MUMBAI, November 2026 – With families travelling and preparing for Diwali, FirstCry is seeing a surge in demand for FC Qwik across a wider basket of parenting needs. While diapers, wipes, feeding products and baby care essentials remain central, parents are also turning to the rapid-delivery service for ethnic wear and other festive requirements that arise at short notice.
Festive travel with babies and young children often creates needs that are difficult to anticipate fully. A family essential may be left behind, an outfit may be needed for a celebration, or a product may be required after shops have closed. FC Qwik is designed to help families address these last-minute requirements through rapid, hyper-local fulfilment across eligible products and serviceable locations.
To support this changing consumer behaviour, FirstCry has scaled FC Qwik’s operating capabilities over the past eleven months. In select serviceable locations, delivery timelines for eligible orders have reduced from up to three hours to approximately one hour. The service is also set up to deliver eligible overnight orders before 10 a.m. the following day, subject to product availability and applicable service conditions.
FC Qwik connects FirstCry’s digital platform with its physical network – a large part of our fulfilment happens through dark stores. RocketBees supports this ecosystem through localized fulfilment, real-time inventory coordination, smart routing, and middle- and last-mile delivery capabilities. Together, these systems help FirstCry respond to time-sensitive parenting needs during periods of high festive demand.
Supam Maheshwari, Managing Director and CEO, FirstCry, said, “Festive travel with young children comes with long lists, and even careful parents can find that something important has been missed. FC Qwik is intended to make those moments easier – whether the need is a daily essential or ethnic wear for a celebration. We are working to bring eligible products to parents faster and more reliably wherever the service is available.”
Shwetank Gupta, Head of Logistics, FirstCry, said, “Over the past six months, we have strengthened our fulfilment operations to reduce delivery timelines in select serviceable locations from up to three hours to approximately one hour. We are also enabling eligible overnight orders to reach customers before 10 a.m. the following day. This requires close coordination across stores, inventory, routing, and last-mile delivery, particularly during the festive period.”
By connecting digital discovery, local store inventory, and delivery operations, FC Qwik aims to make festive preparation and travel less stressful for parents, helping them access important products when they need them most.
About FirstCry
Firstcry.com is India’s largest multi-channel retailing platform for Mothers’, Babies’ and Kids’ Products, with a growing presence in select international markets. In India, we sell Mothers’, Babies’ and Kids’ Products through our online platform, company-owned modern stores, franchisee-owned modern stores and general trade retail distribution.
