|Size of the Industry||Indian Toy Industry's market size is about Rs.250 Crores where 10% constitutes of organized sectors and 90% constitutes of unorganized sector.|
|Geographical distribution||Mumbai, Kolkata, Chennai, Bangalore, Punjab, etc|
|Output per annum||Indian Toy Industry is estimated at Rs.800-Rs.1200 which is dominated by approximately 1250 small and very small producers scattered across the country.|
|Percentage in world market||The Indian toy industry is estimated at about 850 million US dollars and until now has generated only 0.5 per cent of the global market|
|Market Capitalization||The Indian Toy Industry is of Rs 150-crore and is set to grow at 25 % due to rising demand from India and abroad.|
HistoryRattlers, pull carts, dolls, stackers, building blocks, stuffed toys, train sets and various toys are the child's best friend during the long, hot and dreary summer break. Interestingly these products have varied range of traditional Indian toys that are slowly coming back into vogue, courtesy a makeover. Earlier there was time when a clay dancing doll from Panruti (Tamil Nadu) which were shapes of birds, animals and musicians from Lucknow (Uttar Pradesh) or a leather horse from Gwalior (Madhya Pradesh) could amuse a child for hours. Today, however, the markets are brimming with a variety of factory-manufactured toys of different brands.
Brief introductionIndian Toy industry is large and growing which needs more organized approach to face the challenges of factor distribution & marketing. Many of these toys are usually imported through Dubai & Malaysia. The Chinese toy market is also flooding the domestic market but Indian markets still have design or modification to some games that reflect Indian taste in them which is absolutely true. Social relevance is majorly used as a factor that is being used.
Across the world the toy Industry is highly fragmented. The size of the toy market can be estimated to be about Rs.4.5 billion. There is no excise imposed so the figure of production would not be available. The four large players who have global operations namely Mattel, Lego, Hasbro, and Bandai. Mattel Toys are the largest toy manufacturers in the world. Bandai of Japan even is famous. Mattel has been in India since 1985; it sells toys under the brand name of Barbie, Hot Wheels, and Star Beans, etc. The Mattel Company is a $6 Billion company out of which their market share in India is around 20%. Today India has over 800 Indian toys and games manufacturers, exporters and suppliers. Indian Toys and games can be classified as fun or educational toys. Toys and games which are available in India include soft toys, computer games, dolls, electronic games, etc.
More emphasis on quality and innovation along with Indian taste has helped both children and profit margins.
According to analysts at Maya Organic, such toys easily account for approximately Rs 200,000 to Rs 250,000 (US$1=Rs 42) of their business each month.
Size of the industry
India has been ranked 8th and UK is ranked 1st for the Toy Industry in the world. An average Indian kid today spends Rs 250 on a toy, UK kid spends Rs 281$(14000 Rs).
Funskool has a market in India of 30%. The Toy Association of India estimates that about 90 % of the Indian toy industry belongs to the non-organised sector.
Total contribution to the economy/ salesIndian Toy Industry is estimated at Rs.800-Rs.1200 billion which is dominated by approximately 1250 small and very small producers scattered across the country. The producers are mostly based in the Delhi, Mumbai, Northern State of Punjab, Uttar Pradesh and Haryana, also some in the Southern State of Tamilnadu and in other clusters across India's central states. India has 35 - 40 crores manufacturing base out of which Delhi especially Noida rules 30 crore of markets and Mumbai rules the other 10 crore market.
Employment opportunitiesIndian Toy Industry has tremendous potential to raise its productivity, create employment and for all-round development of the economy. Today Indian entrepreneurs have great opportunities to produce toys for the children in the country as they are moulded with tradition and culture.
- A report by India's National Productivity Council suggests and gives emphasis that the country's toy-manufacturing industry is still in the nascent stages of development and will need more support from the government to upgrade its technologies and research and development facilities.
- In 2006 the toy retail business has risen by 150 % globally over the last one and a half decades - to USD95 billion.
- Today The Indian Toy Industry is worth around INR4,000 crore, with INR1,500 crore from the organised sector and INR2,500 crore from the traditional sector.
- Toy Association of India study shows that the share of local manufacturers in the domestic market has gone down to around 60 % from over 90 %five years ago -- although the Rs 1,300 crore markets have been growing by 20% a year. This has forced several local manufacturers to stop production and import and hawk Chinese toys.
- Today India has reached a level of Rs.1000 crore Toy Industry with many host of products like fun games, electronic toys, stuffed toys, educational games, toy cars, etc.
- Today India faces big challenges majorly from unorganized sector which contributes over about 70% of the total toy demand out of which stuffed toys account for 15%.
- Indian Toy Industry is heralding the inclusion of a new label. My Baby Excels, which began its operations recently is the sister concern of Excel Home Videos and Excel Interactive. Excel Home Videos are the largest home entertainment company in the English movie category.
- The Indian Home Entertainment has the licensee for Walt Disney Studios, Twentieth Century Fox, MGM, HIT Entertainment, Shringar and Merchant Ivory Productions among others while Excel Interactive is a leading gaming company which markets and distributes games from world leaders like Electronic Arts (EA) and Disney Interactive Studios.