Slide 1: Stock exchange cover letter for investor presentation
FC/SE/2025-26/12 May 26, 2025 National Stock Exchange of India Limited BSE Limited Exchange Plaza, C – 1, Block G, Phiroze Jeejeebhoy Towers, Bandra-Kurla Complex, Bandra (E), Dalal Street, Mumbai-400051 Mumbai-400001 Symbol: FIRSTCRY Scrip Code: 544226 Sub : Investor Presentation of Brainbees Solut
Slide 2: Earnings Presentation Quarter and Financial Year ended March 31, 2025
Earnings Presentation Quarter and Financial Year ended March 31, 2025 MAY 26, 2025
Slide 3: Disclaimer
Disclaimer By attending the presentation or by reading the presentation slides you agree to be bound as follows: This Presentation is prepared by Brainbees Solutions Limited (“Company”) and is for information purposes only without regards to specific objectives, financial situations or needs of any
Slide 4: A baby's first cry is a special moment for parents
A baby’s first cry is a special moment for parents At FirstCry, we aim to make this and all such moments of the parenting journey filled with joy and happiness 3
Slide 5: Table of Contents
Table of Contents 1. FY25 and Q4FY25 Performance Highlights 2. India Multichannel Business 3. International Business 4. Globalbees 5. Others Segment 6. Financial Summary 7. Supplementary Information 4
Slide 6: FY25 and Q4FY25 Performance Highlights
FY25 and Q4FY25 Performance Highlights • 3 5
Slide 7: FY25: Performance Summary for Consolidated Business
FY25: Performance Summary for Consolidated Business Strong growth momentum with improvement in profitability INR 76,596 Mn INR 28,610 Mn Revenue from Operations Gross Margin + 18% vs FY24 + 23% vs FY24 | 159bps YoY expansion INR 3,935 Mn INR 2,090 Mn Adjusted EBITDA(1) Cash Profit After tax(2) + 43%
Slide 8: FY25: Business Segment Wise performance
FY25: Business Segment Wise performance India Multi-Channel International Globalbees Others INR 52,785 Mn INR 8,586 Mn INR 15,777 Mn INR 425 Mn Revenue from Operations Revenue from Operations Revenue from Operations Revenue from Operations + 15% vs FY24 + 14% vs FY24 + 30% vs FY24 + 27% vs FY24 INR
Slide 9: Q4'FY25 Snapshot
Q4’FY25 Snapshot Steady growth with improvement in profitability 10.6 Mn INR 26,146 Mn INR 19,303 Mn Annual Unique Transacting GMV (1,2) Revenue from Operations(3) Customers(1) + 17% vs March 2024 + 14% vs Q4’FY24 + 16% vs Q4’FY24 INR 1,005 Mn INR 1,250 Mn INR 692 Mn Consolidated Adjusted India Mult
Slide 10: India Multichannel Business Segmental Performance
India Multichannel Segmental Performance Business • 3 9
Slide 11: Largest multi-channel retailer for Mothers', Babies' and Kids' products in India
Largest multi-channel retailer for Mothers’, Babies’ and Kids’ products in India 78% 22% GMV(1) from online GMV(1) from offline India multi-channel retail(2) India multi-channel retail(2) 10.1 Mn 1,156 Annual Unique Modern Stores(4) Transacting Customer(3) incl. FOFO & COCO 159 Mn 527 FirstCry mobil
Slide 12: Personalized shopping experiences with customized homepages
Personalized shopping experiences with customized homepages Personalization based on age and gender Personalization based on different festivals Home page for parent of Home page for parent of Driving regional personalization: Home pages across different regions 6 months old girl 10 years old boy du
Slide 13: Addressing Babies' and Kids' needs across age groups through a wide assortment
Addressing Babies’ and Kids’ needs across age groups through a wide assortment of products Category wise share 1.8 Mn SKUs(1) offered from 8,019 brands(1) across our platforms of India GMV (%) Illustrative list of categories offered for different age groups 100% Trending fashion Feeding Toddler fash
Slide 14: Customers consistently transact more on our platform
Customers consistently transact more on our platform GMV Cohorts for Year 0 Till Year 4 Till Year 8 Till Year 12 Acquisition Year India Multi-channel business Year 0 to Year 4 (5 years) Year 0 to Year 8 (9 years) Year 0 to Year 12 (13 years) Fiscal 2013 1.0x 3.4x 5.5x 7.9x Fiscal 2017 1.0x 3.7x 6.3x
Slide 15: Highly curated Home Brand portfolio driving growth & aiding margin expansion
Highly curated Home Brand portfolio driving growth & aiding margin expansion Our Key Home Brands Share of Home Brands in India Multichannel GMV ~1.5x CAGR of India > 55% Multichannel GMV Offering a curated assortment of high quality products 37% especially in the industry with fragmented supply
Slide 16: BabyHug: Largest Mothers', Babies', and Kids' products brand
BabyHug: Largest Mothers’, Babies’, and Kids’ products brand Available online and modern stores #1 Largest Mothers’, Babies’, and Kids’ products brand in the Asia Pacific region (exc. China) in terms of product assortment(1) #1 India’s largest multi-category Mothers’, Babies’, and Kids’ products bra
Slide 17: Combining the unique platform strength of commerce and community
Combining the unique platform strength of commerce and community Commerce and parenting community are housed in the same mobile application driving customer acquisition and retention 16
Slide 18: We operate India's largest and most engaged parenting community
We operate India’s largest and most engaged parenting community Baby Due Date Teething Calculator Baby Name Guide Tool Growth Memories Tracker Vaccine Milestones Tracker Diet Plans Q&A Parenting Discussion GPT Groups Personalized Contests and notifications Quizzes FirstCry Transmedia Premier Content
Slide 19: Long standing partnership with hospitals driving new user acquisition
Long standing partnership with hospitals driving new user acquisition Wide reach with hospitals and brand partners Unique market entry strategy Hospitals and Maternity 13,000+ Clinics(1) PAN India Expanding the coverage reach beyond existing channels Multi-Year Yielding Highest RoI for third 2.5 Mn+
Slide 20: India Multi-Channel Business: GMV and customers
India Multi-Channel Business Crossed $1Bn GMV with 16% growth in orders in FY25 Annual Unique Transacting Customers(1) (Mn) GMV(3) (INR Mn) 17% 10.1 16% 88,090 8.7 75,827 (2) (2) Q4FY24 Q4FY25 Orders (Mn) 16% 39.5 14% 34.1 21,938 19,320 14% 8.7 9.9 Q4FY24 Q4FY25 FY24 FY25 Q4FY24 Q4FY25 FY24 FY25 Not
Slide 21: India Multi-Channel Business: revenue and EBITDA
India Multi-Channel Business 15% revenue growth with 24% growth in profitability in FY25 Revenue(1) (INR Mn) Adjusted EBITDA(2) (INR Mn) 8.9% 9.3% 8.8% 9.5% 15% 52,785 24% 4,997 45,795 4,040 12% 17% 13,373 1,250 11,990 1,064 Q4FY24 Q4FY25 FY24 FY25 Q4FY24 Q4FY25 FY24 FY25 % Adjusted EBITDA % % YoY G
Slide 22: International Business
International Business • 6 21
Slide 23: KSA and UAE offer favourable demographics and a large market opportunity
KSA and UAE offer favourable demographics and a large market opportunity India International Markets KSA UAE Birth rate (per 000s for CY22) 16.3 17.0 9.9 Spend per child on Childcare products 9,280 – 9,350 61,000 – 71,000 160,000 – 170,000 in FY24 (INR) Childcare products market size in FY29 (INR Bn
Slide 24: Replicating our successful playbook in International markets
Replicating our successful playbook in International markets Went live in UAE in Oct’19 Went live in KSA in Aug’22 Currently operating as Online Platform in both UAE and KSA 4.1 times(1) International segment AOV as compared to India AOV Source: RedSeer report titled “Childcare Market in India” date
Slide 25: Multiple levers in play to drive margin expansion in International business
Multiple levers in play to drive margin expansion in International business Evolution of Gross Margin for India Multichannel and International Business segments India Started 24.0% 36.6% Multichannel in FY11 in FY18 in FY25 Business Year 1 Year 7 Year 14 Multiple margin expansion levers, including b
Slide 26: International Business: customers, orders and GMV
International Business FY25 growth impacted by elevated promotional activities by new Horizontal players Annual Unique Transacting Customers(1) (Mn) Orders (Mn) 8% 1.9 14% 0.5 1.8 8% 0.4 0.4 0.5 Q4FY24 Q4FY25 FY24 FY25 GMV(3) (INR Mn) 15% 17,763 15,384 16% 3,639 4,208 (2) (2) Q4FY24 Q4FY25 Q4FY24 Q4
Slide 27: International Business: revenue and EBITDA
International Business ~$100Mn revenue in FY25 with improving margins Revenue(1) (INR Mn) Adjusted EBITDA(2) (INR Mn) (14%) (15%) (19%) (16%) 14% 8,586 (1,396) (1,401) 7,537 11% (307) (256) 2,054 1,847 Q4FY24 Q4FY25 FY24 FY25 Q4FY24 Q4FY25 FY24 FY25 Notes: 1. Numbers represent consolidated metrics o
Slide 28: Globalbees
Globalbees • 6 27
Slide 29: Globalbees: Scaling D2C brands profitably
Globalbees: Scaling D2C brands profitably Select brands across categories Home Improvement Home Appliances & Utilities Active, Lifestyle & Home & Personal Care Accessories Witnessing organic growth since September 2022(1) Note: 1. Globalbees made last brand acquisition in September 2022 28
Slide 30: Globalbees: Strong growth momentum with high operational efficiency
Globalbees Strong growth momentum with high operational efficiency Revenue (INR Mn) Adjusted EBITDA(1) (INR Mn) (0.3%) 0.7% 0.2% 1.4% 30% 15,777 9.6x 221 12,093 33% 3,984 2,986 30 23 (9) Q4FY24 Q4FY25 FY24 FY25 Q4FY24 Q4FY25 FY24 FY25 % Adjusted EBITDA % x YoY increase Note: 1. Adjusted for share-ba
Slide 31: Globalbees: Strong organic growth across all categories
Globalbees Strong organic growth across all categories Category wise mix of revenue Details for FY25 Core Other Categories(1) Brands(2) 14% 8% Investments(3) 15,903 228 30% 12% (INR Mn) 33% 12% INR 12,093 Mn INR 15,777 Mn Adjusted FY24 Revenue 17% FY25 Revenue Brand EBITDA %(4) 7.5% (31%) 13% 30% 30
Slide 32: Others Segment
Others Segment • 6 31
Slide 33: Strong growth in preschool partnerships across 160+ cities
Strong growth in preschool partnerships across 160+ cities Preschools (at the end of period) Students enrolled 363 18,470 208 9,623 105 5,311 FY23 FY24 FY25 FY23 FY24 FY25 32
Slide 34: Strong revenue and EBITDA growth
Strong revenue and EBITDA growth Revenue (INR Mn) Adjusted EBITDA(1) (INR Mn) (13%) 18% 24% 425 104 334 58 230 FY23 FY24 FY25 (31) FY23 FY24 FY25 % Adjusted EBITDA % Note: 1. Adjusted for share-based compensation expenses 33
Slide 35: Financial Summary
Financial Summary • 6 34
Slide 36: Strong Performance across Business Segments
Strong Performance across Business Segments 18% YoY revenue growth for consolidated business(1) in FY25 vs FY24 India Multi-Channel Business International Business 8.8% 9.5% (19%) (16%) 15% 52,785 14% 8,586 45,795 7,537 FY24 FY25 FY24 FY25 Globalbees Others 0.2% 1.4% 18% 24% 30% 15,777 27% 425 12,09
Slide 37: Combination of Scale, Growth and continuously improving Profitability
Combination of Scale, Growth and continuously improving Profitability Consolidated Revenue(1) (INR Mn) Consolidated Adjusted EBITDA(2) (INR Mn) 36.7% 37.5% 35.8% 37.4% 5.0% 5.2% 4.2% 5.1% 43% 3,935 18% 76,596 64,809 2,744 20% 16% 19,303 1,005 838 16,669 Q4FY24 Q4FY25 FY24 FY25 Q4FY24 Q4FY25 FY24 FY2
Slide 38: Supplementary Information
Supplementary Information 37
Slide 39: Summary Consolidated Profit & Loss Statement
Summary Consolidated Profit & Loss Statement INR Million(1) FY23(3) FY24 FY25 Q4FY24 Q4FY25 Revenue from Operations 52,622 64,809 76,596 16,669 19,303 Material Costs 35,297 41,632 47,986 10,550 12,063 Gross Profit 17,325 23,177 28,610 6,118 7,240 Gross Profit Margin % 32.9% 35.8% 37.4% 36.7% 37.5% D
Slide 40: Summary Segment Disclosures
Summary Segment Disclosures INR Million FY23(3) FY24 FY25 Q4FY24 Q4FY25 India Multi-Channel Revenue from Operations 39,105 45,795 52,785 11,990 13,373 Adjusted EBITDA(1) 2,435 4,040 4,997 1,064 1,250 Adjusted EBITDA margin (%) 6.2% 8.8% 9.5% 8.9% 9.3% Segment Results 742 1,666 2,333 376 534 Segment
Slide 41: Adjusted EBITDA to Profit / Loss after Tax Reconciliation
Adjusted EBITDA to Profit / Loss after Tax Reconciliation INR Million(1) FY23(4) FY24 FY25 Q4 FY24 Q4 FY25 Loss after Tax (4,864) (3,215) (2,648) (433) (1,115) Add : Tax Expenses (440) (0) 328 (85) (60) Add : Finance Costs 721 1,154 1,583 5 376 Add : Depreciation and Amortization Expense 2,963 3,709
Slide 42: Reconciliation of Profit / Loss after Tax to Cash Profit after Tax
Reconciliation of Profit / Loss after Tax to Cash Profit after Tax INR Million FY24 FY25 Q4 FY24 Q4 FY25 Loss after Tax (3,215) (2,648) (433) (1,115) Deferred Tax expense 438 23 204 74 Loss before Deferred Tax Expense (3,653) (2,671) (637) (1,189) Ind AS 116 Cost (Rent amortisation and finance cost)
Slide 43: Other Operating Metrics (1/2)
Other Operating Metrics (1/2) Particulars (#s as of end of the period) FY23 FY24 FY25 Number of brands (1) 7,035 7,580 8,019 Number of SKUs (Mn) (2) 1.29 1.65 1.82 Number of warehouses and stockists (3) 79 80 83 Modern Stores 904 1,063 1,156 FOFO Stores 618 628 629 BabyHug COCO Stores 224 284 296 Fi
Slide 44: Other Operating Metrics (2/2)
Other Operating Metrics (2/2) Particulars FY23 FY24 FY25 Q4 FY24 Q4 FY25 GMV(1) from Online (INR Mn) 58,126 73,700 86,363 18,529 21,477 GMV(1) from Offline (INR Mn) 14,450 17,511 19,490 4,430 4,669 GMV(1) from Existing Customers (INR Mn) 52,963 65,878 79,259 18,990 21,931 GMV(1) from New Customers (
Slide 45: Summary estimate of share based compensation expense
Summary estimate of share based compensation expense Expected ESOP Charges INR Mn Q1 Q2 Q3 Q4 Total FY 2026 655 655 655 655 2,620 • Commentary FY 2027 306 306 306 306 1,224 • The table illustrates expected ESOP cost for granted options(4) FY 2028 161 161 161 161 644 • Actual charges might be differe
Slide 46: Glossary
Glossary Term Definition FirstCry Modern Stores Includes FirstCry-owned multi-brand stores, franchisee stores, and exclusive home brand stores Monetary value of Orders inclusive of taxes and gross of discounts, if any, across the FirstCry website, mobile application and FirstCry and BabyHug modern s