FirstCry’s parent firm, Brainbees Solutions, is further building its D2C setup by purchasing hygiene product maker KA Enterprises for about ₹57.74 crore.
Brainbees is making the acquisition through its Swara Baby Products division in an all-stock deal. Swara Baby Products will gain all of KA Enterprises by giving around 3.85 million shares to the hygiene product maker’s current shareholders.
With this deal, Brainbees’ ownership in Swara Baby Products will go from 87.29% to 75.92%. Though its stake is reduced, Brainbees still has majority control, so the acquisition fits with its D2C growth plans and efforts to streamline operations.
KA Enterprises, started in 2019, makes and sells hygiene products, which are still in demand both online and offline in India. In FY25, KA Enterprises had revenue of ₹84.01 crore and after-tax profit of ₹5.22 crore, making it a profitable asset for Brainbees. The purchase immediately adds scale, production ability, and predictable profit margins to Brainbees’ larger D2C business in India.
This move is part of a change in the Indian D2C space, where bigger platforms are focusing more on owning their supply chains. By adding KA Enterprises, Brainbees can better control product quality, pricing, and availability—important for D2C consumer behavior in India, especially in hygiene, baby care, and personal care.
The transaction also works with Brainbees’ brand aggregation plan, specifically through GlobalBees, its D2C division that grows multiple consumer brands. In August 2025, Brainbees said it would invest another ₹19.96 crore in GlobalBees Brands, part of a larger ₹146 crore plan to support portfolio improvements and operational scale through FY26. Together, these actions show a clear focus on D2C acquisitions and growing through its ecosystem, instead of focusing on individual brands.
Looking at the broader market, the acquisition strengthens Brainbees’ position as a main player in the Indian D2C market. Hygiene and personal care are still frequently purchased items with consistent demand, making them good categories for omnichannel D2C strategies. Owning a profitable manufacturer allows Brainbees to improve its unit economics, shorten supply chains, and react quicker to changing consumer needs.
As competition rises across online marketplaces, quick commerce D2C platforms, and brand websites, owning the manufacturing process is becoming a key advantage. Brainbees’ purchase of KA Enterprises shows a growing trend among top D2C brands in India to invest in production and backend operations along with building their brand.
With this deal, Brainbees is showing its plan to build a strong, scalable, and future-ready D2C business in India—one that combines strong brands, owned production, and omnichannel distribution. As the company keeps growing across categories, this acquisition puts it in a good spot for continued D2C revenue growth and long-term leadership in India’s fast-changing consumer market.
