Not just child’s play: How India’s toy industry quietly became a global exporter

India produces roughly 400 million toys a year

Once dominated by imports, particularly from China, India’s toy industry is slowly turning a corner. It now exports to over 153 countries, according to Commerce and Industry Minister Piyush Goyal, who addressed the Toy Biz International Expo 2025 in New Delhi this week.

While the numbers are still modest, India exported toys worth $152.34 million in 2023–24, slightly lower than the previous year, accoridng to GTRI report.

“This transformation has been made possible through consistent policy support, the enforcement of quality standards, and the strengthening of local manufacturing clusters,” Goyal said.

Quality first, then exports

A major turning point, Goyal said, was the enforcement of the Quality Control Order (QCO). “The QCO has made India a quality-conscious country and enabled domestic toy manufacturers to meet global benchmarks,” he noted.

Officials at the Bureau of Indian Standards (BIS) echoed this, adding that the country’s toy safety standards, tailored for Indian weather and usage, now exceed international norms in several areas. BIS Director Adbhut Singh told PTI that Indian rules are “more stringent” than ISO and IEC standards, especially when it comes to chemical and electrical safety.

A local market that builds global capacity

According to official data, India produces roughly 400 million toys a year and sees ten new toy designs every second, a figure that includes design innovation across clusters and startups.

“Our population of 1.4 billion provides a huge captive market,” Goyal said. “This scale allows us to achieve cost efficiency and become globally competitive.”

But the Minister also acknowledged that quality alone isn’t enough to crack international markets. “If we focus on branding, packaging, and product design, I believe Indian toys can gain much greater traction across the world,” he said.

Government support, measured optimism

To promote domestic production, the Ministry of MSME has backed 18 toy clusters, offering infrastructure and supply chain support. Goyal also pointed out that the Pradhan Mantri Mudra Yojana, now extended to 20 years, has helped toy startups access collateral-free loans, aiding smaller players in innovating and scaling.

Looking ahead, the government is working on a new promotional scheme for the toy sector aimed at improving design capabilities, packaging, and brand identity. “We want Indian manufacturers to become world-class,” Goyal said, adding that these steps are part of the broader Atmanirbhar Bharat initiative.

Despite the progress, the sector’s growth remains gradual. India’s toy exports stood at $152.34 million in 2023–24, slightly lower than the previous year’s $153.89 million, according to a GTRI report, a sign that while the structure is improving, international market penetration will take time.

Still, Goyal remains hopeful. “The story of Indian toys reflects the larger story of development in our country,” he said. “Once seen as dependent on imports, we are now building the capacity to compete and succeed globally.”