India’s baby and children retailer FirstCry (BrainBees Solutions Ltd.) is escalating its game by investing more in its brand network, which is GlobalBees Brands Pvt Ltd. With an aggregate of nearly ₹93 crore in funding, FirstCry has secured its grip, now owning over 51% stake in GlobalBees. This development demonstrates the company’s commitment to creating a broader consumer ecosystem beyond children’s products.
First Step: ₹20 Crore Boost
FirstCry invested around ₹19.96 crore into GlobalBees in August 2025 in the form of preference shares. This boosted its holding to 51.12% from 50.73% on a total share basis, making FirstCry have majority control for the first time. Having crossed the 51% mark was an important milestone, as it made FirstCry the prime decision maker of GlobalBees’ growth journey.
Second Step: ₹73 Crore Infusion
Barely a few weeks later, FirstCry proceeded to invest ₹73 crore in GlobalBees. That was by issuing 2,220 Series C2 Compulsorily Convertible Preference Shares (CCPS) with each having a face value of only ₹5 but with a premium of more than ₹3.28 lakh per share.
This bigger infusion was under a plan to invest as much as ₹146 crore in GlobalBees in parts. With this investment, FirstCry’s holding increased to 51.51% on a total share basis. Reports were stating 51.68%, but official documents affirm 51.51%.
GlobalBees: Scaling D2C Brands
GlobalBees is a roll-up model venture, where it acquires prospective D2C brands across categories like home, fashion, lifestyle, and beauty. These brands are provided with access to the capital and supply chain of GlobalBees after they are acquired.
Last month, GlobalBees even acquired Cloud Lifestyle in its entirety, indicating it wants to consolidate and rationalize its portfolio.
Solid Top-Line Growth, Reduced Losses
The investments are made at a time when GlobalBees is demonstrating sturdy growth. During Q1 FY26 (April–June 2025), its top line increased 31% from the previous year to reach nearly ₹426.4 crore, from ₹324.4 crore in the corresponding quarter last fiscal.
Losses slightly increased to ₹20.8 crore from ₹19.6 crore in the same period last year. Although the company is still not making a profit, but the numbers still show that the business is growing and moving in a positive direction.
Why This Is Important for FirstCry
With the increase of its stake to over 51%, FirstCry now holds majority ownership of GlobalBees. This allows it to combine the roll up company’s growth with its own broader vision. For FirstCry, this is not merely an investment; it’s entering India’s rapidly growing D2C market, which provides it with exposure to high-growth categories outside of its parent baby and kids’ business.
Final Word
With a combined investment of close to ₹93 crore in the past few months, FirstCry has made it clear that GlobalBees is at the core of its future strategy. With over 51% shareholding, FirstCry has gained the driver’s position in GlobalBees’ journey.
