Page 29 - NIS English September 2020 16-30

Pre-school and construction toys are Ramnagaram district in Karnataka, Kondapalli
CONSUMER BASE
in the fastest growing categories with
value growth of 20% since 2016
The largest group of consumers are
the pre-teenagers between the ages of
7 and 12 generating 44% of sales
Toys with a low price point up to
Rs 228.41 ($3.06) account for the
majority of sales with 46% share
Shift from, medium-to low-end
battery-operated toys, towards
innovative electronic toys
Parents with higher than average
disposable incomes do opt for the
10% organized retail chains
Average life cycle of a toy is less than
a year. Growth depends on curiosity,
excitement and newness
Branding
Toys can be an excellent medium
to further the spirit of ‘Ek Bharat,
Shreshtha Bharat
- Prime Minister Narendra Modi
at Krishna district in Andhra Pradesh,
Thanjavur in Tamil Nadu, Dhubri in Assam,
Varanasi in Uttar Pradesh are also developing
as Toy clusters. As per an estimate, the global
toy market size is estimated at $100 billion.
Indian Toy Industry has reported 15.9 per cent
growth from 2011-18 and has a market size
of $1.5 billion with being a labour intensive
industry. It is price sensitive market with high
threat of substitution. As far as electronic toys
are concerned, there is an availability of raw
material for local manufacturing but they lack
technical expertise and capability.
MEASURES TAKEN TO CONTROL IMPORTS
4A Shopping and Test Report survey conducted on
toys available in the market by Quality Council of India
(QCI) under DPIIT
4Quality Control order under the Bureau of Indian
Standards (BIS) Act was issued on February 25, 2020
to ensure that toys manufactured or imported in India
conform to standards issued by BIS
4Foreign Trade Policy for Import of Toys has been made
stringent which mandates sample testing from each
consignment
The Prime Minister emphasized upon the
need to organize hackathons for innovations
in toy technology and design. Toys aligned
with Indian culture and ethos should be used
as pedagogical tools across all Anganwadi
Centres and Schools for all-round development
of children.
KEY PLAYERS OF THE INDUSTRY
As per DPIIT and Ministry of Commerce, the
MSME segment has about 4,000 manufacturing
units comprising micro (75 per cent), small and
medium (22 per cent) and large (3 per cent)
units. The large enterprises including Funskool,
the largest toy manufacturer with 30 per cent
share, followed by Mattel (20 per cent), Hasbro
(9 per cent), Bandai (4 per cent) Lego (4 per
cent), LeapFrog (3 per cent), the other accounts
for 30 per cent. n
New India Samachar 27