FirstCry, the trusted kids and baby products brand, has completed a major investment of ₹146 crore in its fast-growing rollup subsidiary, GlobalBees, as of September 2025. This move is set to boost GlobalBees’ presence across India’s digital-first consumer market.
FirstCry’s Big Investment
FirstCry, officially known as Brainbees Solutions Limited, invested ₹146 crore (about $17 million) in GlobalBees over several tranches during this year. The brand’s shareholding in GlobalBees has now risen above 51%, giving FirstCry majority control and securing its leadership in the house-of-brands category.
What is GlobalBees?
GlobalBees is a rollup company that acquires and scales promising direct-to-consumer (D2C) brands across personal care, home essentials, jewellery and fashion categories. Some of its popular brands include The Better Home, Yellow Chimes, and many others. GlobalBees focuses on helping smaller brands grow quickly by providing resources, technology, and retail expertise.
Why This Matters
The Indian e-commerce market is expanding fast, driven by deepening internet penetration, smartphone use, and a younger, more globalized customer base. FirstCry’s strategic investment in GlobalBees means more Indian brands can reach buyers online, both in metros and smaller cities. It strengthens FirstCry’s own diversification plans, making it a key player not just in kids’ products but across multiple lifestyle segments.
Growth and Performance
In FY2023-24, GlobalBees reported a consolidated turnover of ₹1,209 crore, up 35% from the year before. It also contributes over 20% to FirstCry’s group revenue, highlighting its importance in the parent company’s financial health.
Investment Details
- Tranches split over 12 months for flexibility
- Subscription to preference shares gives financial stability
- Fresh capital helps fund new acquisitions and business scale-up
Future Plans and Industry Impact
GlobalBees is expected to accelerate its brand acquisition journey thanks to this new capital. It competes with other rollup platforms like Mensa Brands and Upscalio, making the ecosystem lively and innovative. Experts believe FirstCry’s move will inspire more startups and established companies to experiment with the rollup model.
Challenges Ahead
While this investment is positive, the rollup ecommerce space has faced hurdles like market stress, rapid scaling risks, and leadership changes—GlobalBees’ CEO resigned earlier this year. The company remains committed to supporting its portfolio brands and driving growth, despite industry challenges.
Conclusion
FirstCry’s investment in GlobalBees signals renewed confidence in India’s D2C brand future. Indian customers can look forward to a wider choice of high-quality products, available online and offline, as both companies push for innovation and expansion across the country.