FirstCry SWOT Analysis, USP & Competitors

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SWOT Analysis of FirstCry with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

BrainBees Solutions Pvt. Ltd.




Online Retail-Apparel, baby products, diapers and toiletries and more

Tagline/ Slogan

Asia’s Largest Online Baby & Kids Store


Variety of baby products at reasonable rates.



Parents of young children who prefer online medium of shopping

Target Group

Middle income, young parents who are online shoppers


Wide range of products covering different aspects of baby’s needs.

SWOT Analysis


1. 1,000,000 plus customer base and one of Asia's Largest Online Portal for Baby and Kids Products

2.90,000 plus products from 1,200 plus brands.

3. Collaboration with brands like Funskool, Farlin, Mattel, Pampers, Disney etc.

4. Four rounds of fund raising from investors like Saif Partners, Valiant Capital Partner, IDG Ventures India etc.

5.Increased sales and brand visibility by venturing into offline mode of sale through its 100 stores in 85 cities. These are franchised stores.

6. Subscription services offered by it is a good customer retention strategy.

7. Concepts like “gift boxes” which it delivers to new mothers in collaboration with hospitals help in customer acquisition. It has delivered 6,00,000 plus firstcry boxes till date.


1. It caters to niche segment which is yet to develop fully in India

2. Too much reliance on word of mouth publicity can be a drawback in a scenario when ecommerce giants like flipkart and Amazon have aggressive marketing campaigns.


1. Expansion to other countries

2. Diversification to include home décor products. Sports products etc.

3. Strong focus on. its private label business called Babyhug can be very promising


1. Competition from offline stores like Mom and Me. Mahindra Group which owns Mom and Me has recently acquired its rival BabyOye.

2. Online competitors like Hopscotch and BabyOye getting funding from investors like Helion Venture Partners, Velos Capital Partners etc



1. BabyOye




The table above concludes the FirstCry SWOT analysis along with its marketing and brand parameters.


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