Amazon India rolls out Made in India toy store to support local sellers


Amazon India has announced the launch of Made in India Toy and Games store which will showcase over thousands of unique toys across various categories such as traditional toys, handmade toys and educational toys. The company claims that the store will feature the toy which will be provided by sellers from 15 states. It will boost new brands emerging from the country.

With the launch of the Made in India Toy store Amazon India also hopes to promote Prime Minister Narendra Modi’s vision of Atmanirbhar Bharat (self-reliant India). During the Mann ki Baat edition in August, PM Modi had motivated start-up entrepreneurs to team up for toys saying that it is time to get vocal for local toys in the country. As per a report by Financial Express citing Quality Council of India (QCI) data, more than 85 percent of toys in India are imported and that too mainly from China, followed by Sri Lanka and Malaysia.

As per Amazon India, it’s Made in India online toy store will allow thousands of manufacturers and sellers to sell locally designed and manufactured toys directly on the platform which are inspired from Indian culture and folk tales. The Made in India toy store in its traditional Indian toys section showcases toys which includes Chowka Bara, Pitthu/Lagori, Lattu(Wooden spinning tops) and more which are bound to take customers down the memory lane. The handmade toys section consists of toys and dolls from karigars (craftsman) based out of Channapatna, Thanjavur, and Varanasi whereas the educational toys section features a DIY (Do It Yourself) Microscope, 4D Educational AR Game, Science Experiment Kits and more.

As far as development is concerned, Amazon India’s Vice President Manish Tiwary says that the Made in India Toy Store will allow home grown brands and sellers to expedite their growth in the country.

“This store reinforces’s commitment to nurture and support local talent. India is home to traditional arts, crafts and toys made by SMBs, artisans and craftsmen. These cohort of sellers will benefit with accelerated growth due to spike in demand for their products with the launch of this new store,” Mr. Tiwary added.

In the past few months, Amazon had introduced many initiatives in order to promote Made in India products. The company also announced the Handicrafts Mela in September which showcased more than 55,000 handcraft products from India. The company had recently announced the STEP programme so that it can support 7 lakh sellers in India. The Amazon India’s VP also told News18 that Amazon is also working with small business partners to revive their businesses amid the COVID-19 pandemic.


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