India, Sept. 10 -- Want it better, want it faster! That's the psyche of today's consumers. And, this is what spawned the concept of affordable luxury. FirstClub entered this niche to spice up Indian gourmet with a smarter solution.

The thought of delivering premium groceries at affordable rates prompted Ayyappan Rajagopal to set up FirstClub last year. The trigger was simple - good-quality groceries, fresh produce, and premium packaged foods shouldn't be a luxury restricted to the top 30 Mn households. Instead, it had to be democratised to a much wider consumer base.

While the former Cleartrip CEO found an increasing demand for better quality products delivered in time, he also realised that the available options were either too costly ...