The Indian toy industry has witnessed a remarkable transformation in recent years, driven by stringent quality control measures and policy initiatives. The Bureau of Indian Standards (BIS) has played a pivotal role in this shift, implementing standards that are considered better than global norms, thereby boosting local manufacturing and exports. These efforts have not only reduced the import of substandard toys but have also empowered domestic units to compete effectively in the international market.
One of the key drivers of this transformation has been the mandatory BIS certification for toys, which came into effect on January 1, 2021. This certification ensures that toys meet stringent safety criteria, covering aspects such as material quality, mechanical and physical properties, flammability, and labeling. The BIS standards, outlined in IS 9873, specify permissible limits for heavy metals and other hazardous substances, ensuring the safety of children. Moreover, the standards address structural integrity, preventing sharp edges and small parts that could pose choking hazards.
The implementation of the Quality Control Order (QCO) in 2020 further strengthened the regulatory framework. This order mandates that all toys manufactured, imported, sold, or distributed in India must conform to the specified Indian standards and bear the ISI mark under a license from BIS. The government also increased import duties on toys from 20% to 70% between FY20 and FY24, making it difficult to import substandard toys.
These measures have had a significant impact on the Indian toy industry. Imports have dropped by over 52% between FY2018-19 and FY2022-23, while exports have increased by more than 60% during the same period. Indian toy exports soared to approximately Rs 3,500 crore in FY23, up from Rs 1,600 crore in FY19, marking a clear shift in India's trade dynamics.
The stricter norms for toy manufacturers include specifying the suitable age group for the toy, avoiding the use of toxic elements, ensuring proper fit and finish to prevent injury, and ensuring that electric toys can withstand high-temperature tests suitable for Indian climates. Only after passing these checks is a factory granted a license to manufacture. As of June 2025, India has 1,165 certified non-electric toy manufacturers and 475 certified electric toy manufacturers.
The government's support extends beyond quality control measures. The National Action Plan for Toys, launched in 2020, aims to boost local manufacturing and incentivize toy and handicraft producers. The plan focuses on promoting trade and investment, designing and manufacturing toys in India, promoting indigenous toys, and using toys as learning resources. Furthermore, free trade agreements (FTAs) with countries like the UAE and Australia have provided zero-duty market access for Indian toy makers.
While the Indian toy industry has made significant strides, challenges remain. Scaling production and ensuring consistent quality are key areas that need attention. Despite the progress, India's share in the global toy export market was only 0.3% in 2022, compared to China's 80%. However, the Indian toy market is projected to reach USD 4.7 billion by 2033, exhibiting a growth rate (CAGR) of 10.04% during 2025-2033.
Several Indian manufacturers have embraced the BIS standardisation push. They follow a stringent standardisation process to ensure every toy is safe, durable, and fully compliant. They don't use any foreign components—it's entirely Made in India. That not only keeps the cost affordable for consumers but also supports profit margins. The Indian toy industry is on a strong growth trajectory, with the potential to capture a larger share of the global toy market, which is projected to reach $179.4 billion by 2032. The transformation is driven by skill development, technology adoption, and quality improvements.
