Demand for Locally Made Toys on the Rise in India

The online toy market in India has witnessed a steady growth in 2020. Vendors associated with Cloudtail India have seen 2x to 3x growth, in sales values as compared to 2019. According to leading toy vendors of Cloudtail India, their business volumes have shown steady growth since their association with Cloudtail India. Some of the key toy vendors at Cloudtail have leveraged the online retailing route and witnessed rapid growth and scale in their business.

Indian toy makers have the ability to put themselves on the international map, both in production quantity and quality. Cloudtail India has been handholding Indian toy vendors in their quest for online business expansion and the results have been positive. With the growing online penetration, small vendors and businessmen with niche product offerings like toys can now reach out to a large audience online.

When asked about the growth of toy vendors at Cloudtail India, Sumit Sahay, MD & CEO, Cloudtail, said, “Cloudtail India, takes pride in the platform that we have provided to our toy vendors even before toy manufacturing rose to prominence in our country. We aspire to be the one stop shop for vendors aspiring to scale their businesses. In a volatile business environment, we want to help our vendors to fine tune their business models and adopt newer business practices, better suited to their business.  Cloudtail is committed to redefining online retail by filling selection gaps and providing the best value proposition to customers in partnership with thousands of vendors. Cloudtail India is happy to help businesses flourish and achieve newer heights.”

For Smartivity, a Delhi based toy vendor at Cloudtail, the growth has been steady. Ashwini Kumar CEO, Smartivity Toys is a vendor of Cloudtail whose business has grown over the years. Explaining his journey with Cloudtail, she says, “Indian toy industry is an unorganized, chaotic and unstructured sector, making it a very unpredictable space to be in. However, Cloudtail India has brought in the much needed organized and structured approach to operating a business in the toy industry. Cloudtail’s data-driven processes have served as growth and success milestones for us, giving us clarity on our business performance. The support and service extended by Cloudtail team has been particularly valuable during the recent unpredictable times. Our customers have benefitted from the large selection and prompt service

Harshal Ved, VP Sales and Operations from PlayShifu, a Cloudtail vendor from Bangalore, explains why selling online is the preferred option for newer players in the market. “PlayShifu was started in 2016 with aim of selling high-quality tech based toys & games globally. When we started out, the only viable sales channel for us was online. We listed our products online and the initial response was encouraging. Partnering with Cloudtail further allowed us to scale our operations in India and gain visibility among the buyers. This was an important milestone in our journey as we were able to focus on the product while the Cloudtail took care of the rest. Today we sell our products in more than 35 countries (both online and offline). This journey wouldn’t have been possible if we did not have the option to start selling and scaling online operations in the first place.”

The Indian toy industry has been struggling due to the competition from Chinese products until recent times. Inaugurating the first India Toy Fair 2021, Prime Minister Narendra Modi said, “We have to become Aatmanirbhar in the toy sector and also cater to the global market”. Also, through his “Mann Ki Baat” programme, PM Narendra Modi, reiterates that India can become a big hub for toy production. He urges entrepreneurs to develop innovative “toys and games, for India and of India” to meet domestic demand and increase its share in the global toy business. The demand for locally made toys and toys in general are on the rise as children are mostly confined to the four walls of their homes due to the pandemic. Indian government has been very enthusiastic in developing the toy industry in India through various activities and events like the Toycathon.