Amitava Saha is the co-founder of FirstCry with Supam Maheshwari. He holds a B.Tech from IIT (BHU) Varanasi and a management degree from IIM Lucknow.
In March 2000 Maheshwari and Saha worked at Brainvisa Technologies, an e-learning company. Brainvisa was sold to Indecomm Global in 2007.
In November 2010 the two launched FirstCry.com, an online store for baby care, maternity and kids products. The company operates through Brainbees Solutions and is based in Pune.
FirstCry added franchise stores from 2011 and bought BabyOye from the Mahindra group in 2016. It listed on the NSE and BSE on 13 August 2024.