We are India's largest multi-channel retailing platform for Mothers', Babies' and Kids' Products, in terms of GMV, for the year ending December 2022, according to the Redseer Report, with a growing presence in select international markets. In India, we sell Mothers', Babies' and Kids' Products through our online platform, company-owned modern stores, franchisee-owned modern stores and general trade retail distribution.
We launched the FirstCry platform in India in 2010 with the goal to create a one-stop destination for parenting needs across commerce, content, community engagement, and education. We named our platform “FirstCry” because we believe that a baby's first cry is a special moment for parents, and we aim to make all such moments of the parenting journey filled with joy and happiness. We seek to develop a tangible, emotional, multi-year relationship with parents, especially mothers, with whom our first engagement begins from their baby's conception (i.e., nine months before birth) and can continue until their child reaches about 12 years of age. According to the RedSeer Report, childcare is a non-discretionary, essential expense, for which there is perpetual need. We operate in a retail category with high purchase frequency, in which children outgrow clothing sizes quickly and need consumables such as diapers and other baby products along with other needs that evolve with age. Thus, once parents establish a connection with us, they are likely to start a predictable and frequent transactional journey of about twelve years as their children grow.
We have expanded internationally in select markets, establishing a presence in UAE and KSA in 2019 and 2022 respectively, where we aim to replicate our India playbook. According to the RedSeer Report, we are the largest specialist online Mothers', Babies' and Kids' Product retail platforms in UAE, in terms of GMV, for the year ending December 2022. Further, in KSA, we are the largest online-first Mothers', Babies' and Kids' product-focused retail platform, according to the Redseer report. After the UAE, we aim to replicate our India playbook in KSA.
Across our platform, we offer products from prominent third-party Indian brands, global brands, and our home brands. We have created trusted home brands in the Mothers', Babies' and Kids' Products categories through our deep insights and understanding of the requirements of our customers, robust data analytics tools, in-house design and development capabilities and by leveraging the market recognition of the “FirstCry” brand. As a reflection of FirstCry's strong brand recognition and trust of parents, BabyHug, one of FirstCry's home brands, is the largest multi-category Mothers', Babies', and Kids' Products brand in India in terms of GMV, for the year ending December 2022, according to the Redseer Report. Further, we leverage our management team's experience in creating and scaling up our home brands to help D2C Indian and global brands scale their business in India across direct-to-customer channels and modern stores. We believe that these brands will benefit from our expertise in creating and scaling brands and leverage our multi-channel distribution network, sourcing capabilities, supply chain infrastructure, and integrated technology ecosystem.