Global news: Amazon India launches Made in India toy store to boost local brands and fuel ‘self-reliant India’

The online behemoth Amazon’s India division has launched a new platform designed to boost home grown emerging Indian toy brands and children’s products under its new banner, ‘Made in India toy store.’

The platform will allow sellers from 15 Indian states to showcase thousands of toys across sectors such as traditional toys, handmade toys, and educational toys. It’s part of Amazon India’s move to provide a boost for local brands and manufacturers, enabling them to accelerate their business online.

The launch is in line with the Government of India’s vision in realising the potential of Atmanirbhar Bharat (which translates to self-reliant India). The launch will enable thousands of manufacturers and sellers to sell locally designed and manufactured toys, inspired by Indian culture, folk tales as well as toys that encourage scientific thinking and innovation.

Reported by The Mobile Indian, Dr CN Ashwath Narayan, Hon’ble Deputy Chief Minister of Karnataka, said: “Karnataka is known for its rich, diverse and traditional heritage. I commend Amazon India’s efforts to feature local toys by launching a dedicated ‘Made in India’ toy store where the state’s vibrant toys from Channapatna will also be featured.

“The launch of the Made in India toy store is line with Government of India’s vision in realizing the potential of Atmanirbhar Bharat. Such efforts will provide a boost to home grown emerging Indian brands and also local artisans to accelerate their business.”

Toys and brands that will be featured on Amazon’s Made in India toy store will include the likes of Chowka Bara (a traditional four-player board game), Pitthu/Lagori (a block stacking, ball throwing game), or Lattu (traditional wooden spinning tops), while the handmade toys section will offer up toys and dolls from karigars (expert craftsmen) from across India’s various states.

Educational toys to be featured will include those like the DIY Micorscope, 4D Educational AR Games, Science Experiment Kits, and more, delivered by home grown Indian brands and toy manufacturers such as Smartivitiy, Shumee, Skillmatics, Einstein Box and more.

Manish Tiwary, vice president of Amazon India, said: “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.”

Over the past several months, has introduced several initiatives to promote Made in India products. In September 2020, launched Handicrafts Mela, showcasing over 55,000 unique products across more than 270 art and craft forms from various parts of the country.

Similarly,’s stand for Handmade initiative to help over 10 lakh artisans, weavers and women entrepreneurs, enabled sellers from Amazon Karigar (for weavers and artisans) to register 3.2x growth and Amazon Saheli (for women entrepreneurs) to register 2.1x growth.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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