The Chairman Emeritus of Tata Sons and Senior Advisor to IDG Ventures India, has invested an undisclosed amount in his personal capacity into Brainbees Solutions, which owns the brand, the company said in a statement.

FirstCry is omni-channel player with presence across desktop, mobile and offline routes offering baby and maternity products in India.

It started operations in 2010 and has over 2 million customers. It has over 150 FirstCry branded franchisee offline stores across 100 cities in the country.

Brainbees has raised USD 69 million in capital over multiple rounds from marquee investors including IDG Ventures India, SAIF Partners, Vertex Ventures,Valiant Capital and NEA.

Earlier this week, Tata invested in online coupons venture, Cashkaro.

The top industrialist has been aggressively investing in startups, ranging from e-commerce firms to cab aggregators. He has invested in firms like Snapdeal, Kaaryah, Urban Ladder, Bluestone, CarDekho, Sabse Technologies, Xiaomi, Ola and

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