FirstCry is an Indian retail company (online + offline) specializing in products for mothers, babies and kids (newborns to children ~12 years). It was founded in 2010 by Supam Maheshwari and Amitava Saha. FirstCry operates a “multi-channel retail platform”: it has a full-scale e-commerce website and mobile app, and also a network of physical stores across India (company-owned + franchise).