The Indian toy industry is experiencing a vibrant transformation, with a projected market size of $4.4 billion by 2032. Innovative startups are redefining playtime by offering eco-friendly, educational, and culturally relevant toys. Supported by government initiatives in the 2025 Union Budget to position India as a global toy hub, these companies are leveraging local manufacturing and sustainable materials to meet growing demand. In this comprehensive guide, we spotlight eight standout startups—Ariro Toys, Desi Toys, Shumee Toys, Imagimake, PlayShifu, Skillmatics, Toiing, and Smartivity—that are leading the charge. We explore what they do, their toy categories, where to buy their products, target age groups, customer reviews, manufacturing details, and whether their toys are made in India or imported.
Table of Contents
1. Ariro Toys
What They Do: Ariro Toys specializes in eco-friendly wooden Montessori toys and developmental aids designed to nurture early childhood development. Founded in 2020 by Ramasamy Nishananthini and Tamilselvam Vasanth Kumar, Ariro focuses on creating safe, sustainable toys that stimulate infants’ and toddlers’ senses.
Toy Categories: Their product range includes wooden toys, Montessori toys, teethers, puzzles, rocking toys, wobble boards, and jungle gyms. Notable products like the Wooden Rotating Puzzle and Neem Infant Starter Bundle are crafted to aid grasping, shape recognition, and motor skills.
Where to Buy: Ariro Toys are available on their official website, as well as e-commerce platforms like FirstCry and Amazon India.
Target Age Group: Infants and toddlers, from birth to approximately 3 years old.
Customer Reviews: Ariro enjoys overwhelmingly positive feedback, with a majority of 5-star ratings on their website, totaling over 8,700 reviews. On Amazon, products like the Rotating Puzzle (Classification of Animals) have a 4.0/5 rating, while the Wooden Bus Toy averages 3.5/5 from 15 reviews. Customers praise the quality and developmental benefits, with comments like “Excellent, well-crafted” and “My kid enjoys playing with the grasping beads.”
Manufacturing Units: Ariro’s toys are handcrafted by artisans across India, in partnership with local craftsmen, ensuring authenticity certified by the Bureau of Indian Standards.
Made in India: Yes, all Ariro Toys are proudly made in India, supporting local artisans and sustainable practices.
Check out more about Ariro Toys here.
2. Desi Toys
What They Do: Desi Toys, founded in 2012 by Swapna Wagh, is dedicated to reviving traditional Indian toys and games, infusing them with modern innovation. Featured on Shark Tank India, the brand aims to unplug children from screens and reconnect them with nostalgic, skill-enhancing play.
Toy Categories: Their offerings include traditional Indian toys like spinning tops (lattu), board games, puzzles, miniature cooking sets, and outdoor games such as Lagori and Gulel Catapult. They also offer collectible tin toys like the Putt Putt Nav steam boat.
Where to Buy: Desi Toys can be purchased from their official website, Flipkart, Amazon India, and other online retailers.
Target Age Group: Their products cater to a wide range, from toddlers (3 years+) to adults, with some toys like the Putt Putt Nav recommended for ages 14+ due to their nostalgic appeal for “kidults.”
Customer Reviews: Desi Toys receives generally positive reviews, with products like the Putt Putt Nav earning 3.9/5 from over 1,800 reviews on Amazon. The Bowling Cum Ring Toss Game has a 4.2/5 rating. Customers appreciate the cultural significance and durability, with feedback like “Superb product, loved the nostalgic feel.”
Manufacturing Units: Based in Thane, India, Desi Toys manufactures all products domestically, emphasizing the “India Inspired, India Made” philosophy.
Made in India: Yes, all toys are made in India, supporting local craftsmanship.
Check out more about Desi Toys here.
3. Shumee Toys
What They Do: Founded in 2012 by Dr. Meeta Sharma Gupta, Shumee Toys offers educational, non-toxic, and eco-friendly wooden toys inspired by play philosophies like NAEYC and Reggio Emilia. Recognized by PMO Mann Ki Baat, Shumee has earned the trust of over 500,000 customers.
Toy Categories: Their range includes educational toys, learning games, puzzle games, pretend play toys, and activity sets like the Musical Activity Push Walker, Wooden Rainbow Pikler Triangle, and Ramayana Snap Cards.
Where to Buy: Shumee Toys are available on their official website, Amazon India, FirstCry, ToysRus, and other online stores.
Target Age Group: Infants (6 months+) to preschoolers (around 5-6 years), with products like the Wooden Rainbow Pikler Triangle for 6 months+ and Krishna Set Combo for 4 years+.
Customer Reviews: Shumee boasts a 4.8/5 rating based on 2,960 reviews on their website and a 4-star rating on Trustpilot. Customers rave about the quality and engagement, with comments like “Amazing, super cute toys” and “Worth spending the money.”
Manufacturing Units: Handcrafted by local artisans in India, Shumee’s toys use natural materials and non-toxic paints, ensuring safety and sustainability.
Made in India: Yes, all toys are made in India.
Check out more about Shumee Toys here.
4. Imagimake
What They Do: Imagimake, featured on Shark Tank India, offers educational toys, art & craft kits, and learning aids designed to foster creativity and cognitive development. Based in Mumbai, the company emphasizes fun and learning for young minds.
Toy Categories: Their products include educational toys, art & craft kits (e.g., Clay Murals, Quilling Kits), puzzles, and learning aids like the Alpha Puzzle and Christmas Craft Kit.
Where to Buy: Imagimake products are available on their official website and various e-commerce platforms.
Target Age Group: Children aged 2 years and above, with specific products like Clay Stickers for 3 years+ and Advanced Quilling Kits for 7 years+.
Customer Reviews: Imagimake has an impressive 4.9/5 average store rating based on over 1,200 customer reviews, reflecting high satisfaction with their creative and durable products.
Manufacturing Units: Based in Mumbai, India, Imagimake promotes “Made in India” products, indicating domestic manufacturing.
Made in India: Yes, all toys are made in India.
Check out more about Imagimake here.
5. PlayShifu
What They Do: PlayShifu, an EdTech startup founded in 2016 in Bangalore, creates award-winning STEM toys that blend physical and digital play through augmented reality (AR). Their innovative approach fosters creativity, critical thinking, and technological literacy.
Toy Categories: STEM toys, educational games, and AR-based toys like Orboot Earth Interactive AR Globe, Plugo, and Tacto Coding.
Where to Buy: Available on their official website, FunCorp, and international retailers like ToysRus Hong Kong.
Target Age Group: Children aged 4 to 12 years, with products like Tacto Doctor for 5-7 years and Plugo for 3-4 years.
Customer Reviews: PlayShifu receives positive feedback, with customers praising the engaging AR experience. Reviews on Best Buy and Google Play highlight the educational value, with comments like “My kids had a great time playing and learning.”
Manufacturing Units: Based in Bangalore, India, specific manufacturing locations are not detailed, but as an Indian startup, it’s likely that some or all production occurs in India.
Made in India: Likely, but not explicitly confirmed.
Check out more about PlayShifu here.
6. Skillmatics
What They Do: Skillmatics is an innovative toy and game company dedicated to developing educational products that help children build core skills through systematic play. Founded by Dhvanil Sheth in 2016, the Mumbai-based company has gained international recognition, becoming the first Indian brand to be stocked globally by iconic toy retailer Hamleys. Skillmatics focuses on creating fun, engaging learning experiences that foster skills like problem-solving, logic, and creativity.
Toy Categories: Their product range includes educational games, card games like “Guess in 10,” reusable activity mats (e.g., I Can Write), and STEM toys covering subjects such as math, language, science, and logic. Popular products include Rapid Rumble and Found It! for outdoor scavenger hunts.
Where to Buy: Skillmatics products are available on their official website and major e-commerce platforms like Amazon India and FirstCry.
Target Age Group: Their toys and games cater to children from toddlers to tweens, approximately ages 1 to 12 years, with specific products like Alphabet Big and Small for ages 3-6 and Guess in 10 for ages 6-9.
Customer Reviews: Skillmatics enjoys high praise, with products averaging 4.5 to 5 stars on Amazon based on over 74,000 reviews, as noted by FindThisBest. Parents appreciate the educational value and quality, with comments like “Very good stuff, useful for learning” and “My kid loves it, worth the price.”
Manufacturing Units: The company manufactures its products in western India, including locations like Daman and Maharashtra, supporting local economies.
Made in India: Yes, all Skillmatics products are proudly made in India, aligning with the “Make in India” initiative.
Check out more about Skillmatics here.
7. Toiing
What They Do: Toiing is a Mumbai-based startup founded in 2016 by Simon Jacob and Kartik Talwar, specializing in toys and games with an “Indian soul.” The company aims to provide engaging, culturally relevant play experiences that foster creativity and social-emotional intelligence, drawing inspiration from Indian heritage and collaborative play.
Toy Categories: Their offerings include DIY story craft kits, painting kits, board games (e.g., Anger Slayer), party games, and outdoor toys like Stacktoi (Lagori Pitthu Satodiyu) and Memorytoi, an electronic memory game. These products are designed to promote teamwork and creativity.
Where to Buy: Toiing products can be purchased through their official website and e-commerce platforms such as Amazon India and Flipkart.
Target Age Group: The toys are primarily targeted at children aged 3 to 8 years, with products like Memorytoi recommended for ages 4 and above.
Customer Reviews: Toiing receives positive feedback for its innovative concepts and detailed instructions. For example, the Anger Slayer Board Game on Amazon India has been praised with comments like “Product concept is quite innovative, with detailed instructions that children can use.” A YouTube review by Kyrascope also highlights the engaging nature of their toys.
Manufacturing Units: While specific manufacturing locations are not explicitly detailed, Toiing’s emphasis on Indian themes and its status as a local startup suggest that production occurs in India, likely in Mumbai or surrounding areas.
Made in India: It seems likely that Toiing’s toys are made in India, given their focus on Indian heritage and alignment with the “Vocal for Local” movement.
Check out more about Toiing on Yourstory’s website here. As of now Toiing does not seem to have a website.
8. Smartivity
What They Do: Smartivity is an innovative Indian startup that designs and manufactures educational STEM toys aimed at making learning fun through hands-on activities. Founded in 2015, their toys are based on STEAM (Science, Technology, Engineering, Arts, and Mathematics) principles, encouraging children to build, experiment, and tinker to foster critical thinking and problem-solving skills.
Toy Categories: Smartivity offers a diverse range of toys, including DIY STEM kits, science experiment sets, mechanical toys, engineering projects, construction-based activities, art & craft kits, and educational games. Popular products include the Microscope 100x Zoom, Pinball Machine, Hydraulic Crane, and Clash of Cyborgs.
Where to Buy: Consumers can purchase Smartivity toys directly from their official website, as well as through major e-commerce platforms such as Flipkart, Amazon India, and FirstCry.
Target Age Group: Smartivity’s toys cater to children aged 4 to 14 years, with specific products designed for different age brackets within this range. For instance, the Montessori Slide Puzzle is suitable for children aged 4 and above, while more complex kits like the Microscope are intended for older children aged 8 to 14.
Customer Reviews: Smartivity toys are highly regarded, with average ratings between 4.1 and 4.3 out of 5 on platforms like Flipkart. For example, the Xylofun Music Machine has a 4.3/5 rating from 72 reviews, and the Microscope 100x Zoom has a 4.3/5 rating from 340 reviews. Parents and educators praise the toys for their educational value, quality construction, and engagement, with comments like “Superb product, good quality” and “My kid is hooked to it.” Some reviews note that certain kits may be complex for younger children, suggesting adult supervision.
Manufacturing Units: As an Indian company based in Delhi, Smartivity manufactures its toys within India, contributing to the local economy and adhering to the “Made in India” ethos.
Made in India: Yes, all Smartivity toys are proudly made in India, ensuring high standards of quality and safety.
Check out more about Smartivity here.
Industry Trends and Future Outlook
The Indian toy industry is poised for significant growth, driven by increasing consumer demand for safe, sustainable, and educational toys. Government initiatives, such as the 2025 Union Budget scheme to develop toy manufacturing clusters, are boosting local production and global competitiveness. Startups like those highlighted are not only meeting these demands but also setting new standards for innovation and quality. As they continue to expand, both domestically and internationally, they are likely to play a pivotal role in establishing India as a global toy hub.
Conclusion
Ariro Toys, Desi Toys, Shumee Toys, Imagimake, PlayShifu, Skillmatics, Toiing, and Smartivity are leading the charge in transforming the Indian toy industry. By prioritizing safety, sustainability, and educational value, these startups are creating meaningful play experiences for children while supporting local economies through domestic manufacturing. Whether you’re looking for Montessori toys for infants, traditional games for family bonding, or cutting-edge STEM toys, these companies offer something for every child and parent. Explore their offerings to discover the joy of play that’s proudly made in India.
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