India, March 26 -- Omnichannel kidswear brand FirstCry will infuse INR 146 Cr (about $17 Mn) in its ecommerce roll up business Globalbees Brands Private Limited.

The investment will be made by way of subscription to preference shares of Globalbees in one or more tranches over the next 12 months, FirstCry's parent Brainbees said in an exchange filing.

Globalbees, the house of brands subsidiary of FirstCry, operates as a brand aggregator, acquiring, managing and scaling a portfolio of D2C brands across categories such as personal care, home care, fashion and lifestyle.

The proposed capital infusion in the roll up business comes at a time when FirstCry is diversifying beyond its core baby and mother care segment into broader consumer cate...