PUNE, INDIA: Vertex Venture Management, through one of its funds, steered a $15 million Series C investment into Brainbees Solutions Pvt Ltd, which has possession of the ‘FirstCry.com’ brand, India’s #1 baby and kids focused e-commerce site.
Vertex is a subordinate of Temasek Holdings. IDG Ventures India and SAIF Partners, the existing investors in Brainbees, also participated in the round. Joo Hock Chua from Vertex will seam Manik Arora from IDG Ventures and Ravi Adusumalli from SAIF Partners on the board of the company.
Brainbees kick – started operations in late 2010 and holds the ‘FirstCry.com’ brand, the #1 e-commerce platform in India for babycare, kids and maternity care. It caters to over 70,000 products for moms, babies and kids from more than 500 leading national & international brands.
Its product catalogue embraces a wide range of consumables such as diapers and toiletries, accessories such as strollers, apparel and footwear as well as books and toys for children up to the age of 15 years. The company prides itself on the widest assortment of brands and products as well as outstanding customer service.
Brainbees was instituted by serial entrepreneurs Supam Maheshwari and Amitava Saha, who previously had a successful exodus at Brainvisa Technologies. “We are happy to have achieved the dominant position in the online baby and kids market and have expanded the FirstCry brand into other channels such as mobile and offline through franchisees across India. We are delighted to have Vertex, an accomplished, deep-pocketed and expert Asian e-commerce investor, join us along with IDG and SAIF as investment partners in this round,” reportedly says Supam Maheshwari, Founder & CEO of Brainbees.