India’s largest baby and kids’ products retailer, FirstCry, has long been positioned as the poster child of the country’s parenting commerce boom. Founded in 2010 and operated by its parent company Brainbees Solutions, the Pune-headquartered startup built its brand on a simple yet powerful thesis: India’s young parents were ready to spend more on quality products for their children — and they wanted convenience.
Over the past decade, FirstCry expanded rapidly, growing into a hybrid model that blends ecommerce with an extensive offline franchise network. But as the company matures and faces mounting competition, it is grappling with the classic challenges of scale — profitability pressure, i
...
