On May 26, 2025, the Bureau of Indian Standards (BIS) conducted a major raid at FirstCry’s Bengaluru warehouse, seizing nearly ₹90 lakh worth of toys, sippers, and other children’s products alleged to be in violation of mandatory BIS certification requirements.
The operation, which targeted 33 product varieties totalling 36,924 units, was triggered by credible information pointing to breaches of Quality Control Orders (QCOs) and the BIS Act, 2016.
FirstCry, one of India’s largest baby care retailers, has stated that its day-to-day operations remain unaffected and that it is seeking legal counsel. BIS officials have reiterated their commitment to consumer safety, while industry experts have offered guidance for both businesses and consumers to prevent similar incidents.
Expert Advice: Prioritising Compliance and Consumer Awareness
Industry experts and regulatory authorities have weighed in on the FirstCry raid, underscoring the critical importance of compliance with BIS standards, especially for products designed for children.
Dr. Ramesh Kumar, a leading product safety consultant, explained, “Companies must have stringent internal compliance mechanisms, including regular audits and staff training, to ensure that all products adhere to the latest BIS regulations. Non-compliance not only risks legal action but also endangers consumer trust and brand reputation.”
The BIS, in its official statement, reminded manufacturers and retailers that “no product covered under mandatory certification shall be manufactured, stored, or sold without a valid BIS licence and full compliance with the applicable Indian Standards.”
Consumer rights advocates, such as Meera Sethi from the Consumer Safety Forum, recommend that buyers always check for the ISI mark and manufacturer’s licence number before purchasing children’s products. “Parents should use the BIS CARE app to verify product authenticity and report any suspicious items. This vigilance can make a significant difference in preventing unsafe products from reaching children,” Sethi added.
Regulatory Scrutiny and Market Implications
The timing of the BIS raid coincides with mounting financial and regulatory pressures on FirstCry’s parent company, Brainbees Solutions. The company recently reported a net loss of ₹111.5 crore for Q4 FY25, despite a 16% increase in revenue.
This financial strain, combined with previous regulatory challenges—including a GST penalty in November 2024 and an income tax investigation in August 2023—has heightened scrutiny of the company’s compliance practices.
Experts believe that the BIS action serves as a wake-up call for the entire e-commerce and retail sector. “With the government’s increasing focus on enforcing QCOs, particularly in sensitive categories like childcare, companies must invest in robust compliance frameworks,” said Dr. Kumar.
“Failure to do so can result in not just financial penalties, but also long-term damage to consumer trust and brand value.” The government’s move is widely seen as part of a broader trend towards tightening quality control across Indian retail, with a particular emphasis on protecting vulnerable consumers such as children.
The Logical Indian’s Perspective
At The Logical Indian, we believe that the safety of children’s products is a shared responsibility between regulators, businesses, and consumers. The recent BIS raid on FirstCry highlights the need for transparent processes, regular compliance checks, and active consumer participation in ensuring product safety.
Expert advice makes it clear: companies must prioritise compliance, and consumers must remain vigilant. Only through a collaborative approach can we create a marketplace where safety and quality are non-negotiable.
This incident is a timely reminder that rapid business growth should never come at the cost of consumer safety. How can Indian companies and consumers work together to raise the bar for product safety and quality?
