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Powered by 27 million births a year and a growing middle to upper class, India’s baby care e-tailing sector is expected to grow to US $500 million by 2017. FirstCry, established in December 2010 with seed capital of Rs. 25 million (about US $548,000), has gradually emerged as Asia’s largest online shopping portal for products for children and expectant mothers with an inventory of more than 90,000 items from over 1,200 top international and Indian brands. Aiming to create a seamless experience focused on constant innovation, improvement, and added value, FirstCry faces challenges related to logistics, payment gateways, and intense competition to gain new customers in this lucrative market. In the tumultuous online baby care products market, which has seen several major businesses close their doors or be acquired by others, how will FirstCry maintain its lead and grow its business in the next few years?