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Toys sales channels
• A significant percentage of Indian consumers buy cheap, unbranded toys and games from non-grocery retailers.
However, the shares in overall retailing by non-grocery retailers have decreased which is good news for branded
outlets.
• Branded outlets and the opening of international chains like for example Hamleys saw a significant growth within
the last years. This segment will grow even stronger in the next years especially in the main cities like Mumbai or
Delhi.
• Internet retailing is becoming a more and more important distribution channel due to several reasons. Consumers
have increased access to the internet and online retailers often have better merchandise in terms of variety,
new launches and the offer of branded toys. The share of internet retailing in sales is expected to increase by
30% between 2014 and 2019.
• Generally, the retail toy market is divided in the organized and unorganized part. The organized part represents
about one-third and means mainly toy specialty and branded stores in the large cities. The unorganized part takes
the rests and consists mainly of so called Mom- and Pop shops, also known as “Kirana” stores.
Leading companies (based on Sales)
1. Funskool (India) Ltd.
2. Mattel Toys (India) Ltd.
3. Hasbro Inc.
4. My Baby Excels
5. Artsana India Pvt. Ltd.
6. Simba Dickie Group GmbH
7. Creative Educational Aids Pvt. Ltd.
8. Strings Marketing Pvt. Ltd.
9. Reliance Big Entertainment
10. Frank Educational Aids Pvt. Ltd.
Consumers
• The largest group of consumers in the Indian toy
industry are the pre-teenagers between the ages
of 7 and 12. They are major influencers generating
44% of value sales. Through their media consumption
they become more aware of the product variety.
• An estimated 100 million children belonging to the
rapidly growing middle class has considerable buying
power.
• In India there are hardly any toys for the target
group adults. But Indian parents spend an average
of 3.80–4.60 USD* on a toy and it is going up.
• Indian consumers are really price-sensitive and
tend to be impulse buyers. Because of that, toys with
a low price point up to 3.06 USD* account for the
majority of sales with 46% share. This fits with the
focus on unbranded toys many Indian manufacturers
have.
• Independent small neighborhood retail stores are
among the favorite stores for Indians to shop.
• The major shopping period of toys is in the time
of Diwali (every year in autumn), the traditional
Hindu festival of lights where it is common to buy
presents for family and close friends, as well as
Raksha Bandhan, a festival where presents are
exchanged between brothers and sisters.
• If someone receives a gift in India, traditionally this
person gives also a gift back to him in return, which of
course boosts sales.
Key trends of the Indian toy market
• Due to the increasing disposable income and the
increasing awareness of branded products, the
demand for international brands, especially in the
urban regions, is on the rise.
• Internet retailing is gaining more value share due to
increased internet penetration and better merchandise
in terms of variety and new launches.
• There is a gradual shift towards educational toys and
arts and crafts as educated parents are focusing on
education through entertainment. This resulted in an
increased demand for STEM toys.
• Foreign players will continue to lead branded toys and
games driven by multinational corporations and their
huge efforts to increase their presence in India.
• Licensing in India has been enjoying high popularity
and high value sales growth due to more exposure
to Hollywood movies and characters. Leading manufacturers have been relying heavily on licensing to
boost sales.
• Categories such as construction toys and educational
toys, which focus on the development of children, will
register high growth due to government educational
programs among others.
印度玩具市场报告全文 http://link.waimaoluntan.com/down ... sinessGuide2019.pdf |
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