FirstCry has tightened its grip on GlobalBees through two tranches of investment worth almost ₹93 crore — about ₹20 crore initially, and ₹73 crore in preference shares. Its stake has thereby crossed 51% to emerge as the controlling owner. GlobalBees, a D2C startup brand aggregator, is demonstrating high revenue growth and reducing losses, representing FirstCry’s attempt to diversify from baby and kids’ products into India’s emerging D2C space.