A digital platform for new moms

For helping women to share information on motherhood, Firstcry, a babycare products e-tailer, has launched an online platform called worldofmoms.com.
A digital platform for new moms

For helping women to share information on motherhood, Firstcry, a babycare products e-tailer, has launched an online platform called worldofmoms.com.

Therefore, with the launch, the company is planning to promote infant-related product and services such as play schools, day care facilities and hobby classes by emphasising more on classified section.

"Our estimate suggests that there are around 2 crore digital moms in India, which should grow by a crore every year," said Anuj Jain, Senior Vice-President for Marketing, Firstcry.com.

 "We have around 15 lakh registered users on Firstcry.com. So, many of our target audience are there in the digital space and are doing so much more other than shopping and for whom we didn't have a solution till now. This is one of the primary reason for us to introduce worldofmoms.com," added Jain.

According to him, the content on the website will support shopping, which in turn will improve the loyalty matrix. Thus both these properties existing together will overall help the brand image. Further, he added that Worldofmoms doubles up as a social networking site where experts from leading hospitals can answer parenting-related queries. 

Worldofmoms will also help mothers, who are entrepreneurs, to reach out to a larger audience.

"We plan to list 100,000 business on our website in the next six months. We will also enable the feature wherein you can put up your own ads", revealed Jain.

At present, FirstCry reaches to around 1 million new mothers every year through its "Firstcry Box" programme, under which the company is delivering a customised box to mothers of newborns across 5,500 hospitals throughout the country.

Promoted by Pune-based BrainBees Solutions, Firstcry has online and offline presence through 100 stores. 

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