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Group Members

Akshay Mahurkar
Mohak Joshi
Mansi Tamhane
Karishma Amarnani
Durga Masurkar
Mihir Shah

Foundation of Firstcry

Supam Maheshwari, an engineer and IIM-A


alumnus along with Amitava Saha, an IIM-L
alumnus identified market opportunity in the
baby care market

Low presence of physical shops in India &


increasing internet penetration led to the
idea of online shopping

They co-founded Firstcry.com in November


2010.

Key milestones
Nov
Nov 2010
2010
Company
Company was
was founded
founded

Jan
Jan 2011
2011
Firstcry
Firstcry &
& Goodlife,
Goodlife, its
its sister
sister
company
company raised
raised $14
$14 million
million (68
(68
crores)
crores)

Aug
Aug 2014
2014
Announced
Announced plans
plans to
to expand
expand physical
physical
presence
presence from
from 80
80 stores
stores to
to 400
400
stores
stores in
in 2017
2017
Expanded
Expanded tie
tie ups
ups to6,000
to6,000 hospitals
hospitals
across
across 18
18 cities
cities

2010

Mar
Mar 2011
2011
Franchisee
Franchisee model,
model, opened
opened
stores
stores in
in Bhilai,
Bhilai,
Dehradun,
Dehradun, Haridwar,
Haridwar,
Kanpur,
Kanpur, Bharuch
Bharuch

2011

Dec
Dec 2011
2011
15000
15000 customers
customers and
and
4000
4000 product
product
offerings;
offerings; tie
tie ups
ups with
with
150
150 international
international
brands
brands

2013

Mar
Mar 2013
2013
Revenues
Revenues
reached
reached
Rs.100
Rs.100 Crore
Crore

2014

Jan
Jan 2014
2014
FirstCry
FirstCry raised
raised $15M
$15M Series
Series
CC Round
Round from
from Vertex,
Vertex, IDG,
IDG,
and
and SAIF
SAIF

Apr
Apr 2013
2013
Awarded
Awarded as
as the
the
most
most Popular
Popular Online
Online
Site
Site at
at Child
Child
Magazine
Magazine Awards
Awards at
at
Delhi
Delhi

64

Product Portfolio

70,000+ products with tie ups with 400+ international


brands
Baby diapers
Feeding and nursing
Bath, skin & health care
Toys and gaming
Clothes and footwear
Baby gear and nursery
Birthday & gifts
Books, CDs & school supplies
Moms and maternity

BUSINESS MODEL

BUSINESS

CONSUMER

PERFORMANCE RANKING

Firstcry.com was registered 4 years 2 months ago


It has a alexa rank of #5,326 in the world
It is a domain having .com extension
It is estimated worth of $ 1,658,880
This site has a Google Page Rank of 4/10
It has a daily income of around $ 1,536.00
As no active threats were reported recently firstcry.com
is SAFE to browse

BRANDS ASSOCIATED WITH THEM

Firstcrys Reach
Internet Penetration
70,000 items on inventory and tie ups with over 700 top International and
Indian brands
Spread over an area of 1400 square feet, firstcry has 70 offline stores
are mostly located in Tier 1 cities like Bangalore, Chennai, Noida etc.
Claims to have touched 15 lakh parents so far, and growing at 100%
YOY
BabyHug is the apparel brand and CuteWalk is the footwear brand that
they have launched.
Considered the leader in its segment, competing against retail chains
such as Mom & Me and a host of online players
Wide reach, low cash-burn

Marketing Strategies
SEM = SERP
Brand Awareness
Site Consideration
Innovative offer
Shopping Experience
Marketing Channels Online Ads, SMS, Mailer, Billboard
Converting Strangers into friends and friends into customer.
Prospective Customer = Discount / Repeat Customer = Mailers
Organic Sharing

Crowdsourcing

Payment Gateway
Credit Cards
Net banking
ATM & Debit Cards
COD (Cash On Delivery)
Easy EMI
Payback
Cheque
*Wallet

COMPETITORS

BABY OYE
MOTHER CARE

HOW ARE THEY DIFFERENT

Large Stock Keeping


Wide range of goods
Ranges from Maternity
accessories to kids till the age of
9

Delivery and return policy


No Fuss Easy Returns Policy:-We have a 30
day return policy for Clothes & Footwear and a
7 day return policy for all other items except
for products such as Diapers, Wipes, Creams
& Breast Pumps for which no returns are
accepted.
Clothes & Footwear -30 Days from Delivery
Date.
Other Product Except for Food and Personal
Products-7 Days from Delivery Date

Logistics

Next Day Delivery Service. Under this service orders placed before
6 PM will be delivered the next business day and orders placed after
6 PM will be delivered the day after.

This service is currently offered at no extra cost by First Cry.

Delivery time is calculated basis business days i.e. days on which all
logistics and supported services are operational. Therefore Next Day
Delivery will be applicable on all days leaving Sundays and
Regional/National Holidays.

We will send you an email confirming your order which will also have
products with Next day delivery products. You can also check the
Next day delivery products by logging in to your My Account section
and under Order History tab.

Our delivery partners will attempt to deliver the package thrice


before it is returned back to our warehouse.

Delivery Schemes
Special Diwali Offers
Daily Deals
Daily best buys
Express shop win
Special vouchers

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