India eyes bigger share of toy market

When was the last time you bought toys for your children? Are you waiting for their birthdays to gift them one? Indian parents do not consider toys a necessity for children, rather look upon them as luxurious items hence one would seldom find a child enjoying a new toy on any occasion other than the birthday, said Vivek Jhangiani, President, The All India Toy Manufacturers Association (TAITMA) addressing a press conference held recently in the national Capital regarding the 4th edition of Kids India. Kids India is a B2B international trade fair and an exhibition of toys and children’s products which is going to take place from September 15-17 in Mumbai.

Toys, a vital source of education for children, are often underestimated by the society that considers books and electronic gadgets to be more important. But it is time to search for educational tools beyond books. Even while the growing urban middle class is gaining awareness and becoming more brand conscious, they are not giving enough importance to a child’s need for toys. Statistics show that maximum numbers of toys in India are purchased for children only as birthday gifts, whereas parents in the Western countries choose to buy toys to educate and reward a child. “Indian consumers are beginning to understand the importance of play, and Kids India is one of the platforms to promote this awareness and educate consumers about the various benefits of toys and play as well as to provide an impetus to the industry,” said Jhangiani.

With a huge population of children within the age group of 0-14 years, Indian toy industry is proceeding at a rather slow pace. That is where the need for an international trade fair of toys steps in. The leading international fair for toys, Spielwarenmesse is conducted every year in Nuremberg, Germany to introduce new and more improved children’s products and toys to the world. They also conduct competitions and award the best inventions in the world of toys. 

While children today are more involved with smartphones and computer screens, the importance of traditional toys would never fade away, feels Katherine Janotta, Managing Director, Spielwarenmesse India Pvt Ltd. “Traditional toys like dolls, puzzles, board games and building bricks among others will always have a value. These days they can even be played in combination,” said Katherine. 

Tarun Dewan, Executive Director, Sports Goods Export Promotion Council (SGEPC), who was also present at the conference, talked about the importance of Kids India, a platform where Indian made toys could be exhibited for foreign buyers to help boost our exports. India’s largest competitor in the toy industry is China, which excels in large scale toy production. Be it the Marvel superhero models, Barbie dolls, or even the tiny auto-rickshaws and cars on display at the roadside shops- they all hail from China. While our neighbour enjoys duty-free import of raw materials and produces toys of all categories, ranging from Rs 20-Rs 2000, the toy industry in our country fails to produce toys at cheaper rates due to the non-friendly excise duty structure. 

Some major toy fairs that boost the sale of toys and help raise the economy would be American International trade fair, New York, which targets the North American market alone; Hong Kong Toys and Games Fair and China Toy Expo. To keep up with the tough competition, Indian toy industry not only needs to start exporting but also need to think of ways to start ruling the domestic market which is majorly dominated by Chinese products.

Products in the said industry include not only toys for children but also school bags, lunchboxes, stationery items, water bottles, 3D printers, radio control drones, electronic pets and much more. Jhangiani also talked about the need of noting toys as a priority sector under the ‘Make in India’ initiative. With some support from the government under the ‘Make in India’ initiative, the potential of the market might receive some growth in the coming future.