What is Firstcry?

Firstcry is Asia’s largest online store for baby and kids products. We cater to the needs of our buyers

(mothers buying for their kids) right from before the kid is born upto her/his early teens.

What is the benefit of using buying from Firstcry?

Our company philosophy is pretty simple: We want to offer the best possible deal for our customers for

the products that we all want to buy for our children. Our endeavour is to ensure that you get the widest

possible choice of top rated brands and products at the best possible price anywhere in India combined

with best possible service and timely delivery of products at your doorstep.

Where are the offices of FirstCry located?

Currently our office is located in Pune while the orders are shipped from our warehouses located across

India.

What products does Firstcry sell?

We sell products of all the leading brands in baby and kids products across sections right from diapers,

baby food, infant accessories, gears (strollers, high chairs), nursery furniture, clothes & footwear to toys

and back to school products. We also stock items from some of the leading importers and domestic

manufacturers of the country. The items undergo a thorough check by our QA team before they are

stocked.

What’s the minimum order value required to place an order?

To place an order, a minimum order value of Rs 149 or more is required.

How do I know my order has been confirmed?

After checking out during the payment process, you will get a confirmation that your payment has been

processed successfully. You will also get a mail in your registered email id, along with an SMS to your
registered mobile number confirming the order.

How do I check my order status?

We will ship within 24hrs of receiving the order. We will mail you the name of the courier company and

the tracking number of your consignment in your registered email address. You will receive an SMS about

the same. In case you do not receive an email from us within 24hrs of placing an order please check your

spam folder. Tracking may not appear online for up to another 24 hours in some cases, so please wait

until your package is scanned by the courier company. Alternatively, you can check the same in My

Account page, where Track Shipment option gives you the current status of your order being shipped.

Is it safe to use my Credit Card Online at Firstcry.com?

We accept VISA, MASTER and AMERICAN EXPRESS Credit Cards issues in India and we accept Debit

cards of all banks issued in India. International credit/debit card transactions are also accepted through

Paypal, so now you can place orders with Firstcry from outside India and we will ship it to your dear ones

in India. All your transactions online are protected & secured by SSL (secure socket layer) technology

from GoDaddy.com. It encrypts your credit card and relevant information during the entire transaction

process. This encryption makes your shopping experience safe and secure.

What if an item is out of stock?

We make every effort to keep all products in stock. However, there may be times when unexpected

demands exceed our supply. We will notify you at the time of check out if the item selected is not in

stock. In the rare circumstance where the order has been accepted and due to some reasons we are not

able to ship, we will notify you within 24 hrs and the money will be returned to you in the same mode by

which the payment was made (i.e. Credit Card or Cheque) within 10 working days. Some items (which

are restocked regularly) and is temporarily out of stock may appear on display with an out of stock tag.

You can use the Notify Me option and we will inform you once the product is replenished and available

for sale.
Are there any other hidden charges like Octroi or Entry tax?

You will get the final price during check out. Our prices are all inclusive and you need not pay anything

extra.

How are the products packaged?

Each of the individual products are securely packaged in bubble wrap and put into a box. The box is

sealed well ensuring a safe delivery to your doorstep.

Do you’ll deliver products outside India?

We do not ship products outside India but the site is accessible to all and we do take orders from around

the world provided the shipping address is in India.

Is it mandatory to register before placing an order?

You can place your order by just providing us with your email address. However, it is recommended that

you register with us in order to receive timely offers and also to maintain your Wishlist and account

details.

How long will it take to receive my orders?

For all areas serviced by reputed couriers, the delivery time would be within 3 to 4 business days after

dispatch (business days exclude Sundays and other holidays). However items weighing over 2 kilos or

high volume may take a couple of days longer to reach. For other areas the products will be shipped

through Indian Postal Service and may take 1-2 weeks depending on the location.

Can I ship different items in my order to different shipping addresses?

We can only process one shipping address per order. So, if you would like to order several items and ship

to different people, please treat these as separate orders.

Who pays for the shipping charges?

We provide Free Shipping on all Orders above or equal to Rs.499/- or more. For Orders below Rs.499,

shipping charges of Rs.50 will apply.

What happens if I am not available at the time of delivery?

Our delivery partners will attempt to deliver the package thrice before it is returned back to our

warehouse. Please provide your mobile number in the delivery address as it will help in making a faster

delivery.

What is your Return Policy?

We have a 30 days return policy for clothes, footwear and 7 days return policy for all other items.

30 Days – No Questions Asked Free Return Policy for Clothes and Footwear

In case the product doesn't fit properly or you have any issues with product quality or sizing, you can

simply return the product to us within 30 days of receiving the product. Return is free and easy to do. We

provide a pre-paid shipping polymailer bag for FREE returns. Just fill the return form sent along with your

order, pack the clothes/footwear in the bag provided, seal it and drop the package at the nearest Blue

Dart outlet (Click here to find the nearest Blue Dart outlet)

If a Blue Dart outlet isn’t present in your city, we request you to send the package through a courier

service of your choice. Refund of return shipping charges (charges paid by the user for sending the

products to us) will be limited to Rs 100 or 10% of product cost, whichever is lower. The refund for

shipping charges will be in the form of Gift voucher.

On Successful processing of returned Item(s), we will either replace the product or refund the entire
 amount. Please note that the product should be unused, unwashed with all original tags intact and should

be sent back in original packaging with a copy of original invoice.

Easy Return Policy for All Other Products (7 Days)

In case you find any problems, damages or defects in the products you can simply return the product to

us within 7 days of receiving the product. On Successful processing of returned Item(s), we will either

replace the product or refund the entire amount. Firstcry.com does not allow returns on the following

 Used Merchandise

 Personal Products which includes Diapers, wipes, creams, breast pumps etc.

 Food Products

limited to Rs 100 or 10% of product cost, whichever is lower. The refund for shipping charges will be in

the form of Gift voucher. Please note that the product should be unused, unwashed with all original tags

intact and should be sent back in original packaging with a copy of original invoice.

What options do I have while making payment?

We accept payments by debit or credit card and also through Net Banking.

Credit Cards & Debit Cards - We accept VISA, MASTER and AMERICAN EXPRESS Credit Cards issues

in India and we accept Debit cards of all banks issued in India. International credit/debit card

transactions are also accepted through Pay pal.

Net Banking - We Accept Axis Bank, Bank of Baroda (Retail & Corporate Banking), Bank Of India, Bank

of Maharashtra, Canara Bank, Corporation Bank, Citibank, Deutsche Bank, Federal Bank Fed Net Banking,

HDFC Bank, ICICI Bank, IDBI i Net Banking, IndusInd Bank, ING Vysya Bank Ltd., Jammu & Kashmir

Bank, Karnataka Bank, Karur Vysya Bank Limited, Kotak Mahindra Bank, Lakshmi Vilas Bank, Oriental

Bank Of Commerce, Punjab National Bank, The Bank Of Rajasthan, Royal Bank of Scotland, South Indian

Bank, State Bank Of India, State Bank of Indore, State Bank of Hyderabad, State Bank of Travancore,
 Syndicate Bank, Tamilnad Mercantile Bank Ltd., Union Bank Of India, Vijaya Bank, Yes Bank

Cheque - You can also pay through cheque. In this case you need to deposit a cheque of the said

amount within 48 hours of placing the order on the below account details

A/c Name - Digital Age Retail Pvt Ltd.

A/c Number - 911020025690135

Bank Name - Axis Bank Ltd. (Any Branch in India). For more details contact us at 1800 123 4545,

International Users: +91-20-46608100 (From 8 in the morning to 12 in the night India Time)

Payback - You can also pay for your order through the points in your pay back card. What you need to

do is that while checking out on the payment page select the option “Payback” for making payment and

then enter your “Payback” card number in the field allocated.

You can also pay through Cash On Delivery (C-o-D) – You can also pay through Cash On Delivery

(COD). In this case you pay in Cash to the courier person while accepting the goods. COD payments

would be accepted for orders with total invoice value greater than equal to Rs 499/- and up to Rs

10000/-.

Cash On Delivery Charges:

Order Value COD Charges Shipping Charges

Above or Equal to Rs.499 Free Free
Less than Rs.499 Rs.25 Rs.50

 Shop 'n' Earn Loyalty Cash F.A.Q.s

1. What is the Loyalty Cash Program?

Ans. The Loyalty Cash Program is a special Rewards point system on our site, Firstcry.com. On purchasing from
firstcry.com, you will earn Loyalty Cash, which can be redeemed against your future orders. All you have to do is create
an account on Firstcry.com and shop for your favourite products and start earning Loyalty Cash. You only have to
register on the site and then you can earn and redeem your points on the site.
2. How do I earn Loyalty Cash?
Ans. Go to Firstcry.com and search for your favourite products. You will see the Loyalty Cash available against the
product. On purchasing the product, the loyalty cash for the product will be added to your account within 48 hours of
being successfully delivered to you.
3. How is my Loyalty Cash calculated?
Ans. Your earned Loyalty Cash varies basis the products bought by you on Firstcry.com. The Loyalty Cash against the
product, if available for that product, is aimed at maximizing the value provided to you. If you have availed any offer
which provides product(s) for free in your order, you will not earn Loyalty Cash for that product. If you decide to earn
PAYBACK points for your order, you will not earn any Loyalty Cash for that order.
4. How do I redeem my Loyalty Cash?
Ans. You can redeem your Loyalty Cash against your entire amount, up to the amount of Loyalty Cash you have, once
you have earned a minimum of Rs.300 as Loyalty Cash through your purchases. You can redeem your Loyalty cash on
Firstcry.com. Eg: If you have earned Rs. 500 as Loyalty Cash, you can use the entire Rs. 500 to order any product from
Firstcry.com . The option to redeem your Loyalty Cash would be available to you when you are going to pay for your
purchases as shown:

You cannot redeem your earned Loyalty Cash against any extra charges such as shipping charges and Cash on Delivery
Charges. You can check out our Shipping Policy and Payment Policy for more details.
5. How do I track the Loyalty Cash I have earned?
Ans. You can track your earned Loyalty Cash by logging in and going to the My Account section on Firstcry.com. You
can track the Loyalty Cash earned against each order that you have placed on either of the sites in the “Cash in My
Account” section.
6. What happens if I return / cancel my order? Ans. Earning Loyalty Cash If you return/cancel your complete
order, you will not be credited any Loyalty Cash against that order. In case any part of your order is replaced, you will
receive the Loyalty Cash earned basis the new product delivered to you and if you return any part of your order, the
Loyalty Cash against that product(s) will not be added to your account. Redeeming your Loyalty Cash If you
return/cancel a product for which you have paid with Loyalty Cash, you will receive a gift certificate from us for the
same amount as the value of Loyalty Cash redeemed. If the entire order is returned/cancelled, the loyalty cash will be
added back to your account.

7. Will my Loyalty Cash expire if I don’t use it? Ans. Loyalty Cash earned by you will expire on the 31st of March
every year. We urge you to use your earned Loyalty Cash before this date. For example, the Loyalty cash earned in the
year 2012-13 will expire on 31st March 2013. Earned Loyalty cash will not be carried forward beyond March 31st under
any circumstances.

Stratergies

n 2002, Supam Maheshwari, a first-time parent, routinely travelled 18 km from his house in Pune to buy
baby care products for his new-born daughter. During work-related foreign sojourns, diapers, baby oil,
soaps, lotions, toys and apparel topped his shopping list. About 11 years later, Maheshwari, an engineer
and an Indian Institute of Management (IIM)-Ahmedabad alumnus, says, "A decent baby care shop is
still 18 km away."

However, the baby care landscape has changed dramatically.

Through the last three years, Maheshwari and his ex-colleague Amitava Saha, an alumnus of IIM-
Lucknow, have ensured parents don't have to move out of their houses or offices in search of such
products. In November 2010, Maheshwari and Saha co-founded Firstcry.com, an online store for baby
and kid products. Today, the company has 5,00,000 registered customers who choose from an
assortment of 55,000 products across 400-odd brands. Customers, who are delivered the products in
two-four days, can either pay online or avail of the cash-on-delivery service. They also enjoy loyalty
discounts on repeat purchases.

"As internet penetration grows and young parents become more comfortable buying baby products
online, this niche segment is poised for sustained growth," says Gaurav Saraf, director, Epiphany
Ventures, an early-stage fund.

At the outset, what sets Firstcry.com apart from competitors is that it has 36 stores (two or three are
added every month) across 31 cities and towns, the majority of these in Tier-II and-III towns. These
include towns such as Hosur, Kota, Malegaon, Baramulla, Karnal and Raichur and cities such as Surat,
Jodhpur, Allahabad, Patiala and Coimbatore.

The company also has a sister concern - 18-month-old Goodlife.com, an online store for home and
personal care products.

Baby biz: No kids' stuff

At 27 million, India has the largest number of child births a year. The market size for baby, kid and
maternity products is estimated at Rs 40,000 crore annually, growing 15-20 per cent a year. Currently,
about one per cent of this market is serviced by about half a dozen online companies.

Typically, about 90 per cent of the products in the baby segment are imported. Gross margins for non-
diaper baby and kid products stand at 25-50 per cent, while those for the diapers category are 15-20 per
cent. So, companies primarily focus on driving efficiency in supply chain, in terms of product sourcing
and assortment, warehousing and logistics.

With estimated gross merchandise sales of about Rs 250 crore in 2013-14, Firstcry is considered the
leader in its segment, competing against retail chains such as Mom & Me and a host of online players.
The venture has raised about Rs 90 crore through two rounds of funding from marquee funds such as
SAIF Partners and IDG Ventures.

Earlier this year, the e-commerce space for baby care saw a round of consolidation, with Hoopos.com
merging with BabyOye.com.

Mukul Arora, vice-president, SAIF Partners India, says Firstcry's competitive edge is its mix of click-and-
brick model, with a focus on Tier-II and -III towns and a wide assortment of products and a right last-mile
delivery model. Sales from small towns - through the website and stores - account for half the
company's revenues. While its stores follow a franchisee model, each store is branded Firstcry.com.
Maheshwari says the company had opened stores in small towns to help consumers overcome
inhibitions about shopping online. It plans to double the number of its stores by the end of 2014.

Firstcry follows an inventory-based model, shipping products across the country from four warehouses
in Pune, Delhi, Bangalore and Kolkata. Maheshwari expects the company's business to turn cash-flow
positive by 2014-15, with gross sales of about Rs 400 crore. At the end of 2012-13, revenue stood at
about Rs 100 crore.

Getting the back-end right

This is 39-year-old Maheshwari's second e-commerce venture. In 2000, he founded Brainvisa
Technologies, an e-learning company. In 2007, he sold the company to a US-based group. Subsequently,
Maheshwari and Saha kick-started BrainBees Solutions, which owns Firstcry.com and Goodlife.com, with
seed capital of Rs 2.5 crore, raised from personal resources and friends. Six months after the venture
came about, SAIF Partners put in $4 million of private equity capital. In February 2012, existing investors
teamed up with IDG Ventures to raise another $14 million.

From the beginning, Maheshwari and Saha have focused on keeping the cash-burn low. An in-house
developed point-of-sale IT system helps track each sale at stores or through the portal. It is estimated
this saves at least Rs 1 crore a year in subscription fees to third-party service providers.

To plug cash-burn in the cash-on-delivery service, an automated email or telephone call is made to each
customer who places an order online. Only after the customer confirms the order is the product
dispatched.

Customer engagement has been high on the agenda through extensive use of social media, discount
coupons for repeat buys, assured savings through subscription services, etc. Firstcry adopted a private
label strategy early, and this helped improve margins.

The sister sibling portal, Goodlife.com, is part of the customer retention strategy. Currently, about 30
per cent of Goodlife customers are from Firstcry.

Manik Arora, managing director, IDG Ventures India, feels replicating the strong success of Firstcry in
new categories would be challenging. Maheshwari, however, says leveraging the existing logistical and
technology back-end would help reduce overhead costs.

"As the company scales rapidly, the challenge would be maintaining service quality, as logistics become
more complex," says Epiphany Ventures' Saraf. Though Firstcry is the market leader in a niche category,
Saraf cautions, "This is a marathon, not a sprint, and there are many more milestones awaiting them."
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