The Indian branch of e-commerce giant Amazon has opened a "Made in India Toy Store", which stands for "Made in India Toy Store" in Chinese, to encourage the development of the local toy industry.
It is part of an initiative by Amazon India to boost online sales by local toy brands and manufacturers and is part of the Government's "do-it-yourself" initiative.At present, toy sellers from 15 Indian states are exhibiting products in categories such as traditional toys, handmade toys and educational toys.In the traditional toy categories are:
In the puzzle category, there are DIY suits, AR games, science and education suits, and so on.
▼ also have a domestic brand column for India
Statistics show that India imports nearly 80 percent of its toys, most of which come from China, and accounts for only $1.75 billion of the global toy market of about $90 billion. With a large young population, the growth potential of the toy industry is still huge. "The opening of this wary strengthened Amazon India's responsibility to support local development," says Manish Tiwary, vice-president of Amazon India. "India has a wealth of traditional arts, and many small and medium enterprises, artists and artisans are also making handicrafts and toys. They will also benefit from the need to stimulate demand for products."
This is not the first time India has tried to revive its homegrown toy industry.
In 1998, the Indian state of Uttar Pradesh tried, unsuccessfully, to create the country's largest toy-making cluster by planning a 100-acre "Toy City" project 30 kilometers southeast of The capital, New Delhi, to promote local toy-making and counter Chinese imports. The project was originally planned to be divided into 120 lots, but only 12 have been built. So the local government had to divert the rest of the land to other USES.
Earlier this year, India announced a jump in import duties on toys from 20% to 60%. Jeswant, chief executive and chairman of Funskool, a leading domestic toymaker and agent, said he hoped the tariff would spur local toy production in India. The company, which has three factories in India, saw export orders soar when logistics were halted in China because of the outbreak
In July this year, when India southwest of Karnataka (state) interested in bangalore (Bengaluru) about 350 kilometers from the capital, Baltimore county (Koppal) to establish a manufacturing base, planning area of 400 acres (162 hectares), direct or indirect job creation, 100000, to attract global toy manufacturers to this investment, by 2025, the output value reached 500 million dollars "Karnataka itself has a tradition of toy manufacturing," said Gaurav Gupta, the state's chief secretary for commerce and Industry, in an online speech to executives of big toy companies. At present, the state is working to provide all the necessary conditions to build a strong toy industry, and Karnataka will create a world-class toy manufacturing cluster."
According to official statistics, the state is India's third most expensive market, worth about $159 million. From 2010 to 2017, the state's toy industry grew at a compound rate of 18% and is expected to reach $310 million by 2023. Moreover, the state government has set up a Product Specific Industrial Cluster Development (PSICD) project to pilot the toy industry, with a target of $700m.
In 1998, India failed in its attempt to establish a toy-producing region. At that time, conditions were not ripe. So, will this attempt be successful?