Online babycare store FirstCry (BrainBees Solutions Pvt. Ltd) has acquired the franchise division of Mahindra Retail Pvt. Ltd, a subsidiary of Mahindra and Mahindra Ltd, which owns online babycare business BabyOye for Rs.362.1 crore ($54.2 million) in a cash and stock deal, a move that is expected to help the company significantly expand its offline presence as well as strengthen its position as a leader in the babycare segment.
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