Tag: FirstCry

Top Online Selling Platforms in India : Best Marketplaces to Grow Your Business

A few years ago, selling online in India meant figuring out Amazon or Flipkart and hoping for the best. Today, things look very different. Small businesses, local shopkeepers, even individual resellers now have dozens of platforms to choose from; some built for specific niches like fashion or electronics, others open to just about everything.

That variety is both exciting and overwhelming. A platform that works for one seller may not be right for another. Fees, the kind of buyers you want to reach, and even the delivery network can decide whether your online shop struggles or takes off.

This article walks you through the most reliable online selling platforms in India right now, explains what each one is best at, and gives you a few tips on how to pick the one that fits your products.

How to Choose the Right Online Selling Platform?
Where to Sell Online in India: List of the Best Platforms for Business Growth

How to Choose the Right Online Selling Platform?

Which Online Selling Platform to Choose?

Searching the right online marketplace is a crucial step because it can make or break your business growth. Each platform comes with its key features, so the ultimate decision depends on what you sell, who your buyer is, and how much you are ready to invest.

Know your requirements: If you are an individual creator or a new brand, choose a marketplace that aligns with your long-term goals and provides the right tools to scale.
Check the costs: Every platform has its own fee model. Factor in listing fees, commissions, logistics costs, and hidden charges before you commit.
Match your products: Choose your marketplace wisely because it should be a natural fit for what you sell. For example, handcrafted items perform best on Etsy, while baby products are a better choice for FirstCry.

Where to Sell Online in India: List of the Best Platforms for Business Growth

Platform	Best For	Key Benefits	Customer Base / Reach	Fees & Policies
Amazon India	All categories (electronics, fashion, etc.)	FBA logistics, Seller Central tools, secure payments, wide trust factor	~76% of Indian shoppers	Transparent pricing, weekly payouts
Flipkart	Fashion, electronics, home appliances	Free product listings, COD/UPI support, wide marketplace	400M+ registered users	Commission-based
eBay	Resale, collectibles, second-hand items	Global reach, auction listings, Global Shipping Program	Buyers in 180+ countries, 1.7B+ listings	Listing + commission fees
Myntra	Fashion, lifestyle, beauty	Niche-focused audience, seller control, dedicated customer support	60M+ active users	Commission-based, category-specific
Meesho	Small businesses, resellers, budget items	Zero commission, no penalties, smart recommendations	140M+ (14 crore+) Indian customers	Zero commission (except ads GSTIN req.)
Nykaa	Beauty, wellness, cosmetics, fashion	Targeted beauty-focused buyers, influencer marketing, logistics support	Loyal beauty/wellness audience	Commission + logistics charges
Facebook Marketplace	General products, testing new products	Easy mobile setup, AI-driven recommendations, Messenger chats, ad support	2.7B global users, growing in India	No listing fee (ads are paid)
FirstCry	Baby, kids, maternity products	Targeted parent audience, large child/maternity catalog	India’s biggest baby products base	Commission-based
WhatsApp (Biz + API)	Small sellers, D2C brands, direct engagement	Free app with catalog, API for automation, CRM/chatbot integration, bulk messages	500M+ users in India (2B+ global)	Free app; API is paid
AJIO	Fashion, accessories, home, beauty	Reliance network reach, easy interface, affordable to luxury range	10M+ customers	Commission-based

Amazon India

Amazon - Top Online Selling Platforms in India — Amazon – Top Online Selling Platforms in India

Amazon is still the biggest name in Indian e-commerce, which is trusted by around 76% of shoppers. Amazon India holds the top-most preferred online marketplace, trusted by approx 76% of shoppers. Beyond its reach, the real value lies in how easy it makes selling online.

Amazon Seller App: Useful for managing orders, pricing, and customer queries.
Amazon Seller Central: A dashboard to list products, track inventory, advertise, and access support.
Fulfillment by Amazon (FBA): Store products in Amazon warehouses while handling packaging, shipping, and delivery.
Transparent Pricing & Secure Payments: Clearly defined fees and payouts directly to your bank every 7 days, including Cash-on-Delivery orders.

Additionally, other advantages include inventory management, real-time sales tracking, customer feedback monitoring, and access to exclusive seller programs.

Flipkart

Flipkart is also popular for being India’s second-largest online marketplace with a huge customer base of over 400 million registered users. It offers more than 150 million products across 80+ categories, making it an ideal platform for fashion, electronics, and home appliances.

Benefits of selling on Flipkart:

List your products without paying any extra charge.
Reach millions of shoppers across India instantly.
Offer convenience to buyers with COD, UPI, cards, and wallets.

eBay

eBay is one of the original giants of online marketplaces and is still a favorite for resellers worldwide. From vintage collectibles to second-hand electronics, eBay gives sellers access to 1.7 billion+ active listings and buyers across 180+ countries. It’s the perfect platform whether you’re a casual seller or building a global resale business.

Benefits of selling on eBay:

Global reach: Sell across international markets with ease.
Auction-style listings: Stand out with competitive bidding and higher chances of profit.
Global Shipping Program: eBay handles international shipping, making cross-border selling hassle-free.

Myntra

Myntra is one of India’s top destinations for fashion and lifestyle, specializing in clothing, activewear, kids’ products, home & living, and beauty. Myntra has up to 60 million active users, making it a powerful channel for sellers in the fashion space.

Benefits of selling on Myntra:

Full control over product listings and inventory management.
Dedicated customer service to handle buyer queries and returns.
Niche-focused audience, ensuring higher conversions for fashion and lifestyle brands.

Meesho

Meesho has quickly grown into India’s largest online reselling and shopping platform, attracting over 14 crore+ customers across the country. With 700+ categories, it’s a favorite among small businesses and first-time sellers looking to start with zero upfront costs.

Benefits of selling on Meesho:

Zero commission fees: Keep 100% of your profits.
No penalty charges: Seller-friendly policies with minimal risk.
Smart recommendations: Product and price suggestions to boost growth.

To advertise on Meesho, sellers must provide a valid GSTIN. With its low entry barriers and huge customer base, Meesho is one of the best platforms for new entrepreneurs to begin selling online.

Nykaa

Nykaa is a leading marketplace for beauty, cosmetics, wellness, and fashion, with a strong online presence and 100+ offline stores across India. It has become a trusted brand for premium and affordable beauty products, attracting a loyal customer base that values quality and variety.

Benefits of selling on Nykaa:

Targeted customer base with a strong focus on beauty and wellness.
Marketing & promotions through influencer collaborations and campaigns.
End-to-end logistics, including warehousing, packaging, and shipping support.

Facebook Marketplace

Facebook Marketplace offers one of the biggest opportunities to sell products online, with 2.7 billion monthly users worldwide. In India, its popularity is growing fast, thanks to its ease of use and integration with social networks.

Benefits of selling on Facebook Marketplace:

Mobile-friendly and easy to use for both buyers and sellers.
Personalized shopping experience with AI-driven recommendations.
Direct communication with customers via Messenger.
Test new products quickly without heavy investment.
Targeted ad support through Facebook’s powerful algorithm.

Anyone 18 years and above can shop or sell here, and sellers can list almost anything since there are fewer restrictions compared to other platforms.

FirstCry

FirstCry is India’s largest online marketplace dedicated to newborns, babies, and kids. It caters specifically to parents looking for trusted products for their little ones. From baby essentials to kids’ fashion, toys, and maternity needs, FirstCry provides sellers with a highly targeted audience already searching for child-focused products.

Benefits of selling on FirstCry:

Reach parents and families actively shopping for baby and kids’ items.
Sell clothes, footwear, toys, diapers, maternity essentials, and more.
India’s biggest platform for child and maternity categories.

WhatsApp (Business + API)

WhatsApp has become a powerful sales channel for businesses of all sizes. It offers a direct, mobile-first, and personal way to engage customers and drive sales.

WhatsApp Business App (Free):

Set up a profile & product catalog
Use quick replies, labels, and auto-replies
Best for small businesses and solo sellers

WhatsApp Business API (Paid):

Automate order updates & customer support
Send bulk offers and marketing broadcasts
Integrate with CRMs and chatbots for scale

From product inquiries to purchases, everything happens in chat, making WhatsApp one of the most affordable, high-engagement marketplaces today.

AJIO

Ajio is one of India’s fastest-growing online retail platforms, which includes fashion, accessories, beauty, footwear, and home essentials. With access to 10M+ customers through the Reliance network, it gives sellers a strong competitive edge.

Benefits of selling on Ajio:

Wide reach powered by Reliance’s ecosystem.
Easy listing & order management with a user-friendly interface.
A diverse product range from affordable styles to premium and luxury brands.

Conclusion

In a nutshell, it is better to say that the purpose of every online platform serves different needs. Some of these online platforms will work best if you are selling fashion or beauty, while others are better for electronics or home products. Moreover, you need to stay updated and adapt quickly, you will always have an advantage. So, whether you are planning to go digital or already selling and want to scale up, the right platform can make things a lot smoother and help you reach more customers without too much hassle.

FAQs

What are some Top Online Selling Platforms in India?

Some Top Online Selling Platforms in India are:

Amazon India
Flipkart
eBay
Myntra
Meesho
Nykaa
Facebook Marketplace
FirstCry
WhatsApp (Business + API)
AJIO

How do I choose the right platform to sell products online in India?

You should consider factors like what you sell (fashion, electronics, beauty, etc.), your target audience, the platform’s fees, delivery options, and the tools provided for sellers.

Is it possible to sell internationally from India using these platforms?

Yes, some platforms allow Indian sellers to reach international buyers.

September 21, 2025

Top Kidswear Franchise Business in India

Kidswear is a highly dynamic and expanding sector that is showing shifts in technological advances, trends, and cultural impacts. This can include multiple kinds, such as basics to high-end fashion. With the startup culture in India becoming highly popular, clothing franchises are the perfect business opportunity for entrepreneurs who want to make smart investment choices.

Investing in the clothing industry is highly beneficial for the ever-evolving fashion in the Indian market, as it leverages the country’s growing economy and customer base. So, let us take a jump into the startup investment idea of the kidswear franchise business.

Why is a Franchise Business a Smart Choice?
5 Reasons to Start a Clothing Franchise Business
Which are the Best Kidswear Franchise Businesses in India?

Why is a Franchise Business a Smart Choice?

Setting up a kidswear franchise business is a great way for entrepreneurs to set up their business with the help of a well-known brand. Franchises have a clear plan and support startups. They provide tested ways of doing business that are already foolproof in the market.

This includes the guidelines on the management of different business parts, all from inventory to connecting with customers. Choosing the right franchise means business owners can avoid the usual risks of setting up a business from scratch with a proven business, a recognized brand, a proper business model, and support to understand the challenges of running a business.

5 Reasons to Start a Clothing Franchise Business

When planning to start a clothing franchise business, the questions of how and where are very important, but before that, answering the question of why is necessary.

Setting up a recognized brand: Investing in a kids’ clothing franchise provides immediate access to a brand that is already loved and recognized. Building this loyalty can take other brands years, whereas you have an edge over an already set-up customer base.
Successful business model: Franchises have a tried-and-tested business model that has been refined over the years. This means that marketing strategies, inventory management systems, standard processes, and customer service methods are all optimized to improve efficiency and profitability.
Highly comprehensive training and support: The parent company will provide you with ongoing support for various business operations that include product knowledge, initial setup assistance, staff training, and marketing guidance.
Financial support: Many franchisors have connections with banks and other financial institutions that make it easier for franchisees to get loans. This initial funding will help cover investment costs, marketing expenses, inventory purchases, and more.
Reduced risk and economies of Scale: A kidswear franchise offers benefits from economies of scale, especially in purchasing power. Options such as a centralized supply chain, bulk buying options, and shared resources offer franchises a reduction in costs and improved profit margins. The risk is also lower than a standalone venture due to the collective marketing efforts.

Which are the Best Kidswear Franchise Businesses in India?

Name of Brand	Initial Investment
Gini & Jony Kids Wear	₹32 – ₹53 Lakhs
Lolipop	₹5 – ₹10 Lakhs
Lilliput	Not publicly available
MiniKlub	Not publicly available
Nature Kids	Not publicly available
FirstCry	₹50 – ₹75 Lakhs

Gini & Jony Kids Wear

Founded	1990
Franchising Since	2001
Franchise Units	200–500
Initial Investment	INR 32–53 Lakhs

This Indian children’s clothing brand was promoted by the Lakhani brothers. The brand is a mix of company-owned and franchisee outlets, present in over 106 cities with over 200 brand outlets. The brand is also a part of stores like Pantaloons, Shoppers Stop, Lifestyle Stores, and more.

Lil Lollipop

Founded	2005
Franchising Since	2011
Franchise Units	200
Initial Investment	INR 5–10 Lakhs
Royalty Fees	30%

This market leader offers a wide range of adorable kids’ wear with footwear, and boys’ and girls’ accessories that are eclectically and funky designed. Lil Lollipop has kids’ clothing ranging from 2-12 years old.

Lilliput

Founded	2003
Franchising Since	Unknown
Franchise Units	Unknown
Initial Investment	Not provided
Royalty Fees	Not provided

The company started in 2003 in India and sells high-end kids’ clothing. They are a Delhi-based company that sells trendy clothing for children of all ages, with a range in blazers, jeans, shorts, skirts, and even tracksuits, in varying price ranges.

MiniKlub

Founded	2013
Franchising Since	No franchise model publicly detailed
Franchise Units	Unknown
Initial Investment	Not provided
Royalty Fees	Not provided

Set up in 2013 by First Steps Babywear Pvt. Ltd, this one-of-a-kind initiative sells foreign designer products. From the age of 0-8 years, the clothing section reflects the carefree attitude of childhood via clothing and accessories that are trendy.

Nature Kids

Founded	Not provided
Franchising Since	No franchise model publicly detailed
Franchise Units	Unknown
Initial Investment	Not provided
Royalty Fees	Not provided

This brand is a manufacturer and exporter of infant clothes, baby bedding, and accessories made from 100% organic cotton. With health-conscious clients, the quality of clothing is greatly improved, which removes any herbicides, pesticides, and fertilizers.

FirstCry

Founded	2010
Franchising Since	2015 (FirstCry Exclusive Baby & Kids Store model)
Franchise Units	~950+ Exclusive Stores across India
Initial Investment	₹50–75 Lakhs (varies by location/size)
Royalty Fees	7–10% of monthly gross turnover

One of the most popular online baby and infant stores in Asia, the brand is always there from every stage in motherhood to childhood. The brand is a proud owner of more than 2 lakhs of children’s items, which include more than 2000 national and foreign baby brands.

Conclusion

Starting a kidswear franchise requires careful planning, financial investments, and a commitment to providing your customers with the best. When you choose the right franchise, you not only build a successful brand but also a profitable business in the booming children’s clothing industry. With the right marketing strategy and a great team to support you in-store, the sky is the limit, especially when helping families choose the perfect outfits for their little ones.

FAQs

Which is the best kidswear franchise brand in India?

Some of the top kidswear franchise brands in India include:

FirstCry
Gini & Jony
Lil Lollipop
Lilliput
MiniKlub
Nature Kids

Do kidswear franchises offer financial assistance?

Yes, many established franchisors have tie-ups with banks or NBFCs to help franchisees secure business loans to cover setup, inventory, and operational costs.

What is the average cost to open a kidswear franchise in India?

The investment typically ranges between INR 5 lakhs to INR 75 lakhs depending on the brand.

Do kidswear franchises provide training and support?

Yes, most kidswear franchises offer comprehensive training and support including staff training, store setup guidance, marketing strategies, inventory management tools, and ongoing operational assistance.

July 19, 2025

FirstCry Business Model Explained: How India’s Babycare Giant Makes Money, Faces Competition & Plans Growth
FirstCry is a multi-channel retailer that has a wide variety of items for mothers, children, and infants. With a wide range of products including diapers, feeding, skincare, toys, apparel, footwear, and more, FirstCry.com was born out of a desire to help the millions of Indian parents who struggle to find high-quality baby care items. Diapering, feeding and nursing, skin and health care, toys, clothing, footwear, fashion accessories, and an array of other product categories are all contributors to Firstcry’s success story.

About FirstCry

In 2010, Supam Maheshwari and Amitava Saha founded FirstCry, an innovative online store that specializes in baby care items. For parents in particular, the site opened a new era of internet buying. Thanks to its hardworking staff, FirstCry has grown significantly, overcoming obstacles, and has raised significant capital.

There is a wide variety of high-quality products available at FirstCry.com, thanks to their extensive inventory of 90,000 products from 1,200 foreign and Indian companies. With its headquarters located in Pune, the company’s mission is to provide all parents with easy access to parenting needs by providing an outstanding online shopping experience that includes affordable prices, dependable delivery services, and responsive customer support.

FirstCry Company Overview: Founder, Owner & How It Became a Babycare Giant

Discover the complete company profile of FirstCry, India’s leading baby and kids products brand. Learn about its founder, ownership, business model, growth story, and key milestones. This is the story of Firstcry, its owners, its business model, funding, IPO, revenue, and every information you need to know.

StartupTalkyRishabh Rathi

FirstCry Business Model

One of the ways that FirstCry conducts its business is through a hybrid approach that blends online and offline locations. In addition to its extensive presence on the Internet, the company operates more than 400 retail locations in India, including 350 franchise stores. Additionally, FirstCry has a one-of-a-kind program in which it sends out a “FirstCry Box” to more than seventy thousand mothers and fathers every single month. The purpose of this campaign is to deliver gift boxes to new parents in 6,000 hospitals around the country as a way of expressing congratulations on the birth of their kid. The present consists of necessities like diapers, baby lotion, and baby oil, all of which are manufactured by well-known companies like Mamy Poko and Libero respectively. For the time being, FirstCry has been able to communicate with millions of parents in India through this endeavor. The promotion of FirstCry is carried out through various social media outlets. Initially, FirstCry began to incorporate retailers into its platform and made it possible for local businesses to put their products for sale on the Internet.

FirstCry Business Model Canvas

FirstCry follows a unique hybrid business model that combines online sales with a strong offline presence through franchise stores and innovative outreach programs.

Here is the Business Model Canvas of FirstCry:

FirstCry Business Model Canvas

1. Key Partners
- Mamy Poko, Libero (brands in FirstCry gift boxes)
- 6,000 hospitals (for “FirstCry Box” program)
- Franchise store owners (350 franchisees)
- Local retailers selling via the FirstCry platform
2. Key Activities
- Online and offline retail of baby products
- Distribution of “FirstCry Box” to new parents
- Social media marketing and promotions
- Franchise expansion
- Monetizing site traffic via advertisements
- Operating a subscription model for added customer perks
3. Key Resources
- Online platform and mobile app
- Retail network (400+ stores)
- Franchise model infrastructure
- Brand tie-ups and hospital partnerships
- Customer data and engagement tools
4. Value Propositions
- Convenient access to baby products online and offline
- Unique “FirstCry Box” program for new parents
- Wide range of baby essentials from trusted brands
- Subscription benefits for loyal customers
- Personalized shopping experience
- Trust and quality assurance for parents
5. Customer Relationships
- Regular engagement through social media
- Subscription-based customer loyalty
- Gifting initiative (emotional connect with new parents)
- Franchisees build personal relationships in local markets
6. Channels
- FirstCry website and mobile app
- Physical retail stores and franchises
- Social media platforms
- Hospitals via gift box distribution
7. Customer Segments
- New and expecting parents
- Families with infants and toddlers
- Local retailers and franchise partners
8. Cost Structure
- Operational costs of stores and the online platform
- Manufacturing/distribution of “FirstCry Box”
- Advertising and marketing spend
- Franchise management and support
9. Revenue Streams
- Product sales (online and offline)
- Franchise fees and royalties
- Advertising revenue from brands
- Subscription model fees
FirstCry Marketing Strategy | How It Became Every Parent’s Go-To Brand

Discover FirstCry’s winning marketing strategy that made it India’s top baby and kids’ brand. Explore its digital approach, customer engagement, and growth tactics.

StartupTalkySakshi Jadhav

How FirstCry Makes Money

FirstCry Financials

Particulars FY24 FY23

Revenue INR 6,575.1 crore INR 5,731.3 crore

Expenses INR 6,896.6 crore INR 6,315.7 crore

Profit/Loss for the year INR -321.5 crore INR -486.1 crore

FirstCry Revenue FY24

FirstCry saw a 15% increase in total revenue in FY24 over FY23, driven by stronger operating revenue. FY24, the company’s operating revenue significantly increased to INR 6481 crore as opposed to the lower INR 5632.5 crore in FY23. However, total expenses also rose to INR 6897 crore in FY24, which is higher than the previous INR 6315 crore in FY23. Thanks to steady growth and managed expenses, FirstCry reduced its losses by 34% in FY24, bringing them down to INR 321 crore from INR 486 crore in FY23.

FirstCry Revenue FY24

Revenue Type FY24 FY23

Revenue from operations INR 6,480.9 crore INR 5,632.5 crore

Other income INR 94.2 crore INR 98.7 crore

Total Revenue INR 6,575.1 crore INR 5,731.3 crore

BrainBees Solutions, the parent company of FirstCry, reported a 47.4% reduction in quarterly losses to INR 62.8 crore in Q2 FY25, driven by 26.4% growth in revenue, which reached INR 1,936 crore. Since its stock market debut at INR 446, the company’s share price has climbed to INR 519.8, with a market capitalization of INR 26,987 crore.

Through the use of a defined franchise model, the corporation can increase the amount of money it generates. Additionally, FirstCry produces revenue through advertisements that are displayed on its website. To accomplish this, the company charges brands a fee for advertisements. Apart from that, the company also runs a subscription model which provides additional benefits to its subscribers.

The Supam Maheshwari-led firm flourished from the financials of the fiscal year 2021 onward, even though the company’s revenue undoubtedly increased yearly. This kids’ marketplace managed to generate a profit of INR 215.94 crore in April 2022. This is in contrast to the loss of INR 190.8 crore that the company had during the same period in the previous year. The total amount of the company’s consolidated revenues increased to INR 1740 crore this year, representing a boost of 141.3%.

USP of FirstCry

In light of the fact that the Indian market for these items was so severely restricted, one could claim that FirstCry was the first company to cross the gap, and they accomplished so in a remarkable manner. Now, the brand has practically become synonymous with the market sector for baby-brand products, and it is one of the largest players in the industry that offers such an elite service for parents and their children. The combined online and offline approach that they used captured the market and satisfied the demands of customers by catering to their requirements in a manner that was both convenient and guaranteed to be of high quality.

The corporation has been able to eliminate all direct forms of rivalry in this particular market area as a result of this strategy; nevertheless, this does not mean that they do not face competitors regularly. Even though FirstCry is still a very young firm, it has managed to establish a strong presence in both the online and offline spheres.

FirstCry SWOT Analysis

FirstCry SWOT Analysis

FirstCry Strength
- It is one of the biggest online marketplaces for children’s and infant goods in Asia.
- There are over 90,000 goods from over 1,200 brands.
- Its subscription offerings are an excellent method of keeping customers coming back.
- Customer acquisition is aided by concepts such as the “gift boxes” that it distributes to new moms in partnership with hospitals.
FirstCry Weakness
- Its potential size is constrained by its serving a particular group of people.
- In a world where giants of online shopping like Amazon and Flipkart run aggressive marketing campaigns, depending too much on word-of-mouth publicity might backfire.
FirstCry Opportunities
- It can opt to explore international markets to expand its reach further.
- Exploring new product lines, including those for the home, accessories for sports, etc.
FirstCry Threats
- Mom and Me and other brick-and-mortar retailers pose a threat. Mom and Me’s parent company, Mahindra Group, has bought out BabyOye, a competitor.
- Investors such as Helion Venture Partners and Velos Capital Partners are putting money into online competitors like BabyOye and Hopscotch.
Conclusion

Due to its well-known reputation, FirstCry is the undisputed leader in the infant care industry. Although it faces competition from online platforms such as Amazon and Myntra, its traditional stores also have to deal with local sellers. The diverse offers and strong brand presence of FirstCry enable it to overcome these obstacles and stand out in the industry.

FAQs

What is FirstCry?

FirstCry, established in 2010 and headquartered in Pune, is a prominent Indian eCommerce company specializing in baby products retailing.

Who are the owners of FirstCry?

Supam Maheshwari and Amitava Saha founded FirstCry in 2010.

What are the strengths of FirsCry?

The strengths of FirstCry are it is the top kids’ marketplace in Asia, has 90,000+ kids products from 1,200+ brands, its subscription offerings boost customer loyalty, and the gift boxes for new moms drive strong customer acquisition.

What is the business model of FirstCry?

FirstCry follows an omnichannel business model, combining online sales with over 400 offline stores (mostly franchises). It earns revenue through product sales, franchise fees, advertising, and a subscription model, while also promoting its brand via the “FirstCry Box” program for new parents in hospitals.

Who are FirstCry competitors in India?

FirstCry’s main competitors include Hopscotch, Mamaearth, and Amazon in the baby products space. These brands compete in categories like baby care, clothing, toys, and maternity products, both online and offline.

Is FirstCry profitable?

No, FirstCry is not yet profitable.

What is the Firstcry franchise cost?

The cost to open a FirstCry franchise in India typically ranges from INR 20 to INR 50 lakhs, depending on the store size and location. This includes a franchise fee of INR 2–5 lakhs, setup and interiors (INR 8–15 lakhs), and initial inventory (INR 8–20 lakhs). The store space required is around 1,000–2,000 sq ft, and FirstCry usually charges a 5–10% royalty on sales. The franchise agreement is valid for 5 years, with the option to renew.
July 7, 2025
FirstCry Subsidiary GlobalBees Faces Insolvency Plea Over INR 65 Crore Dues

An insolvency plea has been filed against its substantial subsidiary, GlobalBees Brands, over claimed unpaid dues of almost INR 65 crore, according to Brainbees Solutions, the parent company of omnichannel baby products store FirstCry.

Ashutosh Garg, Paritosh Garg, and Manju Agarwal have petitioned the National Company Law Tribunal’s (NCLT) New Delhi bench under Section 7 of the bankruptcy and Bankruptcy Code (IBC) in an attempt to start bankruptcy proceedings against GlobalBees, according to a filing made to stock markets on June 18 by Brainbees.

The total amount requested is INR 64.92 crore, with interest at the rate of 18% per year starting on May 9, 2025.

GlobalBees Planning to Challenge the Plea

According to Brainbees, GlobalBees, which owns and invests in a portfolio of consumer brands that prioritise digital technology, is actively looking for legal counsel and intends to contest the plea even during the admissions process.

In the filing, the company stated that it is impossible to determine the financial impact on the company and that it depends on how the aforementioned proceedings and any ensuing legal challenges turn out.

Financial Dynamics of FirstCry

According to a business filing on May 26, FirstCry recorded a net loss of INR 111.5 crore for the fourth quarter of FY25, which increased from INR 43.2 crore in the same period last year.

In the prior quarter, FirstCry posted a loss of INR 14.7 crore. One factor contributing to the company’s losses in the March quarter was a one-time loss of INR 36.7 crore.

Nonetheless, the loss for the entire fiscal year decreased by 18% to INR 264.8 crore in FY25 from INR 321.5 crore the year before. In Q4FY25, the company’s operating revenue increased 16% year over year to INR 1,930.3 crore from INR 1,668.9 crore the previous year.

Compared to INR 2,172.3 crore in the prior quarter, the revenue decreased by 11%. In FY25, the company’s consolidated operating revenue was INR 7,810.1 crore, a 19% increase over FY24’s INR 6,550 crore.

Brainbees’ Financial Outlook

In contrast, the FirstCry parent company’s total expenses rose 17% to INR 1,914.4 crore in the quarter that ended in March, from INR 1,633.7 crore in the same period last year and INR 2,064.4 crore in the previous quarter.

The company’s expenses for the entire year totalled INR 7,429.6 crore, a 16% increase over INR 6,410.4 crore the year before.

According to multiple news reports, the Bureau of Indian Standards (BIS) carried out a significant search and seizure at a FirstCry warehouse the day after it released its quarterly results.

The items seized included toys, sippers, and other items valued at nearly INR 1.43 crore, which were allegedly sold without the required BIS certification.

June 18, 2025

Particulars	FY24	FY23
Revenue	INR 6,575.1 crore	INR 5,731.3 crore
Expenses	INR 6,896.6 crore	INR 6,315.7 crore
Profit/Loss for the year	INR -321.5 crore	INR -486.1 crore

FirstCry: How It Became a Babycare Giant

Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations.

In the 90’s kids could have never imagined the appeal of online shopping. Nor did anyone fathom that e-commerce would transform the concept of purchasing. Taking the online shopping spree one step further, Supam Maheshwari and Amitava Saha started FirstCry in 2010 to provide baby care products to the masses.

Read more about FirstCry, how it was started, owners and teams, growth, history, business model, challenges faced, funding, and more.

FirstCry Company Details

Startup Name	FirstCry
Headquarters	Pune, India
Sector	Online Baby Products
Founders	Amitava Saha and Supam Maheshwari
Founded	September 2010
Parent Organization	BrainBees Solutions Pvt Ltd.
Valuation	$2.7 billion
Website	firstcry.com

About FirstCry
FirstCry – Founders/Owners and Team
FirstCry – Startup Story
FirstCry – Name, Tagline and Logo
FirstCry – Business Model and Revenue Model
FirstCry – Shareholding
FirstCry – Funding and Investors
FirstCry – Growth and Revenue
Firstcry – Financials
FirstCry – Product and Service
FirstCry – IPO
FirstCry – Acquisitions
FirstCry – Startup Challenges
FirstCry – Competitors
Firstcry – Future Plans

About FirstCry

FirstCry is an online-cum-offline brand providing a wide range of products for babies, kids, and moms. The startup was born out of a desire to solve the problem of millions of parents in India not having access to the best brands and baby care products for their offspring. The product categories at firstcry.com comprise diapering, feeding and nursing, skin and health care, toys, clothes, footwear, fashion accessories, and much more.

Firstcry.com has a product inventory of more than 90,000 items from around 1,200 international and Indian brands as of 2016. Mattel, Ben10, Pigeon, Funskool, Hotwheels, Nuby, Farlin, Medela, Pampers, Disney, Barbie, Gerber, and Fisher-Price are some of them.

The company provides the best products and brands at reasonable prices, complemented by a quality online shopping experience, fast and reliable delivery service, and prompt customer care.

FirstCry – Founders/Owners and Team

FirstCry was founded by Supam Maheshwari and Amitava Saha.

Supam Maheshwari

The CEO and co-founder of FirstCry, Supam Maheshwari is an IIM Ahmedabad graduate and an engineer from Delhi College of Engineering. He is a first-generation entrepreneur and has also co-founded XpressBees, one of the largest logistics companies in India. Before launching FirstCry, Supam was the co-founder and CEO of Brainvisa Technologies, one of the largest e-learning ventures in India.

Amitava Saha

Amitava Saha, the COO and co-founder of FirstCry, has a master’s degree from IIM Lucknow and a BTech from IIT Varanasi. Saha also worked with Supam for the launch of XpressBees. Post XpressBees, they collaborated again for another exciting venture—FirstCry. It is India’s finest online platform for baby care products.

FirstCry – Startup Story/History

The seeds were sown in 2010 when the options for buying baby care and kids’ products online were extremely limited in India. Supam, the co-founder and owner of FirstCry, would buy things for his son from the countries he visited for business trips. The situation made him realize the huge opportunity for an online platform in the Indian market that would give Indian parents access to the best baby care brands from across the globe. This is how Supam Maheshwari and Amitava Saha started FirstCry.

Startup Launch

FirstCry initially followed an inventory-based model wherein the venture was just shipping products across the country from its warehouses in Pune, Delhi, Bangalore, and Kolkata. After a few years, FirstCry started adding retailers to its platform and presented an opportunity for local retailers to sell their products on its website.

The company also has two private labels called BabyHug, which is into apparel for babies and kids, and CuteWalk, a footwear brand. FirstCry is now one of the largest online shopping platforms for kids and has over 350 franchised brick-and-mortar shops in more than 125 Indian cities, as per a news report from July 2023.

FirstCry – Name, Tagline and Logo

The name “FirstCry” was cleverly chosen and greatly added to its marketing strategies. The name signifies the first cry of a baby and the company significantly provides all of the baby essentials and other accessories for kids and babies.

FirstCry Logo

“Asia’s favourite baby and kid’s shopping platform”, says the FirstCry tagline.

FirstCry – Business Model and Revenue Model

FirstCry works on an integrated hybrid business model that includes online platforms and offline stores. Apart from its massive online presence, the company also has over 1000 stores including over 350 franchise stores across India as of November 2024. FirstCry runs a unique program through which it reaches over 70,000 parents each month by giving out a ‘FirstCry Box’ as per the news report of the year 2022.

This program gives free gift boxes to new parents across 6,000 hospitals in the country as a token of congratulations on the birth of their child. The box contains necessities like diapers, baby lotion, baby oil, etc. from leading brands such as Mamy Poko and Libero. FirstCry has reached out to millions of parents across India through this initiative to date.

FirstCry – Shareholding

Patterns of FirstCry shareholding as of November 2024, retrieved from resource tracxn:

FirstCry Shareholding	Percentage
Founder	12.2%
Fund	57.9%
Enterprise	15.6%
Angel	0.01%
Other People	1.1%
ESOP	13.1%

FirstCry – Funding and Investors

FirstCry has raised a total of $793.7 million in funding over 11 rounds.

Here is a list of all the funding rounds witnessed by FirstCry:

Date	Stage	Amount	Investor
Aug 21, 2023	Secondary Market	Rs 435 crore	–
Mar 30, 2021	Secondary Market	$300 million	TPG, ChrysCapital and Premji Invest
Mar 30, 2021	Venture Round	$13 million	Premji Invest
Feb 7, 2020	Series E	$150 million	SoftBank Vision Fund
Jan 22, 2019	Series E	$149.4 million	SoftBank Vision Fund
Oct 17, 2016	Series D	$34 million	Vertex Ventures
Feb 6, 2016	Series D	$26 million	Valiant Capital Partners
Feb 2, 2015	Series D	$36 million	Valiant Capital Partners
Jan 21, 2014	Series C	$15 million	Vertex Ventures
Feb 13, 2012	Series B	$14 million	Chiratae Ventures, IDG Capital

FirstCry – Growth and Revenue

FirstCry claims to be Asia’s largest online store for baby and kids’ products.

Let’s look at some of the growth highlights of FirstCry:

FirstCry has 2,00,000+ unique products and hosts 5,800+ brands as of 2024.
It has around 1000+ offline stores across India as of January 2024.
‘FirstCry parenting’ is India’s largest community of parents. It sees around 15 million active users every month and the overall engagement on the platform stands at 450 Million+ as of 2024.
The FirstCry app has more than 10 million downloads on Google Play Store and App Store.
Mr. Amitabh Bachchan is the brand ambassador of FirstCry.
FirstCry is serving 533 cities as of 2024.

Firstcry – Financials

FirstCry has experienced significant revenue growth over the years, especially from FY22 to FY24. However, it continues to operate at a loss, with notable investments in scaling operations and infrastructure.

Firstcry Financials (FY24 – FY20)

Particulars	FY24	FY23	FY22	FY21	FY20
Revenue	INR 6,575.1 crore	INR 5,731.3 crore	INR 2,516.9 crore	INR 1,740.1 crore	INR 896.7 crore
Expenses	INR 6,896.6 crore	INR 6,315.7 crore	INR 2,568.1 crore	INR 1,645.3 crore	INR 1,088.2 crore
Profit/Loss for the year	INR -321.5 crore	INR -486.1 crore	INR -78.7 crore	INR -212.4 crore	INR -190.9 crore

FY24, the company’s operating revenue significantly increased to INR 6481 crore as opposed to the lower INR 5632.5 crore in FY23. However, total expenses also rose to INR 6897 crore in FY24, which is higher than the previous INR 6315 crore in FY23. Thanks to steady growth and managed expenses FirstCry reduced its losses by 34% in FY24, bringing them down to INR 321 crore from INR 486 crore in FY23.

BrainBees Solutions, the parent company of FirstCry, reported a 47.4% reduction in quarterly losses to INR 62.8 crore in Q2 FY25, driven by 26.4% growth in revenue, which reached INR 1,936 crore. Since its stock market debut at INR 446, the company’s share price has climbed to INR 519.8, with a market capitalization of INR 26,987 crore.

FirstCry Revenue:

FirstCry saw a 15% increase in total revenue in FY24 over FY23, driven by stronger operating revenue. Other income saw a slight decline.

Revenue Type	FY24	FY23
Revenue from operations	INR 6,480.9 crore	INR 5,632.5 crore
Other income	INR 94.2 crore	INR 98.7 crore
Total Revenue	INR 6,575.1 crore	INR 5,731.3 crore

Operating revenue increased by around INR 848 crore, while other income dropped marginally by INR 4.5 crore.

FirstCry Expenses:

Expenses continued to rise in FY24, up by over INR 580 crore compared to FY23, primarily due to increased purchases and other operating expenses.

Expense Type	FY24	FY23
Cost of materials consumed	INR 557.5 crore	INR 479.5 crore
Purchases of stock-in-trade	INR 3,889.9 crore	INR 3,117.2 crore
Employee benefit expense	INR 686.5 crore	INR 769.8 crore
Other expenses	INR 1,560.7 crore	INR 1,244.7 crore
Total Expenses	INR 6,896.6 crore	INR 6,315.7 crore

Total expenses increased by INR 580.9 crore YoY, led by higher stock purchases and other operational expenses, despite a dip in employee costs.

FirstCry Profit/Loss:

Losses narrowed in FY24 compared to FY23, but the company still reported a significant net loss.

Metric	FY24	FY23
Gross Profit	INR 2,313.5 crore	INR 2,035.3 crore
Operating Profit	INR -321.5 crore	INR -486.1 crore
Net Profit/Loss	INR -321.5 crore	INR -486.1 crore

Net loss decreased by INR 164.6 crore YoY, indicating some improvements in operational efficiency.

EBITDA

FirstCry FY21-FY24	FY21	FY22	FY23	FY24
EBITDA Margin	9.47%	3.89%	-3.82%	2.51%
Expense/Rs of Op Revenue	INR 1.03	INR 1.07	INR 1.12	INR 1.06
ROCE	2.57%	-0.25%	-8.67%	-3.47%

Comparative Summary (FY24 vs FY23):

Revenue Growth: +15% increase (INR 6,575.1 crore vs INR 5,731.3 crore).
Expense Growth: +9% rise in total expenses (INR 6,896.6 crore vs INR 6,315.7 crore).
Loss Reduction: Loss narrowed by INR 164.6 crore YoY.

FirstCry – Product and Service

ARIAS Kids

Lara Dutta and FirstCry collaborated to introduce ARIAS, launched on August 13, 2023, an eco-fashion clothing and accessory brand whose mission is to create fashionable, comfortable, and high-end products by translating current trends into fashion.

FirstCry – IPO

Brainbees Solutions Ltd, which operates FirstCry, had a strong stock market debut on August 13 2024, with shares listing at a 40% premium. The stock started trading at INR 651 on the NSE, compared to the IPO price of INR 465, and closed at INR 675.70, up 3.8%.

The Rs 4,193.7 crore IPO included a fresh issue of 3.6 crore shares worth INR 1,666 crore and an offer for sale of 5.4 crore shares worth INR 2,527.7 crore. The price range was set between INR 440 and INR 465 per share.

The IPO was open from August 6 to August 8 and was oversubscribed 12.2 times. Retail investors subscribed 2.3 times, Qualified Institutional Buyers (QIBs) subscribed 19.3 times, and Non-Institutional Investors (NIIs) subscribed 4.7 times.

The company also approved the reclassification and sub-division of equity and preference shares. Besides, it has also amended its ESOP plans.

Mahindra Retail, owned 10.48% of FirstCry, while Mahindra Engineering and Chemical Products, another Mahindra subsidiary, held 3.11% preference shares in the startup in 2021. Being motivated to sell its stakes in FirstCry parent, BrainBees, Mahindra Retail has got the board approval to sell up to 2% of its stakes in BrainBees, via an Offer For Sale (OFS), which will be a part of the sale of its shares during the IPO of the company. Mahindra initially acquired BabyOye and merged it with FirstCry, and it was then that the company picked up a minority stake in BrainBees.

FirstCry – Acquisitions

FirstCry has acquired two organizations. The recent acquisition was Oi Playschool on November 28, 2019. FirstCry Oi Playschool is a chain of premium playschools focusing on safety, security, and hygiene.

In 2016, BrainBees Solution-owned FirstCry acquired Mumbai-based BabyOye for $54 million. BabyOye is an e-commerce portal dealing in pregnancy, infant care, and mother care products in India.

Acquired	Date	Amount
Babyoye	October 2016	$54 million
Oi Playschool	November 2019	–

FirstCry – Startup Challenges

The baby care segment in India is huge and promising. But the challenge lies in the fact that the market is really unorganized.
Like any other business, staying relevant for consumers is imperative. Hence, the FirstCry team has to work on its toes to launch innovative and exciting strategies for its consumers.

FirstCry – Competitors

The company has a huge market presence. FirstCry and baby care have become synonymous to some extent. Thus, FirstCry does not have direct competition but online portals like Myntra and Amazon may pose some resistance to the company’s online base. FirstCry’s offline stores may face competition from local vendors and shopkeepers.

Firstcry – Future Plans

FirstCry plans to grow by opening 350 new stores in India over the next three years, focusing on both FirstCry and BabyHug outlets. Internationally, the company is expanding into Saudi Arabia with plans for 12 stores and a large warehouse. They also aim to invest in improving their online platform and spend more on marketing to boost sales. These steps are part of their goal to become a global leader in baby and kids’ products.

FAQs

Who is the Brand Ambassador of FirstCry?

Amitabh Bachchan is the brand ambassador of FirstCry.

How much is the operating revenue of FirstCry?

The total operating revenue of FirstCry has been recorded at INR 6481 crore in FY24.

Who is FirstCry owner or who started FirstCry?

Supam Maheshwari and Amitava Saha are Firstcry founders.

Who are the Top Competitors of FirstCry?

Kraftly, Snapdeal, BeiBei, Myntra, and Amazon are some prominent competitors of FirstCry.

Is FirstCry an Indian company?

FirstCry is an Indian online store for baby products. It was launched in the year 2010.

Which is FirstCry parent company?

Brainbees Solutions is the parent company of FirstCry.

Who owns Firstcry?

FirstCry is owned by BrainBees Solutions and was founded in 2010 by Supam Maheshwari, Amitava Saha, Sanket Hattimattur, and Prashant Jadhav. Supam Maheshwari is also the CEO. Major investors include SoftBank Vision Fund (largest stakeholder), Mahindra & Mahindra, and Premji Invest.

June 18, 2025

BIS Raids FirstCry’s Bengaluru Warehouse, Seizes Goods Worth INR 90 Lakh

At one of FirstCry’s warehouses in Bengaluru, the Bureau of Indian Standards (BIS) carried out search and seizure operations and found items valued at INR 90 lakh.

Bheemakkanahalli hamlet, Sulibele Hobli, Hoskote taluka, and Bengaluru rural district were all the sites of the one-day inspection. In a regulatory filing, FirstCry stated that several items valued at about INR 90,000,000 were seized as a result of the search.

Allegations of BIS and FirstCry’s Response

According to the BIS, the company violated Section 14(6) of the BIS Act of 2016 by failing to use its standard mark or hallmark for a few of its items. FirstCry explained that the search operation had no effect on the company’s activities and stated that it had cooperated completely with the authorities throughout the process.

The statement further stated that the company is seeking adequate legal assistance in support of its defence and has no cause to suspect that the products confiscated by BIS do not comply with BIS laws.

During the BSE intraday trading session on May 27, shares of Brainbees Solutions, the parent company of FirstCry, fell 6.4% to INR 351.15 per share from its previous close of INR 375.25 per share. The company’s poor financial performance in the fourth quarter preceded the stock’s decline.

What is BIS?

The National Standard Body of India, or BIS, was founded by the BIS Act of 2016 to promote the peaceful growth of the standardisation, marking, and quality certification of goods as well as for issues related or incidental to these operations.

The national economy has benefitted from traceability and tangibility in a number of ways, including the provision of safe, dependable, high-quality goods; the reduction of consumer health risks; the encouragement of imports and exports as alternatives; and the management of variety proliferation through standardisation, certification, and testing. In addition to its five Regional Offices (ROs) in Delhi (Central), Mumbai (Western), Chandigarh (Northern), Chennai (Southern), and Kolkata (Eastern), BIS maintains its headquarters in New Delhi.

In addition to providing certification services to the industry, the Branch Offices (BOs) under the Regional Offices are situated in Ahmedabad, Bangalore, Bhubaneswar, Bhopal, Coimbatore, Dehradun, Faridabad, Ghaziabad, Guwahati, Hyderabad, Jaipur, Kochi, Lucknow, Nagpur, Parwanoo, Patna, Pune, Rajkot, Raipur, Durgapur, Jamshedpur, and Vishakhapatnam.

May 27, 2025
Boardroom Shake-Up: Three Directors Exit FirstCry’s GlobalBees Brand

GlobalBees, a FirstCry affiliate, keeps losing employees. According to various media reports, over the past three to four months, three members of GlobalBees’ board of directors have resigned: Kaveesh Chawla, board representative of Premji Invest; Sudhir Kumar Sethi, board representative of Chiratae Ventures; and Harsha Deepak Kumar, board representative of Lightspeed India Partners.

According to a media report, the directors had to leave in order to prevent any possible conflicts or regulatory difficulties because GlobalBees is a FirstCry subsidiary and thus had access to unpublished price-sensitive information (UPSI).

According to a spokeswoman for Premji Invest, the company generally refrains from holding board positions in publicly traded firms or their subsidiaries. Premji Invest resigned from the Board of FirstCry and GlobalBees, a FirstCry subsidiary, several months ago in accordance with this concept.

A media report claims that Premji and Chiratae are still involved with FirstCry and are its stockholders. They are leaving GlobalBees in accordance with UPSI regulations.

By preventing anyone with access to sensitive information from trading a company’s stocks before the information is made public and its effect is reflected in the market price, SEBI’s Unpublished Price Sensitive Information (UPSI) regulations seek to prevent insider trading.

Exit Culture Getting Popular at GlobalBees

Additionally, all of these significant departures coincide with certain senior-level departures from GlobalBees: CEO of GlobalBees Nitin Agarwal (exited April 2025) InternationalBees’ CBO, Damandeep Soni (exited August, 2024) Globalbees Senior Vice President Mohit Saxena exited in February 2025.

Home, kitchen, furniture, and appliance category head Abhishek Biswas (who exited in March 2025) and Operations Executive VP Venkatesh SS Deepak Khetan, Head of Corporate Development and CFO (exited June 2).

Founded in 2021, GlobalBees invests in and buys D2C brands that offer goods on Flipkart, Amazon India, and other online marketplaces.

It collaborates with businesses that have developed products in specialist markets like sports, fast-moving consumer goods (FMCG), home organisation, and lifestyle based on consumer data. Among other brands, the startup has previously purchased Candes Technology, andMe, and The Clownfish.

Financial Dynamics of GlobalBees

Lightspeed and SoftBank are among the investors in the business, which has garnered more than $175 million in total capital to date. Players like BRND.ME (previously Mensa Brands), Evenflow, and GOAT Brand Labs are competitors of the startup.

As part of the first tranche of its INR 146 Cr infusion, FirstCry invested INR 73 Cr in GlobalBees just last month.

May 8, 2025
FirstCry Marketing Strategy: How It Became Every Parent’s Go-To Brand?
In today’s overcrowded world of e-commerce, where high competition and customer loyalty are hard-won, FirstCry has emerged as a shining example of creating a brand that connects deeply with its audience. The brand was founded in 2010 by Supam Maheshwari and Amitava Saha and operated as an online platform for baby and kids’ products.

But how did FirstCry get this glorious success? The answer lies in its brilliant marketing strategy, which has the essence of emotional storytelling, data-driven decisions, and a deep understanding of its target audience.

Let’s discuss FirstCry’s marketing strategy and disclose the secrets behind its success.

What Makes FirstCry’s Marketing So Irresistible to Parents?

FirstCry’s journey is a testament to the power of a well-executed marketing strategy. By putting parents and their needs at the center of everything it does, FirstCry has built a successful business & also created a brand that millions of families trust and love.

Understanding the Target Audience – Parents and Their Emotions

At the heart of FirstCry’s marketing strategy is a deep understanding of its target audience: parents. Parenting is one of the most emotional journeys in life, filled with joy, anxiety, love, and a constant desire to provide the best for one’s child. FirstCry taps into these emotions.
- Emotional Storytelling: FirstCry’s advertisements and campaigns often revolve around the emotional bond between parents and children. For example, their campaigns highlight moments like a baby’s first steps, a mother’s sleepless nights, or a father’s pride in his child. These relatable scenarios create a strong emotional connection with the audience.
- Parenting Content: FirstCry doesn’t just sell products; it provides value to parents through its Parenting Blog and YouTube channel. From tips on breastfeeding to advice on toddler tantrums, FirstCry positions itself as a trusted partner in the parenting journey.
Why It Works: Emotional storytelling builds trust and loyalty. Parents don’t just see FirstCry as a store; they see it as a partner in their parenting journey.

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Omnichannel Presence – Online and Offline Integration

FirstCry Offline Store

FirstCry’s success lies in its potential to run online and offline channels. While it started as an e-commerce platform, it quickly expanded into the offline space to cater to a larger audience.
- E-commerce Dominance: FirstCry’s website and app are user-friendly, offering several products, from diapers and baby food to toys and clothing. The platform frequently runs discounts, cashback offers, and loyalty programs to keep customers engaged.
- Offline Stores: FirstCry has over 500+ offline stores across India, making it accessible to parents who prefer in-store shopping. These stores are designed to be child-friendly, with play areas and interactive displays, creating a delightful shopping experience for both parents and kids.
- Hybrid Model: FirstCry’s omnichannel approach allows customers to shop online and pick up their orders in-store or return online purchases at physical stores. This flexibility enhances customer convenience and builds trust.
Why It Works: By offering multiple shopping options, FirstCry ensures that no parent is left behind, whether they prefer the convenience of online shopping or the reassurance of in-store purchases.

Data-Driven Personalization – Making Every Parent Feel Special

FirstCry leverages data analytics to offer a personalized shopping experience. By analyzing customer behavior, purchase history, and preferences, FirstCry tailors its marketing efforts to individual needs.
- Personalized Recommendations: The platform uses AI and machine learning to recommend products based on a child’s age, developmental stage, and previous purchases. For example, if a parent buys diapers for a newborn, FirstCry might suggest baby wipes, feeding bottles, or onesies.
- Email and SMS Campaigns: FirstCry sends personalized emails and SMS alerts about discounts, new arrivals, and parenting tips. These messages are timed to align with key milestones in a child’s life, such as birthdays or developmental stages.
- Retargeting Ads: FirstCry uses retargeting ads to re-engage customers who have abandoned their carts or browsed specific products. These ads often feature discounts or limited-time offers to encourage purchases.
Why It Works: Personalization makes parents feel valued and understood. It’s not just restricted to selling products but about solving problems and making parenting easier.

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Massive Discounts and Loyalty Programs

FirstCry is known for its aggressive discounting strategy, which has played a crucial role in attracting and retaining customers.
- FirstCry Coupons: The platform frequently offers coupons and promo codes, especially during festive seasons like Diwali or Independence Day. These discounts are heavily promoted through social media, email campaigns, and partnerships with coupon websites.
- FirstCry FirstClub: FirstCry’s loyalty program, FirstClub, offers exclusive benefits like free delivery, early access to sales, and additional discounts. This program encourages repeat purchases and builds customer loyalty.
- Referral Programs: FirstCry incentivizes customers to refer friends and family by offering discounts or cashback for successful referrals. This word-of-mouth marketing strategy has helped the brand grow its customer base organically.
Why It Works: Discounts and loyalty programs keep parents wanting more. Who doesn’t love a good deal?

Strategic Partnerships and Collaborations

FirstCry has formed strategic partnerships to expand its reach and enhance its product offerings.
- Mahindra Retail Acquisition: In 2016, FirstCry acquired Mahindra Retail, which operated the BabyOye brand. This acquisition helped FirstCry strengthen its offline presence and expand its product portfolio.
- Disney Collaboration: FirstCry partnered with Disney to launch a wide array of co-branded products, including clothing, toys, and accessories featuring popular Disney characters. This collaboration appeals to kids and parents, making it a win-win for the brand.
- Celebrity Endorsements: FirstCry has collaborated with celebrities like Amitabh Bachchan and its advertising campaigns. These endorsements add credibility and star power to the brand, making it more appealing to a larger audience.
FirstCry’s Collaboration with Amitabh Bachchan

Why It Works: Social media and influencer marketing help FirstCry build a loyal community of parents who trust and love the brand.

Social Media and Influencer Marketing

FirstCry’s social media strategy is a masterclass in engaging with its audience. The brand actively uses platforms like Facebook, Instagram, and YouTube to connect with parents and showcase its products.
- Parenting Influencers: FirstCry collaborates with parenting influencers and mommy bloggers to promote its products. These influencers share their personal experiences with FirstCry, making the brand more relatable and trustworthy.
- User-Generated Content: FirstCry encourages customers to share photos and videos of their children using its products. The user-generated content is featured on its social media pages, creating a sense of community and authenticity.
- Interactive Campaigns: FirstCry runs several campaigns such as contests, quizzes, and giveaways for more engagement. For example, during Mother’s Day, the brand might conduct a contest asking parents to share their favorite parenting moments to win prizes.
Why It Works: Social media and influencer marketing help FirstCry build a loyal community of parents who trust and love the brand.

Expanding Beyond Baby Products – FirstCry Parenting

FirstCry Parenting Workshops

In recent years, FirstCry has expanded its offerings to include parenting services under the FirstCry Parenting brand. This includes:
- Parenting Workshops: FirstCry organizes workshops and webinars on child nutrition, early education, and parenting tips. These events position FirstCry as a thought leader in the parenting space.
- Health and Wellness Products: FirstCry now offers a range of health and wellness products for kids and parents, including vitamins, supplements, and skincare products.
- Educational Toys and Books: FirstCry has expanded its product range to include educational toys, books, and learning aids, catering to the growing demand for early childhood development products.
Why It Works: By expanding its offerings, FirstCry ensures that it remains relevant to parents as their children grow.

FirstCry’s Global Ambitions

While FirstCry dominates the Indian market, it has also set its sights on global expansion. The brand launched operations in the United Arab Emirates in 2019 and expanded to Saudi Arabia in 2022, bringing its expertise in baby care and parenting products to enter into new markets.
- Localized Offerings: FirstCry tailors its product offerings and marketing strategies that go well with the cultural and regional preferences in every market. For example, in the Middle East, the brand offers a range of modest clothing for kids, while in Southeast Asia, it focuses on lightweight and breathable fabrics.
- Partnerships with Local Brands: FirstCry collaborates with local brands and retailers to establish a foothold in new markets. These partnerships help the brand navigate regulatory challenges and build trust with local customers.
Why It Works:

FirstCry’s global expansion strategy is successful because it focuses on localization and strategic partnerships by adapting its product offerings to match cultural preferences—such as modest clothing in the Middle East and breathable fabrics in Southeast Asia as it ensures relevance and appeal in diverse markets.

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Key Takeaways from FirstCry’s Marketing Strategy
- Emotional Connection: Tap into the emotions of your target audience to build a strong brand connection.
- Omnichannel Approach: Integrate online and offline channels to provide a satisfactory customer experience.
- Data-Driven Personalization: Use data to offer personalized recommendations and targeted marketing.
- Huge Discounts: Offer discounts and loyalty programs to attract and retain customers.
- Strategic Partnerships: Collaborate with brands and influencers to expand your reach and credibility.
- Community Building: Engage with your audience through social media, user-generated content, and interactive campaigns.
- Continuous Evolution: Adapt to the changing needs of your audience and expand your offerings to stay relevant.
Conclusion

FirstCry’s success can be attributed to its customer-centric approach, emotional storytelling, and data-driven strategies. By understanding the needs and emotions of its target audience, FirstCry has built a brand that parents trust and love.

Its omnichannel presence, aggressive discounts, and strategic partnerships have further solidified its position as India’s leading baby care retailer. But what truly sets FirstCry apart is its mind-blown marketing strategies to connect with the audience.

From a baby products retailer to a comprehensive parenting platform, FirstCry has continuously adapted to meet its customer demands. As the brand expands globally, its marketing strategy will continue to engage parents worldwide.

Supam Maheshwari – CEO & Co-Founder of First Cry

Supam Maheshwari is co-founder & CEO of FirstCry. He also founded Babyhug-owned brand BrainBees & Xpressbees. Know more about Firstcry founder.

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FAQs

What is FirstCry?

FirstCry, established in 2010 and headquartered in Pune, is a prominent Indian eCommerce company specializing in baby products retailing.

Who is the Brand Ambassador of FirstCry?

Amitabh Bachchan is the brand ambassador of FirstCry.

Who is the founder of FirstCry ?

FirstCry was founded by Supam Maheshwari and Amitava Saha.
March 27, 2025
Brainbees Solutions, the Parent Company of FirstCry, has Finished its GST Inspection

Brainbees Solutions Limited, the parent company of the well-known e-commerce platform FirstCry, announced on November 10, 2024, that a GST department inspection that started on November 6 had completed.

The business said in a report to the stock exchanges that it answered all of the questions posed and cooperated completely with the authorities. According to Brainbees, inconsistencies in previous fiscal years’ GST forms resulted in a payment of INR 1.74 crore, including interest.

Discrepancies Between GSTR-3B and GSTR-2A GST Return

The Assistant Commissioner of State Tax, Mumbai, Investigation-C, oversaw the four-day GST inspection, which started on November 6 and ended on November 10, 2024. It concentrated on claimed discrepancies between GSTR-3B and GSTR-2A GST return files for the fiscal years 2018–19, 2019–20, 2020–21, and 2022–23.

The GST implications of FirstCry‘s IPO-related expenses were also carefully examined throughout the inspection, with particular attention paid to how costs incurred during the issue of additional shares were handled. The business insisted that all problems were completely fixed and said it gave sufficient justifications to allay these worries.

Reassurance of Uninterrupted Operations and Collaboration

During the inspection, Brainbees reinforced that it complied with all information requests and underlined its complete cooperation with GST inspectors. Aside from the settlement’s financial impact, the corporation reassured stakeholders that the inspection had no negative effects on its business operations.

According to Brainbees’ official statement, “This has not impacted the operations of the company, which are continuing as usual.” The Pune-based business is the top retailer of children’s products in India, offering a large selection of goods for parents and kids up to 12 years old both online and in-store.

The company’s official filing contained all information required by SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015, in compliance with SEBI’s directive. According to the compliance statement, Brainbees promised to swiftly notify the exchanges of any new material developments pertaining to the GST probe.

The top children’s goods retailer in India, FirstCry, is run by Brainbees Solutions Limited, which has its registered office in Pune. The company is constantly growing its market share both online and in-store.

About Brainbees Solutions

In accordance with a certificate of incorporation given by the RoC, the firm was founded on May 17, 2010, as a private limited company under the Companies Act 1956, in Pune under the name “Brainbees Solutions Private Limited.” Following a resolution by the company’s board on August 31, 2023, and a resolution by its shareholders at the general meeting on September 5, 2023, the company was converted to a public limited company, and its name was changed to ‘Brainbees Solutions Limited’. Following its business’ conversion to a public limited company, the RoC issued a new certificate of incorporation on November 2, 2023.

Supam Maheshwari – CEO & Co-Founder of First Cry

Supam Maheshwari is co-founder & CEO of FirstCry. He also founded Babyhug-owned brand BrainBees & Xpressbees. Know more about Firstcry founder.

StartupTalkyMegha Rani

November 12, 2024
Paul Davison, a SoftBank Executive, Departs From the FirstCry Board

SoftBank Vision Fund partner Paul Davison has stepped down from his position as a non-executive director of the board of Brainbees Solutions, the company that runs the omnichannel children’s clothing line FirstCry. The Pune-based business said in a stock exchange filing on September 22 that the resignation was due to SoftBank’s internal compliance commitments.

“Unfortunately, given that FirstCry is now a publicly traded company, SoftBank’s internal compliance policies require that I resign and no longer hold the position of board director,” Davison wrote in his letter of resignation. Since July 15, 2019, Davison has been a member of FirstCry’s board.

SoftBank’s Internal Compliance

SoftBank’s internal governance and compliance requirements usually cause it to leave board positions in firms once they go public. This method enables the company to control risks, concentrate on investment strategies, and have flexibility when it comes to exiting investments.

In the similar move, after the fintech company Paytm and the insurance marketplace Policybazaar were listed on Indian stock markets, Munish Varma, a former managing partner of SoftBank Investment Advisors, resigned from the boards of both companies in 2022.

India is a Top Performing Market

In an interview with a well-known news source on October 22, Alex Clavel, co-chief executive of SoftBank Investment Advisers, said that India is one of the best markets for the firm’s portfolio companies, as most of them are going public. In the June quarter of this year, SoftBank sold off its stake in Paytm, suffering a loss of almost $150 million, and finished its exit from PB Fintech, the parent company of Policybazaar.

FirstCry’s Financial Report Card Prior Going to Public

On August 13, 2024, FirstCry debuted on the stock market, launching at a 34.4% premium over the INR 465 price of its initial public offering (IPO).

The company raised INR 1,885.8 crore in an anchor round prior to the IPO, and 4,055,428 equity shares were distributed to 71 anchor investors, including Norges Bank, Government of Singapore, Abu Dhabi Investment Authority (ADIA), Fidelity Funds, Nordea Asset Management, Max Life, Nomura Funds, SBI Mutual Fund, ICICI Prudential Mutual Fund, HDFC Mutual Fund, Kotak Mahindra Mutual Fund, and Goldman Sachs.

Compared to the same period last year, when it recorded a consolidated net loss of INR 90 crore, FirstCry posted a loss of INR 57 crore for the quarter ending June 30. Compared to the equivalent quarter of the previous fiscal year, when revenue from operations was INR 1,407 crore, it increased by 17% to INR 1,652 crore.

FirstCry Business Model | How FirstCry Makes Money

Discover the business model of FirstCry and how it makes money through its e-commerce platform specializing in baby products.

StartupTalkyNitin Konde

October 23, 2024

Tag: FirstCry

How to Choose the Right Online Selling Platform?

Where to Sell Online in India: List of the Best Platforms for Business Growth

Amazon India

Flipkart

Benefits of selling on Flipkart:

eBay

Benefits of selling on eBay:

Myntra

Benefits of selling on Myntra:

Meesho

Benefits of selling on Meesho:

Nykaa

Benefits of selling on Nykaa:

Facebook Marketplace

Benefits of selling on Facebook Marketplace:

FirstCry

Benefits of selling on FirstCry:

WhatsApp (Business + API)

WhatsApp Business App (Free):

WhatsApp Business API (Paid):

AJIO

Benefits of selling on Ajio:

Conclusion

FAQs

What are some Top Online Selling Platforms in India?

How do I choose the right platform to sell products online in India?

Is it possible to sell internationally from India using these platforms?

Why is a Franchise Business a Smart Choice?

5 Reasons to Start a Clothing Franchise Business

Which are the Best Kidswear Franchise Businesses in India?

Gini & Jony Kids Wear

Lil Lollipop

Lilliput

MiniKlub

Nature Kids

FirstCry

Conclusion

FAQs

Which is the best kidswear franchise brand in India?

Do kidswear franchises offer financial assistance?

What is the average cost to open a kidswear franchise in India?

Do kidswear franchises provide training and support?

About FirstCry

FirstCry Business Model

FirstCry Business Model Canvas

1. Key Partners

2. Key Activities

3. Key Resources

4. Value Propositions

5. Customer Relationships

6. Channels

7. Customer Segments

8. Cost Structure

9. Revenue Streams

How FirstCry Makes Money

FirstCry Financials

FirstCry Revenue FY24

USP of FirstCry

FirstCry SWOT Analysis

FirstCry Strength

FirstCry Weakness

FirstCry Opportunities

FirstCry Threats

Conclusion

FAQs

What is FirstCry?

Who are the owners of FirstCry?

What are the strengths of FirsCry?

What is the business model of FirstCry?

Who are FirstCry competitors in India?

Is FirstCry profitable?

What is the Firstcry franchise cost?

GlobalBees Planning to Challenge the Plea

Financial Dynamics of FirstCry

Brainbees’ Financial Outlook

FirstCry Company Details

About FirstCry

FirstCry – Founders/Owners and Team

Supam Maheshwari