FirstCry to Launch $75 Million Investment Venture

Firstcry is in talks to launch India’s largest Thrasio-style investment venture with $75 million in capital commitment from investors such as Japan’s SoftBank, TPG, ChrysCapital, and Premji Invest, sources said. Global Bees will buy, consolidate and fast-track the growth of brands that sell products on e-commerce marketplaces in India. The model popularised by US-based Thrasio the world’s largest acquirer of third-party private label businesses on Amazon is picking up pace in India. About half a dozen investors have already set out to start their own ventures to acquire and grow companies this way. Thrasio has within three years of launch acquired, consolidated, and scaled up about 100 brands on Amazon. The profitable company has raised $1.7 billion across debt and equity and is worth $3-$4 billion, according to news reports.

Global Bees will look to acquire 30-40 direct-to-consumer firms over the next three to four years, investing around $2-$6 million in each. It will use the deep consumer insights that founders and investors have gained over the years to help them grow, one person said. Global Bees will look to partner or acquire brands across categories and will not limit it to Firstcry’s mainstay children’s category, the person, who has direct knowledge of the company’s plans, added. “Small brands do not have the marketing and digital branding bandwidth, the warehousing and logistical support, and the new product development know-how that such ventures can provide,” said a source.

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