Brainbees Solutions (Firstcry) IPO

Founded in 2010, Brainbees Solutions Limited offers products for mothers, babies, and Kids via its online platform 'FirstCry'. Brainbees Solutions (Firstcry)'s mission is to create a one-stop store for parents' retail, content, community engagement, and education needs. The company offers everything needed for an infant up to the age of 12, including apparel, footwear, baby gear, nursery, diapers, toys, and personal care, amongst others. The company offers products from Indian third-party brands, global brands, and its own brands. The company has an extensive offering for mothers, babies, and Kids with more than 1.5 million SKUs from more than 7,500 brands on its multi-channel platform across categories including apparel and fashion, toys, books, school supplies, diapers, bath and skincare, nutrition and breastfeeding, health and safety, baby gear and maternity wear (as of December 31, 2023). Brainbees Solutions (Firstcry)'s strong brand awareness and customer trust are reflected in the launch of BabyHug, one of Brainbees Solutions (Firstcry)'s house brands. According to a RedSeer report, this is the largest multi-category brand for mother, baby, and kids products in India, regarding GMV, for the year ending December 2023. Its other key house brands include Pine Kids, Cute Walk by BabyHug, and Babyoye. According to a report by RedSeer Report, Brainbees Solutions (Firstcry) is the largest specialized online retail platform for maternal, baby, and Kids' products in the UAE, in terms of GMV, for the year ending December 2023. For the nine months ended December 31, 2023, and the financial years 2023, 2022, and 2021, the Company had a network of more than 900 contract manufacturers in India and other countries for its house brands, excluding contract manufacturers engaged by Globalbees Brands and its subsidiaries. As of December 31, 2023, the company employed 3,411 full-time employees and 2,475 employees on a contract basis.

The Company proposes to utilize the net proceeds to finance the following purposes: Expenses of the Company for: (I) establishment of new modern stores under the "BabyHug" brand; and (II) establishment of a warehouse in India; Expenditure on lease payments for existing identified modern stores owned and operated by the Company in India; Investments in its Subsidiary Digital Age for (I) setting up new modern stores under the FirstCry brand and other house brands of the Company; and (II) lease payments for the existing identified modern stores owned and controlled by Digital Age in India; Investment in Subsidiary FirstCry Trading for overseas expansion by: (I) establishment of new modern stores; and (II) establishment of warehouses in KSA; Investment in Subsidiary Globalbees Brands for the acquisition of an additional stake in its Subsidiaries; Sales and marketing initiatives; Technology and data science costs, including cloud and server hosting costs; and Financing of inorganic growth through acquisitions and other strategic initiatives and general corporate purposes.

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