Brainbees Solutions Limited (FIRSTCRY) Earnings Call Transcript & Summary
August 13, 2026
Earnings Call Speaker Segments
Harsh Kabra
executiveGood evening, everyone. Welcome to Brainbees Solutions Limited Quarter 1 of Financial Year 2027 Earnings Call. This is Harsh Kabra, and I have with me Mr. Supam Maheshwari, Managing Director and CEO of the company; Mr. Gautam Sharma, Group Chief Financial Officer; Mr. Vivek Goel, Chief Business Officer of the company; and Mr. Abhinav Sharma, Country Head of Middle East Business Operations. We also have Mr. Anuj Jain, the Chief Business Officer of GlobalBees. Kindly note that this call is meant for analysts and investors of the company. We wish to highlight that the call is being recorded, and by participating in this event, you consent to such recording, distribution and publication. [Operator Instructions] We will be covering the presentation in the beginning of the call, and we will thereafter open for the Q&A forum. We would like to point out that some of the statements made in the today's call may be forward-looking in nature, and the disclaimer to this effect has been included in the presentation shared with you. With this, I request Mr. Supam Maheshwari to take it over.
Supam Maheshwari
executiveGood evening, everyone. Welcome once again to our first quarter of FY '27 performance. Thank you for joining this call. I request if you can put up the presentation, Harsh. At least we can't see it.
Harsh Kabra
executiveYes, sir, I'm presenting it. Sir, let me know once it is available.
Supam Maheshwari
executivePerfect. Thank you. Yes. So welcome once again. I think, yes, we'll begin with our sort of vision and mission as you are all very familiar with that. So I won't repeat it, but baby's first cry is a special moment for parents. And at FirstCry, we continue to work towards an aim to make this very moment as well as all such moments of parenting journey filled with joy and happiness for all young parents. So that's our mission so far, and we'll continue to drive that going forward as well. So we'll be covering today some of these points, and we'll begin with the first overall performance. So key highlights for the quarter 1 FY '27 performance from a consol business perspective, which is consolidating our India Multichannel, International business, GlobalBees and other segments, which is primarily our preschool business. Overall business has grown 13% year-on-year. This is the strongest revenue growth in the last 5 years that we have demonstrated on a consol basis. And we have also demonstrated a 34% improvement year-on-year basis on a consol basis on loss reduction after tax. Now we'll go into the segmental updates. On India Multichannel, which is our -- the core business segment, reflecting the highest ever -- highest growth rates that we have been focusing on. So you can see on the right-hand side, the quarterly year-on-year sequential growth. And now in this quarter, we have demonstrated around 17.7% revenue growth rate, the strongest again in last 7 quarters. And these are all some of our initiatives that have been at play in FY '26 and even in FY '27 that we have been sharing with you for the last many quarters. With some of our initiatives in the offline channel as well, the GMV of offline continues to again grow in the mid-teens in quarter 1 of FY '27. And with all our current initiatives, which we'll speak in subsequent slides as well, both in online and offline business, we believe that the structural growth rate will remain elevated in the subsequent quarters as well. It's not just a one-off phenomenon. It's what we believe very strongly given what all we have done as a homework as an input to our business structurally, both from an online and offline business perspective. Overall, India Multichannel business continues to be PAT positive for Q1 FY '27. Now moving to International business. The revenue of International business grew by 12% year-on-year for quarter 1. And we -- as we have mentioned earlier, we continue to focus on our sustainable growth while reducing our adjusted EBITDA, adjusted EBITDA for ESOP cost has reduced by 22% -- 22.3% year-on-year basis in Q1 over Q1 last year. With respect to GlobalBees, we have delivered a flattish growth. However, we have demonstrated a very significant improvement in growth of adjusted EBITDA by a factor of 308% from Q1 year-on-year basis. So overall, a very strong performance from an India Multichannel view, a strong growth rate, powered by both online, offline structural improvement through our initiatives that we have undertaken. International business continue to demonstrate a sustainable growth and very laser-sharp focus on improvement of adjusted EBITDA from a losses perspective. Our objective is to solve for becoming an EBITDA-neutral business as soon as possible. And then GlobalBees continue to demonstrate an improvement in adjusted EBITDA as -- so we'll go into a little more detail as we go forward. Overall snapshot in terms of some more numerical data points. Overall consol business, AUTC grew by 10% to 11.8 million. And the GMV grew by 12% to INR 2,807 crores. Overall revenue from operations grew by 13%, INR 2,106 crores and consol EBITDA -- adjusted EBITDA grew to 4.24% versus 4.98% to INR 89.3 crores. Consol gross margin likewise to 36.5% -- from 38.5% and cash after profit to 2.4% to INR 50.8 crores at a consol level for Q1 for the business. Moving further we just focus on India Multichannel on the key initiatives that we have been sharing with you for the last few quarters. The 3 initiatives have really scaled very nicely. Very happy to share updates on all of these 3. RocketBees, which is our internal faster delivery framework that we had started roughly around start -- calendar year start of the last year, and we have been updating on every quarter as we expanded when we spoke last time in May for the March quarter, we have expanded from 62 to 72 cities. And the overall volume that we are covering today at the end of June quarter, as we had promised, we had targeted to take -- cover around 50% of our total online shipment under RocketBees' umbrella and happy to share that we have been able to successfully deliver that milestone. And we continue to grow the network and also witnessing 20% improvement in turnaround time from delivery perspective and growing better growth as well as our customer experience in a very tight sort of a, I would say, industry, where customer experience matters the most. So this overall delivery initiative of RocketBees has been very successful, and we will continue to grow and work harder towards growing more area under the curve. Now on the FC Qwik, while 2 quarters back, we had just started as an experiment, last quarter in March ending in May when we shared this update with you, we were in 5 cities and around close to 60,000 shipments in March. We have now expanded our Qwik from a pilot to a solidifying our sort of a growth strategy, and now we have taken in a full-fledged strategy to now 12 cities and delivered 125,000 shipments, almost a growth of 100% -- more than 100% from March to June, just in 3 months alone. So we continue to see very great customer satisfaction and we will continue to grow with our framework of COCO Stores, our infra of dark stores that we have built out, especially in some cities and some pin codes and our warehouses. All of that collective framework has helped us to grow on the Qwik -- FC Qwik and on a RocketBees sort of platform. And we will -- as I said, we will continue to grow -- we had an overall ambition of growing to 10% of our overall shipment onto the FC Qwik platform. So we are -- and in any specific sort of pin code that we will operate, we will aim to grow to 20% of our volumes. So we'll continue in journey in that direction and has really worked out very well. We have well-oiled our engine, and we'll continue to improve our assortment, continue to improve our overall TAT from 3 hours to many cities and many pin codes, we have reduced it to 2 hours. And we will continue to work towards further reducing it. Yes, of course, not 10 minutes and 15 minutes because we are dealing with a far larger kind of an assortment with fashion and overall non-fashion. The breadth of our universe in terms of FC Qwik is far larger and far superior and serves every bit of a requirement that a young mother and a young father will look for. So it really is solving the pain from the new generation or the new customer expectations that we are able to fulfill for Gen Z parents and Millennial parents. Third initiative that we have been speaking about. It's in full flow now. We had talked about that we will realign our product portfolio from a width to depth strategy has really fully scaled out. The impact of this was visible even in last quarter, and it continues in this quarter. It has helped us to drive footfalls, conversions, both of them, and we continue to deliver 15% GMV growth for our offline business in Q1 FY '27. So we are very extremely positive, bullish on all the 3 initiatives. We'll continue to scale the first and the second and continue with the third refinement of the third initiative, which is offline to continue to drive a new store growth expansion as well in the subsequent quarters because we had paused it a little bit to make sure that we align our product portfolio, we bring back capital efficiency and then grow from there onwards. We have seen that now for 2 quarters, and now we'll be expanding as you will see in our subsequent quarters to come, the growth rate should remain elevated. So with that, I think I've explained all the 3 initiatives in as much detail. Of course, any more questions, we'll take it at the end. Moving further, I will ask Vivek to take over the further updates on the India Multichannel.
Vivek Goel
executiveThank you, Supam. So some of the key updates on India Multichannel business. We have continued sequential improvement on year-on-year growth in revenue with the strongest growth that we have demonstrated in India Multichannel business in the last 7 quarters. Our diapering category continues to witness heightened competitive intensity during the quarter. However, the same has started to soften a bit in this quarter, in the current ongoing quarter. Our non-diapering portfolio, contributing to 85% of our GMV, remains robust and continues to perform really well for us. So our AUTC growth has been at 10%, orders growth is much healthier at 12% and the GMV growth is at 12% as well. We can move to the next slide. So we have delivered a strong revenue growth of 18% Y-o-Y in Q1. This growth was accompanied by some moderation in gross margins on a Y-on-Y basis, which resulted in EBITDA margin being lower on Y-o-Y basis. In order to explain the moderation of the gross margin, we will take a step back. And I'll take you to Q4 where the gross margin moderated by 280 bps largely because of 2 reasons. One, competitive intensity in diapering category, which constitutes to about 15% of our business, putting pressure on our margins. Secondly, the impact on gross margins in our manufacturing business because of rupee depreciation and increase in crude-linked raw material prices. While we recovered 20 basis points of this lost gross margin in Q1, we believe the margin recovery in subsequent quarters will be much faster due to the following reasons. One, again, margin moderation, which was largely because of competitive intensity in diapering category, has started bouncing back since we are seeing the reduction in competitive intensity in market signals in the ongoing quarter. On the loss of margins in manufacturing business, we have started passing the increase in crude-linked raw material prices in manufacturing business to our customers and expect to fully recover it by the end of this quarter. I think we can move to the next slide. I'll hand over to Abhinav for the International business updates.
Abhinav Sharma
executiveGood evening, everyone. For the International business in this quarter, Q1 of FY '27, we continued our focus on a sustainable growth, as we've mentioned in the previous quarters as well. So Q1 FY '27 revenue growth was 12% Y-o-Y with more importantly, adjusted EBITDA loss reducing by 22% in the comparative quarter. As we all know, there are some geopolitical disruptions ongoing in the Middle East. However, our Middle East business go-to-market sustained a healthy growth and a higher potential. More importantly, it reflects on the higher potential when the environment is largely stabilized, hopefully in the near term. So our AUTC grew by 7%. GMV grew by 9% in comparative quarters, FY '27 versus FY '26. Next slide, Harsh. We talk about sustainable growth on the back of expanding margins and reducing EBITDA losses. As you can see, we grew 12%, which came with also a gross margin expansion in the comparative quarters by about 280 bps, which then resulted also in the adjusted EBITDA losses by 22% in absolute terms. And in loss terms as compared to revenue, we had an improvement by 320 bps from 10% to 7%. Harsh, next slide. As you can see, we've mentioned in over the last 4 or 5 quarter calls that we will be continuing to reduce our losses as we move forward and sustainably grow the business in the Middle East. FY '23 in comparison, if you compare FY '26 versus FY '23 full year, there has been a reduction of 1,500 bps in our losses. And if you compare the quarterly loss comparative quarters FY '27 versus FY '26 Q1, we have a 320 bps reduction in losses. Our focus has been on reducing these losses and our path to profitability while we grow the top line sustainably. Anuj, over to you.
Anuj Jain
executiveThanks, Abhinav. Good evening, everyone. The update on GlobalBees. So revenue has been almost flattish for the quarter. This is a temporary state and not a long-term structural change in the business, and I'll explain later why. Core categories of GlobalBees have grown by 2%. The margin profile for core brands continue to be strong and we posted a 4.3% adjusted EBITDA margin post corporate expenses. So a key factor that affected the growth was a planned transition in one of our core brands. It is related to a longer-term normalization of business operations and involved the shifting of the business warehouse and inventories. This is a temporary and planned transition that should be completed in quarter 2. And therefore, we expect the growth to bounce back starting quarter 3. If I assume that we have done the same business for this brand as quarter 1 of FY '25 and take a very nominal growth and on top of that, add the impact of Flipkart settlement, which is about 2%, the year-on-year growth for this quarter would have been in the high teens. And that's why I was saying that this is not a structural change in the GlobalBees business. We will very much be back on track by quarter 3. This growth is entirely organic as our last acquisition was in September 2022. Harsh, next slide. So what we've been doing is also focusing on expanding margins. So if you see that while there's been a slight drop in our gross margins, overall, our adjusted EBITDA has grown from 1% to 3.9% and this continues to be a strong focus for us as we move forward. The overall momentum on the adjusted EBITDA continues year-on-year, we've been demonstrating a strong improvement in margin profile and the same thing is visible in the quarter-to-quarter year-on-year change of 290 bps. Like I said, we will continue to focus on improving our profitability as we go forward.
Gautam Sharma
executiveYes.
Anuj Jain
executiveYes.
Gautam Sharma
executiveSo this is our business segment which is the preschool business. Both revenue and the EBITDA growth was very strong in Q1, a 47% growth in the net revenue from INR 13 crores to INR 19 crores and a 65% jump in our adjusted EBITDA from INR 3 crores to INR 5 crores in Q1 FY '27. Next slide. So -- yes, next. So before I talk about -- yes, next slide, Harsh. Before I talk about the consol, just a quick recap on various business segment numbers, why there's an impact on the adjusted EBITDA margin, which Vivek talked about. He explained in detail why the margin has dipped and going forward, the recovery of margins should be much faster. Happy to mention that we have delivered a very good growth in the India Multichannel business. It's best in last 7 quarters. International business, despite of the geopolitical tensions in Middle East, we have delivered a 12% growth and a very healthy reduction in our EBITDA from 10% to 7%. GlobalBees, while the revenue growth or our flattish growth in GlobalBees business is temporary, we have focused on improvement of EBITDA margin, which has improved from 1% to 3.9% in Q1 FY '27. And the school segment continues to do very well, a 47% jump in the revenue and 26% EBITDA compared to 23% in Q1 FY '26. Combining these 4 segments, next slide, Harsh. We get these numbers a 13% growth in revenue, best in last 5 quarters, and consol adjusted EBITDA on absolute value more or less remain the same, largely because of some impact on our EBITDA in the India Multichannel business. However, we will continue to improve this in subsequent quarters. One important thing I would like to mention is that while this is the adjusted EBITDA 4.24% on the net revenue, we have increased our EBITDA by almost 80% on a Y-o-Y basis in Q1 FY '27, compared to Q1 FY '26.
Supam Maheshwari
executiveIf you adjust for the ESOP cost.
Gautam Sharma
executiveYes. This is after the adjustment of ESOP cost, yes. That's it.
Harsh Kabra
executiveOkay. Thank you, team. We can wait for a minute for the queue to get full, and then we can start with the Q&A. [Operator Instructions] So the first question is from Jay Laddha.
Jay Laddha
analystSo the numbers are very much good, and all -- means like, the whole business is totally recovered from the few -- means the past losses. Now my question is related to the gross margin and manufacturing losses. So basically, you guided that in Q2 FY '27, we will get fully normal. But so you haven't mentioned that number anywhere. So my curiosity is to know that in Q1, how much that has been recovered?
Gautam Sharma
executiveSo is the question linked to the India Multichannel business gross margin, Jay?
Jay Laddha
analystYes, consolidated related overall. Overall.
Gautam Sharma
executiveSo see, if you see the Middle East business, see, gross margin on all the fronts, except the India Multichannel business, has improved. Gross margin for the International business is continuously improving. Gross margin, if we exclude the impact of the change in the revenue recognition done by Flipkart, I think we are more or less similar in terms of gross margin compared to Q1 FY '26. Gross margin for the school business is also continuously improving that is evident from the improvement in EBITDA. So now what remains is the gross margin of India Multichannel business, which Vivek talked about that we have recovered around 20 bps. So what he has done is he has taken you to Q4 -- back to Q4 where we have lost around 280 bps of gross margin, out of which 20 bps of the gross margin is recovered. The 2 reasons which contributed to this loss of gross margin was, A, heightened competitive intensity in the diapering category, which has started easing out. It's clearly visible and we should see the impact on the gross margin in Q2. The second reason was the rupee depreciation and the increase in the crude-linked raw material prices, which we said that we have started passing on those price increase to our customers. And by end of Q2, I think we should be able to pass on the entire increase to the customers. So on both the fronts, you will see the gross margins continuously increasing or improving. While structurally, other factors will continue to help us expand the gross margins, which includes continuous increase in the home brand mix, fashion mix, negotiation of marginal third-party brands.
Jay Laddha
analystYes. And another question is that International segment -- means breakeven -- means like what period should be there? And FY '27 full year guidance? Means like any updates related on that?
Abhinav Sharma
executiveSo Gautam, do you want me to take this?
Gautam Sharma
executiveYes, please.
Abhinav Sharma
executiveSo for the -- so Jay, on the breakeven point as far as time lines, we would want to avoid a specific quarter that we want to give out. However, what I can tell you about the trajectory. So if you look at the last quarter presentation, there was one of the slides that showed you the gross margin sort of a trend in comparison to India at the same similar age of the business. So we are very much there. Secondly, as you can see, our input -- so these numbers, EBITDA and the growth and the gross margin expansion are all output numbers. But if you -- how do we arrive at that? Input is where we need to be more -- so the comfort level should be coming from the input side of the business. And I can say that from an input side of the business, we continuously focus on without deviation on reducing our burn and growing the top line. How do we do this? One fundamental thing is improving our home brand mix in the top line -- of the top line. Second is also curating the brands that are high gross margin brands. Third is acquiring extremely high-quality customers at this stage in the business who have a lifetime value of our liking. When you do these 3 things and obviously, service levels, we continuously improve and work upon our service levels in the Middle East as well. So once you do these things, the comfort comes from -- you see the numbers, EBITDA losses reducing, you see gross margin expansion, you see a sort of an early teens to mid-teens sort of growth every quarter when you compare. So once we achieve -- once we are at a stage where we believe our unit economics and our gross margin sort of stack up to allow us to be more aggressive and double down on our growth trajectory, which then obviously will give us the leverage on the bottom line. I think that is where I wanted to explain how we are approaching the business in the Middle East. Now having said all of this, we all know what's going on. We all know the situation is not ideal, so to speak. But we have taken -- as a business, we have taken this as an opportunity rather than a challenge -- ecosystem challenge. We've taken it as an opportunity where we've seen our own brand continuously performing, continuous expansion in gross margins and continuous sort of top line growth. So from a comfort standpoint, there are many variables, many numbers that should give you a comforting sort of a feel, and this is for everybody on the call. A comforting feel to where the business is heading. Putting a time line is probably, I would say, very tricky at this point in time, but sooner than we think. Let's put it that way.
Gautam Sharma
executiveI think the great testimony is basically March '25 number was minus 16%, which has come down to minus 7% in Q1 FY '26 -- FY '27. So in a span of 15 months, the losses has reduced by 9%.
Abhinav Sharma
executiveAnd it will continue to go down as we go along in subsequent quarters as well.
Jay Laddha
analystYes. Yes, I understand all the things. Basically, the business is totally recovering from the past losses, and it's good to see that.
Harsh Kabra
executiveSo next question is from Aditya Kumar.
Unknown Analyst
analystSo I have 2 follow-up questions. One on the growth and second is the margin. I will take first on the growth. So I think it's good to see exceptional growth in the multichannel business in the current quarter. Will we be able to see similar type of growth in the upcoming quarter? This is my question on the growth. And on the margins, when we will be able to see and the management believe how we will be able to recover the margin, which has been lost in the multichannel business. So this is 2 questions from my side.
Supam Maheshwari
executiveSure. So I think on the India Multichannel, your question was related to India Multichannel, right?
Gautam Sharma
executiveYes.
Unknown Analyst
analystYes.
Supam Maheshwari
executiveSo India Multichannel, I think we demonstrated almost 18% growth, that was the highest in the last 7 quarters, as we mentioned. We believe that for the next few quarters, it will remain elevated as well because of the input that we have been sharing with you that key initiatives, all of them are focused towards our online and offline business. RocketBees has helped us to improve customer experience, improve 20% of the delivery TAT. And now as we have just mentioned that it has gone to more than 50% of our total online volumes as a delivery framework. So -- and we have also started reverse as well. So I think with all of that, customer experience is bound to improve. And thereby, that is what we had visualized a few quarters back. That is what the business was suffering from. We have fixed it. We'll continue to even improve further. So the growth will remain elevated on that front. Second, on the FC Qwik, you have seen the numbers we've just shared from 60,000 in March in 5 cities, now in 12 cities, 125,000 numbers in June, almost doubling up. And this is -- and also reducing our time line from 3 hours to -- in a few pin codes in a few cities to 2 hours. And our ambition is to even go lower. So with that, the customer experience is further improving. And obviously, on the offline side as well, we have demonstrated 15% GMV growth simply because of our assortment -- product assortment that we talked about from a width to a depth strategy to be able to offer products to some lower price point as well without really having a material impact on the gross margin, which is what we have demonstrated. We have tested success from the -- we had planned it from FY '26, and we saw the impact of this in Q4 of last year, and we continue to see the impact in Q1. With this, now we will double down on opening more stores as well, which will further accelerate growth. With all of this and the improvement in the product availability itself is something that we have worked very hard, which we had also struggled a little bit in between because of a lot of geopolitical situations into some of the brands and in our footwear category. Some of those also have been fixed. With all of these improvements, we continue to strongly believe that our growth rate will remain elevated in India Multichannel for the subsequent quarters for FY '27. On the margin...
Gautam Sharma
executiveThat is evident from -- if you see the sequential growth of the revenue in India Multichannel business every quarter, right, from 7.5% in Q1, we have sequentially improved the growth from 7.5% to 7.9%, 8.9%, 11.4% and now almost 18%.
Supam Maheshwari
executiveAnd on margin front, I think the explanation is very simply given by both Vivek as well as Gautam. I think our 280 bps loss or a drop in Q4, we believe we'll be recovering it, although there's a recovery of 20 bps only in Q1. We believe we will have a much faster recovery. We are already seeing a little -- less competitive intensity than what we had seen for the previous 2 quarters -- and with a lesser competitive intensity. And this is all happening because of the market dynamics and everybody is trying to focus more on the gross margin and bottom line. With that, I think this exactly phenomenon happened in 2015, 2016 as well and same is happening again. We had mentioned in our last quarter as well that it will take 4 to 6 quarters to fully sort of normalize. So we believe that the -- and which we have just started to see in Q2 as we speak in this quarter in both July as well as in August, we are seeing better -- a benign state in terms of competitive intensity, lesser than what we had experienced in the past, which will have an impact -- positive impact on the retention of gross margin, drawing back from that 280 bps or 260 bps recovery period. And second, on the crude-linked as well as the raw material price or the rupee depreciation, I think by end of this quarter, we'll be pretty much recovered from that as we pass on to the customer. So you will see the impact positive in Q2. Q3 onwards, you'll see a full -- most likely full recovery. So I think with that, the margins will also come back. Growth will remain elevated. So we believe we are back to be happy in a state where we want it to be. Obviously, we'll continue to strive even superior, even better outcome than what we just talked about. But I hope that answers.
Vivek Goel
executiveAnd just to add on the margin front, actually, the remaining 85% of our business, which is non-diapering will also continue to accrue higher margins with the levers of increasing fashion contribution and home brand contributions. So yes.
Harsh Kabra
executiveNext question is from Randeep Singh.
Unknown Analyst
analystSure. Just inquisitive, what is our right to win in the diapering space, given we've been seeing aggressive competition. And if you see the overall ecosystem, someone walks into an Apollo Pharmacy, now Apollo Essentials have launched their diapers or there are MedPluses in societies which are 2,000-plus apartments. MedPlus has launched their own diapers. Now are we in a market which is intensive competition, which we've been seeing for the last couple of quarters. Now what is the school of thought at the management level to really crack this space? That's my first question.
Supam Maheshwari
executiveSure. Vivek, do you want to go ahead? Or should I take that?
Vivek Goel
executiveSo Supam, I'll go ahead and then you can carry forward from there. So see, diapering is a complex category. And the consumer retention on the product is very critical. And that is where it is not easy for any brand like Apollo Pharmacies or any other private label product to be able to have high retention rate because essentially, it is being used on a baby. So from that window, the real, I would say, disproportionate pricing kind of a strategy happens on the established brands, where other e-commerce players or quick commerce players try to attract consumers with very, very aggressive pricing for a limited period of time. That's what you have seen as Supam was mentioning, it had happened during '15, '16 period. That's been happening with the aggressive expansion of quick commerce over the last 2, 3 quarters. We have already started seeing a bit of improvement in this quarter on the branded side of the diapering category. And essentially, everything else follows that. So fairly confident that the category itself will optimize over the next couple of quarters. Supam, you want to add on anything on this?
Supam Maheshwari
executiveNo, I think -- and Randeep, we are also adding our FC Qwik. If you think of it, customers who are very loyal or who want to remain in our platform because we offer the full destination for babies and kids. So young mothers and young fathers who are not solving for like a 10-minute or like Apollo Pharmacy or any other particular brand. Most of it is available with us. Now we are also solving in 2 hours and 3 hours through our FC Qwik in 12 cities, and we'll continue to expand there. And with that framework, we should be able to retain those customers and get a larger benefit. So we remain very confident on that. When a couple of quarters -- it is the same playbook that has happened in, as I said, 2015, 2016. So it's just going to be coming back in a different form because we had to do FC Qwik. At that time, FC Qwik did not exist or that customer expectation did not exist. But now we are doing it with the revised or with the new sort of customer expectation. And obviously, we have done fairly well in terms of -- I just talked about how much we have done in FC Qwik. With that, we believe that new onboarding of customers happens largely with us because of the FirstCry as a brand, as an ecosystem, as a destination, which all young parents or young mothers, while they are pregnant, they all know about it. So we are their favorite. I mean, in that sense, sort of a destination. Rest, I think we have to deliver that service to continue to retain, which we are on that path. So -- and we only digressed from a margin loss perspective from Q3 onwards, but we have started to see some recovery. And hopefully, we'll see a much faster recovery going forward as well.
Unknown Analyst
analystSure. Noted. My second question was with respect to our fourth business vertical, while which is very small and I understand the base effect and hence, we are seeing aggressive growth. Just wanted to understand what is management thinking in terms of making the vertical? And is there a scope and opportunity of a merger and acquisition that we are exploring? I mean case in point being the #1 player, which is Kidzee, where the group is in shambles, so it's a great opportunity. So are we thinking through of building with a model which is like growing at 100% per year basis? Or are we then acquisition to make this a larger vertical?
Supam Maheshwari
executiveSo look, I think we will continue to grow. Currently, we have almost 500-plus preschools under our umbrella at FirstCry Intellitots. And so, we will continue to grow for sure rapidly. I think the salience is in the framework, in our curriculum framework that we have built in the disciplined framework of what we have built as a technological framework as well as curriculum framework and execution framework. So while these 3 frameworks are already in place, we understand the franchisee operations that we have done even in our offline business for our stores. So we are able to -- with our FirstCry brand, which is the largest destination for mothers, baby and kids, we understand -- we already know the kids and the babies and kids for our preschool business in every catchment in the country pretty much. So our natural ability to be able to partner with far more number of franchisees and business partners in the preschool to continue to grow expansion in new and new cities and within the cities, same cities in more dense areas, that we will continue. I won't be able to comment on the M&A. It's too early. I don't think we are looking at it yet. But we have a very solid organic growth path forward. And we believe over a period of time, we should not be looking for less than 1,000 preschools over the next couple of years.
Gautam Sharma
executiveAnd Randeep, on your point of a lower base, structurally, the business will always have a lower revenue. It will never contribute a significant amount to the overall revenue because it's a royalty-based model, right? So if you convert this revenue to the revenue accrued at the franchisee you can multiply by almost multiple times to get the actual revenue being made by franchisees.
Supam Maheshwari
executiveSo we remain quite bullish on that is I would say we'll continue to grow organically on that business. I think we are still a few years before we become a very big force on the preschool side of the business. And this strategically fits very well as well because some of the -- most of our kids and the parents that are associated and part of our preschool sort of framework are power users for FirstCry as well from a retail perspective.
Harsh Kabra
executiveNext question is from Percy Panthaki.
Percy Panthaki
analystYes. So just wanted to understand this margins in Q4 for the India Multichannel business was about 7.3%. Now it is 5.7%. So this sequential deterioration that we have seen, is it largely because of the crude-linked inflation?
Supam Maheshwari
executiveSo Percy, we actually, we spoke about -- if you go back to our Q4 presentation, you will see a 280 bps drop, right, from a year-on-year basis. And the 2 factors that we had articulated were continued diapering competitive intensity, which started from Q3, which continued in Q4, was there in Q1 and now it started to sort of get moderated and become better. So the 280 bps was a combination of the impact on our margins from a diapering perspective and the crude-linked as well as the rupee depreciation part. The first one we talked about, it will take 4 to 6 quarters. We have started to see improvement from this quarter, Q2 onwards itself because of slightly better -- lesser competitive intensity as we all know what is happening outside the market in terms of the other players and all focusing on the gross margin and bottom line because of -- most of them are getting into public market or already in public markets. Having said this, on the second point, which was the crude-linked and the rupee depreciation was largely coming from our manufacturing sort of setup, where it takes time to pass on all the input cost to the customers. And by end of this quarter, we will completely be able to pass on all the increase of these crude linked and rupee depreciation. So you would still continue to see. And from Q3 onwards, obviously, will get normalized. So you'll see the impact of that in Q2 as well, not -- I'm saying by end of this quarter, we should be able to do it completely. So with that, a significant part should be able to claw back from Q3 and then obviously, the first part will take maybe Q4. So I think that's where we are. Rest 85% of the business, which is non-diapering will continue to improve gross margins as well. So with that, we remain what we had originally promised. In between this journey, we came across, but in long life of a journey of a company, we all go through some of these surprises. But I think we are well focused, well sharply sort of delivering and focused on improving our gross margin back to where it was. And back to the journey that we have to improve it further from there. So we'll recover back this 280 bps, 20 bps recovered, 260 bps we'll recover back and then we'll grow back where we had wanted to reach. So I hope.
Percy Panthaki
analystDoes this mean that second half of the year, our Y-o-Y EBITDA margin should at least be equal to previous year for the India Multichannel business?
Supam Maheshwari
executiveThe 280 bps will further dramatically should reduce. This is what we will say. Yes.
Gautam Sharma
executiveSo Percy, the impact of the margin loss because of the competition in diapering category will take some quarters to get back in the business. While the margin loss because of the rupee depreciation and the crude-linked raw material prices will be fully recovered by end of Q2 so that it will be completely reflected in full Q3.
Supam Maheshwari
executiveYes.
Percy Panthaki
analystAnd sorry, this 280 basis points which you're talking about is what -- is it Q1 '27 compared to Q1 '26? Is that the 280 basis points you're talking about?
Gautam Sharma
executiveNo. So this is basically the numbers of Q4 versus Q4, all right? So that's a Y-o-Y comparison of Q4 versus Q4, where we have seen gross margin declining by 280 bps. Now if you come to...
Percy Panthaki
analystSir, my question was more on the EBITDA and again, only for the India Multichannel. So Q4 is actually 200 bps Y-o-Y. And my question was also that Q1 has further deteriorated also from Q4 level. So I think I'm asking a slightly different question versus what you're addressing.
Gautam Sharma
executiveNo, Percy, what we are talking about is basically a Y-o-Y comparison. So if you see Y-o-Y decline in EBITDA in Q1 versus Q1 last year, it's a 290 bps decline on a Y-o-Y basis, right?
Percy Panthaki
analystCorrect.
Gautam Sharma
executiveNow the bridge of this 290 is 260 coming from the gross margin reduction, which we have started seeing from Q4 onwards. So Q4, we have lost a gross margin of 280 bps, which came down to 260 bps in Q1 on a Y-o-Y comparison, right? The remaining 30 bps is basically a factor of -- it's a combination of the increase in the logistic cost because of our logistic initiatives in RocketBees and FirstCry Qwik, and a positive recovery of the margins because of the operating leverage which we have got in the marketing spend and the fixed cost. So that's the 290 bps.
Percy Panthaki
analystUnderstood. Understood. Secondly, I just wanted to -- just some accounting hygiene. Your India revenue growth is 18%, but the GMV growth is 12%. So what explains that?
Supam Maheshwari
executiveAs an India Multichannel, it's a combination of our online, offline and our manufacturing.
Gautam Sharma
executiveSee Percy one of the -- yes, so this is a combination of these 3 things. And plus Percy, if you see the GMV, GMV is basically, basically it represents the MRP of the product, right? There was a GST 2, which got implemented in Q2, right? So some minor impact is because of that also, which led to a reduction in the MRP. And that's the reason you see some difference between the GMV growth and the net revenue.
Harsh Kabra
executiveSo in the interest of time, we'll take the last question. So the next question is from Harsh Gokalgandhi.
Harsh Gokalgandhi
analystJust 2 questions from my end. Firstly, on the India Multichannel business, just wanted to understand what's the delta of profitability for a diaper business versus a non-diaper because given that it's just 15% of our business and yet impacting gross margin significantly. That's my first question. And secondly, just wanted to understand what's our share in this whole diaper category in terms of versus competitors? So yes, those are the 2 questions I had.
Supam Maheshwari
executiveSo Harsh, having been in this business for almost now 15 years, plus, diapering is one of the important categories while solving for what we have set out as a mission from a mother's perspective and young parents, father's perspective. So we took multiple steps in our journey earlier to ensure that we will be able to build a profitable trade while doing a diapering sort of a business. In the early years of our business formation, we did had -- we had to bleed. But those were very, very early years of our formation of our journey. But over a period of time, not only we partnered with our other partners, other partner brand, we also built our home brand, which helped us to retain more customers as well as improve our margin profile. And we settled that trade when some of our horizontals in 2015, 2016 came. That trade was settled after the increased intensity of competition during '15 to '17 period. Everyone was happy with their share of their diapering as a category, their growth rates, their margins that they would want to make and so we were. And with that, we continued our journey from 2017 to 2024, absolutely smoothly, while improving our gross margin, while improving our EBITDA margin as a total overall business because the customer who buys just diaper also buys some other products, so we can't lose that customer. And it builds sort of a cohort as well. And as I said, it's an intrinsic part of the need of the young parent when the child is from a newborn to especially up to 2.5 years to 3 years. Having said this, this is a very recent phenomenon with which more players entered into, with more capital entered into the fray and led to more competitive intensity. This, we talked about in the last 2 quarters. This is transitional. This is absolutely unsustainable. And as we speak, this quarter onwards, because of certain things that are playing out in the market, I don't have to say we all have observed it. Some of the IPOs getting postponed and some of those events happening, has helped to get more sanity into the market. And I'm pretty sure that we -- over a period of next few quarters that this will be completely normalized. With our FC Qwik, we will give back some service that our customer is looking for with our home brands, we'll continue to retain those customers with a superior product. And with all of that combination with our basket size and all of that, I think we will be back in shape as what we -- how we managed during '15, '17 period, we'll manage this during this period as well. So I think this is more of a transitory period, nothing structural. And hopefully, in next 2 quarters, you will have far more visibility on that, which we demonstrate.
Harsh Gokalgandhi
analystFair enough, sir. And just on my first question on the delta of profitability for a diaper segment versus the non-diaper, if you can just help me understand that.
Supam Maheshwari
executiveAll I can say is, look -- as we speak, obviously, the delta has increased between diapering and non-diapering. As no -- this is not a sort of -- it's a very commonsensical sort of a point since you are talking about the reduction due to diapering. So obviously, the rest of the business is delivering healthy sort of margin in fashion. We deliver more than 50% of our GMV in fashion and more than 50% of our business is also in home brands. Both of that leads to a fairly healthy margins. Once -- because the delta obviously is quite meaningful.
Gautam Sharma
executiveBut we don't make losses in diapering.
Supam Maheshwari
executiveYes. Because, yes, we don't -- I mean that is not what we do as a business. But we believe that the delta will shrink over the next few quarters when the diapering margins also come back from positive levels to far more positive levels that we used to have in early part of FY '26.
Harsh Kabra
executiveSo we have some more time. We can take up one last question. So the last question is from Archana Menon.
Archana Menon
analystMy first question was on the India Multichannel business. On the offline side, we have seen the growth improve. But could you help us understand a little better as to what are the kind of changes that have been made? And beyond the revenue growth number, what are the other KPIs which have been improving that you are tracking?
Supam Maheshwari
executiveSure, Archana. So look, I think fundamentally, when we had visualized, we were in Q2 of last year, we had talked about very clearly that we were witnessing challenges on customer experiences due to poor delivery on the back of third-party framework, which was also struggling in its own ways, and I won't go in that direction of why was that happening, but we struggled as a as a company because our goods were from 10 grams to a 30-kilogram toy car. So we are like a mini horizontal in that sense, and it's very difficult for -- to manage and be able to deliver the customer experience as what we had expected. So given that, we took those steps. First step was introduction of our own framework, which is RocketBees, which we started somewhere in January, March period of '20, I would say, 6. And then full year quarter-on-quarter, day-on-day, literally day-on-day, we built that framework from 0 cities to now 72 cities. From 0% volume of our third-party or 100% third-party to now RocketBees is delivering more than 50% of our volumes already. We promised 2 quarters back that we will deliver 50% plus by June end. This is what we have delivered. So this is one KPI that we are able to check on a day-and-day basis that delivery TATs of our customers under the RocketBees framework is 20% superior and with lesser RTOs and so on and so forth, there are many benefits of this. I can't tell you how a young mother and a young father will be elated to see their goods arrive, and the whole family is very happy. And it has an impact on repeat. It has an impact on further cohort of those customers, which will reflect over a period of time because many customers have experienced this, many customers are yet to experience. And FC Qwik is a layer on top, which we started again December last year, as a pilot. And today, as I mentioned, we have doubled our volumes from March from 5 cities from 60,000 to 125,000 in June in 12 cities. We have seen, again, very happy faces, great customer experiences. I mean -- and this is what we had experienced in early part of our journey when we had no such challenges on delivery side. So these are 2 input areas that we continue to double down on this.
Gautam Sharma
executiveOffline.
Supam Maheshwari
executiveAnd the third was offline, which we had said middle of last year that we will change our product assortment a bit from width to depth, ensuring we can have some lower price points as well, improve our conversions and footfalls, which is exactly what happened. Very strong volume growth that we are able to deliver in our offline channel and leading to a 15% GMV sort of a growth both in Q4 as well as in Q1. We believe now our expansion of our new stores will really take off, which we had kind of more or less paused in -- we were conservative from a capital efficiency perspective. And now we will -- we have already peddled down on that path. So you will see some of those new store growth coming up as well. And so with all of this, I think we feel that our growth will continue to remain elevated for India Multichannel with all the inputs and the KPIs that we are tracking is, as I just speak about the pain points that we were trying to solve. And there are many more KPIs that we track. But I mean, I'm just trying to tell you the pain points KPI that we are very happy to report. Literally every day in the morning is that KPI flashes on our screen, which is -- gives us a smile, which gives us a challenge to even solve further. So we will continue to drive all the 2 initiatives more and more aggressively. We have still a lot of headroom to grow on the first 2 initiatives. Third one is fully sort of delivered, but now we'll do a more store expansion. And there are more optimization on product assortment even in the offline, but not from a perspective of width to depth, but there are more opportunities there as well, which we will solve in the subsequent sort of quarters. So we believe very strongly about the growth because of the input variables that we have put in.
Archana Menon
analystJust 2 more questions from me. Firstly, if you could share your store expansion plans for the coming years? And secondly, what would be your salience of non-diapering consumables, so personal care or any other consumables? And how are you looking at competition on that side from QC?
Supam Maheshwari
executiveSo largely -- so on the second one, I think we will add close to around 100...
Vivek Goel
executiveMight be 200.
Supam Maheshwari
executiveAround 100 stores is what...
Vivek Goel
executiveOn a net basis, this is net of additions, if any.
Supam Maheshwari
executiveSo we'll be able to add that for this fiscal year. And so that's the answer to the store expansion question. Obviously, FY '28 will be even better because we were waiting for this transition to happen that we just spoke about. So we will do all of this expansion in the remainder of the quarters. But for the full year FY '28, obviously, it should be even better because we would have had no loss of a quarter or a preparation of a quarter. On your question...
Vivek Goel
executiveOn the non-diapering consumables, we continue to grow as per the overall business trajectory. There is no challenge in that as well as the margins remain healthy there.
Archana Menon
analystBut what would be the salience of that part, Vivek, for your India revenues?
Supam Maheshwari
executiveIt's around close to 15% of our GMV is what we had mentioned even in our last quarter. That is 15%.
Vivek Goel
executiveThank you, everyone.
Supam Maheshwari
executiveThank you very much.
Gautam Sharma
executiveThank you.
Harsh Kabra
executiveThank you.
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