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A Mahindra venture, Firstcry is one of the most popular portals in India for baby care products. While looking after a child is time-consuming and exhausting, so is shopping for him/ her. Firstcry helps all time-crunched parents by bringing a wide range of baby care products like toys, books, diapers, nursing necessities, clothes, etc. from thousands of national and international brands at their doorstep. Also, the baby care industry in India is expected to grow at an annual rate of over 17% in revenue during the 2014-2019 period.