Economic Highlights
New
Delhi, 3 July 2023
India’s Toy Industry
TO REPLACE CHINA BY 2028
By Shivaji Sarkar
India is
poised to replace Chinese toys with indigenous manufacturing touching $1.5
billion. It is likely to double to $3.3 billion by 2028, according to
International Market Analysis Research and Consulting Group (IMARC Group).
India’s
toy imports, according to official figures, have declined by more than 70 per
cent in the past 3.5 year, while exports have jumped by 61.3 per cent. It is
expected to grow at 12 percent compound annual growth rate (CAGR). The world’s
leading toymaker Mattel recalled over 21 million Chinese-made toys worldwide in
2007 due to excessive levels of lead paint and other unsafe components.
India
first banned toy imports from China mainly for its toxicity on 23 January 2009
but again eased it on 6 March 2009. The Narendra Modi government has put
restrictions again on September 1, 2017.Despite all this as per WTO norms a
complete ban on toy imports is unlikely.
A new
government initiative promises to help Indian toymakers scale up production
capacity to compete internationally, further shrinking China’s share in the
domestic market. The government is considering a special scheme for the toy
industry, according to Ajay Aggarwal, President of the Toy Association of
India. It is likely to be a production-linked incentive, which will spur the
activities of the toy industry.
India is
home to 25 per cent of world’s children aged between 0 and 12 years. Domestic
demand is huge. It also has a rich history and culture when it comes to toy
making. India’s toy industry has been a rare bright spot in the country’s drive
to cut import reliance on China in recent years.
Various
policies to reduce dependence on Chinese goods and boost local manufacturing
have been initiated, while taking advantage of western efforts to diversify
from the world’s No 2 economy, says the International Labour Organisation
study.
India’s
share in the global toy market, estimated at $90 billion, is 0.5 per cent ($500
million). The toy manufacturers are mostly located in NCR, Maharashtra,
Karnataka, Tamil Nadu and clusters in some other States. Chitrakoot in Uttar
Pradesh, Kondapalli in Andhra Pradesh, Tanjore dolls, Ghurni clay dolls,
Rajasthani puppets and Chennapatna on the Bengaluru-Mysuru highway have age old
tradition of toy making but are unable to keep up with modern scale and trends.
The
traditional craft is protected as a geographical indication (GI) under the
World Trade Organisation. These are in demand in the West as exquisite pieces
of art.India’s domestic toy industry comprises 4,000 micro, small and medium
enterprises (MSMEs) and is primarily in the unorganised sector.
The
increasing population catalyses the demand for toys. In addition, inflating
income levels and the rising awareness among individuals about the benefits of
toys in improving the cognitive capabilities of children are positively
influencing the market in the country. Apart from this, a shifting preference
from conventional toys towards modern and hi-tech electronic toys is
strengthening the market growth. In line with this, the escalating demand for
sensory toys for kids with special needs is driving the market in India, the
ILO notes.
Advanced
technology and machinery encourage manufacturers to produce innovative toys and
boosting market outlook. The rising sales of smartphones, laptops, and personal
computers (PCs), along with the increasing influence of social media, are propelling
market growth.
The
Amazon sold $6292 million worth toys, Walmart $4645 million and Target $1621
million through e-commerce. India’s import of toys in financial year 2018-2019
stood at $1.4 billion (Rs10,000 crore). Almost 85 percent of the toys till 2020
sold in India are imported, with China being the top source, followed by Sri
Lanka, Malaysia, Germany, Hong Kong and the US.
A large
variety of toys are available within the Indian market, they can be broadly
classified into two very distinct categories on the basis of their application
& purpose -- educational and recreational. Amongst these two categories,
under educational toys various toys and games made out of plastics and
cardboard materials are prominent, while recreational toys, including
electronic toys -- remote controls, video games, battery operated toys, cars,
plastic toys, dolls, soft toys and mechanical pull back toys are not popular
amongst modern parents. However, out of all of these toys, the electronic toys
& games as well as the battery-operated toys are being manufactured less in
India.
The
markets still sell Chinese products as these are considered to behold the
buyer. The Indian toys, despite being less expensive, are supposedly of better
quality have yet to carve out a niche in the market. There is a perception that
the imported are technologically better. Manufacturers say that at initial
stages the reactions are normal but as the indigenous products proliferate the
perception would change.
Manufacturers
find that while they have started mainly plastic toys as it is easier, they
face different kinds of problems. It is just not the kind of metals and
plastics, but many toys need different kinds of textiles and other accessories.
The ancillaries are yet to come up. Some require particular kind of durable,
light and special fabric. That too is not locally available. China has also
advanced low-cost electronics industry.
However,
they are expecting more government support for banning imports to sustain
production. A KPMG-FICCI report is
hopeful that the country’s market size would be doubling to $2 billion shortly.
Electronic toys comprise about ten percent of the toy segment, it is hoped that
even without it the rest of the segment would grow and gradually critical areas
would also be covered.
The Ministry
of Commerce and Industry is trying to understand the dynamics and shortcomings.
It is also looking at the experience of other countries and is working with the
Toy Association of India.
Overall,
a good import substitution move has been made and the government expects the
sector to take a leap by 2028. The Ministry of Commerce is of the opinion that
in the next few years the Indian toy industry would compete with China and have
a niche in the world market.----INFA
(Copyright, India News & Feature Alliance)
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