Amazon launched “Made in India” toys store

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In alignment with the government ‘s “Atmanirbhar Bharat” vision, Amazon India on Wednesday launched a toy store. Sellers from 15 Indian states will showcase thousands of unique toys across categories like traditional, handmade, and educational.

The primary purpose of the “made in India” toy store is to help local manufacturers to take on the deluge of Chinese toys in the Indian market. The store is expected to enable thousands of manufacturers and sellers to sell locally and designed and manufactured toys. These toys are inspired by Indian culture, folk tales as well as toys that encourage scientific thinking and innovation.

The traditional Indian toys section showcases toys like Lagori, Chowka Bara, Lattu and more. The handmade section will include toys made from karigars of several states like Thanjavur, Channapatna. The third category will consist of educational toys like DIY microscope, 4D Educational augmented reality game, science experiment kits and more.

These excellent products are conceptualized and manufactured by homegrown brands like Smartivity, Einstein box, Shumee, etc. Some of these brands have broadened their horizons exporting their toys through Amazon’s Global Selling programme.

“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 a spike in demand for their products with the launch of this new store,” said Manish Tiwary, Vice President, Amazon India.