How India's toy industry beat China with high tariffs and quality checks – can it go further?
Priced at half that of their imported counterparts, the Indian toy doesn’t just match but “rivals the foreign brands feature-for-feature”, exclaim the Shettys. The kids, who got to add to their treasure trove of mostly imported dart blasters, are happy too. That is the sweet spot that India’s reviving toy industry has captured, and in a rather quick time too.
In just four years, India has cut toy imports from China, a nation that has long dominated the global market, by an impressive 80%. A mix of high tariffs and stringent quality checks helped. Between FY20 and FY24, India sharply increased customs duty — from 20% to 70%. It also enforced the Quality Control Order (QCO), a regulation mandating stringent safety standards for all toys, whether domestically produced or imported. Result: In FY20, India had imported Chinese toys worth $235 million, a figure that plunged to just $41 million by FY24. It has also evolved into a net exporter of toys.
Manufacturers are leveraging India’s demographic edge, with the country accounting for nearly one-fourth of the world’s population under 14. The question is simple. Can India’s toy industry keep the good times playing?
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