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Brainbees Solutions Ltd., parent company of FirstCry, invests Rs 19.96 crore in Globalbees, as part of a Rs 146 crore commitment to support digital-first ecommerce brand growth.

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Brainbees Solutions’ Rs 19.96 Crore Investment Boosts Globalbees Expansion

Brainbees Solutions Ltd., the parent company of popular ecommerce platform FirstCry, has announced a significant investment of Rs 19.96 crore into its material subsidiary, Globalbees Brands Pvt. Ltd., according to recent regulatory filings. This move is part of a larger Rs 146 crore commitment Brainbees made earlier this year to support Globalbees’ growth across digital-first consumer categories.

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Backing Globalbees’ Thrasio-Style Ecommerce Model

Globalbees operates using a Thrasio-style business model focused on acquiring and scaling smaller ecommerce brands across diverse categories such as beauty, home, kitchen, sports, lifestyle, and electronics. Brainbees currently holds a majority stake of 51.12% in Globalbees, following a Rs 73 crore tranche in April that increased its share from 50.73%. The strategic funding continues to accelerate Globalbees’ expansion and consolidation plans. Since its incorporation in 2021, Globalbees has acquired more than a dozen brands, including Reach, The Butternut Company, Yellow Chimes, Absorbia, and Prolixr, positioning itself as a key player in India’s digital-first consumer brand space.

Financial Performance Highlights

Globalbees reported a 31% revenue increase in the June quarter, reaching Rs 426.4 crore compared to Rs 324.4 crore the previous year. The company saw a slight widening in losses to Rs 20.8 crore from Rs 19.6 crore year-on-year. However, the bottom line improved sequentially from Rs 23.4 crore losses in the March quarter. For FY25, Globalbees posted revenues of Rs 1,577.70 crore, up substantially from Rs 897.18 crore two years prior. The firm’s net worth stands at Rs 1,011.13 crore, reflecting steady growth alongside strategic acquisitions and brand scaling efforts.

Focus on Portfolio Consolidation and Financial Prudence

Despite aggressive acquisitions over the past years, Globalbees is currently emphasizing portfolio rationalisation and financial discipline. Anuj Jain, CEO of Globalbees, noted, “On the acquisitions, there is nothing on the cards right now. The focus is on consolidation and financial prudence, and we believe the existing portfolio can deliver the current margin profile.” Globalbees plans to complete this rationalisation by the end of the current financial year, ensuring operational efficiencies and strengthening margins across its expanded brand ecosystem.

Supporting Growth with IPO Proceeds

The new Rs 19.96 crore investment tranche will be funded from IPO proceeds earmarked for boosting subsidiary growth. Brainbees has already deployed over Rs 84 crore from its IPO proceeds into Globalbees, indicating a strong financial commitment to scaling Globalbees further. The completion of this funding round is expected within two months.

Future Outlook: IPO and Monetisation Prospects

On the path to monetisation, a public listing of Globalbees appears to be the likely outcome. Supam Maheshwari, Co-Founder and CEO of FirstCry, shared insights post earnings call stating, “On the exit or monetisation path, the most probable outcome will be a listing of GlobalBees, which will be decided by the company and its shareholders over a period of time. Brainbees will find its monetization opportunity over the next few years.” This anticipated listing will help Brainbees unlock value from its majority stake in Globalbees, while supporting continued expansion in digital-first consumer segments.

Strategic Expansion Within Brainbees’ Ecosystem

In addition to enhancing Globalbees’ growth, Brainbees also increased its stakes in two other subsidiaries—Frootle India Pvt. Ltd. and Wellspire India Pvt. Ltd.—to 74% each last year. This is part of Brainbees’ broader strategy to build a diversified portfolio of digital-first consumer brands across categories. By integrating these e-commerce-led labels under one umbrella and focusing on operational efficiencies, Brainbees aims to drive sustainable growth while providing enhanced value for stakeholders.

Summary

Brainbees Solutions Ltd.’s fresh Rs 19.96 crore investment in Globalbees Brands Pvt. Ltd. underpins its commitment to expanding the digital-first ecommerce conglomerate. With strategic acquisitions, improved quarterly revenues, and plans to rationalise its portfolio, Globalbees is well-positioned for a potential IPO and long-term growth. Brainbees continues to back its subsidiaries diligently, driving innovation and consolidation within India’s booming ecommerce space.

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