FirstCry Marketing Strategy 2024: A Case Study

FirstCry, Asia’s largest online store for baby and kids products, has captured the hearts of parents with its innovative marketing strategy. As the go-to destination for all things related to childcare, FirstCry understands the unique needs of parents and has taken bold steps to connect with them effectively.

FirstCry’s digital marketing for childcare is second to none. They have leveraged the power of e-commerce marketing to create a seamless online shopping experience for parents, offering a wide range of toddler products and promoting their online parenting store through targeted advertising campaigns. With their user-friendly interface and convenient payment options, FirstCry ensures that parents find everything they need in one place.

One of FirstCry’s key tactics for infant brand promotion is its strong online presence. They have invested heavily in SEO to improve their website’s visibility and attract organic traffic. By analyzing consumer behavior and search trends, FirstCry stays ahead of the curve, ensuring their brand is always at the forefront of parents’ minds.

In addition to their impressive digital marketing efforts, FirstCry has also focused on offline advertising to reach parents who prefer traditional shopping experiences. Through strategic partnerships and creative campaigns, they have successfully promoted their brand to a wider audience.

FirstCry’s marketing strategy is truly comprehensive, encompassing online and offline channels, while keeping the needs and preferences of parents at the forefront. Their dedication to making the parenting journey joyful and hassle-free has resonated with their target audience, making them the trusted choice for parents across Asia.

Key Takeaways:

  • FirstCry uses a technology-driven approach in their marketing strategy.
  • They have a strong online presence and invest in SEO to connect with their target audience.
  • FirstCry offers a wide range of baby and kids products on their user-friendly website.
  • They use digital and offline marketing channels to promote their brand effectively.
  • FirstCry’s marketing strategy focuses on making the parenting journey hassle-free and joyful.

The Journey of FirstCry

FirstCry, a leading online store for baby and kids products, has come a long way since its inception in 2010. Let’s delve into the history of FirstCry, its founders, headquarters, and its expansion.

Founders and Early Days

FirstCry was founded by Supam Maheshwari and Amitava Saha, who shared a vision of providing new parents with the best products and services. With an initial investment of just Rs. 10 lakh, they embarked on their journey to transform the way parents shop for their little ones.

Headquarters and Growth

FirstCry’s headquarters is located in Pune, Maharashtra, India, where their dedicated team works tirelessly to meet the needs of their customers. Over the years, FirstCry has witnessed remarkable growth and is now recognized as Asia’s largest baby- and childcare resource. With a workforce of over 1000 employees, FirstCry continues to expand its reach and offerings.

Expansion and Global Presence

What started as an online store has evolved into a hybrid model with a physical presence. FirstCry now boasts over 380 stores across India, providing parents with the convenience of shopping offline as well. Beyond India, FirstCry has also expanded its footprint internationally, reaching countries like Malaysia, UAE, and Saudi Arabia.

FirstCry’s Branding and Products

FirstCry, a leading online store for baby and kids products, has recently revamped its logo to reinforce its commitment to parental happiness. The new logo symbolizes the company’s evolution from an online store to a comprehensive parenting solutions provider. With a wide range of products catering to the needs of newborns, infants, and toddlers, FirstCry proudly offers an extensive selection of trusted brands like Mattel, Ben10, Pigeon, Nuby, Farlin, Medela, Graco, Funskool, Chicco, and more.

FirstCry prioritizes ensuring a smooth shopping experience for parents by providing comprehensive product information, convenient payment options, and a user-friendly interface. Their aim is to make parenting easier and more enjoyable by offering a diverse range of high-quality products that meet the unique needs of children at every stage of their development.

Take a look at the FirstCry logo to see how it captures the essence of the brand’s promise to make parents smile.

FirstCry’s Products:

FirstCry offers an array of products designed to cater to the needs of newborns, infants, and toddlers. Whether parents are looking for baby essentials, toys and games, clothing, or nursery and furniture items, FirstCry has it all. Their wide product range ensures that parents can find everything they need in one place, making their shopping experience convenient and hassle-free.

Here’s a glimpse of the diverse product range available at FirstCry:

Category Featured Brands
Baby Essentials Pampers, Johnsons, Huggies
Toys and Games Mattel, Ben10, Funskool
Baby Care Chicco, Himalaya Baby Products
Feeding and Nursing Pigeon, Farlin, Nuby
Mother and Maternity Medela
Strollers and Prams Graco
Furniture and Decor Chicco
Clothing and Accessories Top brands offering adorable outfits for little ones

With such an extensive product range, FirstCry ensures that parents can find top-rated and trusted products to fulfill their child’s needs.

FirstCry’s Digital Marketing Strategy

Since its establishment in 2010, FirstCry has recognized the significance of digital marketing in reaching its target audience. To solidify its online presence, FirstCry employs a multi-faceted approach that encompasses three key elements:

    1. Maintaining a Strong Online Presence: FirstCry recognizes the importance of search engine optimization (SEO) and online advertising to ensure visibility and reach customers effectively. By implementing successful SEO strategies, FirstCry aims to improve its organic search rankings and increase traffic to its website. This, in turn, enhances its online presence and brand recognition.
    1. Utilizing Digital Channels: FirstCry leverages various digital channels including social media, email marketing, and push notifications to establish meaningful connections with their customers. By utilizing these platforms, FirstCry can communicate directly with their audience, share important updates, and promote their products effectively. These digital channels serve as valuable touchpoints for engaging and nurturing customer relationships.
  1. Customer Conversion Strategies: FirstCry understands that customer engagement is a crucial aspect of their business. To drive customer conversion, FirstCry employs a range of tactics. These include offering discounts, promotional offers, and loyalty programs to incentivize purchases. Additionally, FirstCry ensures easy payment options to simplify the buying process for customers, leading to higher conversion rates and customer satisfaction.

In addition to their digital marketing efforts, FirstCry has also incorporated touch screens in their physical retail stores. This strategic move taps into the growing trend of online shopping and allows customers to explore their wide range of products conveniently. By combining their online and offline initiatives, FirstCry provides a seamless shopping experience that caters to the evolving preferences of Indian consumers.

FirstCry’s commitment to maintaining a robust online presence has been highly successful. Their website ranks among the most visited websites in India’s baby and kids category. Through their digital marketing strategies, FirstCry continues to connect with their target audience and drive customer conversion with excellent results.

FirstCry’s Social Media Marketing Strategy

FirstCry understands the power of social media and has developed a robust strategy to enhance its brand presence and engage with its target audience. With a strong focus on Facebook marketing, Twitter, and Instagram, FirstCry has created a dedicated team of social media experts who work tirelessly to connect with customers on a daily basis.

One of the key aspects of FirstCry’s social media strategy is regular updates on their social media channels. They provide valuable content such as product information, exclusive deals, and offers, as well as expert advice on baby care. By sharing relevant and engaging content, FirstCry keeps their audience informed and connected.

FirstCry’s social media promotions play a crucial role in their marketing efforts. They run exciting contests and promotions to spark interest and enthusiasm among their followers. These campaigns not only generate buzz but also encourage user-generated content, fostering an active and vibrant community around the brand.

Furthermore, FirstCry utilizes carousel ads on social media platforms to showcase different products. By utilizing eye-catching visuals and concise messaging, they effectively capture the attention of their target audience, resulting in increased brand visibility and customer engagement.

FirstCry also understands the importance of collaboration and has formed partnerships with online communities like Sheroes. Through these collaborations, they not only mentor and support women entrepreneurs but also expand their reach and tap into the existing networks of these communities.

FirstCry’s Website Strategy

FirstCry’s website plays a crucial role in providing an exceptional shopping experience for parents. The website is thoughtfully designed to offer a wide range of features, ensuring comprehensive product information, convenient payment options, and a user-friendly interface. It serves as a one-stop destination for all stages of childhood, catering to the diverse needs of parents.

With a commitment to constantly enhancing user experience, the website is regularly updated with new products and categories, keeping up with the latest trends and demands. This ensures that parents have access to the most up-to-date and innovative baby and kids products on the market.

The effectiveness of FirstCry’s website strategy is reflected in its impressive website traffic. Each month, the website attracts millions of visitors, confirming its status as a leading online platform in the baby and kids category. The steady growth in traffic is a testament to the trust and loyalty that parents have in FirstCry as their go-to resource when it comes to shopping for their little ones.

To further enhance customer satisfaction and reward loyalty, FirstCry has introduced a loyalty program called FirstCry Prime. This program offers a range of benefits to its members, including free shipping, early access to sales, and exclusive discounts on partner brands. By offering these perks, FirstCry aims to provide added value to loyal customers, encouraging repeat purchases and fostering long-term relationships.

Key Features of FirstCry’s Website:

  1. Comprehensive product information: The website provides detailed and accurate product descriptions, ensuring that parents have all the necessary information to make informed purchasing decisions.
  2. Convenient payment options: FirstCry offers a variety of payment options, including cash on delivery, credit/debit card, net banking, and digital wallets, making the checkout process seamless and hassle-free.
  3. Intuitive user interface: The website’s user-friendly design allows parents to navigate through different categories and products with ease, simplifying their shopping experience.
  4. Personalized recommendations: FirstCry’s website leverages data-driven algorithms to provide personalized product recommendations based on customers’ browsing and purchasing history.
  5. Easy returns and exchanges: FirstCry understands that parenting needs can change, which is why they offer hassle-free returns and exchanges, ensuring customer satisfaction.

Website Features Benefits
Comprehensive product information Empowers parents to make informed decisions
Convenient payment options Seamless checkout process for enhanced convenience
Intuitive user interface Simplifies the shopping experience for parents
Personalized recommendations Helps parents discover relevant products
Easy returns and exchanges Ensures customer satisfaction and flexibility

FirstCry’s Focus on Child Health and Safety

When it comes to child health, safety, and security, FirstCry is committed to providing the best products for your little ones. They prioritize quality and go the extra mile to ensure that parents can trust the products they purchase for their children.

Product Quality

FirstCry understands the importance of product quality in the well-being of your child. That’s why they meticulously curate their offerings to include only the highest quality baby and kids’ products. Every product undergoes rigorous testing to meet strict safety and reliability standards. FirstCry believes that every child deserves the best, and their commitment to product quality reflects that belief.

Child-Friendly Toys

FirstCry recognizes that toys play a crucial role in a child’s development and enjoyment. That’s why they offer a wide range of child-friendly toys that are designed with safety, education, and entertainment in mind. These toys are carefully selected to stimulate your child’s imagination, encourage learning, and promote positive play experiences. With FirstCry’s child-friendly toys, you can have peace of mind knowing that your child’s safety and enjoyment are always a top priority.

Skin-Adaptive Fabric

FirstCry understands that a child’s delicate skin requires extra care and attention. That’s why they offer clothes made with skin-adaptive fabric. This special fabric is gentle on your child’s skin, reducing the risk of irritation and discomfort. FirstCry’s skin-adaptive fabric is soft, breathable, and hypoallergenic, ensuring your child stays comfortable throughout the day. With FirstCry, you can dress your child in clothing that not only looks adorable but also feels great against their skin.

FirstCry’s commitment to child health and safety extends beyond product selection. They also collaborate with Indian parenting blogs to recommend products that have received high ratings from parents. This ensures that you can make informed choices while shopping for your little ones.

FirstCry’s Business Model and Revenue Model

FirstCry implements a unique hybrid business model that combines both online and offline presence. By leveraging the advantages of both channels, the company caters to a wider customer base and maximizes its revenue potential.

In addition to its robust online platform, FirstCry strategically operates physical stores to attract customers who prefer a hands-on shopping experience. These stores serve as key touchpoints, allowing customers to interact with products and receive personalized assistance from knowledgeable staff. By bridging the gap between online and offline, FirstCry creates a seamless shopping journey for parents.

Hybrid Business Model: Combining Convenience and Experience

The hybrid business model adopted by FirstCry provides the convenience of online shopping along with the assurance and experience of physical retail. Customers have the flexibility to browse and purchase products through the website or mobile app, benefiting from the convenience of home delivery and a wide range of products at their fingertips. On the other hand, physical stores offer a tactile shopping experience, enabling customers to examine products up close, seek advice, and make informed purchase decisions.

By delivering a seamless shopping experience across both online and offline channels, FirstCry aims to provide utmost convenience and choice to its customers, catering to their diverse preferences and needs.

Revenue Sources: Diversification for Sustainable Growth

FirstCry generates revenue through multiple sources, ensuring a diversified and sustainable business model. The primary revenue source is product sales, encompassing a wide range of baby and kids products available on the platform. From diapers and clothing to toys and furniture, FirstCry offers an extensive selection to meet the various needs of parents.

In addition to direct product sales, FirstCry leverages partnerships with subsidiary brands to enhance its revenue streams. By collaborating with renowned brands in the childcare industry, FirstCry expands its product portfolio and taps into the reputation and customer base of these brands.

Furthermore, advertising plays a significant role in FirstCry’s revenue model. The company strategically allocates advertising space on its platform, allowing brands to promote their products and reach the target audience of parents. With a vast customer base, FirstCry provides a valuable advertising platform for brands looking to connect with parents seeking quality baby and kids products.

Goals and Challenges: Driving Growth and Overcoming Barriers

FirstCry sets ambitious goals to drive growth and ensure long-term success. The company aims to increase the number of orders by consistently expanding its product range, enhancing the shopping experience, and attracting a larger customer base. By encouraging repeat purchases, FirstCry strives to build customer loyalty and maximize customer lifetime value.

An important goal for FirstCry is to increase the average order value, driving higher revenue per customer. This objective is pursued through personalized recommendations, exclusive offers, and targeted promotions, enticing customers to explore and purchase additional products.

However, FirstCry faces several challenges in its business model. One significant challenge is operating in the unorganized market for baby and kids products. The company needs to navigate through the complexities of working with multiple suppliers, ensuring product quality, and maintaining streamlined operations.

Understanding the needs and behavior of parents is another challenge that FirstCry constantly addresses. The company invests in market research, customer feedback, and data analysis to gain insights into evolving trends, preferences, and purchasing patterns. By staying attuned to the dynamic market landscape, FirstCry can adapt its business model and strategies to meet the ever-changing demands of parents.

Revenue Sources Advantages
Product sales Steady and direct revenue from a diverse range of baby and kids products
Partnerships with subsidiary brands Increased product offering, leveraging the reputation and customer base of established brands
Advertising Additional revenue through strategic advertising partnerships, connecting brands with the target audience

Competitors of FirstCry

FirstCry faces competition from several well-known baby care brands in India. Some of its main competitors include:

  • Pampers
  • Johnsons
  • Huggies
  • Chicco
  • Himalaya Baby Products

While these competitors may offer similar products and services, FirstCry sets itself apart through its strong online presence, comprehensive product range, and emphasis on child health and safety. With its vast selection of products and easy-to-use website, FirstCry provides a convenient and reliable shopping experience for parents.

Additionally, FirstCry has established strategic collaborations with various blogs, hospitals, and online communities to promote its brand and generate sales. These partnerships help FirstCry reach a wider audience and build trust among parents.

As the market leader in the baby care industry, FirstCry continues to stay ahead of its competitors by constantly innovating and adapting its marketing strategies to meet the evolving needs of parents. With its strong focus on providing high-quality products and exceptional customer service, FirstCry is well-positioned for future growth and success.


FirstCry’s marketing strategy has been crucial to its success as Asia’s largest online store for baby and kids products. Through its digital marketing efforts, social media presence, and user-friendly website, FirstCry has effectively connected with its target audience. Its commitment to child health and safety has earned the trust of parents, contributing to its impact in the industry.

In the future, FirstCry plans to expand its footprint to more countries with new parents, offering them the best products and services. By continuing to prioritize child health and safety, FirstCry aims to maintain its reputation as a trusted brand. The company’s success story will inspire other businesses in the industry to implement innovative marketing strategies and prioritize customer satisfaction.

With its future plans and dedication to excellence, FirstCry is poised to continue its growth and success as a leader in the baby and kids products market. As the company expands into new markets, it will undoubtedly have a positive impact on the lives of parents and their children, providing them with quality products and enhancing their parenting journey.


What is FirstCry?

FirstCry is Asia’s largest online store for baby and kids products, offering a wide range of products and services for newborns, infants, and toddlers.

When was FirstCry founded and by whom?

FirstCry was founded in 2010 by Supam Maheshwari and Amitava Saha.

Where is FirstCry headquartered?

FirstCry’s headquarters is located in Pune, Maharashtra, India.

How has FirstCry expanded its presence?

FirstCry has expanded its presence by opening physical stores across India and entering countries like Malaysia, UAE, and Saudi Arabia.

What is the significance of FirstCry’s rebranded logo?

FirstCry’s rebranded logo reflects the company’s journey from an online store to a complete parenting solutions provider.

What kind of products does FirstCry offer?

FirstCry offers a wide range of products for newborns, infants, and toddlers, including brands like Mattel, Ben10, Pigeon, Nuby, Farlin, Medela, Graco, Funskool, and Chicco.

How does FirstCry market its products online?

FirstCry uses a technology-driven approach and invests in SEO, online advertising, and social media to connect with its target audience.

How does FirstCry engage with customers on social media?

FirstCry has a dedicated team of social media experts who engage with customers on Facebook, Twitter, and Instagram, posting updates, product information, deals and offers, and expert advice on baby care.

What features does FirstCry’s website offer?

FirstCry’s website provides comprehensive product information, convenient payment options, and a user-friendly interface, and they have introduced a loyalty program called FirstCry Prime.

What is FirstCry’s focus on child health and safety?

FirstCry prioritizes child health and safety by offering products that are non-harsh on child skin, child-friendly toys, and clothes made with skin-adaptive fabric.

How does FirstCry generate revenue?

FirstCry generates revenue through product sales, partnerships with subsidiary brands, and advertising.

Who are FirstCry’s competitors?

FirstCry’s competitors include brands like Pampers, Johnsons, Huggies, Chicco, Himalaya Baby Products, and more.
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