FirstCry.com, an e-commerce venture focusing on babycare and kids products has raised $14 million in a Series B funding round led by IDG Ventures, with equal participation from existing investor, SAIF Partners. The company intends to use the funding in marketing, expanding product selection, adding new categories and brands, setting up new warehouses and for recruiting employees for expanding supply chain and improving customer experience. The company had raised $4 million in April 2011 from SAIF Partners.

FirstCry had recently launched GoodLife.com, another ecommerce venture focusing on personal care products across categories such as makeup, fragrances, skincare, bath & body, hair care, men’s range, natural & organic and health & nutrition. Interestingly, it has tried to integrate the two sites by offering a tab that links to the other site, and a common shopping cart, to drive usage among existing customers.

FirstCry has a warehouse in Pune and claims to ship products to 2,000 towns and cities across India, and stock over 25,000 products across FirstCry.com and GoodLife.com with brands such as Kimberly Clark, L’Oreal, Mattel, Revlon, Funskool and Disney. The site competes with other baby product focused sites such as BabyOye, Hushbabies and the recently launched Hoopos.com.