The Indian D2C platform will offer 500+ sports products for children, using its 25M+ registered-user base to widen access across metros and Tier 2 and Tier 3 markets.
FirstCry, one of India’s digital-first platforms for parents and children, has partnered with Decathlon Sports India to expand the availability of sports products for kids. The collaboration brings more than 500 children’s sports products to FirstCry’s platform, giving the company an opportunity to deepen its engagement with young families while broadening its category portfolio.
The assortment spans apparel, footwear, accessories and sports equipment across a wide range of activities, including skating, swimming, badminton, tennis, football, cricket, cycling, fitness and outdoor sports. The partnership is positioned around making sports gear more accessible to children and encouraging early adoption of sports.
For FirstCry, the collaboration adds a wider sports offering to an existing consumer ecosystem built around parents and children. The platform has more than 25 million registered users across metropolitan markets as well as Tier 2 and Tier 3 cities. This reach gives Decathlon access to a large and geographically diverse base of families, while enabling FirstCry to offer parents a broader selection of products within its online shopping experience.
The companies said the partnership is aimed at encouraging children to take up sports early and making sports products more accessible. For FirstCry, this also strengthens its role as a destination for families looking beyond traditional kids’ apparel, toys and baby products and towards products supporting children’s active lifestyles.
Supsam Maheshwari, CEO and founder of FirstCry, said the partnership will make sports gear more accessible to children and parents through the platform. Sankar Chatterjee, CEO of Decathlon Sports India, said the collaboration aims to support parents in encouraging movement, play and active participation in sports.
The partnership also highlights how India’s D2C and digital commerce ecosystem is expanding beyond core categories into lifestyle and activity-led needs. By bringing a large sports assortment onto a platform with 25 million-plus registered users, FirstCry can create another category touchpoint for its growing base of young families across India.
Source: Based on reporting by ET Retail, with additional editorial adaptation and analysis.
