The Story of FirstCry: A Startup That Grew With Every Child’s First Cry
The journey of FirstCry began with Supam Maheshwari, a mechanical engineer and MBA graduate from IIM Ahmedabad. Like many parents, he wanted the best for his child. However, during his travels, he realized that many high-quality baby products available globally were not easily accessible in India. This gap in the market wasn’t just a business opportunity; it was a problem affecting millions of parents. Along with his colleague Amitava Saha, he decided to build a platform that would bring the best baby and maternity products to Indian households. Thus, FirstCry.com was born.From Online Store to Nationwide PresenceInitially launched as an online platform, FirstCry followed an inventory-based model, delivering products across India from warehouses in cities like Pune, Delhi, Bengaluru, and Kolkata. But the founders didn’t stop there. By 2011, the company expanded into offline retail through franchise stores, especially targeting Tier-2 and Tier-3 cities. This was a smart move because it brought convenience not just to metro cities but also to smaller towns where such products were even harder to find. Today, FirstCry operates through its website, mobile app, and over 1,000 stores, making it one of India’s largest baby and kids' retail networks.Building Trust Through Brands and InnovationOne of FirstCry’s biggest strengths is its wide product range. From diapers and toys to clothing and maternity essentials, the platform offers more than 90,000 products from over 1,200 brands. To further strengthen its identity, the company launched its private label BabyHug in 2013. This brand quickly became popular among Indian parents for its affordability and quality. Later, the company also introduced CuteWalk, focusing on children’s footwear, showing its commitment to creating a complete ecosystem for kids and parents.Strategic Growth and Big MilestonesFirstCry’s journey has been marked by smart decisions and strategic growth. In 2016, it acquired BabyOye from the Mahindra Group, significantly expanding its offline presence. In 2019, it entered the early education space by acquiring Oi Playschool. The company didn’t limit itself to India. It expanded internationally, launching operations in the United Arab Emirates in 2019 and Saudi Arabia in 2022. A major milestone came on 13 August 2024, when FirstCry got listed on the stock exchanges, marking its transition from a startup to a publicly recognized enterprise.Backed by Strong Investor ConfidenceFirstCry’s success attracted some of the biggest investors in the world. Companies like SoftBank, Mahindra & Mahindra and even visionary leaders like Ratan Tata supported the brand. Over the years, the company raised significant funding, including a massive $400 million investment from SoftBank. This financial backing helped FirstCry scale its operations and strengthen its technology, logistics, and customer experience. Like every successful startup, FirstCry’s journey was not without challenges. Supam Maheshwari had already experienced the ups and downs of entrepreneurship with his earlier venture, Brainvisa Technologies, which survived the dot-com crash and later got acquired. These experiences taught him valuable lessons about managing cash flow, adapting to change, and building a strong company culture. These lessons played a crucial role in shaping FirstCry’s sustainable growth. Even in 2025, when an insolvency plea was filed against its subsidiary GlobalBees, the company continued to move forward, showing resilience in the face of adversity.Redefining Parenting in Modern IndiaFirstCry has successfully created a new retail category in India. It bridged the gap between global quality and local accessibility. By combining online convenience with offline reach, it has made parenting easier and more joyful. Its focus on affordability, variety, and customer satisfaction has set new standards in the retail industry. The story of FirstCry is a reminder that great businesses are built not just on ideas but on empathy and understanding real-life problems. From a father’s concern to a nationwide revolution, FirstCry has grown alongside millions of children in India and beyond. It is not just a company; it is a movement that celebrates childhood and supports every parent’s journey. And in every “first cry,” there lies a beginning and FirstCry made sure that beginning is cared for with love.