Within the realm of entrepreneurship, certain people not only see a clear void in the market but also possess the bravery, inventiveness, and tenacity to turn it into a profitable company. Supam Maheshwari stands tall among these pioneers. The man who transformed his frustration as a parent into a solution for millions of families now helms a 22,000 crore company, revolutionizing the baby care market in India and beyond.
Supam Maheshwari: A Father Whose parental Journey Sparked an Idea
Supam Maheshwari’s entrepreneurial story began in an unexpectedly personal way. In the early 2000s, as the co-founder of the ed-tech startup Brainvisa, he frequently traveled overseas. On his way back, he would pick up toys and baby products for his newborn daughter, marveling at the range and quality available abroad. But back home in India, his experience was vastly different. The local market was fragmented, unorganized, and lacked the premium options he sought. For a parent like Supam—well-acquainted with the convenience of modern e-commerce—this gap was frustrating.
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When Brainvisa was acquired in 2007, Supam began contemplating his next venture. His own experience had shown him the challenges Indian parents faced when shopping for baby products. The Indian baby care market, valued at 50,000 crore, was heavily skewed toward offline sales, with limited access to high-quality and varied items. Realizing the need for a reliable, centralized platform, Supam decided to take the plunge.
Building the FirstCry Ecosystem
In 2010, Supam, along with co-founder Amitava Saha, launched FirstCry—a name that would soon become synonymous with baby and kids’ products. With an initial funding of 2.5 crore from friends and family, FirstCry set out to redefine how Indian parents shopped for their children.
The company began as an online-first, inventory-based platform, establishing warehouses in Pune, Delhi, Bangalore, and Kolkata. From day one, Supam’s approach was clear: provide parents with access to premium, trusted brands and a seamless shopping experience. By 2011, FirstCry had already reached a gross merchandise value (GMV) of 100 crore.
But Supam knew that long-term success hinged on more than just online convenience. Parents needed to see and touch the products before making a purchase. This led to the innovative idea of opening franchise-driven physical stores, especially in Tier 2 and Tier 3 cities. By combining a robust online presence with on-ground retail outlets, FirstCry quickly became a trusted household name.
Growing Through Innovation
Supam’s ability to constantly innovate set FirstCry apart. In 2011, he launched Goodlife, an online home and personal care store, further diversifying the brand’s reach. At the same time, FirstCry stores quickly became profitable—often in just three months—and grew to 100 locations by 2014. The company also introduced private labels like BabyHug for apparel and CuteWalk for footwear, catering directly to the unique needs of Indian parents.
Perhaps one of the most ingenious marketing moves was the “FirstCry box” initiative. Partnering with over 6,000 hospitals, Supam ensured that new mothers received a box filled with diapers, lotions, and other essentials. Not only did this create a positive first impression of FirstCry, but it also built trust among parents right from the start of their parenting journey.
By the mid-2010s, FirstCry’s growth was nothing short of phenomenal. With 30% customer retention rates and a growing network of physical stores and online offerings, the company had firmly established itself as the leader in the baby and kids’ retail segment.
Acquisitions and Milestones
A key turning point came in 2016 when FirstCry acquired Babyoye, a Mahindra Group venture, for 362 crore. This strategic acquisition not only expanded FirstCry’s physical footprint but also strengthened its market position. With the backing of major investors and an expanded network of 283 stores by 2019, FirstCry’s valuation crossed 6,000 crore.
The momentum only grew from there. In 2021, FirstCry raised 2,120 crore from Tiger Global, achieving unicorn status and reaching a valuation of 8,482 crore. The company’s revenues soared, and it now plans a public listing with a targeted IPO of 1,815 crore.
A Leader with a Vision
Beyond the numbers, what truly sets Supam Maheshwari apart is his unwavering commitment to quality and convenience. FirstCry is more than just a business; it’s a platform built to ease the lives of parents across the country. From ensuring that products are safe and reliable to offering diverse options that cater to every need, Supam’s leadership has been instrumental in building trust and loyalty among millions of customers.
His journey also underscores the importance of perseverance. From his early days struggling to find toys for his daughter, to leading a company that serves millions of families and supports 70,000 new mothers every month, Supam’s story is a testament to what can be achieved with determination and a clear vision.
Looking Ahead
Today, FirstCry stands as a 22,400 crore company, serving as the go-to destination for baby and kids’ products in India. With over 5,650 crore in sales, the company remains focused on innovation, customer satisfaction, and continued growth.
Supam Maheshwari’s story is not just about building a successful business. It’s about recognizing a gap, understanding the needs of a market, and creating a solution that improves lives. As FirstCry continues to expand its reach and offerings, Supam’s vision of revolutionizing the Indian baby care market has not only been realized but has set the standard for others to follow.
