In India every year, more than 2.5 crore babies are born, but they do not have proper baby products. This created a huge gap in the newborn baby products across India. Either products were expensive or locally made and didn’t have the quality it required. Supam Maheshwari along with his family wanted to buy a few products for the newly born babies at their home. They couldn't find the right products, therefore it created a new business idea for Supam Maheshwari.
This led to establishing his own brand called First Cry, a baby products brand. The business started with a small store and eventually led to a unicorn today. Today it has a presence of 100 cities with over 400 outlets across India, selling more than 6000 products.
What made the products so successful ?
The identification of problems in the market is the most important for the expansion of business. They started solving the problem with products which are applicable and are right for babies. They initially started with a small store, to make the customers feel and experience the market by launching offline stores and eventually moved to online websites and digital platforms. Their focus was majorly on the unorganized sector, as most of the markets were normal and low quality products.
Another big initiative was building trust among customers, as baby products are sensitive and need reliable results. India always wants to experience and then it invests more. To expand the brand, they obtained a franchise model and gave permits for flexible growth to expand. Collaborated with 10,000 hospitals by providing first cry baby kits to families who have newly born kids. The first cry used to publish content which is driven by specific products, which led to repeated visualization and created good product marketing.
