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FirstCry is a comprehensive e-commerce platform and omnichannel retailer specializing in baby, children's, and maternity products based in Pune, Maharashtra, India. The company operates a hybrid business model that combines its primary website and mobile application with an extensive physical retail network comprising 1,018 owned and franchised stores across 508 cities. Serving consumer markets throughout India, the United Arab Emirates, and Saudi Arabia, the enterprise has amassed a registered user base of over 25 million customers while maintaining a corporate workforce of more than 6,000 employees. The retailer's domestic and international expansion efforts have been financially backed by a syndicate of prominent institutional investors, including SoftBank, Elevation Capital, Premji Invest, Mahindra & Mahindra, and TPG Growth. FirstCry was officially founded in September 2010 by entrepreneurs Supam Maheshwari and Amitava Saha to address the Indian baby care market.
FirstCry has raised $955.6M across 11 funding rounds.
Key people at FirstCry.
FirstCry was founded in 2010 by Supam Maheshwari (Co-Founder & CEO) and Prashant Jadhav (Co-Founder and CTO) and Amitava Saha (Co-Founder & COO) and Sanskriti Hattimattur (Co-Founder and Chief of Staff).
FirstCry has raised $955.6M in total across 11 funding rounds.
Key people at FirstCry.
FirstCry (Brainbees Solutions Limited) is India's leading e-commerce and omnichannel retailer for mothers', babies', and kids' products, offering diapering, feeding, nursing, skin care, fashion, and more from over 6,000 brands.[1][2][3][4] It serves parents and families through its online platform, mobile app, 183+ offline stores across 29 states, and international markets like UAE and KSA, addressing fragmented access to quality baby products with safe shopping, parenting content, edutainment, and private labels like BabyHug.[1][2][4][5] With 25+ million customers, 6,000+ employees, ₹5,817.95 Cr in total funding, and public listing in August 2024, FirstCry holds 2.5-3% market share in India's childcare sector and 16-17% in the organized segment, driven by acquisitions and GMV leadership per Redseer reports.[1][3][4][5]
FirstCry was founded in November 2010 by Supam Maheshwari and Amitava Saha in Pune, India, starting as an online retailer for babycare, maternity, and kids' products to create a one-stop parenting destination.[1][2][4][5] The idea stemmed from recognizing the special "first cry" moment for parents, aiming to fill it with joy through commerce, content, community, and education; early expansion included franchise stores in Tier-2/3 cities from 2011 and private label BabyHug clothing in 2013.[4][5] Pivotal moments include 2015 hospital distribution partnerships (5,000+), the 2016 ₹362 Cr acquisition of BabyOye (adding 300 stores), 2019 buys like Oi Playschool, and international launches in UAE (2019) and KSA (2022), culminating in its August 2024 IPO on BSE/NSE.[1][5]
FirstCry rides India's booming e-commerce and childcare market growth, fueled by rising nuclear families, urbanization, and digital adoption in Tier-2/3 cities, where organized retail penetration is low (16-17% share).[1][3][4] Timing aligns with post-pandemic omnichannel shifts and international expansion in Gulf markets, leveraging tech for supply chain, personalized shopping, and edutainment amid changing consumer preferences.[2][3][5] It influences the ecosystem by enabling D2C brands, setting standards in niche kids' retail, and driving competition that erodes unorganized players, though faces risks from rivals and trends.[3][4]
FirstCry's public status and acquisitions position it for scaled GMV growth in India and abroad, potentially replicating its playbook in more markets while deepening edutainment and private labels.[1][3][4] Trends like AI-driven personalization, sustainability in baby products, and Gulf e-commerce boom will shape it, but challenges include a June 2025 insolvency plea against subsidiary GlobalBees and margin pressures from competition.[3][5] Its influence may evolve toward a full parenting superapp, solidifying leadership in a high-growth niche—transforming that "first cry" into enduring parental empowerment.[2][4]
FirstCry has raised $955.6M across 11 funding rounds. Most recently, it raised $52.5M Other Equity in August 2023.
| Date | Company | Round | Lead Investor(s) | Co-Investor(s) |
|---|---|---|---|---|
| Sep 12, 2025 | GlobalBees | $8.3M Series C | FirstCry | — |
| Dec 28, 2021 | GlobalBees | $140.0M Debt / Series B | Premji Invest | Lightspeed Venture Partners, Softbank, Steadview Capital, Trifecta Capital |
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Aug 23, 2023 | $52.5M Venture Round | — | MEMG Family Office, Sharrp Ventures | Announced |
| Apr 1, 2021 | $315M Venture Round | — | Chryscapital, Premji Invest, TPG | Announced |
| Feb 7, 2020 | $297.4M Venture Round | Softbank | — | Announced |
| Jan 22, 2019 | $153.9M Venture Round | Softbank | — | Announced |
| Oct 17, 2016 | $33.8M Venture Round | — | Senapathy Gopalakrishnan, Adveq, Chiratae Ventures, Anand Mahindra | Announced |
| Oct 1, 2016 | $34M Series D | — | Axilor Ventures | Announced |
| Feb 6, 2016 | $26M Series D | Valiant Capital Partners | — | Announced |
| Apr 9, 2015 | $10M Series D Plus | BEN Mathias | — | Announced |
| Jan 21, 2014 | $15M Series C | JOO Hock Chua | Manik Arora, Ravi Adusumalli | Announced |
| Feb 17, 2012 | $14M Series B | Manik Arora | Ravi Adusumalli | Announced |
| Apr 26, 2011 | $4M Venture Round | Ravi Adusumalli | — | Announced |
FirstCry was founded in 2010 by Supam Maheshwari (Co-Founder & CEO) and Prashant Jadhav (Co-Founder and CTO) and Amitava Saha (Co-Founder & COO) and Sanskriti Hattimattur (Co-Founder and Chief of Staff).
FirstCry has raised $955.6M in total across 11 funding rounds.
FirstCry's investors include MEMG Family Office, Sharrp Ventures, ChrysCapital, Premji Invest, TPG, SoftBank, Senapathy Gopalakrishnan, Adveq, Chiratae Ventures, Anand Mahindra, Axilor Ventures, Valiant Capital Partners.
