Central government mandate of 2021 around quality certification (bis Trademarks) have helped reduce toy imports in some regions as well as the Harmonized System, or HS, code (tariff nomenclature which is an internationally standardized system of names and numbers for classifying trade products) . Additionally, the Centre’s mandate also brought about a wave of innovation among homegrown toy makers, with many now-launching products that reflect Indian culture and popular themes from different regions of India.
Market leaders such as Funskool and Hasbro are focusing on bringing more local flavors to their toy and game line-ups. Also, various startups are also emerging in the field of making toys from eco-friendly Indian materials related to the culture of the country. From Janmashtami collections to Ramayana sets to board games based on various Indian fables, new age parents are trying to make game time more meaningful.
R Jaswant, CEO, Funskool India, said that traditional Indian sports have fared better than expected. “We think there is potential for traditional sports because there are people to buy,” he said.
Meeta Sharma, founder of Shumi Toys – a new age sustainable toy manufacturer – said that the old toys are making a comeback as the concept of natural play and free play among children.
“Nostalgia is an important factor when it comes to introducing new toys and games. Many of us grew up playing these games as a child and want to give our children the same experience in their mother tongue. The games are completely made in India and promote our local sourcing and manufacturing,” said Lalit Parmar, Commercial Director, Hasbro India.
Sharad Kapoor, General Secretary, Toy Association of India and Managing Director, Delhi-based Creative Kids International said that while India has always been a huge addressable market for toys, manufacturers are now coming up with more localized collections.