India’s toy industry is experiencing a renaissance, driven by a blend of tradition, innovation, and strategic government support to make made in toys brands a global force to reckon with. With rising preference among millennials to buy made in India products, this article will list some of the top Made in India toy brands every parent should know about.
Indian toys industry is valued at approximately USD 2.0 billion in 2025 (around INR 17,000 crores) and projected to reach USD 4.7 billion (around INR 41,000 crores) by 2033 with a CAGR of 10.04%, the sector is witnessing a surge in exports (up 239% from 2014-15 to 2022-23) and a decline in imports (down 52% in the same period).
This growth is not just about numbers; it’s about Indian brands reclaiming their space by crafting toys that resonate with cultural roots, prioritize sustainability, and embrace modern technology. Let’s explore some standout “Made in India” toy brands and what they’re doing right.
Top 5 Made in India toy brands in India
1. Funskool India Ltd.: Blending Global and Local Excellence
What They Do:
Established in 1987 as a joint venture between MRF Ltd. and Hasbro, Funskool is India’s leading toy manufacturer. It offers a diverse portfolio, including puzzles, board games, infant toys (Giggles), and licensed products like Monopoly and Transformers. Funskool has also embraced traditional Indian games, producing items like gilli-danda and spinning tops to evoke nostalgia.
What They’re Doing Right:
Cultural Integration:
Funskool taps into India’s rich heritage by reviving traditional games, aligning with the “Vocal for Local” movement. This resonates with parents seeking culturally relevant toys for their children.
Quality and Safety:
With BIS certification and adherence to international safety standards, Funskool ensures its toys are safe and durable, building trust among consumers.
Global Partnerships:
Collaborations with global giants like Hasbro and LEGO allow Funskool to blend international expertise with local manufacturing, enhancing product quality and market reach.
Wide Distribution:
Exporting to over 30 countries and maintaining a strong domestic network, Funskool balances global aspirations with local accessibility.
Check Funskool’s website here.
2. Smartivity: Innovating with STEM and Sustainability
What They Do:
Founded in 2015 in Bengaluru, Smartivity focuses on STEM/STEAM-based educational toys for children aged 3-14. Their wooden toys, such as mechanical games and construction kits, are eco-friendly and designed to foster creativity and critical thinking.
What They’re Doing Right:
Educational Focus:
Smartivity’s toys combine play with learning, teaching concepts like physics and engineering through engaging activities. This aligns with the National Education Policy 2020’s emphasis on toy-based pedagogy.
Sustainability:
Using eco-friendly materials like wood, Smartivity appeals to environmentally conscious parents and sets a benchmark for sustainable toy manufacturing.
Global Reach:
Exporting to over 24 countries, including the USA and China, Smartivity is positioning itself as India’s first global toy brand, proving that Indian innovation can compete internationally.
Affordability:
By manufacturing in their own facility in Manesar, Smartivity keeps costs competitive, making quality toys accessible to a broader audience.
Check their website here.
3. Desi Toys: Reviving Nostalgia with Traditional Games
What They Do:
Desi Toys, born from founder Sapna Wagh’s love for traditional Indian games, specializes in classics like nav kankari, pachisi, gilli-danda, and lattu. Their products aim to reconnect tech-savvy kids with India’s cultural play heritage.
What They’re Doing Right:
Cultural Revival:
Desi Toys brings back games that are deeply rooted in Indian culture, fostering a sense of pride and nostalgia among parents and children alike.
Craftsmanship:
Their crafty boards and traditional designs are visually appealing and durable, offering an authentic play experience.
Engaging Young Minds:
By focusing on brain-building games like chess and bhool bhulaiya, Desi Toys promotes cognitive development in a screen-free environment.
Market Alignment:
Catering to the growing demand for non-electronic, traditional toys, Desi Toys taps into a niche that counters the overuse of digital devices among kids.
Check their website here.
4. Varnam: Championing Artisanal Craftsmanship
What They Do:
Based in Channapatna, Karnataka, Varnam specializes in traditional wooden toys crafted using the centuries-old Channapatna lacquerware technique. Their products include kitchen sets, abacuses, and pull toys, blending heritage with modern appeal.
What They’re Doing Right:
Artisanal Excellence:
By working with local artisans, Varnam preserves traditional craftsmanship while creating high-quality, award-winning toys (e.g., Kyoorius Design Awards 2013).
Sustainability:
Using natural materials like ivory wood, Varnam’s toys are eco-friendly and safe, appealing to parents seeking non-toxic alternatives.
Cultural Storytelling:
Each toy reflects India’s cultural heritage, making them unique in a market dominated by mass-produced plastic toys.
Innovation in Tradition:
Varnam modernizes traditional designs to suit contemporary tastes, ensuring relevance for today’s children.
Check their website here.
5. Toiing: Fostering Creativity with Indian Soul
What They Do:
Founded in 2016 in Mumbai, Toiing offers DIY story craft kits, painting kits, and nostalgic Indian games for children aged 3-8. Their products emphasize collaboration, creativity, and Indian cultural themes.
What They’re Doing Right:
Emotional Intelligence:
Toiing’s toys are designed to develop social and emotional skills through collaborative play, addressing holistic child development.
Affordable Innovation:
With products priced between INR 20 and INR 1,499, Toiing makes creative toys accessible to a wide audience.
Global Appeal:
Interest from markets like the US, UAE, and Singapore shows Toiing’s ability to create universally appealing products with an Indian essence.
E-commerce Leverage:
By selling through platforms like Amazon and Flipkart, Toiing capitalizes on the growing e-commerce trend, ensuring easy access for consumers.
Check their LinkedIn page here.
What’s Driving Their Success?
These brands are thriving due to a combination of strategic initiatives and market alignment:
Government Support:
Policies like the National Action Plan for Toys (NAPT), increased import duties (from 20% to 70%), and mandatory BIS certification have reduced reliance on imports (down 67% from 2014-15 to 2021-22) and boosted domestic production.
Cultural Resonance:
By reviving traditional games and crafts, these brands connect with India’s 300 million-plus child population and their parents, who value cultural identity.
Sustainability and Safety:
A focus on eco-friendly materials and adherence to safety standards aligns with global trends and builds consumer trust.
Innovation and Education:
Incorporating STEM and toy-based learning caters to parents’ demand for toys that enhance cognitive and creative skills.
Export Growth:
With exports rising to USD 326 million in 2022-23, Indian brands are capitalizing on global demand, particularly in Europe and North America, where Indian toys are valued for quality and affordability.
The Road Ahead
The Indian toy industry is poised for exponential growth, with projections estimating a market size of USD 4.4 billion by 2032. To sustain this momentum, brands must continue investing in R&D, modernizing traditional toys, and building robust e-commerce and export networks.
Collaborations with global players and leveraging India’s artisanal heritage can further position India as a global toy hub, challenging giants like China and Vietnam.
From Funskool’s global partnerships to Smartivity’s STEM innovation, Desi Toys’ cultural revival, Varnam’s artisanal craftsmanship, and Toiing’s creative kits, “Made in India” toy brands are not just playing—they’re winning.
By blending tradition with technology and prioritizing quality and culture, these brands are shaping a vibrant future for India’s toy industry, one toy at a time.
Sources: IMARC Group, IBEF, Invest India, YourStory, Condé Nast Traveller India