FirstCry - The Largest Online Store for Baby and Kid Products!

FirstCry - The Largest Online Store for Baby and Kid Products!
FirstCry - The Largest Online Store for Baby and Kid Products!

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

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 for providing baby care products to the masses.

Read more about FirstCry, how it was started, founders and team, growth, business model, challenges faced, funding and more.

FirstCry - Company Highlights

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.

FirstCry - About and How it Works
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 - Product and Service
FirstCry - IPO
FirstCry - Acquisitions
FirstCry - Startup Challenges
FirstCry - Competitors

FirstCry - About and How it Works

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 comprise diapering, feeding and nursing, skin and health care, toys, clothes, footwear, fashion accessories, and much more. 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.

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FirstCry - Founders/Owners and Team

FirstCry was founded by Supam Maheshwari and Amitava Saha.

Supam Maheshwari, CEO and Co-founder of FirstCry
Supam Maheshwari, CEO and owner of FirstCry

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, Founder of FirstCry

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.

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FirstCry - Startup Story

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 news report from July 2023.

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

FirstCry Logo
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 which includes online platforms and offline stores. Apart from its massive online presence, the company also has over 400 stores including 350 franchise stores across India as of July 2023. FirstCry runs a unique program through which it reaches over 70,000 parents each month by giving out a 'FirstCry Box' as per news report of 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 basic 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.

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FirstCry - Shareholding

Patterns of FirstCry shareholding as of November 2023, retrieved from resource tracxn:

FirstCry Shareholding Percentage
Founder 6.29%
Fund 76.35%
Enterprise 13.84%
Angel 0.02%
Other People 0.25%
ESOP 3.25%

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

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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 2023.
  • It has around 380+ offline stores across India as of January 2020.
  • 'FirstCry parenting' is India's largest community of parents. It sees around 13 million unique users every month and the overall engagement on the platform stands at 92 million users per month as of 2023.
  • 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 125+ cities as of 2022.

Firstcry Advertisement


FirstCry Financials
FirstCry Financials
FirstCry Financial FY20-FY21-FY22 FY20 FY21 FY22
Operating Revenue Rs 815 crore Rs 1,603 crore Rs 2,401 crore
Total Expenses Rs 1,088 crore Rs 1,645 crore Rs 2,568 crore
Profit/Loss Loss of Rs 191 crore Profit of Rs 216 crore Loss of Rs 79 crore
Cash from Ops Deficit of Rs 300 crore Deficit of Rs 67 crore Deficit of Rs 142 crore

Expenses Breakdown

FirstCry expenses rose from Rs 1,645 crore in FY21 to Rs 2,568 crore in FY22.

Here is the breakdown of expenses for FirstCry:

Expenses Breakdown FY21 FY22
Cost of materials consumed Rs 1,046 crore Rs 1,572 crore
Employee Benefits Rs 214 crore Rs 339 crore
Advertising promotional Rs 164 crore Rs 269 crore
Courier cost Rs 38 crore Rs 61 crore
Subcontractor cost Rs 36 crore Rs 51 crore
Other Rs 147 crore Rs 276 crore


FirstCry FY21-FY22 FY21 FY22
EBITDA Margin 9.47% 3.89%
Expense/Rs of Op Revenue Rs 1.03 Rs 1.07
ROCE 2.57% -0.25%

FirstCry - Product and Service


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

Ahead of the public listing of the company, FirstCry has been converted into a public company, as per news dated April 28, 2022. Following the conversion, the company has been named Brainbees Solutions Limited. Furthermore, the company also approved the reclassification and sub-division of equity and preference shares. Besides, it has also amended its ESOP plans. FirstCry would likely file its DRHP in the upcoming weeks, said an ET report. The company is looking to raise $1 billion via its upcoming IPO. As per the reports, only a fourth of the money raised by FirstCry will be going towards a fresh issue of equity, whereas the rest will be going towards an exit for the existing investors of the company. FirstCry might seek a valuation of $7 billion in this IPO.

Though many companies like PharmEasy, Delhivery, MobiKwik, and OYO, would have seen their IPOs had not the Paytm and CarTrade IPO flopped so badly, However, FirstCry looking for an IPO looks more promising than many of them. It is also important to note that, unlike most others, FirstCry is a profitable company indeed. 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 -

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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.


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 Rs 2,401 crore in FY22.

Who is the owner of FirstCry or who started FirstCry?

FirstCry was founded by Supam Maheshwari and Amitava Saha.

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.

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