Megastar Amitabh Bachchan along with elegant brands also endorses and supports major social causes to create awareness. 

Thus, keeping in mind his impact in the society, he is signed as a brand ambassador of Baby and kids store FirstCry.com.

Aim to rope in the most famous actor for the brand is to grow the business and give the Indian parents an altogether difference experience relating to kids and baby products.

Vice president of FirsCry.com, Anuj Jain says, "When it comes to indulging grandchildren, grandparents are miles ahead of anyone else. The need for this indulgence coupled with access to endless variety on FirstCry.com, means Mr.Bachchan keeps Firstcry.com, the ‘big store for little ones’, always handy on his mobile."

The brand will have their products for sale on their official site, mobile and in 125 offline stores.