FirstCry Acquires Mahindra’s BabyOye, Aims To Build Offline Presence –

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An Online baby products seller FirstCry is acquiring offline retailer Mahindra BabyOye for Rs 362.1 crore in a primarily stock deal,FirstCry owner Brainbees Solutions will issue shares worth Rs 354.6 crore to Mahindra Group and pay Rs 7.5 crore in cash, according to filings made with stock exchanges.

The deal will help FirstCry create one of the largest omnichannel distribution plays in India with nearly 300 stores across 125 cities in the country.
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