Launch · Commerce & Consumer Brands

FirstCry pilots three-hour delivery service in three cities

By Startup Enthusiast · 27 February 2026

What they do

FirstCry is an omnichannel retailer offering apparel, toys, diapers, and baby care merchandise through its online platform and physical stores

The company started a three-hour delivery trial named Qwik across Pune, Bengaluru, and Hyderabad, utilizing its in-house logistics unit RocketBees

FirstCry reported a wider net loss of Rs 38.4 crore for the December quarter due to heightened expenses tied to rapid delivery expansion

FirstCry launched a rapid delivery pilot named Qwik to ship diapers and other baby items within three hours in select neighborhoods.
The quick commerce service is currently being tested in Pune, Bengaluru, and Hyderabad using company-owned stores and stockist networks.
The delivery operation is supported by the company's internal logistics subsidiary, RocketBees, which expanded its footprint to 22 cities during the third quarter.
RocketBees helped improve delivery turnaround times by 20 percent on the back of higher shipment volumes.
FirstCry reported a widening net loss of Rs 38.4 crore for the quarter ending December, compared to a loss of Rs 14.7 crore in the same period last year.
Operating revenue for the retailer grew to Rs 2,423.6 crore during the third quarter, while total expenses reached Rs 2,326.6 crore.
The company's ecommerce roll-up subsidiary, GlobalBees, generated operating revenue of Rs 515 crore and narrowed its brand portfolio to focus on core categories.

Changing consumer habits among young parents and rising demand for rapid fulfillment prompted the company to establish its own delivery network instead of depending entirely on third-party providers.
Intense competition in the child care and diaper segments from incumbent quick commerce platforms and new entrants squeezed profit margins during the quarter.

FirstCry operates an omnichannel retail platform offering newborn, baby, and kids products including apparel, footwear, toys, school supplies, and nursery items.
The company sells items through its website, mobile application, and a large network of physical modern stores across India.

The company plans to expand the Qwik delivery service to dark stores and streamline technology to include more product categories.