Amazon launches 'Made In India' toy store to give a fillip to homegrown brands

Bengaluru, November 18: In response to PM Narendra Modi’s vision of an Aatma NirbharBharat, E-commerce giant Amazon India on Wednesday launched a 'Made in India toy store’ to boost the Indian toy manufacturing industry.

 

With this launch, the sellers from 15 Indian states will showcase thousands of toys across categories like traditional, handmade, and educational.

 

According to the company the traditional Indian toys section showcases toys like Chowka Bara, Pitthu/Lagori, Lattu(Wooden spinning tops), and more while the handmade toys section will showcase handmade toys & dolls from karigars of various states like Channapatna, Thanjavur, Varanasi to name a few.

 

The third category will feature toys like a DIY Microscope, 4D Educational AR Game, Science Experiment Kits, and more. These products are conceptualised 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 program.

 

 

The launch of the "made in India" toy store could help local manufacturers to take on the deluge of Chinese toys into the Indian market. The launch will enable thousands of manufacturers and sellers to sell locally designed and manufactured toys, inspired by Indian culture, folk tales as well as toys that encourage scientific thinking and innovation.

 

Amazon. said that the store will enable thousands of manufacturers and sellers to sell locally designed and manufactured toys, inspired by Indian culture, folk tales as well as toys that encourage scientific thinking and innovation.

 

"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," Karnataka Deputy Chief Minister C N Ashwath Narayana said in a statement adding,  "Such efforts will provide a boost to homegrown emerging Indian brands and also local artisans to accelerate their business."

 

Apart from this, Amazon’s new initiative is part of the company’s ongoing efforts to encourage local businesses. The e-commerce platform is also focusing on products that are Made in India. In September this year, Amazon hosted Handicrafts Mela that featured over 55,000 products across 270 art and craft forms.