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Toys Sector: Amazon starts ‘Made In India’ Toy Store amid Govt’s Push For Aatmanirbhar Bharat

The local toymakers and sellers from 15 different states will showcase thousands of unique toys. These diverse toy products are conceptualized and manufactured by homegrown Indian brands like Smartivity, Shumee, Skillmatics, Shifu, Einstein box, etc.

November 25, 2020

In line with the Government’s ‘Atmanirbhar Bharat’ initiative, Amazon India has announced the launch of the ‘Made in India toy store’. In this upcoming toy store, sellers from 15 Indian states will showcase more than thousands of unique toys across these categories – traditional toys, handmade toys, and educational toys.

The start of the Made in India toy store will give a great boost to homegrown emerging Indian brands and manufacturers to accelerate their business and it will support. It will enable thousands of manufacturers and sellers to promote their locally designed and manufactured toys, inspired by Indian culture, folk tales as well as toys that encourage scientific thinking and innovation.

Dr. CN Ashwath Narayan, Hon’ble Deputy Chief Minister of Karnataka said, “Karnataka is known for its rich, diverse and traditional heritage. I commend Amazon India’s efforts to feature local toys by launching a dedicated ‘Made in India’ toy store where the state’s vibrant toys from Channapatna will also be featured.”

The traditional Indian toys section will showcase toys like Chowka Bara, Pitthu/Lagori, Lattu(Wooden spinning tops), and more. The handmade toys section will showcase handmade toys and dolls from karigars of various states like Channapatna, Thanjavur, Varanasi to name a few. These handmade toys are an epitome of the pride in Indian craftsmanship and are unique in design. The third category showcases innovative and educational toys like a DIY Microscope, 4D Educational AR Game, Science Experiment Kits, and more.

These diverse toy products are conceptualized and manufactured by homegrown Indian brands like Smartivity, Shumee, Skillmatics, Shifu, Einstein box, etc. Some of them like Skillmatics and Shifu are also exporting made in India toys through Amazon’s Global Selling programme.

Meeta Sharma, founder of Shumee said “Shumee is a made-in-India toys brand, aiming to give play-based age-appropriate development toys for all ages, created with discussion with early-childhood experts and made using safe and sustainable materials. We work with artisans and small scale manufacturers in India and use safe, non-toxic, lead-free materials and adhere to all safety standards. Amazon with its reach in India has helped us grow 10X in the last 18 months with almost 4X growth in the last 6 months.”

Manish Tiwary, Vice President, Amazon India said “This store reinforces Amazon.in’s commitment to nurture and support local talent. India is home to traditional arts, crafts, and toys made by SMBs, artisans, and craftsmen. This cohort of sellers will benefit from accelerated growth due to a spike in demand for their products with the launch of this new store.”

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