India’s toy market set to touch Rs 13,000 crore by 2015: ASSOCHAM

09 Jan 2012 Evaluate

India’s toy market, which is expanding at a compounded annual growth rate (CAGR) of about 20 percent, is expected to reach Rs 13,000 crore by 2015, according to a study by Associated Chambers of Commerce and Industry (ASSOCHAM). Currently the size of India’s toy industry is Rs 7,500 crore and is likely to almost double in the years to come on account of increasing consumerism and burgeoning population.

The study further highlighted that about four crore kids across the country in the age group of 12 years are catered by the Indian toy industry which offers a wide range of products like electronic toys, board games, construction toys, educational games and collectibles. However, imported toys from countries like China, Korea, Malaysia, the UK and the US flood Indian toy market and account for a large chunk of the total market share, which reduce the share of domestically manufactured toys to only 15 percent.

The study also cited that the domestic toy industry, which is highly fragmented, unorganized and is predominantly dominated by micro, small and medium-scale manufacturers, must be provided with credit and marketing assistance by the government. The domestic toy industry is facing various challenges including lack of innovation, marketing, advertising, distribution and abundance of imported products.

The industry employs about 25 lakh people both in the organized and unorganized sector with around 70 percent of the toy market in India being unorganized. Small toy shops cater to the masses, while branded ones like FisherPrice, Funskool, Hamleys, Lego and Mattel cater to the middle and high-class. Cities like Ahmedabad, Bangalore, Hyderabad and Pune are fast-emerging as toy manufacturing hubs.

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