche to beauty and personal care products.
The company uses artificial intelligence technology for a meticulous review of products to ensure that there is a clear distinction in the crowded e-commerce market. Firi first scans through product reviews and collates information from multiple sources before listing any product, thus ensuring a well-reviewed catalog for its customers.
Product Portfolio and operational milestones
Firi says it has examined over 50 million beauty review data points across the beauty landscape worldwide due to its technology-assisted curation process. After analyzing this data extensively, the platform has narrowed down the list to 3,000 products that are made available to consumers.
Firi’s products contain a vast selection of skincare, haircare, and body care items. The startup has introduced hyper-local dark stores that enable it to deliver orders to customers in parts of Gurugram within 9 minutes.
Firi’s first venture into the fast commerce market happened early in 2026 with a pilot program in January 2026. The pilot phase was intended to test the business model, the workflow for fulfillment, and the AI mechanism for curation, and the startup officially began to operate as a full commercial business in September 2026.
Conclusion
Firi has marked a significant growth milestone following a successful $3 million funding round led by 360 ONE Asset. The startup has the backing of investors like Better Capital and Kunal Shah, which makes it well-positioned to expand its ultra-fast delivery model. With AI-powered product curation, the opening of more dark stores in Gurugram, and its diversification into the beauty quick commerce segment by adding makeup and fragrances, Firi is developing a separate identity in the beauty segment. While the company is aiming to go international after its launch in September 2026, the focus on fast delivery time, including 9 minutes, and a selective choice of 3,000 products stays at the heart of the company.
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