FirstCry Success Story: Founders, Funding, Challenges & More


In a world where the concept of online shopping was beyond the imagination of 90’s kids, little did anyone foresee the transformative impact of e-commerce on the way we purchase goods. However, two visionaries, Supam Maheshwari and Amitava Saha, broke new ground by establishing FirstCry in 2010—a revolutionary platform aimed at providing baby care products to the masses.

FirtCry – Highlights

Startup NameFirstCry
HeadquartersPune, India
SectorOnline Baby Products
FoundersAmitava Saha and Supam Maheshwari
FoundedSeptember 2010
Parent OrganizationBrainBees Solutions Pvt Ltd.
Total Funding$582 mn (March 2022)
Revenue$230.64 mn (Rs 1740 cr in FY21)
Valuation$1.9 bn (March 2021)

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How Does It Work?

FirstCry emerged as an innovative online-cum-offline brand catering to a diverse range of products for babies, kids, and moms. This groundbreaking startup was driven by a mission to address the challenges faced by millions of parents in India who struggled to access the finest brands and top-quality baby care essentials for their little ones. The product categories available on encompass everything from diapering, feeding and nursing, to skin and health care, toys, clothes, footwear, and fashion accessories, among much more.

At the heart of FirstCry lies an impressive product inventory featuring over 90,000 items sourced from approximately 1200 esteemed international and Indian brands. Among these, you can find trusted names like Mattel, Pigeon, Ben10, Funskool, Nuby, Hotwheels, Farlin, Pampers, Medela, Disney, Gerber, Barbie, and Fisher Price, to name just a few.

FirstCry sets itself apart by offering the very best products and brands at affordable prices, ensuring a delightful online shopping experience, prompt and reliable delivery services, and dedicated customer care. The platform continues to be a game-changer, fulfilling the diverse needs of parents and their precious children with utmost dedication and excellence.

FirstCry – Founders/Owners and Team

FirstCry was founded by Supam Maheshwari and Amitava Saha.

Supam Maheshwari, the brilliant mind behind FirstCry, serves as its CEO and co-founder. An alumnus of IIM Ahmedabad and a graduate in engineering from Delhi College of Engineering, he stands as a testament to first-generation entrepreneurs who dare to dream big. Supam’s entrepreneurial journey doesn’t stop there; he is also the co-founder of XpressBees, a prominent logistics giant in India. Prior to venturing into the world of baby care products, Supam played a pivotal role as the co-founder and CEO of Brainvisa Technologies, one of India’s most significant e-learning ventures.

Joining forces with Supam is the accomplished COO and co-founder of FirstCry, Amitava Saha. Amitava holds a master’s degree from IIM Lucknow and a B.Tech from IIT Varanasi, showcasing his exceptional educational background. Notably, Amitava previously collaborated with Supam during the launch of XpressBees, another groundbreaking enterprise. Their partnership proved to be a success, which eventually led them to embark on yet another exciting venture—FirstCry. Today, FirstCry stands tall as India’s finest online platform for a comprehensive range of baby care products, thanks to the relentless efforts and innovative thinking of its co-founders, Supam Maheshwari and Amitava Saha.

In the year 2010, a visionary concept began to take root when Supam Maheshwari, the co-founder and proprietor of FirstCry, faced the challenge of limited options for purchasing baby care and kids’ products online in India. Determined to provide the best for his own child, Supam resorted to buying items from foreign countries during his business trips. This experience opened his eyes to a tremendous opportunity—an online platform that could grant Indian parents access to the finest global baby care brands. With this revelation, Supam Maheshwari and Amitava Saha embarked on their journey, giving birth to the revolutionary venture known as FirstCry.

The Launch & Success Story

FirstCry initially adopted an inventory-based model, efficiently shipping products nationwide from its strategically located warehouses in Pune, Delhi, Bangalore, and Kolkata. As time went on, the company evolved, adding local retailers to its platform, thereby providing an avenue for these retailers to showcase and sell their products on the FirstCry website.

Innovation and Growth

To further enhance its offerings, FirstCry introduced two private labels, namely BabyHug, specializing in premium apparel for babies and kids, and CuteWalk, a brand dedicated to high-quality footwear. These additions enriched the diverse selection available on the platform, establishing FirstCry as a dominant force in the world of online shopping for kids.

A National Presence

Through unwavering commitment and dedication, FirstCry has grown exponentially, boasting a network of over 350 franchised brick-and-mortar stores spread across more than 125 cities in India. As one of the country’s largest and most trusted platforms for all things kids, FirstCry continues to leave a lasting impact on the lives of parents and children alike, exemplifying the power of a dream turned into reality.

FirstCry – Business Model and Revenue Model

FirstCry operates on a unique and innovative integrated hybrid business model, effectively combining the power of online platforms with the presence of physical offline stores. With over 400 stores, including 350 franchise outlets spread across India, FirstCry has established a solid retail footprint. One of their standout programs, the ‘FirstCry Box,’ lets the company connect with over 70,000 parents monthly.

Through this thoughtful initiative, FirstCry offers complimentary gift boxes to new parents across 6,000 nationwide hospitals, celebrating the joyous occasion of their child’s birth. These gift boxes contain essential items like diapers, baby lotion, and baby oil from brands like Mamy Poko and Libero. Millions of parents across India have benefited from this heartfelt gesture, solidifying FirstCry’s reputation as a caring brand.

FirstCry – Funding and Investors

As for funding, FirstCry has successfully raised a remarkable total of $741.4 million over ten rounds. The latest funding milestone of $313 million was achieved on March 30, 2021, courtesy of a secondary market and venture rounds. An instrumental funding round worth $296 million, led by Softbank in February 2020, earned FirstCry the coveted title of a unicorn, recognising its status as a high-value kid and baby product marketplace.

FirstCry Valuation

While the estimated valuation of $1.9 billion positions FirstCry as one of India’s prominent unicorns, it’s important to note that this valuation is based on the company’s projections. Furthermore, FirstCry’s impressive equity funding round of $13 million (INR 95 crore) from pi Ventures through its opportunity fund I, along with substantial investments from TPG, ChrysCapital, and Premji Invest, amounting to approximately $315 million, further solidifies the company’s significant market presence and potential for future growth.