India’s Toy Industry Booms As BIS Reforms Slash Imports By 52%, Boost Exports By 60%

The Indian toy industry has experienced remarkable growth and transformation, benefiting immensely from comprehensive reforms introduced by the Bureau of Indian Standards (BIS), which have successfully decreased imports and significantly increased exports.

In a dramatic shift for the Indian toy market, imports have seen a significant decline of over 52% between FY2018-19 and FY2022-23. During the same period, exports have surged by more than 60%, illustrating a remarkable change in India’s trade dynamics. According to figures shared by BIS, Indian toy exports climbed to approximately Rs 3,500 crore in FY23, from Rs 1,600 crore in FY19.

This substantial transformation is attributed to coordinated policy measures, enhanced manufacturing standards, and Indian manufacturers’ increasing capacity to meet global expectations.

The foundation for boosting local production was initially laid by the Indian government’s Make in India initiative. However, it was the 2020 policy reform that provided significant impetus. By doubling import duties on toys to 60% and mandating compliance with BIS certification, substandard foreign toy inflows were effectively curbed, providing a strong incentive for domestic production.

“We just put forth stricter norms for toy manufacturers,” explained Adbhut Singh, Scientist-E/Director of the Western Regional Laboratory (WRL), during a recent media interaction. “Every toy must now specify the appropriate age group, avoid the use of toxic elements, ensure proper fit and finish to prevent injury, and electric toys must withstand high-temperature tests suitable for Indian climates. Only after passing these checks is a factory granted a license to manufacture.”

Dr. Anil Kapri, Scientist E/Director & Head of WRL, noted that the standardization extends beyond toys. “We have set norms for several industries, including electricals, water products, gold, and consumer appliances. We generate around 11,000 product test reports per month, and release 800 to 900 sample reports of gold monthly,” he stated.

According to BIS data, India now boasts 1,165 certified non-electric toy manufacturers and 475 certified electric toy manufacturers, reflecting the widespread adoption of standards across the industry.

Manufacturers have responded positively to the push for standardization by BIS. Moiz Gabajiwala, CEO of Zephyr Toys, shared insights on how these reforms have bolstered his company’s market presence. “Our annual turnover is Rs 25 crore,” he said. “We follow a stringent standardization process to ensure every toy is safe, durable, and fully compliant. We don’t use any foreign components – it’s entirely Made in India. That not only keeps the cost affordable for consumers but also supports our profit margins.”

Moiz further emphasized that Zephyr Toys are built to last. “Our products are made with such durability that they can be preserved for years or even passed on to underprivileged children. That’s the kind of quality standardization has helped us achieve.”

The transformation of India’s toy industry through these strategic reforms represents a significant milestone, underscoring the country’s potential to become a leading player in the global toy market. As manufacturers continue to align with rigorous standards, the industry is poised for sustained growth and further expansion into international markets.