FirstCry is India’s leading brand in baby, kids, and maternity products, well known for high-quality fabric, quality designs, and baby-friendly colours. The brand was started by Supam Maheshwari and Amitaya Saha in 2010 to serve parents who always wanted to buy quality products for their children but couldn’t find any in the market. There was a clear gap in quality baby clothing, and FirstCry filled the gap like a charm.
FirstCry started as an online retail store for babies, and kids, but over some time, the brand started opening physical outlet along with franchisee stores for better outreach. At FirstCry, one can buy diapers, clothing, footwear, toys, and nursery items, which are always essential for children. From days old baby to toddler to grown up kid, FirstCry offer product for all age categories of children.
The company operates online (web and app), offline, and via hybrid channels. Recently, FirstCry has grown its revenue significantly, but it also continues to post losses. The business model relies on multiple income streams and a mix of scale, private labels, and omnichannel strategy.
How is FirstCry’s Business Model Structured?
FirstCry business model is omnichannel which means they sell their products online and offline. You can download their mobile app or visit their website for a convenient purchase. Meanwhile, if you want to check the product physically, there are outlets in almost every city. The company also builds its own private label brands, like BabyHug, CuteWalk, etc. Private labels often have higher margins because the company cuts out parts of the middle-man cost, branding cost, etc. FirstCry also invests in customer acquisition and retention via programs like hospital gift boxes, parenting content, and loyalty/subscription elements.
| Company/Brand | FirstCry / BrainBees Solutions Limited |
| Establishment Year | 2010 |
| Headquarters | Pune, Maharashtra, India |
| Founder/Owner | Supam Maheshwari and Amitava Saha |
| Industry | Omnichannel retail: baby, kids, maternity products; private labels; franchises; D2C brand aggregation |
| Net Worth (2025) | ₹ 19,586 crore as of Q1 FY26 |
| Total Revenue 2025 | ₹ 7,659.6 crore in FY25, India operations & GlobalBees; revenue up ~18% YoY |
How Does FirstCry Make Money?
FirstCry has diverse streams to make revenue, and these are strategically used together. These strategies not only help in growth but also reduce risk. But, multiple stream also means there are higher costs as well. The following are five primary sources of income for FirstCry.
Product Sales (Omnichannel Approach)
The omnichannel approach, in which FirstCry sells its product online and offline, is the primary source of revenue. FirstCry sells products and they have baby care items, maternity products, clothing, footwear, toys, nursery furniture, diapers, and a lot more. Customers can browse, buy, and check their whole variety online. Meanwhile, there are physical outlets to boost customers’ confidence during purchase time.
Private Labels and Own Brands
FirstCry also has its own brands like BabyHug, CuteWalk etc and these are high margin products as they are the sole manufacturer, and seller. FirstCry is able to save middle-man markup through their own brands. One more thing, FirstCry also gets to have complete control over design, production, sourcing, and pricing. More than 55% of items sold by FirstCry came from in-house brands.
Offline Stores and Franchises
Apart from its own stores, FirstCry uses franchise stores. Some stores are company-owned; others are franchisee-operated. Offline stores bring in revenue from product sales in-store. Franchisees pay fees, maybe royalties, or share some margins/rent. Due to physical stores, the brand exposure/visibility gets a boost, and the brand can make more.
D2C brand Aggregation
FirstCry is the parent company of GlobalBees, and it is a brand aggregator platform that helps other D2C brands and scales them through FirstCry’s supply chain, distribution, logistics, and branding. This D2C approach contributes a significant amount to revenue and growth. In FY25, GlobalBees contributed about ₹1,577 crore, which is up by 30% from last year.
Customer Acquisition and Lifetime Value
As babies grow, their old clothes doesn’t fit even after couple months or six months period. FirstCry has quality products, and their customer repeat ratio is higher than any other brand. Also, there are multiple products which require parents be a permanent customer for a phase. Items like clothes, diapers, growth items sell high and it become a big part of FirstCry revenue.
Financial Performance
In FY25, FirstCry’s parent company Brainbees Solution reported total revenue of approximately ₹7,659.6 crores, which is up about 18% from FY24. The multi-channel of FirstCry contributed about ₹5,278 crores while GlobalBees added extra ₹1,577 crores and this year the losses are lower than before. The net loss was ₹ 2,648 crore in FY25, which was 3,215 crores in FY24.
What’s New in 2025?
There are many new things going on with FirstCry, and these are easily visible in FirstCry’s new trends. There is store expansion & capital efficiency, Challenges & Logistics Innovations, Improved Financial Metrics, GlobalBees Profitability at EBITDA Level, Increased Share of In-House Brands and much more.
