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Supam Maheshwari
(Delhi College of Engineering – B.E; Indian Institute of Management, Ahmedabad – MBA)
Amitava Saha
(Indian Institute of Management, Lucknow – MBA)
November, 2012
Rank in India
Rank in World

Parent Company
BrainBees Solutions Pvt Ltd

Founded Year

Number of Employee
11-50 employees

Head Office
Pune, India
Career Page

Major Acquisitions


goodlife’s Story

BrainBees Solutions Pvt Ltd, which runs the online baby products shop, had launched a new e-commerce site called The website offers a variety of personal care products (from both top Indian and international brands) ranging from skin care products like face wash, toners, etc to healthcare products (nutritional drinks) like protein shakes and weight gainers, among others.

BrainBees Solutions Pvt Ltd was founded by Supam Maheshwari, an IIM-A graduate and Amitava Saha, an IIM-L graduate and they launched back in November 2010. Earlier, Maheshwari had exited his e-learning company Brainvisa Technologies (an organisation he had co-founded and built over the course of eight years as its CEO) while Saha left Brainvisa Technologies where he was heading the sales and business operations.

Supam Maheshwari had a hard time buying baby care products for his first child. While for most others it would just be another pain point, Maheshwari found a business opportunity lurking in his problem. Finding the right baby care products surely is a hard task for most young parents today and he wanted to set up a business to address this segment. The business idea that was germinated in 2001 eventually became a reality in 2010 when Maheshwari and his friend Amitava Saha founded an e-commerce portal that began by providing a large range of branded baby care products. Though he had the idea for Firstcry in 2000, he put it on the backburner as he was busy developing the Brainvisa business. In 2008, he sold an e-learning venture Brainvisa, which was subsequently funded by Sequoia Capital, to US-based Indecomm Global Services. In 2010 though, Maheshwari and Saha pooled in some money as initial investment in the new business and spent a lot of time in designing the portal effectively and setting up a supply chain.

After success of, duo have launched in 2012.

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