Firstcry IPO

About Brainbees Solutions Limited

Brainbees Solutions Limited, founded in 2010, operates the online platform 'FirstCry,' specialising in products for mothers, babies, and kids. The company's mission is to create a comprehensive store that addresses parents' needs for retail, content, community engagement, and education. FirstCry offers a wide range of products for children up to 12 years old, including apparel, footwear, baby gear, nursery items, diapers, toys, and personal care products.

Brainbees Solutions sources its offerings from over 7,500 brands, including Indian and global third-party brands, as well as its own house brands. The platform features more than 1.5 million SKUs across various categories. Notably, its house brand, BabyHug, is the largest multi-category brand for mother, baby, and kids' products in India by GMV as of December 2023, according to RedSeer. Other house brands include Pine Kids, Cute Walk by BabyHug, and Babyoye.

The company also stands as the largest specialised online retail platform for maternal, baby, and kids' products in the UAE by GMV, as reported by RedSeer. Brainbees Solutions leverages a network of over 900 contract manufacturers globally for its house brands. As of December 31, 2023, the company employed 3,411 full-time employees and 2,475 contract employees.

Industry Outlook:

1. India's branded retail market is valued at ₹14.4-16 trillion in FY2024, with D2C brands contributing ₹630-640 billion and growing at a CAGR of 33-35%.
2. FirstCry's addressable market in FY2024 is ₹3,865-4,000 billion, expected to reach ₹6,670-7,070 billion by FY2029, growing at a CAGR of 11-13%.

Brainbees IPO Objectives

The company plans to allocate the net proceeds from the issuance of Brainbess IPO to the following purposes:

1. Expenditure by the Company for:
   • setting up new modern stores under the “BabyHug” brand and
   • setting up a warehouse in India;
2. Expenditure for lease payments for the existing identified modern stores owned and operated by the company in India;
3. Investment in our Subsidiary, Digital Age for:
   • setting up new modern stores under the FirstCry brand and other home brands of the Company, and
   • lease payments for the existing identified modern stores owned and controlled by Digital Age in India;
4. Investment in the company’s subsidiary, FirstCry Trading, for overseas expansion by:
   • setting up new modern stores and
   • setting up warehouse(s) in KSA;
5. Investment in the Subsidiary Globalbees Brands, towards the acquisition of an additional stake in our stepdown Subsidiaries;
6. Sales and marketing initiatives;
7. Technology and data science costs, including cloud and server hosting-related costs and
8. General corporate purposes.

FirstCry IPO Review

Peer Details of Brainbees IPO

The company Brainbees Solutions Limited does not consider any listed company in India or abroad as its peers.

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Contact Details of Brainbees Solutions Limited

Registered office: Rajashree Business Park, Survey No. 338, Next to Sohrabh Hall, Tadiwala Road, Pune 411 001, Maharashtra, India

Phone: (+91) 84829 89157

E-mail: companysecretary@firstcry.com