FirstCry, India’s largest online and offline baby products retailer, has transformed the way parents shop for their little ones. The brainchild of Supam Maheshwari, FirstCry was founded in 2010 with a vision to provide parents easy access to a wide range of baby and kids’ products. Over the years, the company has grown into a multi-billion-dollar enterprise, operating both as an e-commerce giant and a physical retail chain with hundreds of stores across the country.
This article explores Supam Maheshwari’s journey—from conceptualizing the idea to building a dominant brand in the baby care industry, expanding into retail, and reaching impressive revenue milestones.
The Idea Behind FirstCry
Supam Maheshwari, an IIM Ahmedabad alumnus, was an entrepreneur before FirstCry. He co-founded Brainvisa Technologies, an e-learning company, which he later sold for $25 million in 2007. After exiting Brainvisa, Maheshwari was inspired to create a business that solved a real problem in India—the lack of accessibility to quality baby products.
As a father, he personally experienced the struggle of finding high-quality baby gear, clothes, diapers, toys, and accessories. At that time, international brands were scarce in India, and parents had to rely on relatives traveling abroad to bring back trusted baby care products.
This gap in the market led Maheshwari to launch FirstCry in 2010, an online platform that would bring the best baby products to Indian parents with convenience, variety, and affordability.
Building FirstCry’s E-commerce Success
Early Growth & Investments
Starting as an e-commerce platform, FirstCry quickly gained traction among parents looking for trusted products. The company focused on:
- Curating international and domestic brands – FirstCry brought global brands like Pampers, Huggies, Johnson & Johnson, Chicco, and Fisher-Price to India, along with local Indian brands.
- A wide product range – Covering everything from baby clothes and diapers to toys and strollers, FirstCry became a one-stop shop for parents.
- Strong logistics & customer service – Ensuring fast delivery and a seamless shopping experience.
Investors saw huge potential in the brand, and FirstCry raised $400 million over multiple funding rounds from SoftBank, New Enterprise Associates (NEA), Temasek, and others.
Expanding to Physical Stores – A Unique Omni-Channel Strategy
While e-commerce was booming, Maheshwari realized that Indian parents still preferred to shop for baby products in physical stores. Many parents wanted to see, touch, and feel products before purchasing.
This insight led FirstCry to expand into physical retail stores, adopting an omni-channel model.
FirstCry’s store expansion journey:
- In 2012, FirstCry opened its first physical store in Pune.
- Over the next decade, it expanded aggressively across 400+ cities in India.
- Today, FirstCry has over 900 stores, making it India’s largest baby product retailer.
- Stores operate under a franchise model, allowing rapid expansion.
This combination of online and offline retail helped FirstCry cater to both tech-savvy shoppers and those who prefer traditional in-store experiences.
FirstCry’s Business Model & Revenue Growth
The company operates on a hybrid business model, generating revenue from:
- Online sales: Through its website and mobile app.
- Retail stores: Franchise stores in malls and high-footfall areas.
- Private label products: FirstCry launched its own private-label brands (like BabyHug and CuteWalk) to offer affordable, high-quality products.
- B2B business: Supplying baby products to hospitals and maternity centers.
Revenue Milestones
- In 2018, FirstCry hit ₹1,000 crore in revenue.
- In 2022, it crossed ₹3,000 crore in revenue.
- As of 2024, FirstCry’s annual revenue exceeds ₹5,000 crore ($600 million).
- The company is valued at $3 billion, making it one of India’s most valuable startups.
Acquisitions & Future Plans
To strengthen its market position, FirstCry made strategic acquisitions:
- Ooii (2016) – An e-commerce platform for kids’ fashion.
- BabyOye (2016) – Acquired from Mahindra Group to expand its offline presence.
- Global Expansion – FirstCry has entered Middle Eastern markets, catering to Indian and international parents abroad.
IPO Plans & Future Growth
FirstCry is preparing for an IPO in 2025, aiming to raise $500-700 million, which will help it further expand operations and strengthen its leadership in baby care retail.
Upcoming focus areas:
- Expanding store count to 1,500+
- Enhancing supply chain & warehousing
- Strengthening private-label brands
- Expanding further into international markets
A Game-Changer in India’s Baby Product Industry
Supam Maheshwari’s vision, execution, and innovation have made FirstCry the largest baby care retailer in India. From a small e-commerce startup to a multi-billion-dollar empire with 900+ stores and millions of customers, FirstCry’s journey is a testament to the power of solving real customer pain points.
With continuous growth, an upcoming IPO, and expansion into global markets, FirstCry is poised to remain a dominant force in baby care retail for years to come.
