Brainbees Solutions Limited — Investor Presentation 2025

Aug 13, 2025

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FC/SE/2025-26/30 August 13, 2025

National Stock Exchange of India Limited Exchange Plaza, C – 1, Block G, Bandra-Kurla Complex, Bandra (E), Mumbai-400051 Symbol: FIRSTCRY

BSE Limited

Phiroze Jeejeebhoy Towers, Dalal Street, Mumbai-400001 Scrip Code: 544226

Sub : Investor Presentation of Brainbees Solutions Limited (the ‘Company’)

Ref : Information under Regulation 30 of the Securities and Exchange Board of India (Listing Obligations and Disclosure Requirements) Regulations, 2015, as amended (“Listing Regulations”) and our earlier intimation through our letter dated August 07, 2025, bearing reference no. FC/SE/2025-26/28

Dear Sir/Ma’am,

In accordance with Regulation 30 read with Schedule III of the Listing Regulations, please find enclosed a copy of ‘Investor Presentation’ in connection with the Un-audited Financial Results (Standalone and Consolidated) of the Company for the quarter ended June 30, 2025.

The aforesaid information is being uploaded on the Company’s website at - https://www.firstcry.com/investor relations/

We request you to kindly take the aforesaid information on record.

Thanking you,

For Brainbees Solutions Limited

Digitally signed by Neha Virendra Neha Virendra Surana Surana Date: 2025.08.13 17:20:46 +05'30'

Neha Surana Company Secretary & Compliance Officer ICSI Membership No.: A35205

Encl.: a/a

Brainbees Solutions Limited CIN: L51100PN2010PLC136340 Corporate/Registered Office :- Rajashree Business Park, Plot No. 114, Survey No. 338, Tadiwala Road, Nr. Sohrab Hall, Pune – 411001 Contact: +91-8482989157 Email Id :legal@firstcry.com Website : www.firstcry.com

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Earnings Presentation Quarter ended June 30, 2025

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AUGUST 13, 2025
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Disclaimer

By attending the presentation or by reading the presentation slides you agree to be bound as follows: This Presentation is prepared by Brainbees Solutions Limited (“Company”) and is for information purposes only without regards to specific objectives, financial situations or needs of any particular person and is not and nothing in it shall be construed as an invitation, offer, solicitation, recommendation or advertisement in respect of the purchase or sale of any securities of the Company or any affiliates in any jurisdiction or as an inducement to enter into investment activity and no part of it shall form the basis of or be relied upon in connection with any contract or commitment or investment decision whatsoever. This Presentation does not take into account, nor does it provide any tax, legal or investment advice or opinion regarding the specific investment objectives or financial situation of any person. This Presentation and its contents are confidential and proprietary to the Company and/or its affiliates and no part of it or its subject matter be used, reproduced, copied, distributed, shared, or disseminated, directly or indirectly, to any other person or published in whole or in part for any purpose, in any manner whatsoever. The information contained in this Presentation is a general background information of the Company. We don’t assume responsibility to publicly amend, modify or revise any information contained in this Presentation on the basis of any subsequent development, information or events, or otherwise. This Presentation should not be considered as a recommendation to any investor to subscribe to any security. This Presentation includes certain statements that are, or may be deemed to be, “forward-looking statements” and relate to the Company and its financial position, business strategy, events and courses of action. Forward-looking statements and financial projections are based on the opinions and estimates of management at the date the statements are made and are subject to a variety of risks and uncertainties and other factors that could cause actual events or results to differ materially from those anticipated in the forward-looking statements and financial projections. Forward-looking statements and financial projections include, among other things, statements about: our expectations regarding our expenses, sales and operations; our future customer concentration; our anticipated cash needs, our estimates regarding our capital requirements, our need for additional financing; our ability to anticipate the future needs of our customers; our plans for future products and enhancements of existing products; our future growth strategy and growth rate; our future intellectual property; and our anticipated trends and challenges in the markets in which we operate. Forward-looking statements are not guarantees of future performance including those relating to general business plans and strategy, future outlook and growth prospects, and future developments in its businesses and its competitive and regulatory environment. No representation, warranty or undertaking, express or implied, is made or assurance given that such statements, views, projections or forecasts in the Presentation, if any, are correct or that any objectives specified herein will be achieved. We, or any of our affiliates, shareholders, directors, employees, or advisors, as such, make no representations or warranties, express or implied, as to, and do not accept any responsibility or liability with respect to, the fairness, accuracy, completeness or correctness of any information or opinions contained herein and accept no liability whatsoever for any loss, howsoever, arising from any use or reliance on this Presentation or its contents or otherwise arising in connection therewith. The information contained herein is subject to change without any obligation to notify any person of such revisions or change and past performance is not indicative of future results. It is clarified that this Presentation is not intended to be a document or advertisement offering for subscription or sale of any securities or inviting offers or invitations to offer or solicitation to offer from the public (including any section thereof) or any class of investors. This document has not been and will not be reviewed or approved by a regulatory authority in India or by any stock exchange in India. No rights or obligations of any nature are created or shall be deemed to be created by the contents of this Presentation.

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A baby’s first cry is a special moment for parents

At FirstCry, we aim to make this and all such moments of the parenting journey filled with joy and happiness

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Table of Contents

1. Q1’FY26 Performance Highlights

2. Segmental Performance

3. Financial Summary

4. Business Overview

5. Supplementary Information

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• 3

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Q1’FY26 Performance Highlights

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Key highlights for Q1’FY26

We are happy to report 25% growth in Adjusted EBITDA[(1)] for the Consolidated Business in Q1’FY26. Consolidated business also turned Free Cash Flow[(2)] positive in Q1’FY26.

Growth in this quarter in India Multi-Channel was moderated on account of broad based consumer slowdown and macro factors including challenges in last-mile delivery ecosystem and elevated geopolitical tension in North India. However, we witnessed encouraging signs of growth in the month of July. Our India Multi-Channel business continued to be PBT and Free Cash Flow[(2)] positive in Q1’FY26

International business continued to deliver sustainable growth with 30% YoY improvement in Adjusted EBITDA[(1)] . Globalbees delivered another strong quarter of organic growth, with core categories driving the growth momentum.

Notes:

1. Adjusted for share-based expenses. Additionally, Globalbees EBITDA is also adjusted for salaries and wages accounted as per Para B55 of Ind-AS 103

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1. Free Cash Flow means Net cash generated in operating activities less acquisition of property, plant and equipment, intangible assets and leasehold land

Q1’FY26: Performance Summary for Consolidated Business Continued growth momentum with improvement in profitability

INR 18,626 Mn Revenue from Operations + 13% vs Q1’FY25

INR 7,175 Mn Gross Margin

• + 15% vs Q1’FY25 | 82bps YoY expansion

INR 927 Mn Adjusted EBITDA[(1)]

• + 25% vs Q1’FY25 | 48bps YoY expansion

INR 526 Mn Cash Profit After tax[(2)]

• + 197% vs Q1’FY25

Notes:

1. Adjusted for share-based expenses. Additionally, Globalbees EBITDA is also adjusted for salaries and wages accounted as per Para B55 of Ind-AS 103 2. Adjusted for non-cash expenses and exceptional items. Refer page 37 for details

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Q1’FY26 Snapshot for Consolidated Business

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10.8 Mn INR 25,184 Mn INR 18,626 Mn
Annual Unique Transacting GMV [(1,3)] Revenue from Operations [(4)]
Customers [(1,2)]
+ 14% vs June 2024 + 9% vs Q1’FY25 + 13% vs Q1’FY25
INR 927 Mn INR 1,067 Mn INR 526 Mn
Consolidated Adjusted India Multi-Channel Adjusted Cash Profit After Tax [(6)]
EBITDA [(5)]
EBITDA [(5)]
+ 25% vs Q1’FY25 + 12% vs Q1’FY25 + 197% vs Q1’FY25
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Notes:

1. Numbers represent consolidated metrics of India multi-channel and International business

2. Annual unique transacting customers represents the unique transacting customers for trailing twelve months i.e. from July 1, 2024 to June 30, 2025

3. Monetary value of Orders inclusive of taxes and gross of discounts, if any, across the FirstCry website, mobile application and FirstCry and BabyHug modern stores, including those operated by Digital Age and franchisees, net of order cancellations and prior to product returns;

4. Numbers represent consolidated metrics of India multi-channel and International retail, Globalbees, Others and inter-company adjustments

5. Adjusted for share-based expenses. Additionally, Globalbees EBITDA is also adjusted for salaries and wages accounted as per Para B55 of Ind-AS 103

6. Adjusted for non-cash expenses and exceptional items. Refer page 37 for details

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Segmental Performance

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• 3

India Multi-Channel Business Growing user base with increasing orders and GMV

Key Updates

Growth was moderated primarily due to:

• Challenges in last-mile delivery ecosystem

• Elevated geopolitical tensions , which impacted North-India volumes for approximately one week

• Lower footfalls in offline stores due to broad based consumer slowdown and unseasonal rainfall

• However, we witnessed encouraging signs of growth in July

Orders (Mn)

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6% 9.5
9.0
Q1FY25 Q1FY26
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Annual Unique Transacting Customers[(1)] (Mn)

GMV[(3)] (INR Mn)

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14% 10.3
9.0
(2) (2)
Q1FY25 Q1FY26
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10% 21,265
19,389
Q1FY25 Q1FY26
% YoY Growth
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Notes:

1. Numbers represented for India. India represents FirstCry Platform operated by the Company across the FirstCry website (www. firstcry.com), mobile application and FirstCry and BabyHug Modern stores, including those operated by Digital Age and franchisees.

2. Annual unique transacting customers reporting for three months ended June 30, 2024 represents the unique transacting customers for trailing twelve months i.e. from July 1, 2023 to June 30, 2024 and for three months ended June 30, 2025 represents the unique transacting customers for trailing twelve months i.e., from July 1, 2024 to June 30, 2025

3. Monetary value of Orders inclusive of taxes and gross of discounts, if any, across the FirstCry website (www.firstcry.com), mobile application and FirstCry and BabyHug modern stores, including those operated by Digital Age and franchisees, net of order cancellations gross of franchisee commission, net of shipping and cash on delivery charges and prior to product returns

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India Multi-Channel Business Witnessed continuous expansion in margins

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Revenue [(1)] (INR Mn) Adjusted EBITDA [(1,2)] (INR Mn)
36.6% 37.8% 8.3% 8.6%
8% 12,366 12% 1,067
11,501 954
Q1FY25 Q1FY26 Q1FY25 Q1FY26
Notes: % Gross Margin % % Adjusted EBITDA % % YoY Growth
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Notes:

1. Numbers represent consolidated metrics of India Multi-channel business 2. Adjusted for share-based compensation expenses

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International Business Continuous growth across all key metrics

Orders[(1)] (Mn)

Key Updates

We continue to execute our plans of sustainable growth in both UAE and KSA by:

• Optimizing topline mix which yields a superior GMV to revenue conversion and superior margins

• Acquiring superior quality customers

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7% 0.5
0.4
Q1FY25 Q1FY26
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Annual Unique Transacting Customers[(1)] (Mn)

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14% 0.5
0.4
(2) (2)
Q1FY25 Q1FY26
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Notes:

GMV[(1,3)] (INR Mn)

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3% 3,919
3,794
Q1FY25 Q1FY26
% YoY Growth
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1. Numbers represent consolidated metrics of International business comprising UAE and KSA

2. Annual unique transacting customers reporting for three months ended June 30, 2025 represents the unique transacting customers for trailing twelve months i.e. from July 1,2024 to June 30, 2025 and for three months ended June 30, 2024 represents the unique transacting customers for trailing twelve months i.e., from July 1, 2023 to June 30, 2024

3. Monetary value of Orders inclusive of taxes and gross of discounts, if any, across the FirstCry websites (www.Firstcry.ae and www.Firstcry.sa) and mobile application and prior to product returns

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International Business Conscious move towards sustainable business growth

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Revenue [(1)] (INR Mn) Adjusted EBITDA [(1,2)] (INR Mn)
23.9% 24.9% (17%) (10%)
13% 2,073 (305) (30%)
1,837
(215)
Q1FY25 Q1FY26 Q1FY25 Q1FY26
% Gross Margin % % Adjusted EBITDA % % YoY Growth
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Notes:

1. Numbers represent consolidated metrics of International business comprising UAE and KSA 2. Adjusted for share-based compensation expenses

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Globalbees

Continued strong growth momentum

Key Updates

• ‘Core Categories’[(1)] witnessed revenue growth of 40%+ with 4.5%+ Adjusted EBITDA[(3)] (post corporate expenses) in Q1FY26

• • We continue to rationalize our portfolio of ‘Other Brands’[(2)]

• Margins weighed down by the impact of rationalization of ‘Other Brands’[(2)] ; our endeavor is to complete this rationalization within FY26

Adjusted EBITDA[(3)] (INR Mn)

Revenue (INR Mn)

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48.1% 46.5% 1.4% 1.0%
31% 4,265
46
41
3,245
Q1FY25 Q1FY26 Q1FY25 Q1FY26
% Gross Margin % % Adjusted EBITDA % % YoY Growth
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Notes:

1. Core Categories include Home improvement & Utilizes, Home Appliances, Health & Personal Care, Active, Lifestyle & Accessories

2. Other Brands include brands from Core Categories witnessing relatively lower revenue growth

3. Adjusted for share-based compensation expenses and salaries and wages accounted as per Para B55 of Ind-AS 103

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Financial Summary

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• 6 15

Combination of Scale, Growth and continuously improving Profitability

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Consolidated Revenue [(1)] (INR Mn) Consolidated Adjusted EBITDA [(1,2)] (INR Mn)
37.7% 38.5% 4.5% 5.0%
13% 18,626 25% 927
16,521
743
Q1FY25 Q1FY26 Q1FY25 Q1FY26
% Gross Margin % % Adjusted EBITDA % % YoY Growth
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Notes:

1. Numbers represent consolidated metrics of India multi-channel, International, Globalbees, Others and inter-company adjustments

2. Adjusted for share-based compensation expenses. Additionally, Globalbees EBITDA is also adjusted for salaries and wages accounted as per Para B55 of Ind-AS 103

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Business Overview

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FirstCry Platform: Highly scalable core capabilities driving sustainable growth across all segments

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Full-Stack Full-Stack
Monetization Capabilities Parenting Needs Capabilities Monetization
Platform Platform
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Largest multi-channel retailer for Mothers’, Babies’ and Kids’ products in India

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78% 22%
GMV [(1)] from online GMV [(1)] from offline
India multi-channel retail India multi-channel retail
10.3 Mn 1,169
Annual Unique Modern Stores [(4) ]
Transacting Customer [(2)] incl. FOFO & COCO
159 Mn 536
FirstCry mobile app FirstCry & BabyHug
downloads [(3)] COCO Stores [(4)]
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38% of GMV generated by top 20 cities in FY25 is from cross channel customers (transacting both online & offline)

Notes:

1. Monetary value of Orders inclusive of taxes and gross of discounts, if any, across the FirstCry website, mobile application and FirstCry and BabyHug modern stores, including those operated by Digital Age and franchisees, net of order cancellations and prior to product returns for quarter ending June 30, 2025;

2. Annual unique transacting customers represents the unique transacting customers for trailing twelve months i.e. from July 1, 2024 to June 30, 2025

3. FirstCry India mobile application downloads till March 31, 2025

4. As on June 30, 2025

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Personalized shopping experiences with customized homepages

Personalization based on age and gender

Personalization based on different festivals

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Home page for parent of 6 months old girl

Home page for parent of 10 years old boy

Driving regional personalization: Home pages across different regions during the same time of the year

We run multiple personalized customer journeys on our mobile application

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Addressing Babies’ and Kids’ needs across age groups through a wide assortment of products

Category wise share of India GMV (%)

1.9 Mn SKUs[(1)] offered from 8,022 brands[(1)] across our platforms

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Illustrative list of categories offered for different age
100%
groups
Trending fashion
Feeding Toddler fashion
Apparel Book & school
Baby apparel supplies Baby & Kids Fashion
essentials Feeding Apparel Games (Apparel and Footwear)
Cots & nursery 52%
Maternity wear Diapers Footwear Footwear 1.3 Mn SKUs [(2)]
Toys
Maternity care Baby safety gear Bath
Strollers & cradles
Parenting
Baby health
books
Other categories
(Including Consumables,
Baby Gear & Nursery, Toys
48% and other categories)
0.3 Mn SKUs [(2)]
FY25
Expecting mothers 0 - 6M 6M - 24M 2 - 4 Years 4 - 6 Years 6 - 12 Years
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Expecting mothers
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Notes:

1. As on March 31, 2025; Numbers represent metrics for India multichannel segment

2. As on June 30, 2025; Numbers represent consolidated metrics for India multi-channel and International segments

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Customers consistently transact more on our platform

GMV Cohorts for India Multi-channel business

Fiscal 2013 Fiscal 2017 Fiscal 2021 Fiscal 2025

Average for all Cohorts (Fiscal 2011 to 2025)

Year 0 Till Year 4 Till Year 8 Till Year 12 Acquisition Year Year 0 to Year 4 (5 years) Year 0 to Year 8 (9 years) Year 0 to Year 12 (13 years)

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1.0x 3.4x 5.5x 7.9x
1.0x 3.7x 6.3x
1.0x 4.0x
1.0x
1.0x 3.8x 6.3x 8.6x
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Inference:

• Customers acquired in Fiscal 2013 generated an average GMV of ~INR 340 from Year 0 to Year 4 (i.e., from Fiscal 2013 to Fiscal 2017), for every INR 100 generated in Year 0 (the acquisition year, i.e. Fiscal 2013)

• Similarly, customers acquired in Fiscal 2017 generated an average GMV of ~INR 630 from Year 0 to Year 8 (i.e., from Fiscal 2017 to Fiscal 2025), for every INR 100 generated in Year 0 (the Acquisition Year, i.e., Fiscal 2017)

Benefit of recently launched 6-12 years product offering is yet to materially reflect in the cohorts

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Highly curated Home Brand portfolio driving growth & aiding margin expansion

Our Key Home Brands

Share of Home Brands in India Multichannel GMV

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~1.5x CAGR
of India > 55%
Multichannel GMV

37%

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 Offering a curated
assortment of high
quality products
especially in the
industry with
fragmented supply
 Home Brands drive
superior margins
than third party
brands
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FY20

FY25

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BabyHug: Largest Mothers’, Babies’, and Kids’ products brand

Available online and modern stores

• #1 Largest Mothers’, Babies’, and Kids’ products brand in the Asia Pacific region (exc. China) in terms of product assortment[(1)]

• #1 India’s largest multi-category Mothers’, Babies’, and Kids’ products brand in terms of GMV[(1)]

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Source: RedSeer report titled “Childcare Market in India” dated July 11, 2024 Note: 1. For FY24

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Combining the unique platform strength of commerce and community

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Commerce and parenting community are housed in the same mobile application driving customer acquisition and retention

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We operate India’s largest and most engaged parenting community

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Baby Due Date
Baby Name
Teething Calculator
Tool
Guide
Growth Memories
Tracker
Vaccine
Milestones
Tracker
Diet Plans Q & A
Parenting Discussion
GPT
Groups
Personalized Contests and
notifications Quizzes
FirstCry
Transmedia
Premier
Content Social network
League
for parents
Relevant & contextual Multiple pregnancy
knowledge and parenting tools
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Full spectrum of topics Diversified mix of user Lucid and simple layout
Panel of experts,
from pre-pregnancy to and expert generated for quick and easy
nutritionists, doctors
pregnancy to parenting content discovery
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Long standing partnership with hospitals driving new user acquisition

Wide reach with hospitals and brand partners

Unique market entry strategy

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Hospitals and Maternity
13,000+
Clinics [(1)]
PAN India Expanding the coverage
reach beyond existing channels
Multi-Year Yielding Highest RoI for third
Partnerships party brands
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2.5 Mn+ FirstCry branded Boxes delivered in FY25

Note:

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1. As on March 31, 2025

KSA and UAE offer favourable demographics and a large market opportunity

India International Markets KSA UAE Birth rate (per 000s for CY22) 16.3 17.0 9.9 Spend per child on Childcare products 9,280 – 9,350 61,000 – 71,000 160,000 – 170,000 in FY24 (INR) Childcare products 5,150 – 5,450 640 – 680 240 – 280 market size in FY29 (INR Bn)

Source: RedSeer report titled “Childcare Market in India” dated July 11, 2024

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Replicating our successful playbook in International markets

Went live in UAE in Oct’19

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Went live in KSA in Aug’22

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Currently operating as Online Platform in both UAE and KSA

3.7 times[(1)] International segment AOV as compared to India Multi-Channel AOV

Source: RedSeer report titled “Childcare Market in India” dated July 11, 2024 Note: 1. For quarter ending June 30, 2025

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Multiple levers in play to drive margin expansion in International business

Evolution of Gross Margin for India Multichannel and International Business segments

Started India Multichannel in FY11 Business

24.0% in FY18

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36.6%
in FY25
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Year 1
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Year 7
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Year 14
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Started International Business in FY20

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Year 1
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23.3%
in FY25
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Year 4
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• FirstCry is operational in UAE for ~5 years and in KSA for <3 years

Multiple margin expansion levers, including but not limited to:

• Increase in share of Home Brands in GMV;

• Increase in share of Kids & Babies Fashion in GMV

• Better Home Brand and Third Party margins due to economies of scale;

• Operational efficiencies

expanded gross margin for India multichannel business and the same levers are at play in International business as well

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Globalbees: Scaling D2C brands profitably

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Select brands across categories

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Home Improvement
Home Appliances
& Utilities
Active, Lifestyle & Health & Personal
Accessories Care
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Witnessing organic growth since September 2022[(1)]

Note:

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1. Globalbees made last brand acquisition in September 2022

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Globalbees
Strong organic growth across all categories
Category wise mix of revenue
8%
14%
12%
30%
33%
12%
INR 12,093 Mn INR 15,777 Mn
FY24 Revenue FY25 Revenue
17%
13%
30%
30%
Home improvement & Utilities Home Appliances Health & Personal Care
Active, Lifestyle & Accessories Other Brands [(2)]
Notes:
1. Core Categories include Home improvement & Utilizes, Home Appliances, Health & Personal Care, Active, Lifestyle & Accessories
2. Other Brands include brands from Core Categories witnessing relatively lower revenue growth
3. Investments as on March 31, 2025
4. Adjusted for share-based compensation expenses and salaries and wages accounted as per Para B55 of Ind-AS 103
5. Corporate expenses are the expenses that can not be apportioned between Core Categories and Other Brands
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Globalbees

Strong organic growth across all categories

Details for FY25

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Core Other
Categories [(1)] Brands [(2)]
Investments [(3)]
15,903 228
(INR Mn)
Adjusted
7.5% (31%)
Brand EBITDA % [(4)]
Consol. Brand
4.5%
Adjusted EBITDA % [(4)]
Corporate
3.1%
Expenses % [(5)]
Adjusted EBITDA % [(4)] 1.4%
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Supplementary Information

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Summary Consolidated Profit & Loss Statement

INR Million(1) FY23(3) FY24 FY25 Revenue from Operations 52,622 64,809 76,596 Material Costs 35,297 41,632 47,986 Gross Profit 17,325 23,177 28,610 Gross Profit Margin % 32.9% 35.8% 37.4% Direct Costs 4,911 5,879 6,909 Contribution Margin (pre Advertising & sales promotion expenses) % 23.6% 26.7% 28.3% Advertising & sales promotion expenses (% of Revenue) 7.9% 7.4% 8.4% Indirect Expense (% of Revenue) 7.0% 7.6% 7.4% Adjusted EBITDA(2) 772 2,744 3,935 Adjusted EBITDA Margin % 1.5% 4.2% 5.1% Profit/(Loss) before Tax (5,303) (3,215) (2,320) Profit/(Loss) after Tax (4,864) (3,215) (2,648)	Q1FY25 Q1FY26
	16,521 18,626
	10,291 11,450
	6,229 7,175
	37.7% 38.5%
	1,516 1,831
	28.5% 28.7%
	8.1% 8.5%
	7.9% 7.6%
	743 927
	4.5% 5.0%
	(698) (663)
	(757) (665)

Notes:

1. Numbers represent consolidated metrics of India multi-channel, International, Globalbees, Others and inter-company adjustment;

2. Adjusted for share-based compensation expenses. Additionally, Globalbees EBITDA is also adjusted for salaries and wages accounted as per Para B55 of Ind-AS 103

3. Based on Unaudited Pro Forma Consolidated Financial Information as presented in the Prospectus dated 8th August 2024

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Summary Segment Disclosures

INR Million FY23(3) FY24 FY25	Q1FY25 Q1FY26 11,501 12,366 954 1,067 8.3% 8.6% 330 400 2.9% 3.2% 1,837 2,073 (305) (215) (17%) (10%) (346) (263) (19%) (13%) 3,245 4,265 46 41 1.4% 1.0% (196) (208) (6%) (5%) 120 131 30 30 25% 23% 28 28 24% 21%
India Multi-Channel
Revenue from Operations 39,105 45,795 52,785
Adjusted EBITDA(1) 2,435 4,040 4,997
Adjusted EBITDA margin(%) 6.2% 8.8% 9.5%
Segment Results 742 1,666 2,333 Segment margin(%) (2) 1.9% 3.6% 4.4%
International
Revenue from Operations 4,875 7,537 8,586 Adjusted EBITDA(1) (1,201) (1,396) (1,401) Adjusted EBITDA margin(%) (25%) (19%) (16%) Segment Results (1,329) (1,554) (1,583) Segment margin(%) (2) (27%) (21%) (18%)
Globalbees
Revenue from Operations 8,972 12,093 15,777 Adjusted EBITDA(1) (447) 23 221 Adjusted EBITDA margin(%) (5%) 0.2% 1.4% Segment Results (1,407) (964) (791) Segment margin(%) (2) (16%) (8%) (5%)
Others
Revenue from Operations 230 334 425 Adjusted EBITDA(1) (31) 58 104 Adjusted EBITDA margin(%) (13%) 18% 24% Segment Results (42) 47 94 Segment margin (%) (2) (18%) 14% 22%

Notes:

1. Adjusted EBITDA is calculated as the restated profit for the period or year plus tax expense, finance cost, depreciation and amortization expenses less other income, exceptional items income(net), plus employee share-based payment expenses, deal related cost, salaries and wages accounted as per Para B55 of Ind-AS 103

2. Segment Margin is calculated by dividing segment results with segment revenue from operations

3. Based on Unaudited Pro Forma Consolidated Financial Information as presented in the Prospectus dated 8th August 2024

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Adjusted EBITDA to Profit / Loss after Tax Reconciliation

INR Million(1) FY23(4) FY24 FY25	Q1 FY25 Q1 FY26
Loss after Tax (4,864) (3,215) (2,648)	(757) (665)
Add : Tax Expenses (440) (0) 328	59 2
Add : Finance Costs 721 1,154 1,583	380 403
Add : Depreciation and Amortization Expense 2,963 3,709 4,046	955 1,011
Less : Other Income (988) (942) (1,505)	(268) (484)
Add : Employee share based payment expense 3,614 1,781 1,542	228 596
Add : Exceptional items(2) (net) (544) - 496	123 65
Add : Deal related cost 45 - -	- -
Add : Employment cost on account of business combination(3) 263 259 92	23 -
Adjusted EBITDA 772 2,744 3,935	743 927

Notes:

1. Numbers represent consolidated metrics of India multi-channel, International, Globalbees, Others and inter-company adjustment;

2. Exceptional items include loss on account of impairment of intangible assets, inventory loss on account of fire in warehouses of the group and others. However, this is partially offset by gain on fair valuation of consideration payable to selling shareholders due to business combination

3. Globalbees salaries and wages accounted as per Para B55 of Ind-AS 103

4. Based on Unaudited Pro Forma Consolidated Financial Information as presented in the Prospectus dated 8th August 2024

36

Reconciliation of Profit / Loss after Tax to Cash Profit after Tax

INR Million FY24 FY25 Loss after Tax (3,215) (2,648) Deferred Tax expense 438 23 Loss before Deferred Tax Expense (3,653) (2,671) Ind AS 116 Cost (Rent amortisation and finance cost)(2) 2,201 2,489 Brand Amortisation(3) 1,087 1,056 ESOP Cost(3) 1,781 1,542 Depreciation on PPE(3) 1,169 1,232 Exceptional Item(4) (net) - 496 Employment cost on account of business combination(3)(5) 259 92 Cash outflow for lease rentals (1,776) (2,147) Cash Profit after Tax(1) 1,068 2,090	Q1 FY25 Q1 FY26
	(757) (665)
	19 67
	(776) (732)
	535 641
	263 223
	228 596
	280 330
	123 65
	23 -
	(499) (597)
	177 526

Notes:

1. Cash Profits After Tax is calculated as the restated profit for the period or year plus deferred tax expense, rent amortization and finance cost as per IND AS 116, brand amortization, ESOP Costs, Depreciation on PPE, exceptional items, Employment cost on account of business combination, interest on contractual obligations and less cash outflow for lease rentals

2. The Indian Accounting Standard 116, “Leases”, notified under Section 133 of the Companies Act 2013 read with Companies (Indian Accounting Standards) Rules, 2015 defines difference between amortizing rent recognized in books and actual cash rent paid

3. Brand Amortization, ESOP Costs, Depreciation on PPE and Employment cost on account of business combination are Non-cash expenses and hence reduced to arrive at Cash Profit after Tax

4. Exceptional items include loss on account of impairment of intangible assets, inventory loss on account of fire in warehouses of the group and others. However, this is partially offset by gain on fair valuation of consideration payable to selling shareholders due to business combination

5. Globalbees salaries and wages accounted as per Para B55 of Ind-AS 103

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Other Operating Metrics (1/2)

Particulars(#s as of end of the period) FY23 FY24 FY25 Number of brands(1) 7,035 7,580 8,019 Number of SKUs (Mn)(2) 1.29 1.65 1.82 Number of warehouses and stockists(3) 79 80 83 Modern Stores 904 1,063 1,156 FOFO Stores 618 628 629 BabyHug COCO Stores 224 284 296 FirstCry and other COCO Stores 62 151 231 Net Working Capital Days (4) 50 53 71 Inventory Days(5) 83 92 102	Q1 FY26
	8,022
	1.86
	84
	1,169
	633
	296
	240
	70
	100

Notes:

1. Number of active brands as on the date of respective period end listed across the FirstCry website, mobile application and FirstCry and BabyHug modern stores, including those operated by Digital Age

2. Number of SKUs as on the date of respective period end across the FirstCry website, mobile application and FirstCry and BabyHug modern stores, including those operated by Digital Age 3. Number of warehouses and stockists where our Company stores its inventory

3. Working Capital Days = (Inventories + Trade Receivables – Trade Payables) divided by revenue from operations X 91 for the quarter, and Working Capital Days = (Inventories + Trade Receivables – Trade Payables) divided by revenue from operations X 365 for the year

4. Inventory days is closing inventory as at the end of the respective period /Revenue from operations for the respective period X 91 for the quarter, and Inventory days is closing inventory as at the end of the respective period /Revenue from operations for the respective period X 365 for the year

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Other Operating Metrics (2/2)

Particulars FY23 FY24 FY25 GMV(1) from Online (INR Mn) 58,126 73,700 86,363 GMV(1) from Offline (INR Mn) 14,450 17,511 19,490 GMV(1) from Existing Customers (INR Mn) 52,963 65,878 79,259 GMV(1) from New Customers (INR Mn) 19,613 25,333 26,594 Average Order Value(2) – Consolidated (INR) 2,342 2,544 2,554 Average Order Value(2) – India Multi-Channel (INR) 2,156 2,226 2,229 Average Order Value(2) – International (INR) 6,350 8,582 9,197	Q1 FY25 Q1 FY26
	18,686 20,561
	4,497 4,624
	19,191 21,256
	3,992 3,928
	2,460 2,519
	2,157 2,232
	8,669 8,336

Notes:

1. GMV refers to the monetary value of Orders inclusive of taxes and gross of discounts, if any, across the FirstCry website, mobile application and FirstCry and BabyHug modern stores, including those operated by Digital Age and franchisees, net of order cancellations gross of franchisee commission, net of shipping and cash on delivery charges and prior to product returns 2. Average Order Value refers to GMV divided by Orders considered for such GMV

39

Summary estimate of share based compensation expense

Expected ESOP Charges

INR Mn	Q1	Q2		Q3	Q4	Total
FY 2026	596	674		675	675	2,620
FY 2027	306	306		306	306	1,224
FY 2028	161	161		161	161	644
Fully Diluted Share Capitalisation
Particulars			(in Mn)		% of Shares Outstanding On a Fully Diluted Basis (1)
Basic Shares Outstanding as of June 30, 2025			521.8			98.0%
ESOPs of which
Time-based ESOPs (2)			0.8			0.1%
Performance-based ESOPs (3)			9.9			1.9%
Estimated Fully Diluted Share Capitalisation			532.5

Commentary

• The table illustrates expected ESOP cost for granted options[(4)]

• Actual charges might be different based on incremental issuances as well as lapses. For any lapses of unvested ESOPs, normally on attrition, the cost of unvested ESOP recorded so far is reversed in that quarter

• For new time-based ESOP grants, the total estimated charge would be the number of options granted times the fair value per share computed basis the fair value of the option, as per the valuation report at the time of grant. The charge is front-ended with approximately 52% in Year 1, 27% Year 2, 15% in Year 3 and 6% in Year 4, from the grant date

• Movements of share price after the date of the grant do not affect the ESOP charge for already granted ESOPs

Notes:

1. Including all outstanding ESOPs

2. Vesting period ranges from one to four years; Although the corporate action related to the allotment of shares (under ESOPs) approved on June 27, 2025, was processed after June 30, 2025, and therefore not reflected in the BENPOS as of June 30, 2025, the allotment was duly approved and effected on June 27, 2025. Accordingly, the shares allotted have been included in the basic shares outstanding as of June 30, 2025.

3. Vesting of these ESOPs are linked to market capitalization

4. Includes all options granted till June 30, 2025

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Glossary

Glossary
Term	Definition
FirstCry Modern Stores	Includes FirstCry-owned multi-brand stores, franchisee stores, and exclusive home brand stores
	Monetary value of Orders inclusive of taxes and gross of discounts, if any, across the FirstCry website, mobile
Gross Merchandise Value (GMV)	application and FirstCry and BabyHug modern stores, including those operated by Digital Age and franchisees, net of order cancellations gross of franchisee commission, net of shipping and cash on delivery charges and prior to product
	returns
	Unique customers identified by their email-id or mobile number who have placed at least one Order on the FirstCry
Annual Unique Transacting Customers (AUTC)	website, mobile application or FirstCry and BabyHug modern stores during the last 12 months ended as on
	measurement date
Orders	All orders placed on the FirstCry website, mobile application and modern stores, net of cancellations and prior to any returns.
Average Order Value (AOV)	GMV generated across the FirstCry website, mobile application and modern stores during a period divided by Orders underlying such GMV
	Adjusted Earnings before interest, tax, depreciation and amortization is calculated as the profit for the period or year
Adjusted EBITDA	plus tax expense, finance cost, depreciation and amortization expenses less other income, exceptional items income (net), plus Employee Share-Based Payment Expenses, Deal related cost, Salaries, wages, bonus and other allowances
	accounted as per para B55 of Ind AS 103
	GMV from users that made their first purchase on the FirstCry platform during any period except the preceding 12
GMV from existing customers	months period when calculated for a full financial year and except the precedent 3 months period when calculated for a quarter. Users are identified by their mobile number basis which duplication across website, mobile application
	and stores is removed
	GMV from users that made at least one purchase on the FirstCry platform for the first time during any period in
GMV from new customers	preceding 12 months period when calculated for a full financial year and during any period in preceding 3 months period when calculated for a quarter. Users are identified by their mobile number basis which duplication across
	website, mobile application and stores is removed

41