FirstCry’s parent firm, Brainbees Solutions, posted excellent results this quarter, solidifying its spot as one of India’s fastest-growing direct-to-consumer (D2C) brands.
The company’s Q1 FY26 revenue was ₹1,862.56 crore, a 13% jump from last year. Losses dropped by 13%, and they reported a positive EBITDA of ₹75 crore, showing that the Indian D2C market is maturing and focusing on profits.
Most of the revenue (about 78%) came from FirstCry’s Indian D2C operations, which include both physical stores and online platforms. GlobalBees, their rapidly expanding subsidiary, contributed ₹426 crore in revenue. This shows the Indian D2C landscape is changing, with major companies using a mix of retail, digital strategies, and brand acquisitions to keep growing.
Total revenue, with interest, reached ₹1,911 crore in Q1 FY26, compared to ₹1,679 crore last year. This makes FirstCry one of the top D2C brands with steady revenue growth, even with competition. Materials were the biggest cost at ₹1,145 crore (58% of total expenses). Employee pay was ₹203 crore, including ₹60 crore for ESOPs, showing that VC-backed D2C brands are still putting money into talent as they expand.
Even though total spending rose to ₹1,971 crore, FirstCry managed to cut losses and improve margins, which says a lot about their business plan. Their careful cost control, D2C strategy, and focus on customers allowed them to spend just ₹1.06 to earn a rupee of revenue. Other D2C startups will be watching these numbers as they try to grow without sacrificing profits.
For investors watching the D2C market, FirstCry’s results give valuable information on how leading D2C brands are dealing with changing consumer behavior. FirstCry combines online engagement with strong offline retail, a mix that many Indian D2C businesses are now using. With a market value of ₹19,586 crore (about $2.2 billion), FirstCry is a key player in the kids and parenting market and a sign of what’s happening in the broader D2C industry.
As D2C expansion increases in categories like beauty, fashion, and sustainable brands, FirstCry’s story shows that growth and profits can go together. The brand has become a potential success story, showing how consistent growth, strategic actions, and a focus on customer experience are shaping the future of D2C in India. Overall, FirstCry stands out as one of the best performing D2C brands, demonstrating how to balance growth, efficiency, and investor trust in the growing Indian D2C market.
