Consumer Analyst / Channel Surveillance Specialist, Trudence Capital Advisors

Pranav Bhavsar

Consumer Analyst / Channel Surveillance Specialist

Trudence Capital Advisors

Trudence Capital Advisors Private Limited is a SEBI-registered Research Analyst, holding SEBI registration number INH000015747. Our firm is dedicated to providing independent and unbiased research on Indian mid to large-cap companies. Trudence Capital is known for its counter-consensus views, with a focus on forensic research and on-ground primary investigations. Our research approach is thorough, involving detailed analysis of accounting practices and governance, alongside extensive channel checks.

Independent & Unbiased Research

Equity Capital Markets

<ul>
<li>We visited FirstCry Franchisee stores in Ajmer (Rajasthan), and Hosur (Tamil Nadu).</li>
<li>FirstCry has a high brand recall, limited competition, and healthy franchisee relations.</li>
<li>The ability to leverage FirstCry and Baby Oye is a good margin lever.</li>
</ul>


We visited FirstCry Franchisee stores in Ajmer (Rajasthan), and Hosur (Tamil Nadu).
FirstCry has a high brand recall, limited competition, and healthy franchisee relations.
The ability to leverage FirstCry and Baby Oye is a good margin lever.


Brainbees Solutions (FirstCry) IPO | Channel Feedback

IPOs and Catalysts/Events, Global Equity Research Ltd

Arun George

IPOs and Catalysts/Events

Uncompromised, Independent, Conflict-Free Research

Global Equity Research Ltd

Global Equity Research was started in 2017 by a group of experienced research professionals. It was founded on a passionate belief in the importance and the need for uncompromised, independent, conflict-free research. We aim to provide differentiated and actionable primary and bottom up fundamental research.

<ul>
<li>
<a href="https://www.smartkarma.com/entities/brainbees-solutions" target="_blank" data-smartkarma-citation="entities:36115:1" rel="noopener">FirstCry (0172540D IN)</a>, India’s largest multi-channel retailing platform for mothers’, babies’ and kids’ products, has filed for a US$700 million IPO. </li>
<li>In <em><strong><a href="https://www.smartkarma.com/insights/brainbees-solutions-firstcry-ipo-the-bull-case" target="_blank" data-smartkarma-citation="insights:125537" rel="noopener">Brainbees Solutions (FirstCry) IPO: The Bull Case</a></strong></em>, we highlighted the key elements of the bull case. In this note, we outline the bear case.</li>
<li>The bear case rests on the worrying trend of India's KPIs, margin pressures, cash burn, and deteriorating balance sheet strength. </li>
</ul>



FirstCry (0172540D IN), India’s largest multi-channel retailing platform for mothers’, babies’ and kids’ products, has filed for a US$700 million IPO. 
In Brainbees Solutions (FirstCry) IPO: The Bull Case, we highlighted the key elements of the bull case. In this note, we outline the bear case.
The bear case rests on the worrying trend of India's KPIs, margin pressures, cash burn, and deteriorating balance sheet strength. 


Brainbees Solutions (FirstCry) IPO: The Bear Case

<ul>
<li>
<a href="https://www.smartkarma.com/entities/brainbees-solutions" target="_blank" data-smartkarma-citation="entities:36115:1" rel="noopener">FirstCry (0172540D IN)</a>, India’s largest multi-channel retailing platform for mothers’, babies’ and kids’ products, has filed for a US$700 million IPO. </li>
<li>The substantial shareholders are <a href="https://www.smartkarma.com/entities/softbank-group-corp" target="_blank" data-smartkarma-citation="entities:315:1" rel="noopener">Softbank Group (9984 JP)</a> Vision Fund (25.55% of shares), <a href="https://www.smartkarma.com/entities/mahindra-mahindra-ltd" target="_blank" data-smartkarma-citation="entities:16441:1" rel="noopener">Mahindra &amp; Mahindra (MM IN)</a> (10.98%), Premji Invest (10.36%) and Supam Maheshwari - founder and CEO (5.95%).</li>
<li>The bull case rests on growing addressable markets, strong market positioning, robust GMV growth and strong organic growth.   </li>
</ul>



FirstCry (0172540D IN), India’s largest multi-channel retailing platform for mothers’, babies’ and kids’ products, has filed for a US$700 million IPO. 
The substantial shareholders are Softbank Group (9984 JP) Vision Fund (25.55% of shares), Mahindra &amp; Mahindra (MM IN) (10.98%), Premji Invest (10.36%) and Supam Maheshwari - founder and CEO (5.95%).
The bull case rests on growing addressable markets, strong market positioning, robust GMV growth and strong organic growth.   


Brainbees Solutions (FirstCry) IPO: The Bull Case

Head of Research, IPOs & Placements, Aequitas Research

Sumeet Singh

Head of Research, IPOs & Placements

IPOs and Placements coverage across Asia Pacific

Aequitas Research

We cover all listing across the Asia Pacific along with follow-up placements. As of Dec 2020, our team had covered 539 IPOs with a hit rate of 73.5% and 685 placements with a hit rate of 66.8%.

We combine fundamental bottom-up views with our proprietary quantitative framework to provide a holistic coverage across new listings and placements. Our coverage includes pre-IPO notes before the deal is launched, follow-up analysis once the deal is live and post-listing trading analysis as well.

<ul>
<li>
<a href="https://www.smartkarma.com/entities/brainbees-solutions" target="_blank" data-smartkarma-citation="entities:36115:1" rel="noopener">FirstCry</a> is looking to raise up to US$700m in its upcoming India IPO.</li>
<li>FirstCry is India’s largest multi-channel retailing platform for Mothers’, Babies’ and Kids’ products in terms of GMV, for the year ending Dec 2022 (9M23), according to RedSeer.</li>
<li>In this note, we talk about the not-so-positive aspects of the deal.</li>
</ul>



FirstCry is looking to raise up to US$700m in its upcoming India IPO.
FirstCry is India’s largest multi-channel retailing platform for Mothers’, Babies’ and Kids’ products in terms of GMV, for the year ending Dec 2022 (9M23), according to RedSeer.
In this note, we talk about the not-so-positive aspects of the deal.


Brainbees Solutions (FirstCry) Pre-IPO - The Negatives - Not All of It Fits Together

<ul>
<li>
<a href="https://www.smartkarma.com/entities/brainbees-solutions" target="_blank" data-smartkarma-citation="entities:36115:1" rel="noopener">FirstCry</a> is looking to raise up to US$700m in its upcoming India IPO. </li>
<li>FirstCry is India’s largest multi-channel retailing platform for Mothers’, Babies’ and Kids’ products in terms of GMV, for the year ending Dec 2022 (9M23), according to RedSeer.</li>
<li>In this note, we talk about the positive aspects of the deal.</li>
</ul>



FirstCry is looking to raise up to US$700m in its upcoming India IPO. 
FirstCry is India’s largest multi-channel retailing platform for Mothers’, Babies’ and Kids’ products in terms of GMV, for the year ending Dec 2022 (9M23), according to RedSeer.
In this note, we talk about the positive aspects of the deal.


Brainbees Solutions (FirstCry) Pre-IPO - The Positives - Carving Its Niche

India

BrainBees Solutions Private Limited operates an online store for baby and kids products. The Company offers diapers, wipes, changing pads and mats, breast feeding products, bibs, medicines, and thermometers. BrainBees Solutions serves customers throughout India.

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FirstCry (0172540D IN)

Brainbees Solutions (FirstCry) IPO | Channel Feedback

FirstCry Franchisee stores in Ajmer and Hosur have strong brand recall, limited competition, and positive franchisee relations, making it a...

Pranav Bhavsar

Brainbees Solutions (FirstCry) IPO: The Bear Case

The bear case rests on the worrying trend of India's KPIs, margin pressures, cash burn, and deteriorating balance sheet strength.

Arun George

Brainbees Solutions (FirstCry) IPO: The Bull Case

The bull case rests on growing addressable markets, strong market positioning, robust GMV growth and strong organic growth.

Arun George

Brainbees Solutions (FirstCry) Pre-IPO - The Negatives - Not All of It Fits Together

FirstCry is looking to raise up to US$700m in its upcoming India IPO. In this note, we talk about the not-so-positive aspects of the deal.

Sumeet Singh

Brainbees Solutions (FirstCry) Pre-IPO - The Positives - Carving Its Niche

FirstCry is looking to raise up to US$700m in its upcoming India IPO. In this note, we talk about the positive aspects of the deal.

Sumeet Singh

Price Gauge

52-week Range

Market Cap (USDm)

P/E

Dividend (Yield)

Brainbees Solutions (FirstCry) IPO | Channel Feedback

​FirstCry Franchisee stores in Ajmer and Hosur have strong brand recall, limited competition, and positive franchisee relations, making it a...

Pranav Bhavsar

Brainbees Solutions (FirstCry) IPO: The Bear Case

The bear case rests on the worrying trend of India's KPIs, margin pressures, cash burn, and deteriorating balance sheet strength.

Arun George

Brainbees Solutions (FirstCry) IPO: The Bull Case

The bull case rests on growing addressable markets, strong market positioning, robust GMV growth and strong organic growth.

Arun George

Brainbees Solutions (FirstCry) Pre-IPO - The Negatives - Not All of It Fits Together

FirstCry is looking to raise up to US$700m in its upcoming India IPO. In this note, we talk about the not-so-positive aspects of the deal.

Sumeet Singh

Brainbees Solutions (FirstCry) Pre-IPO - The Positives - Carving Its Niche

FirstCry is looking to raise up to US$700m in its upcoming India IPO. In this note, we talk about the positive aspects of the deal.

Sumeet Singh

FirstCry Franchisee stores in Ajmer and Hosur have strong brand recall, limited competition, and positive franchisee relations, making it a...