India’s leading online baby and kids’ products retailer, FirstCry, has once again strengthened its foothold in the e-commerce sector. The company has infused an additional ₹20 crore into its subsidiary, GlobalBees Brands Pvt. Ltd., increasing its stake to 51.68 percent. This move marks a significant milestone for FirstCry, as it now holds a majority stake in GlobalBees, giving it greater control over the company’s operations and strategic direction. Earlier in September 2025, FirstCry had already invested ₹73 crore in GlobalBees, highlighting the parent company’s commitment to expanding its reach beyond baby products.
Thrasio-Style Brand Aggregator
GlobalBees is a brand aggregation platform that specializes in acquiring and scaling digital-first brands. The company follows a business model similar to the global ‘Thrasio’ style, focusing on fast-growing brands across categories like health, beauty, home, and personal care. By providing operational support, marketing expertise, and access to FirstCry’s e-commerce infrastructure, GlobalBees helps these smaller brands grow rapidly in the competitive online marketplace. The platform has become an important extension of FirstCry’s vision, enabling the company to diversify its product portfolio and reach new customer segments.
Integrating Brands into FirstCry’s Ecosystem
The latest ₹20 crore investment is not just a financial move; it is a strategic decision. By crossing the 50 percent threshold, FirstCry gains majority ownership, which allows it to steer GlobalBees’ growth plans more decisively. This step also signals FirstCry’s confidence in the brand aggregation model, which has proven effective for scaling online-first businesses. With greater control over GlobalBees, FirstCry can accelerate the acquisition of promising brands, integrate them into its ecosystem, and offer a wider range of products to consumers. This strategy not only strengthens FirstCry’s presence in the market but also positions it as a key player in India’s growing e-commerce landscape.
Positive EBITDA of ₹75 Crore
FirstCry has shown notable financial improvements alongside these investments. In the first quarter of FY26, the company reported revenue of ₹1,862.56 crore, up from ₹1,652 crore during the same period last year. Losses narrowed by 13 percent, settling at ₹66.5 crore, while the company recorded a positive EBITDA of ₹75 crore. These figures indicate that FirstCry is steadily moving toward profitability while continuing to invest in its growth and expansion plans. The improved financial performance also provides the company with the confidence and resources to increase its stake in subsidiaries like GlobalBees.
Strengthening FirstCry’s Portfolio
With a majority stake in GlobalBees, FirstCry is now better positioned to execute its long-term vision. The company plans to leverage GlobalBees’ expertise in scaling digital-first brands to explore new product categories and acquire promising brands. This approach will not only enhance FirstCry’s product offerings but also help it stay competitive in a rapidly evolving e-commerce market. As the company strengthens its portfolio and expands into new areas, consumers can expect more innovative products and better shopping experiences. FirstCry’s strategic investments reflect a clear focus on sustainable growth, making it a company to watch in India’s online retail sector.