13 December 2025, Mumbai
More than just a retail expansion, the opening of a new FirstCry store in Jind, Haryana, is a focused strategic play to leverage the company’s high-margin, private-label kids' apparel and textile brands, such as BabyHug and Cute Walk, in India's surging Tier-II and Tier-III markets.
These emerging urban centers account for a massive chunk of India's retail growth - with 25 million sq ft of new retail space expected over the next five years. FirstCry's own apparel labels contribute over 55 per cent of its Gross Merchandise Value (GMV) in the India multi-channel business, offering higher quality control and significantly better margins compared to selling third-party brands.
This focus on apparel is critical for two reasons: firstly, baby apparel dominates the childcare product market, and secondly, physical stores in smaller towns provide the crucial 'touch and feel' experience necessary for parents to trust the fabric quality of clothing and other textile-based products like bedding and blankets.
With FirstCry operating over 1,000 stores across 533 cities as of March 2024, the expansion into cities like Jind, especially in North India is a part of a calculated plan to deepen market penetration and maintain its market share lead in the organized childcare sector.
Operated by India's largest multi-channel retailing platform for Mothers', Babies', and Kids' Products, Brainbees Solutions, FirstCry was founded in 2010 by Supam Maheshwari and Amitava Saha. The Pune-headquartered company successfully pioneered an integrated omni-channel model, combining its robust online platform with a massive network of physical stores (Company-Owned and Franchisee-Owned). The company's growth plan involves opening over 350 new stores, many in non-metros, and increasing the sales mix of its high-margin private labels, which is a key factor in its forecast to achieve profitability in the coming years after reporting revenues of Rs 6,481 crore in FY24.
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