Brainbees Solutions Limited, founded in 2010, operates under the brand 'FirstCry' and is a leading online platform catering to parents and children up to age 12. Offering over 1.5 million SKUs from 7,500+ brands, FirstCry provides apparel, footwear, baby gear, toys, and personal care products, including its house brands like BabyHug, Pine Kids, and Babyoye. Recognized as India's largest multi-category brand for mother and baby products, it also leads in specialized online retail for kids' products in the UAE. With a network of 900+ contract manufacturers, the company employs 3,411 full-time and 2,475 contract-based employees as of December 2023.