Brainbees Solutions Limited IPO

Brainbees Solutions Limited, commonly known as FirstCry, is a prominent Indian company specializing in the online retail of baby and kids’ products. Founded in 2010 by Supam Maheshwari and Amitava Saha, FirstCry has grown to become one of the largest online platforms in India catering to the needs of parents and children.

Key Aspects of Brainbees Solutions (FirstCry):

1. Product Range:
   • FirstCry offers a wide array of products, including baby and kids’ clothing, toys, books, nursing and feeding products, diapers, baby gear, and maternity wear. The platform features both national and international brands, ensuring a diverse selection for customers.
2. Online and Offline Presence:
   • Besides its robust online platform, FirstCry has established a significant offline presence with numerous physical stores across India. This omni-channel approach helps the company reach a broader customer base and offer a seamless shopping experience.
3. Private Labels:
   • FirstCry has developed its own private label brands, such as Babyhug and CuteWalk, which are known for their quality and affordability. These in-house brands have been well-received by customers and contribute significantly to the company’s revenue.
4. Customer Engagement:
   • FirstCry focuses on engaging with parents through various initiatives, such as parenting blogs, forums, and communities. This helps build a strong relationship with its customer base and provides valuable support and information to parents.
5. FirstCry Parenting:
   • The company has launched an informative platform called FirstCry Parenting, which offers expert advice, articles, and resources on parenting, child development, and related topics. This initiative enhances FirstCry’s value proposition and positions it as a trusted partner for parents.
6. Investment and Growth:
   • FirstCry has attracted significant investment over the years from notable investors such as SoftBank, Temasek, and others. This funding has fueled its growth, allowing it to expand its product offerings, improve technology, and increase its market presence.
7. Acquisitions and Strategic Partnerships:
   • FirstCry has acquired other businesses to bolster its position in the market. Notably, it acquired the online parenting platform BabyOye from the Mahindra Group, further expanding its reach and resources.
8. Logistics and Supply Chain:
   • The company has invested in a robust logistics and supply chain network to ensure timely delivery and efficient service. This infrastructure supports both its online operations and physical stores.

Achievements:

• FirstCry is recognized as one of the leading players in the baby and kids’ products segment in India.
• It has built a loyal customer base through its quality products, excellent customer service, and comprehensive range of offerings.

Brainbees Solutions Limited (FirstCry) continues to innovate and expand, aiming to be the go-to destination for all baby and kids’ needs in India and beyond.

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Company Financials:

Company Promoters:

Objects of this Issue:

• Expenses of the Company for: (I) establishment of new modern stores under the “BabyHug” brand; and (II) establishment of a warehouse in India.
• Expenditure on lease payments for existing identified modern stores owned and operated by the Company in India.
• Investments in its Subsidiary Digital Age for (I) setting up new modern stores under the FirstCry brand and other house brands of the Company,
• Lease payments for the existing identified modern stores owned and controlled by Digital Age in India.
• Investment in Subsidiary FirstCry Trading for overseas expansion by: (I) establishment of new modern stores; and (II) establishment of warehouses in KSA.
• Investment in Subsidiary Globalbees Brands for the acquisition of an additional stake in its Subsidiaries.
• Sales and marketing initiatives.
• Technology and data science costs, including cloud and server hosting costs.
• Financing of inorganic growth through acquisitions and other strategic initiatives and general corporate purposes.

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