FirstCry, founded in 2010 by Supam Maheshwari and Amitava Saha, is India’s largest online marketplace for baby and kids’ products. The company operates on a hybrid business model, combining both online and offline retail. Over the years, it has successfully built a robust ecosystem of products, services, and customer engagement strategies, catering specifically to the needs of parents and children. Here’s how FirstCry earns its revenue and profits.
Key Revenue Streams
1. Product Sales: The primary revenue for FirstCry comes from selling baby and children’s products through its online platform and physical stores. The company offers a wide range of products, including toys, clothing, baby care products, and essentials, featuring over 90,000 products from more than 1,200 brands like Pampers, Fisher-Price, and Mattel. In FY23, FirstCry generated around ₹5,519 crore from product sales alone.
2. Franchise Model: FirstCry has over 400 physical stores across India, of which 350 are franchise outlets. These franchise stores help the company extend its reach to cities where e-commerce penetration may still be limited. Franchise partners pay a fee to open a store, contributing to FirstCry’s revenue. This hybrid model of online sales supplemented by offline stores provides FirstCry a competitive advantage in catering to diverse customer bases.
3. Advertising Revenue: FirstCry also monetizes its platform through advertising. Brands that sell their products on FirstCry’s platform pay for advertisements to increase their visibility. With millions of parents using FirstCry’s services every month, this is a valuable marketing opportunity for brands, further boosting the company’s income.
4. Private Labels: FirstCry has developed its own private-label brands, such as BabyHug (for baby apparel and essentials) and CuteWalk (for children’s footwear). These in-house brands not only provide higher profit margins but also help FirstCry control the quality and pricing of its products.
5. Subscription Model: The company offers a subscription service that provides additional benefits to regular customers. Subscribers receive special deals, early access to new products, and discounts, which encourage loyalty and repeat purchases. This steady stream of revenue enhances customer retention and boosts profits.
6. Gift Box Program: FirstCry’s innovative Gift Box initiative is a unique customer acquisition strategy. The company partners with over 6,000 hospitals across India to give new parents free gift boxes containing baby care essentials. These boxes, sponsored by brands like Pampers and Dove, are distributed to around 12 lakh families annually. The cost of this program is shared with the brands, reducing FirstCry’s customer acquisition cost while significantly enhancing its reach.
Financial Performance
In FY23, FirstCry reported a revenue of ₹5,632.5 crore, which was a substantial jump from the previous year’s ₹2,401.2 crore. However, the company also faced increasing costs, including expenses related to materials, employee benefits, transportation, and advertising. This resulted in a net loss of ₹486 crore in FY23, up from ₹78.6 crore the previous year. While expenses are rising, the company’s growing revenue and investments in customer acquisition and branding indicate long-term growth potential.
Profitability Challenges
Although FirstCry’s revenues are growing, profitability remains a challenge due to its high operational costs. The significant rise in the cost of materials, employee benefits, and advertising has impacted its bottom line. However, FirstCry’s strong brand recognition, innovative marketing strategies, and franchise model are positioning it for a profitable future.
Future Outlook
FirstCry is expected to continue expanding its presence both online and offline. The company has raised substantial funding and is planning an initial public offering (IPO) to fuel further growth. Its focus on reaching new parents through its Gift Box program, along with its robust online and offline presence, places it in a strong position to dominate the baby and children’s products market in India.
In conclusion, FirstCry earns its revenue through a combination of product sales, franchise operations, advertising, and innovative customer acquisition strategies. While the company has yet to achieve consistent profitability, its expanding revenue base and strategic growth initiatives suggest a promising future in the competitive Indian market.