Brainbees Solutions Pvt. Ltd

From Cradles to Conservation


Marut Asawa

Marut Asawa

Sakshi More

Sakshi More

Mayuri Manjrekar

Mayuri Manjrekar

Mann Gupta

Mann Gupta

Rishabh Dua

Rishabh Dua


Goa Institute of Management

Goa Institute of Management


Abhishek Naresh

Abhishek Naresh

Global Goals

1. No Poverty 3. Good Health and Well-Being 8. Decent Work and Economic Growth 12. Responsible Consumption and Production

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In a market choked with generic choices, FirstCry saw a chasm – a lack of truly safe, ethical baby products. Their solution was revolutionary: a two-pronged approach of uncompromising quality and responsible sourcing.

This meant partnering with handloom communities, not just for unique, hand-crafted treasures but also for sustainable practices and empowered artisans, directly addressing SDG 8 (Decent Work and Economic Growth). Every bib, onesie, and rattle wasn't just designed for little giggles but woven with a vision for a healthier planet (SDG 12: Responsible Consumption and Production).

And the result? Safe havens for tiny bodies (SDG 3: Good Health and Well-being), thriving rural communities (SDG 1: No Poverty), and a gentle footprint on our earth – proof that conscious choices, cradled from the start, can blossom into a more equitable, sustainable future.


Forget the picture-perfect nurseries on Instagram, the endless aisles brimming with baby gear. Instead, imagine the anxiety gnawing at new parents, navigating a market choked with generic products, where "good enough" just didn't cut it for their precious bundle. Whispers of chemicals and toxins lingered in the air, fears of unknown fabrics prickling at every touch. This wasn't just about finding an extra-soft onesie; it was about finding peace of mind, a haven for their tiny explorers.

It's amidst this sea of worry that FirstCry emerged, not with a single product, but with a promise. A promise of uncompromising quality, woven with threads of something far deeper – ethical sourcing that whispered responsibility and care. They ventured beyond the sterile boardrooms, seeking out the quiet magic of India's artisan communities. Ancient techniques met modern safety standards, they saw not just unique onesies and cuddly toys, but a pathway to empowerment for artisans, a breath of life into sustainable practices, and the inculcation of the UN SDG 8: Decent Work and Economic Growth into the fabric of the business.

This wasn't just about filling shelves; it was about filling hearts with a different kind of abundance – the knowledge that their child's first touch would be against something pure, ethical, and crafted with love. In a market where "good enough" wasn't enough, FirstCry stitched a new narrative, one where quality was interlaced with responsibility.

From Cradles to Conservation

From Cradles to Conservation: How FirstCry Cracked the Sustainable Baby Code


The birth of FirstCry was out of pure need. In the hushed tones of new parents and their newfound fears, not mere boardrooms, FirstCry's innovation found its spark. Whispers of worry about cheap fabrics and untraceable chemicals touching their precious newborns had driven the story. These stories weren't market data points; they were a plea.

Miss Coelho recalls, that Supam Maheshwari, CEO and fellow parent, had heard a clarion call in these anxieties. He began to envision a space bathed in sunlight, where hand-loomed blankets embraced tiny bodies and organic rattles danced in chubby hands. This wasn't a photo for Instagram; it was a promise to every Indian parent – quality woven with the threads of ethical sourcing.

Forget generic "ethical sourcing" – Maheshwari foresaw the collaboration of India's handloom communities and the world of baby care. Not just skilled hands, but repositories of ancient techniques that ensured responsibility into every stitch. "Partnering with them wasn't just filling shelves," she emphasizes, "it was about creating great products along with empowering artisans, making sustainable practices the norm."

This wasn't about ticking sustainability boxes; it was about a philosophy, a mantra for the future. "Every gurgle with a reusable straw, every giggle in a hand-loomed onesie, is a ripple in a pond of positive change," she says. "We wanted to start with the most vulnerable – our children – and weave a future where sustainability isn't just a word, but a culture for generations to come."

So, we forgot the blueprints and market surveys. FirstCry's innovation was sketched into the intimacy of shared stories and soothened anxieties. It was a mix of responsibility, quality, and empowerment, conducted by a man who understood that sometimes, the greatest innovations are born not from sterile data, but from the unfiltered needs of parents, the purest love for our children, and the promise of a better future.

Overall impact

In India, multinational companies had flooded the market with several baby care products, and therefore, FirstCry's innovation wasn't just a ripple, it was a tidal wave. By weaving ethical sourcing and uncompromising quality into every bib and onesie, their impact stretched far beyond nursery walls, leaving a lasting mark on people, and the planet, and ensuring prosperity.

Short-term, parents found safe havens for their little ones. Hand-loomed organic cotton replaced chemical-laden fabrics, and upcycled bibs brought sustainability not just to their homes but also to landfills. This tangible impact was evident in surveys and glowing customer reviews, each one a testament to the peace of mind FirstCry instilled.

But the ripples were not going to stop anytime soon.

The impact? Far from fleeting, it resonated through communities. FirstCry partnered with India's vibrant artisans, not just filling shelves but empowering craftsmanship. Rising incomes and community development projects echoed this impact, showcasing a win-win not just for babies but for entire crafts and techniques.

Perhaps the most profound impact, however, is still fostering. By impacting the base of the pyramid – children – FirstCry is raising a generation rooted in the values of sustainability and ethical choices. Every organic product, every hand-stitched toy, becomes a tiny lesson in responsibility, an ode to a greener future. This impact, though difficult to quantify, hums softly in the promise of a better world, one where conscious choices cradle not just children but our planet for generations to come.

FirstCry's innovation wasn't just about baby products; it was about changing the narrative. It showed that quality doesn't need to come at the cost of people or the planet, and that conscious choices can have ripples of positive change.

Business benefit

In a market teeming with generic products, FirstCry's "ethical and quality first" approach wasn't just a moral compass; it became a compass to corporate success. Through an unwavering commitment to responsible sourcing and uncompromising quality, they cracked the code to propel their business forward.

Initially, loyalty bloomed.
Parents, yearning for safe havens for their little ones, found solace in FirstCry's unique offerings. Organic products fostered peace of mind, hand-loomed blankets provided comfort and upcycled products resonated with eco-conscious parents. This unwavering commitment to "better" translated into brand loyalty, with customer retention rates soaring and online communities buzzing with positive reviews. The online community still standing strong is a testament to the same.
"Word-of-mouth became our most potent marketing tool, attracting new parents and solidifying our position as the trusted choice for discerning families" recalls Ms. Coelho.

Then, craftsmanship flourished.
FirstCry's partnership with handloom communities wasn't just a sourcing strategy; it was a talent search. By empowering artisans and reviving traditional designs, they not only secured a steady output of unique, high-quality products but also built a loyal network of skilled partners and suppliers. This dedication to ethical sourcing attracted talent from within and beyond the business. Thus fostering a sense of purpose and pride among employees who knew their work was not just selling products, but weaving a better future.

Finally, the future seemed prosperous.
While competitors chased fleeting trends, FirstCry planted seeds for long-term growth. Their focus on sustainability opened doors to new markets, attracting eco-conscious consumers and forging partnerships with green initiatives. Organic clothing lines expanded their reach, and upcycled product lines tapped into a burgeoning market for conscious consumers. This forward-thinking approach not only secured new revenue streams but also positioned FirstCry at the forefront of a growing conscious consumerism movement, a lucrative territory for years to come.

FirstCry's innovation wasn't just about baby products; it was about redefining the market. By choosing "better" in every stitch, they created a story of success, proving that responsible choices can not only benefit communities and the planet but also prove to be a thriving, sustainable business model. Their story is of a different kind, one that speaks of responsible growth, loyal customers, and a future where ethics and success play hand in hand.

Social and environmental benefit

FirstCry's innovation wasn't just a solo act in sustainability; it was a coordinated effort. By incorporating ethical sourcing and quality into every aspect, their positive impact reached beyond nursery walls, making a lasting difference for communities, artisans, and the planet.

First, a lullaby for the planet.
Upcycled bibs and organic cotton onesies weren't just cute essentials; they were tangible reminders of sustainability. Every recycled cloth and chemical-free fabric was a commitment to reduce waste and environmental responsibility. This wasn't just a marketing gimmick; FirstCry partnered with organic and ethical suppliers that prioritized rightful sourcing and fair trade practices, protecting not just tiny tummies but also the planet. This commitment to green choices resonated with eco-conscious parents, setting a new standard for baby care and inspiring families to embrace sustainable living.

Second, a lullaby for communities.
FirstCry's commitment to empowerment echoed in India's artisan communities. By partnering with skilled craftsmen and suppliers, they not only secured unique materials but also breathed life into traditional techniques and revitalized rural economies. Fairtrade practices ensured not just economic growth but also dignity for artisans. This wasn't just about baby products; but about doing it the right way and sustainably;- business and environment-wise.

Finally, a lullaby for the future.
By catering to children, FirstCry is planting seeds of environmental and social consciousness. Every product becomes a step towards being responsible thus creating an impact lasting generations to come.


Tianna Coelho, Senior Content Manager

Photo of interviewee

Business information

Brainbees Solutions Pvt. Ltd

Brainbees Solutions Pvt. Ltd

Pune, Maharashtra, IN
Year Founded: 2010
Number of Employees: 5001 to 10000

FirstCry, India's largest online store for baby products, has gone beyond onesies and rattles to embrace a sustainable future. Their mission blends ethical sourcing with environmental responsibility, weaving it into every diaper, bib, and organic onesie. From supporting handloom communities to upcycling waste and planting trees, FirstCry is crafting a greener nursery for generations to come. They're proving that conscious choices, starting with the littlest ones, can make a giant leap for our planet.