Review, an online and offline brand providing range of products for babies, kids and moms, was born in 2010 out of a desire to solve Indian parents’ problem of not having access to the best brands and products for their babies and kids. In 4 years, has emerged as the clear leader in its niche. The e-commerce company was founded by Supam Maheshwari and Amitava Saha in 2010. Being Asia’s largest online portal for baby and kids products, has an inventory of more than 70,000 items from over 700 top International and Indian brands like Mattel, Ben10, Pigeon, Funskool, Hotwheels, Nuby, Farlin, Medela, Pampers, Disney, Barbie, Gerber, Fisher Price, Mee Mee, etc. With over 700 international and national vendors on board, FirstCry promises a great customer experience, amazing variety of products baby care products and the most reasonable prices. All items originate from FirstCry warehouse and have been sourced from authorized representatives or manufacturers. has the highest numbers of Stock Keeping Units (SKU’s) and they offer the largest range of products. From maternity wear to accessories for nursery, diapers, clothes for kids till the age of 9, toys, school gear, prams, strollers, car seats etc, the portal offers it all. is like a megastore for parents.

The Baby and kids industry in India is massive with an estimated turnover of nearly Rs.50,000 crore. As of today in India, even though 95% people still prefer buying offline, the online market is 5% of the retail market and is likely to outpace organist retail especially in the baby and kids segment.

Urban India today is characterised by a nuclear family with double-income parents, who are willing to shell out the additional money on their children. Consequently, the spending on children’s apparel, with better brand image and quality, has received a significant boost. When it comes to buying clothes for the little ones, parents, especially mothers are the decision makers and are always looking for trendy basic & casual wear with little party or occasional wear. At the same time, Indian kids in both urban and semi-urban parts of the country are increasingly exposed to various media and are thus aware of brands which cater to them. They have also started participating actively in purchase decisions related to their apparel.