With an aim to bring all forms of Indian crafts online, Amazon.in has now rolled out ‘Made-in-India toy store’ that will give platform to sellers from 15 Indian states to showcase more than thousands of unique toys across ‘toy-categories’ like traditional toys, handmade toys and educational toys.
According to Amazon India, The launch of Made-in-India toy store will give a support to local emerging Indian brands and manufacturers to grow their business. Mind you! The launch is in line with Government of India’s vision in realising the potential of Atmanirbhar Bharat.
Amazon further added that the traditional Indian toys section showcases toys that are bound to take consumers down the memory lane, reminiscent of carefree childhood nostalgia with toys like Chowka Bara, Pitthu/Lagori, Lattu(Wooden spinning tops) and more. The handmade toys section will showcase handmade toys & dolls from karigars of various states like Channapatna, Thanjavur, Varanasi to name a few. Notably, these handmade toys speak of the pride in Indian craftsmanship and are unique in design. The third category showcases innovative and educational toys like a DIY Microscope, 4D Educational AR Game, Science Experiment Kits as well as other interesting things.
“This store reinforces Amazon India’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,” said Manish Tiwary, Vice President, Amazon India.
It must be noted that these exciting products are conceptualized and manufactured by homegrown Indian brands like Smartivity, Shumee, Skillmatics, Shifu, Einstein box as well as others who are delighting millions of kids and parents through their products. Furthermore, some of them like Skillmatics and Shifu are also exporting made in India toys through Amazon’s Global Selling programme.
Stating that Shumee is a made-in-India toys brand that aims to give play-based age-appropriate development toys for all ages, Meeta Sharma, founder from Shumee, said, “We work with artisans and small scale manufacturers in India and use safe, non-toxic, lead-free materials and adhere to all safety standards. Amazon with its reach in India has helped us grow 10X in the last 18 months with almost 4X growth in the last 6 months.”
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