Abstract
On May 17, 2010, Supam Maheshwari and Amitava Saha founded BrainBees Solution with a seed capital of US$39.01 million, which led to the launch of the e-commerce site FirstCry.com. An online e-commerce website that offers all kinds of baby and kids-focused products from diaper pins to strollers. The global and Indian baby care market has seen huge growth in the last few years. It is estimated that by the year 2020, the projected growth of this market will be over 17%. The rising birth rate and disposable income of young parents have also favoured the growth of baby care products. In a country like India, the mortar and brick stores held the major share of the baby care products market. Supam Maheshwari was in the midst of a major decision, but he was faced with some questions. Would he be able to design a unique hybrid model? Would this model help them compete with mortar and brick stores? Would FirstCry be able to build an ecosystem to provide solutions to parents? What strategy should FirstCry adapt for long-term success?
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