India is preparing to launch a comprehensive initiative aimed at transforming its domestic toy manufacturing industry into a globally competitive sector. Speaking at the Toy Biz International B2B Expo 2025, Commerce and Industry Minister Piyush Goyal outlined plans to roll out a production-linked scheme designed to support quality enhancement, job creation, and brand building—eschewing traditional export subsidies. Backed by quality enforcement measures and a burgeoning local manufacturing base, the Indian toy sector has shifted from import dependency to exporting products to over 150 countries. The upcoming scheme is expected to catalyze further growth, innovation, and global market penetration.
Government Poised to Back Toy Sector with Targeted Production Scheme
In a strategic move to bolster India’s evolving toy industry, Commerce and Industry Minister Piyush Goyal announced that a new scheme aimed at boosting toy production will soon be finalized, following consultations with industry stakeholders. Unlike conventional export incentive programs, this initiative will focus on enhancing domestic manufacturing capabilities, increasing employment opportunities, and supporting long-term brand development.
Goyal made these remarks at the Toy Biz International B2B Expo 2025, an event organized by the Toy Association of India (TAI). He emphasized the latent potential in the sector and underscored the importance of design, packaging, and branding in achieving global recognition.
From Import Reliance to Export Ambitions
India’s toy industry has undergone a significant transformation in recent years. Previously reliant on imports, the sector now exports to 153 countries, a milestone Goyal credited to policy consistency, robust quality control enforcement, and the development of domestic manufacturing clusters.
The implementation of the Quality Control Order (QCO) has played a pivotal role, ensuring that Indian-made toys meet international safety and quality standards. This regulatory framework has positioned India as a “quality-conscious nation,” enabling local manufacturers to compete effectively in global markets.
Scheme Objectives: Quality, Employment, and Global Competitiveness
While specific details of the new scheme are yet to be disclosed, the minister outlined several core objectives:
- Design Enhancement: Encouraging innovation in toy design to appeal to global consumers.
- Manufacturing Excellence: Supporting producers to maintain consistent quality that meets international benchmarks.
- Packaging and Branding: Promoting attractive packaging and strong brand identity to improve marketability.
- Job Creation: Prioritizing employment generation as a measurable outcome of the scheme.
Importantly, the scheme will not be based on export incentives, indicating a structural shift toward value-driven manufacturing support rather than volume-based subsidies.
Capitalizing on India’s Domestic Market
With a population of 1.4 billion, India presents a vast captive market for toy manufacturers. Goyal emphasized that domestic demand alone offers a unique platform for scaling operations, which in turn strengthens export capabilities.
He called on industry players to focus on strong product design, compelling branding, and visually appealing packaging to create a lasting impression in both domestic and international markets.
Startups and MSMEs Play a Vital Role
The growth of India’s toy industry is also being fueled by entrepreneurial ventures and small businesses. Goyal highlighted the role of the Pradhan Mantri Mudra Yojana, which has provided financial support to startups developing innovative and educational toy concepts.
Industry leaders echoed the minister’s optimism. Manu Gupta, promoter of Playgro Toys India, and Naresh Kumar Gautam, CEO of Little Genius Toys Pvt Ltd, both noted rising global demand and appreciation for Indian-made toys—ranging from traditional wooden educational models to soft toys.
Conclusion: Laying the Foundation for a Toy Manufacturing Renaissance
As India prepares to introduce a focused policy initiative to support toy manufacturing, it signals a decisive shift from import dependence to global competitiveness. By targeting design innovation, manufacturing quality, and market expansion, the government aims to position Indian toys as high-value exports in the global marketplace.
The upcoming scheme not only aligns with India’s broader ambition to become a manufacturing powerhouse but also reflects a growing emphasis on sustainable economic development driven by innovation, employment, and domestic value creation. If implemented effectively, the policy could mark a turning point in the global perception of "Made in India" toys.
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