Case Study of FirstCry

Type of business ~ Private

Type of site ~ E-commerce

Founded ~ 2010; 12 years ago

Headquarters ~ Pune, Maharashtra, India

Founder(s) ~ Supam Maheshwari, Amitava Saha, Prashant Jadhav and Sanket Hattimattur

CEO ~ Supam Maheshwari

Compared to an adult, buying for a youngster requires far more caution. After all, every parent wants to provide their children with the most significant things in the world. Thus, the goods must be pleasant and hygienic enough for a child to use. Whether you are buying offline or online, extra measures should always be taken if a youngster is around.

E-commerce has been successful in India for over ten years. Nowadays, most buying is done online, particularly after the pandemic when individuals started to indulge in conducting most of their business online.

Flipkart, Amazon, and Myntra are a few of the well-known online retailers among the hundreds of others. Aside from this, we have other E-commerce sites specialising in items for newborns, children, and moms. Everything a youngster and their parents could need may be found at this place. One of these is FirstCry, a physical and online store that sells things for children and newborns and is the biggest in Asia.

History and Journey of FirstCry

Amitava Saha, Sanket Hattimattur, Prashant Jadav, and Spam Maheshwari established FirstCry in September 2010. The startup's primary objective was to offer parents and infants the top baby care brands.

Diapers, nursery items, clothing, toys, skincare, health care, and many other products for kids may all be found here. In addition, more than 200k goods are available on FirstCry from Indian and foreign companies.

When FirstCry began its adventure, it was not yet possible to purchase infant care items online. FirstCry was the first online platform created just for children at the time since there was significant demand for one to offer things for kids.

FirstCry also includes the apparel company Babyhug and the footwear brand Catwalk. FirstCry has more than 380 outlets across India, with its corporate office in Pune, Maharashtra. In Srinagar, FirstCry opened its first physical location in 2019. Currently, it operates more than 150 franchisees throughout more than 100 Indian cities.

Business Model and Revenue Model

FirstCry used an online-to-offline (O2O) business approach, creating actual storefronts to entice its online clients to shop at their offline locations.

Every time a baby is born, FirstCry takes the initiative and partners with several hospitals all around the nation to send the parents a "FirstCry Box" to say congratulations. Thanks to this effort, millions of new parents have been exposed to the FirstCry brand. This resulted in a very high conversion rate.

It is concentrating on growing offline stores now that it has adopted the hybrid business strategy. Additionally, they profit from sales of BabyHug and Cutewalk items.

With its current sales of INR 897 crores and valuation of $1.9 billion, FirstCry has joined the list of Indian unicorns. FirstCry has more than 2000 workers as of 2021.

Goals, Challenges, Solution, and Competitors of Firstcry

The expansion of a business is essential and can only occur when all its objectives are met, and all of its difficulties are resolved.

Goals of FirstCry

FirstCry is primarily focused on the following objectives:

• The primary aim is to increase the number of product orders.

• Follow up with consumers to encourage them to make more purchases.

• To boost the typical order value.

To promote consumer involvement.

Challenges of FirstCry

• The unorganised market is a significant issue.

• The challenge in this situation is to recognise the parents' desires and behaviours.

Solutions

They have made the following efforts to address the problems:

• Funnel analysis is a characteristic used to comprehend the parents' parenting styles.

• Products are suggested to consumers based on their behaviour and past purchases.

Conclusion

FirstCry accomplished its objectives of recurrent purchases and a rise in average order value by quickly learning essential tactics, such as user interaction. The Google Play store currently has 10 million downloads of FirstCry.

Being the first E-commerce site in the nation to specialise in baby items comes with a great deal of responsibility. FirstCry strives to live up to its reputation as Asia's largest retailer of infant care items.