Curiously Athira

Can an AI really pick your skincare? In the very first episode of Curiously Athira, I dig into Firi, a Gurugram startup that delivers beauty and personal care in as little as 9 minutes. Firi says its AI has read more than 50 million reviews to shortlist about 3,000 products from a global pool of around 3 lakh.We talk about where the name comes from, the founders Karishma Rathaur and Vivek Madani and their journey from Uber to Firi, how the business works with dark stores and a $3 million seed round, and who it is really built for. Then come the green flags, the red flags I'm watching, and my verdict on the Hype Meter.Would you use it? Tell me your score out of 5. Building something new? Email me at [email protected], I'd love to feature you on the show.A new Indian startup every Tuesday. Follow the show and stay curious!

Hi, I'm Athira.Every week on Curiously Athira, I pick one new startup from India and ask the big questions: who made it, how does it work, and is it worth your money or just hype?When you subscribe, you get one new startup from India every week, with the story behind it told simply, like a chat over coffee. There are no confusing words, and if there's jargon, I'll explain it. You'll hear the good parts, the not-so-good parts, and my honest score out of 5, all in 15 to 20 minutes. It's perfect for your commute, lunch break or evening walk.Psst... I already know what the first episode is about, and it surprised me too. It drops Tuesday, 3 November at 12 AM IST, and new episodes come out every Tuesday after that.Listen here: https://open.spotify.com/episode/7qmKbYe9QVxqVvRcCXNDX2Follow me on Instagram: https://www.instagram.com/curiouslyathiraFor collabs and startup tips, write to [email protected] curious!