Amazon opens 'made in India' toy store amid Centre's self-reliance mission

On Wednesday, Amazon India launched a toy store in line with the government's "Atmanirbhar Bharat" vision, where sellers from 15 Indian states will showcase thousands of exclusive toys in categories such as traditional, handmade, and educational.

The launch of the "made in India" toy store could help local manufacturers reach the Indian market with the constant stream of Chinese toys.

Amazon.in said the store would allow thousands of manufacturers and vendors to sell toys driven by Indian culture, folk tales and toys that promote creative thinking, that are locally crafted and manufactured.

"I applaud the efforts of Amazon India to feature local toys by launching a dedicated 'Made in India' toy store where the vibrant Channapatna toys of the state will also be featured," said Karnataka Deputy Chief Minister Mr. C. N. Ashwath Narayana in a statement.

To speed up their market, such efforts will provide a boost to domestic brands as well as local artisans.

Toys including Chowka Bara, Pitthu/Lagori, Lattu (wooden spinning tops) and more will be showcased in the traditional Indian toys segment.

The handmade toys section will feature handmade toys and karigar dolls from different states such as Channapatna, Thanjavur and Varanasi, to name a few.

Innovative and educational toys such as a DIY (do-it-yourself) Microscope, 4D Educational AR (augmented reality) game, science experiment kits and more will be showcased in the third category.

Homegrown Indian brands such as Smartivity, Shumee, Skillmatics, Shifu, Einstein package, etc. conceptualise and develop these goods.

Some of them also export toys produced in India through Amazon's Global Sale framework, such as Skillmatics and Shifu.

"India is home to traditional arts, crafts and toys produced by SMBs, artisans and craftsmen. With the launch of this new store, this cohort of sellers will benefit from accelerated growth due to the rise in demand for their goods," said Mr. Manish Tiwary, Amazon India Vice President.

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.