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Transforming Parenthood: The FirstCry Story - From Vision to IPO

In 2010, Supam Maheshwari and Amitava Saha set out on a mission to transform the parenting landscape in India. Drawing from Supam's personal challenges in finding quality baby care products at convenience, they co-founded FirstCry, an e-commerce platform specializing in baby wellness products. Supam, an IIM Ahmedabad alumnus with prior entrepreneurial success, and Amitava, with his academic background from IIM Lucknow and IIT Varanasi, brought a formidable combination of strategic vision and operational expertise to the table.

FirstCry's online platform,, quickly became a hub for parents, offering a diverse range of products for babies, kids, and moms. From diapering and feeding essentials to toys, clothes, and accessories, FirstCry curated an extensive inventory from over 1,200 international and Indian brands, including renowned names like Mattel, Disney, and Pampers.

By 2016, boasted an impressive product inventory of over 90,000 items, showcasing FirstCry's commitment to providing customers with the best products at reasonable prices. But FirstCry's success went beyond its offerings – the company prioritized delivering a superior online shopping experience, fast and reliable delivery services, and prompt customer care, ensuring customer satisfaction at every step. Their innovative hybrid business model, seamlessly blending online convenience with physical stores, quickly gained traction. By 2023, FirstCry had expanded to over 400+ stores and 350+ franchise outlets nationwide.

In the path of expanding offerings, FirstCry made two strategic acquisitions: In 2016, FirstCry acquired BabyOye, enhancing its online presence in maternity and baby care products. In November 2019, FirstCry acquired Oi Playschool, adding a chain of premium play schools to its portfolio, complementing its offerings for young children.

In its journey of becoming a successful ecommerce company, FirstCry has secured more than $793 million across 11 funding rounds, with notable investors such as Vertex Ventures, Softbank, TGP, and Mahindra & Mahindra showing confidence in the company's growth potential. Some investors have remained committed for up to a decade, believing in the scaling capabilities of the company. Currently Firstcry is in plans of going public with an upcoming IPO, under the name of parent company BrainBees.

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