FirstCry's GlobalBees takes full control of Absorbia maker in $1.72M deal
What's the deal? FirstCry, listed as Brainbees Solutions, has acquired the remaining 42% of Better & Brighter Homecare for US$2.21M (roughly $1.72 million, FX-converted), lifting its stake to 100%. The deal, completed November 3, 2026, runs through GlobalBees, Brainbees' brand-portfolio subsidiary. Better & Brighter Homecare makes moisture absorbers under the "Absorbia" brand.
Why now? GlobalBees already held 58% of the company and bought out the rest to consolidate full ownership. The deal was done on an arm's length basis, with no promoter or management interest beyond existing holdings.
What's the endgame? Absorbia's revenue runs through multiple GlobalBees subsidiaries, and full ownership aims to streamline operations and lift synergies. The related subsidiaries posted combined turnover of over US$2.82M in FY 2025-26.
By the numbers: Better & Brighter Homecare's turnover fell to US$1.2M in FY 2025-26, down from US$1.95M a year earlier and US$1.36M in FY 2023-24. Its net worth stood at US$1.31M.
The signal: The move fits GlobalBees' broader consumer-brand roll-up strategy, though Brainbees has said its latest results show growth increasingly coming from existing brands while it rationalizes weaker, loss-making ones. Without a large price tag or clear scale, this is a bolt-on to secure full control of a homecare brand — not a major strategic shift.
Read more: investywise.com
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