<keyword id="19981453" type="General" weightage="20" keywordseo="Brainbees-Solutions" source="keywords" meta.keywordsubtype="org" meta.entityname="Brainbees Solutions" meta.hostid="261" meta.entityid="Brainbees Solutions">Brainbees Solutions</keyword> Ltd, the parent firm of online e-commerce platform <keyword id="19939174" type="General" weightage="20" keywordseo="FirstCry" source="keywords" meta.keywordsubtype="org" meta.entityname="FirstCry" meta.hostid="261" meta.entityid="FirstCry">FirstCry</keyword>, has received <keyword id="19901201" type="General" weightage="20" keywordseo="Sebi" source="keywords" meta.keywordsubtype="org" meta.entityname="Sebi" meta.hostid="261" meta.entityid="Sebi">Sebi</keyword>'s approval to raise funds through an initial public offering (<keyword id="19898327" type="General" weightage="20" keywordseo="IPO" source="keywords">IPO</keyword>), an update with the markets regulator showed on Monday. Apart from this, three more companies -- SaaS platform Unicommerce eSolutions, Maharashtra-based Gala Precision Engineering and Interarch Building Products -- obtained the regulator's nod to float the initial share sale. These companies -- who filed their preliminary IPO papers with Sebi between January and May 2024 -- obtained the regulator's observations during June 25-28, according to the update. In Sebi's parlance, obtaining its observations means its approval to float the public issue. According to the fresh draft red herring prospectus (DRHP), Pune-based Brainbees Solutions' proposed IPO is a combination of a fresh issue of equity shares, aggregating up to Rs 1,816 crore and an offer for sale (OFS) of up to 5.44 crore equity shares by existing shareholders. Under the OFS, SVF Frog, a Cayman Islands-registered entity of <keyword id="19944037" type="General" weightage="20" keywordseo="Softbank" source="keywords" meta.keywordsubtype="org" meta.entityname="Softbank" meta.hostid="261" meta.entityid="Softbank">Softbank</keyword>, will sell 2.03 crore equity shares of Brainbees Solutions Ltd, and automaker Mahindra &amp; Mahindra (M&amp;M) will offload 28.06 lakh shares of the company. Currently, Softbank holds a 25.55 per cent stake in Brainbees Solutions, and M&amp;M owns a 10.98 per cent stake in the multi-brand retailing platform. Apart from Softbank and M&amp;M, other entities selling shares in the OFS are PI Opportunities Fund, TPG, NewQuest Asia Investments, Apricot Investments, Valiant Mauritius, TIMF Holdings, Think India Opportunities Fund and Schroders Capital. Brainbees Solutions re-filed preliminary papers with Sebi in May after the company was directed by the regulator to re-file the draft papers, citing insufficient disclosure of key performance indicators (KPIs), market sources had said. The company's key performance indicators include its number of orders, average order value and annual transacting customers. Unicommerce's issue is entirely an offer for sale (OFS) aggregating up to 2.98 crore equity shares by the selling shareholders. Under the OFS, SB Investment Holdings (UK) Ltd, an affiliate of Japan's SoftBank, will offload 1.61 crore shares, promoter AceVector Limited (formerly known as Snapdeal Limited) will sell up to 1.14 crore shares, and B2 Capital Partners will be selling up to 22 lakh shares. Since the IPO is completely an OFS, the entire proceeds will go to the selling shareholders. Shares of these four companies will be listed on the BSE and NSE. SEE ALSO:<a href="https://www.businessinsider.in/stock-market/news/vraj-iron-and-steel-ipo-allotment-how-to-check-allotment-ipo-gmp-listing-date-and-more/articleshow/111394752.cms" target="_blank"></a> <a href="https://www.businessinsider.in/stock-market/news/vraj-iron-and-steel-ipo-allotment-how-to-check-allotment-ipo-gmp-listing-date-and-more/articleshow/111394752.cms" target="_blank">Vraj Iron and Steel IPO allotment – How to check allotment, IPO GMP, listing date and more</a><a href="https://www.businessinsider.in/business/telecom/news/reliance-jio-and-airtel-price-hike-new-plans-and-how-you-can-save-money/articleshow/111331794.cms" target="_blank"></a> <a href="https://www.businessinsider.in/business/telecom/news/reliance-jio-and-airtel-price-hike-new-plans-and-how-you-can-save-money/articleshow/111331794.cms" target="_blank">Reliance Jio and Airtel price hike – new plans and how you can save money</a><a href="https://www.businessinsider.in/tech/mobile/webstories/upcoming-smartphones-launching-in-india-in-july-2024/slidelist/111304902.cms" target="_blank"></a> <a href="https://www.businessinsider.in/tech/mobile/webstories/upcoming-smartphones-launching-in-india-in-july-2024/slidelist/111304902.cms" target="_blank">Upcoming smartphones launching in India in July 2024</a>

FirstCry's parent firm Brainbees Solutions gets Sebi's go ahead to float IPO

<img class="gwt-Image" src="/photo/48615778.cms" /> As a part of its micro-marketing strategy, online retailer of babycare <keyword id="1615917" type="COMPANY" weightage="100" keywordseo="FirstCry">FirstCry</keyword> has presented one million gift boxes to new mothers in hospitals across the country. It also gave coupon codes to mothers for further shopping on its online site, app or the 120 physical outlets across the country. 
 The Pune-based company plans to continue the campaign perpetually and targets to reach 1,25,000 new mothers per month. "The free-of-cost gift box presented to new mothers contained essentials required in the first few days of pregnancy and we called the box as 'celebrating the first cry'," said <keyword id="2604184" type="UNKNOWN" weightage="100" keywordseo="Supam-Maheshwari">Supam Maheshwari</keyword>, CEO of FirstCry. 
 
The company, which first conducted a pilot with around 200 hospitals in Pune, has so far partnered with more than 7,500 hospitals across the country. 
 
It has spent around Rs 20 crore on this initiative along with its brand partners. "With marketing costs increasing exponentially today, this was an innovative means for us to connect with new customers at a reduced marketing cost and build a potent relationship with new mothers who can become our regular customers," said Maheshwari. 
 
He said the company has seen a conversion rate of 8%-10% to actual customers through this campaign. "Traditional campaigns typically see a 1% to 2%, whereas we achieved conversions four times that," Maheshwari said. 
 First-Cry, owned by <keyword id="933856" type="COMPANY" weightage="100" keywordseo="BrainBees-Solutions">Brainbees Solutions</keyword>, had raised $36 million, or about Rs 220 crore, from New Enterprise Associates, Valiant Capital and existing investors in its fourth round of funding earlier this year. It plans to increase its physical store count to 200 by March 2016. 
 
The Indian babycare (age 0-9) market is estimated at around $10 billion, or about Rs 62,000 crore. Every year about 25 million babies are born in the country. 
 
The market is fragmented today with as many as 4,000 specialised baby shops across the country. "There is a huge opportunity for organised retail chains," Maheshwari said. In the online space, First-Cry competes with players such as BabyOye. 
 
(Image credits: Indiatimes)

FirstCry goes gaga with offers for new mothers

Supam Maheshwari, cofounder and CEO of mother and child care e-commerce platform <keyword id="19939174" type="General" weightage="20" keywordseo="FirstCry" source="keywords" meta.keywordsubtype="org" meta.entityname="FirstCry" meta.hostid="153" meta.entityid="FirstCry">FirstCry</keyword> has reportedly offloaded 6.2 million shares prior to filing for the company's initial public offer (<keyword id="19905471" type="TOPIC" weightage="20" keywordseo="IPO" source="TOPIC" meta.keywordsubtype="equity,investopedia" meta.msid="19357203" meta.seopath="i/ipo" meta.entityname="IPO" meta.hostid="153" meta.entityid="ipo">IPO</keyword>). According to a MoneyControl report, Maheshwari's offloaded shareholding would be over Rs 300 crore. <keyword id="1615917" type="General" weightage="20" keywordseo="firstcry" source="Orion">FirstCry</keyword> CEO has also listed himself as a selling shareholder in the public issue, according to the company's Draft Red-Herring Prospectus (<keyword id="131606" type="General" weightage="20" keywordseo="drhp" source="Orion">DRHP</keyword>). He had 7.46 per cent stake in the company but after filing the draft <keyword id="6354763" type="General" weightage="20" keywordseo="ipo" source="Orion">IPO</keyword> papers, his holding came down to 5.95 per cent stake. According to the DRHP, Maheshwari has offloaded 9.34 million shares during six months before the date of filing of the IPO papers. "At the price of Rs 487.44 apiece, this share transfer would be worth over Rs 455 crore," said the report. FirstCry was yet to respond to the report. Japanese investment giant <keyword id="19944037" type="General" weightage="20" keywordseo="softbank" source="keywords">SoftBank</keyword> has sold shares worth $310 million in FirstCry in two rounds, according to earlier reports. Late last month, FirstCry filed its DRHP with the market regulator SEBI, seeking to raise Rs 1,816 crore via fresh issue of shares. FirstCry's parent company BrainBees Solutions filed the DRHP which includes offer-for-sale (OFS) comprising 5.4 crore equity shares. FirstCry will use the IPO funds to set up modern retail stores and warehouses across the country. Meanwhile, the company reported Rs 5,632 crore revenue from operations in FY23, while its losses surged over six times to Rs 486 crore from Rs 79 crore in FY22.

IPO-bound FirstCry's CEO Supam Maheshwari offloads shares worth Rs 300 crore: Report

<img class="gwt-Image" src="/photo/48069174.cms" /> Megastar <keyword id="6357912" type="PERSON" weightage="80" keywordseo="amitabh-bachchan">Amitabh Bachchan</keyword> will be the brand <keyword id="2722" type="POSITION" weightage="80" keywordseo="ambassador">ambassador</keyword> of Firstcry.com, children focused e-Commerce company. The company has mandated <keyword id="274876" type="COMPANY" weightage="80" keywordseo="Lowe-Lintas">Lowe Lintas</keyword> for the advertising campaign, which will include six films featuring Bachchan, chief executive and founder <keyword id="2948376" type="UNKNOWN" weightage="80" keywordseo="Supan-Maheshwari">Supan Maheshwari</keyword> told ET. 

	The advertisements will be released by the end of this week.
 

	Maheshwari added that the company might raise funds next year, but did not disclose how much it intends to raise in the fifth round of funding.
 With the help of <keyword id="6357097" type="COMPANY" weightage="60" keywordseo="venture-capital">venture capital</keyword> firm <keyword id="608019" type="ORGANIZATION" weightage="80" keywordseo="New-Enterprise-Associates">New Enterprise Associates</keyword> and San Francisco based <keyword id="624862" type="COMPANY" weightage="80" keywordseo="Valiant-Capital">Valiant Capital</keyword>, the baby and childcare products retailer has so far got $36 million in Series D funding. It has received $10 million in the last round earlier this year. 

	The CEO, however, did not say how much FirstCry has earmarked as annual advertising budget, but industry executives ET spoke to pegged it at close to Rs 100 crore.
 "An internal research showed that FirstCry was low on awareness despite the fact that repeat purchase on the website is 50% higher than our closest competitor," said <keyword id="323232" type="PERSON" weightage="60" keywordseo="Anuj-Jain">Anuj Jain</keyword>, the company's senior vice-president. 

	"We needed to create maximum impact with the campaign. Amitabh Bachchan brings huge credibility to the brand. He has pan-India appeal and is a doting grandfather,” he said.
 

	Jain said the company has made six TV commercials around the theme "Bachchon ki shopping, Bachchon ka khel nahi" (kids shopping is not child's play), which will run for the next three months. 
 The campaign will also have radio, out-of-home and tactical print legs. The new ad campaign will be handled by Lowe Lintas's <keyword id="92247" type="COMPANY" weightage="80" keywordseo="Johnson-Johnson">Johnson &amp; Johnson</keyword> team, Maheshwari said. 

	FirstCry was launched in 2010 by Maheshwari and Amitava Saha. It is owned by Brainbees Solution, a products supplier for pregnant women and kids. The brand has over 120 brick and mortar stores across the country. 
	 
	(Image: Indiatimes)

You Searched For "Brainbees Solutions" and got 4 results

FirstCry's parent firm Brainbees Solutions gets Sebi's go ahead to float IPO

PTI

FirstCry goes gaga with offers for new mothers

BI India Bureau

IPO-bound FirstCry's CEO Supam Maheshwari offloads shares worth Rs 300 crore: Report

IANS

Shahenshah or the baby: Who has the Firstcry?

BI India Bureau