Firstcry secures another $10 million funding; baby care products in demand?

Testimony to the potential and popularity of baby care products in the ecommerce space is news that Firstcry has raised $10 million from New Enterprise Associates (NEA). This is the fourth round of funding for the Pune-based baby care and kids products etailer.

The company previously secured $ 26 million in February this year from Valiant Capital Partners and existing investors IDG Ventures India, Vertex Venture Holdings and SAIF Partners.

How will Firstcry utilize the funds?

Firstcry uses both online and offline channels to sell its products. The funds will be used to strengthen the technology team with focus on mobile, m-commerce being the frontrunner now. Also, the company has plans to boost BabyHug, its private label.

Content marketing is catching up as one of the most popular ways of attracting customers. In line with this, Firstcry runs a content platform now. “We are focused on building a community of mothers, WorldofMoms, as a part of consumer engagement and the number of non-transacting consumers is high,” said Maheshwari.

Also in the cards is increase in the number of offline stores. The current 100 odd stores spread across 85 cities will be expanded to 400 stores in the coming three years.