Firi raises $3M for AI-led beauty quick commerce in India
Gurugram-based Firi, a quick commerce platform for beauty and personal care products, has raised $3 million in a round led by 360 One Asset. Better Capital, Cred founder Kunal Shah, and other angel investors also participated. The terms of the deal were not disclosed.
Founded in 2026 by former Uber India executives Vivek Madani and Karishma Rathaur, Firi uses artificial intelligence to research and list high-quality beauty products from premium brands.
The company claims it has analysed more than 50 million reviews to shortlist about 3,000 products from the global beauty market, creating a curated catalogue rather than replicating everything available.
The founders previously built Honestly, an AI-powered beauty search and discovery platform.
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The fresh capital will fund expansion into makeup, fragrances, and additional beauty categories. Firi also plans to add two more dark stores in Gurugram before expanding to other cities.
For international investors and partners watching India's consumer stack, Firi represents a bet on curation over catalogue breadth in a category where trust drives repeat purchase.
The model combines AI-led discovery, opinionated product selection, and fast fulfillment a bundle that creates distribution leverage for premium global beauty brands seeking efficient access to Indian consumers without competing on endless-aisle price wars.
"Firi is building a differentiated model for beauty commerce, with a curated and opinionated selection rather than seeking to replicate the entire beauty catalogue," said Abhishek Nag, head of venture capital at 360 One Asset.
"Its combination of AI-led discovery, deep product research and fast fulfillment has the potential to build trust with consumers while creating a more effective distribution channel for high-quality brands."
Firi cofounder Vivek Madani said the company ran a pilot in January and began full operations in September. "We focusses on high quality products that people buy on repeat, irrespective of price," he said.
The round places Firi in a growing cohort of vertical quick commerce startups in India.
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