FirstCry is India’s largest retail brand for baby and kids’ products, founded in 2010 by Supam Maheshwari and Amitava Saha. It operates both online and offline, offering a wide range of items such as clothing, toys, diapers, and maternity essentials through its website, app, and over 1,000 physical stores across India and the Middle East. Known for its private labels like BabyHug, FirstCry has grown rapidly through acquisitions and strong investor backing, including SoftBank. The company went public in 2024, raising over $500 million to support its expansion and infrastructure development.
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