FirstCry, a children’s omnichannel brand, has increased its control over its subsidiary, GlobalBees. It converted roughly ₹20 crore of a previous convertible loan into Compulsorily Convertible Preference Shares (CCPS), which increased its shareholding to 51.68% on a fully diluted basis.
This move shows FirstCry’s confidence in the children’s fashion and lifestyle market. It also adds to the story of D2C business in India, where internal capital moves are as important as external funding rounds. The investment, which was originally a loan, was set to convert into Series C3 CCPS. After the conversion, GlobalBees will refund a small difference (about ₹21,000) between the original loan amount and the allotment value. This conversion follows FirstCry’s earlier investment of ₹73 crore in the Series C2 round, which already raised its stake in GlobalBees to about 51.51%.
FirstCry, run by Brainbees Solutions Ltd, has been expanding. Increasing its stake in GlobalBees aligns with trends in Indian D2C updates, where parent brands are consolidating ownership to make decisions faster and streamline strategies. GlobalBees focuses on brands in the kids, baby, apparel, and accessories sectors—categories that are key to many new D2C startups aiming for frequent purchases and strong customer loyalty.
While FirstCry hasn’t shared all the financial details tied to this round beyond shareholding changes, earlier filings show that in Q1 FY26, FirstCry’s consolidated revenue increased, losses decreased, and EBITDA became positive. This points to better operations across its D2C businesses, including GlobalBees, which is a key part of its owned brand portfolio.
The kids’ D2C market is competitive, with new brands targeting the same customers as GlobalBees—brands like Zip Zap Zoop, Kidbea, Ed-a-Mamma, and Nap Chief. FirstCry has an advantage because of its scale, infrastructure, and omnichannel distribution, combining its large customer base and marketplace strength with owned-brand depth. By increasing its stake in GlobalBees, FirstCry can have more direct influence over product launches, supply chain choices, marketing, and customer experience – all things that D2C brands in India need for growth and margin control.
The conversion of the loan into equity tells investors that FirstCry is keeping its financial promises and sees good potential returns in GlobalBees. It also shows capital efficiency: instead of always looking for new external funding, strengthening internal ownership and using existing capital wisely can be a strong growth strategy in the D2C ecosystem in India.
Looking ahead, FirstCry’s move to increase its stake in GlobalBees could lead to expansion plans, like adding product categories, reaching more areas, or integrating online and offline channels. As consumer behavior shifts toward premium and curated brands in kids and apparel, GlobalBees under FirstCry’s leadership could become one of the fastest-growing D2C brands in FY25/FY26.
For those watching Indian D2C business, this share increase is a strategic move, showing FirstCry’s plan to dominate not just marketplace commerce but also owned brands with strong identity, loyalty, and margin. In a market where direct-to-consumer success stories are based on brand building, customer experience, and supply chain control, FirstCry has strengthened its position.
