At the start of this year, a David versus Goliath battle took place for the franchisee rights of Mothercare, the UK-headquartered baby and maternity chain. On one side was India’s largest conglomerate, Reliance Industries. In the opposite corner stood FirstCry, the baby care and children’s product retailer.
Reliance’s victory wasn’t surprising in the least. FirstCry’s involvement absolutely was. Historically, the Pune-based company has chosen the road less travelled in e-commerce. Even as others in the e-commerce game prioritised growth at all costs, FirstCry took things slow and steady. “Frugality is a part of our business,” says Supam Maheshwari, the company’s co-founder and CEO, matter-of-factly.