HI the Sure Start Grant is for people who are on benifits...
Income Support, tax credits, low income. You can apply by downloading the form from the gov website or do what I did and called into my local jobcentre. If you fill in the form and send this off then you could qualify for a one of payment (not having to pay back) of up to £500. You can only claim this from week 29 onwards and up to the baby being 3 months old. Hope this helps.