Made-in-India toys outplay global giants

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Move over Lego and Barbie! Gilli-danda, spinning tops, Vikram Betal puzzles and other domestic-themed toys are making their way into Indian kids’ households.
A 2021 central government mandate around quality certification (BIS trademark) for this industry has helped reduce import of toys in certain segments as well as in the harmonised system, or HS, codes (the tariff nomenclature that is an internationally standardised system of names and numbers to classify traded products). Additionally, the Centre’s mandate also brought in a wave of innovation among desi toy makers, with several now launching products that reflect Indian culture and popular themes from various regions of India.
Market leaders such as Funskool and Hasbro are focusing on bringing in more local flavour to their toys and games line-up. At the same time, various startups are also emerging in the sector that make…

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