TOY INDUSTRY IN INDIA

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Picture Courtesy: www.moneycontrol.com

Context: The Indian toy industry achieved remarkable growth in the fiscal year 2022-23, according to a case study by the IIM Lucknow and the Department for Promotion of Industry and Internal Trade (DPIIT).

Key Highlights

Remarkable Performance

• Imports and Exports: Notable decline by 52% in toy imports and an impressive surge of 239% in toy exports between fiscal years 2014-15 and 2022-23, indicating a significant shift in the industry's dynamics.
• Industry Expansion: Doubling of manufacturing units, reduced reliance on imported inputs, and a substantial 10% CAGR in gross sales value accompanied by increased labour productivity.

Global Integration and Market Access

• Global Integration: India's integration into the global toy value chain is evident, with zero-duty market access for domestically manufactured toys in countries like the UAE and Australia.
• Positioning in Global Market: India is positioned as a viable alternative to established toy manufacturing hubs like China and Vietnam, showcasing its growing significance in the global toy market.

Governmental Support and Interventions

• Strategic Interventions: Various governmental initiatives including the National Action Plan for Toys (NAPT), increased Basic Customs Duty (BCD) on toys, stringent quality control measures, and support through cluster-based approaches have fostered industry growth.
• Global Retail Interest: Significant interest from retail giant Walmart to import Indian toys, with a target of USD 10 billion in overall imports from India, further indicating the industry's appeal on a global scale.

Reduction in Dependency and Quality Assurance

• Reduced Dependency on Chinese Imports: A substantial reduction from 94% to 62% in India's reliance on Chinese imports, signalling a diversification of the global supply chain.
• Safety Standards: Emphasis on safety and quality standards upheld by the industry, exemplified by over 1,200 safety licenses issued by the Bureau of Indian Standards (BIS) to domestic toy manufacturers.

Future Projections and Focus Areas

• Growth Projection: The DPIIT Secretary envisions a doubling of India's toy industry in the next five years, tapping into the vast global toy market valued at around USD 300 billion.
• Strategic Focus Areas: The report emphasizes key areas such as technological advancements, e-commerce integration, partnerships, brand-building, cultural diversity, and collaboration with artisans as essential for sustained growth and innovation.

Conclusion

• The success story of India's toy industry demonstrates the significant impact of collaborative efforts and strategic government interventions. The sector's focus on global markets, combined with ongoing collaboration, is vital for sustained growth and continued innovation within the Indian toy sector. 

PRACTICE QUESTION Q. What innovative strategies are driving growth in the Indian toy industry, and how is it adapting to evolving consumer preferences and global market demands?