E-commerce startup FirstClub aims to target the top 10 per cent of Indians with an annual salary above ₹15 lakh who would be willing to pay more for higher quality products, according to a Moneycontrol report.

This comes at a time when the quick commerce segment has seen rapid expansion, predicted to swell up to $40 Billion by 2030.

The launch of a premium offering also comes at a time when consumption has shown signs of slowing in India. From Nestle to Maruti Suzuki, multiple sectors have seen a slowdown in sales.