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Toys and Games in India

Publisher Euromonitor International
Published Jun 30, 2025
Length 34 Pages
SKU # EP20175119

Description

In 2024, toys and games in India saw robust value expansion, albeit at a more moderate pace due to inflationary pressures. Video games was the top performer in terms of sales and growth, although traditional toys and games also saw a double-digit rise. Notable trends across both categories included a focus on localised innovation and the enduring appeal of established brands. High fragmentation continued, while retail e-commerce gained significance in distribution despite its already high base.

Euromonitor International's Toys and Games in India report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Traditional Toys and Games, Video Games.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Toys and Games market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

34 Pages
Toys and Games in India
Euromonitor International
June 2025
List Of Contents And Tables
TOYS AND GAMES IN INDIA
EXECUTIVE SUMMARY
Dynamism for both video games and traditional toys and games
KEY DATA FINDINGS
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
Despite the growth of toys and games, some consumers are concerned about their finances
Maniams Design Studio integrates local culture into toys and games
Reliance leverages brand recognition for growth in toys and games
CHART 2 Reliance Games Has a Wide Mobile Games Offering
WHAT’S NEXT?
Rising disposable incomes expected to drive growth in toys and games
CHART 3 Analyst Insight
Engagement with mobile games set to continue to rise
Local manufacturing set to increase amidst regulation
CHART 4 Make in India Initiative Will Increase Local Manufacturing
Retail e-commerce will continue to reshape distribution
Localised innovations will resonate with Indian consumers
CHART 5 Indus Battle Royale Uses Local Environments, Characters, and Weaponry
COMPETITIVE LANDSCAPE
Mattel overtakes Hasbro, while fragmentation increases
SuperGaming and WoodBee Toys succeed through innovation and cultural relevance
NODWIN Gaming expands through AFK Gaming, Trinity Gaming, and Freaks 4U Gaming
SuperGaming and Funskool launch innovative products to meet local preferences
CHANNELS
Retail e-commerce remains the leading sales channel for toys and games
Croma and Reliance Digital create experiential gaming zones
Swiggy Instamart and Hamleys partner to offer quick commerce for premium toys and games
ECONOMIC CONTEXT
CHART 6 Real GDP Growth and Inflation 2019-2029
CHART 7 PEST Analysis in India 2024
CONSUMER CONTEXT
CHART 8 Key Insights on Consumers in India 2024
CHART 9 Consumer Landscape in India 2024
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources
TRADITIONAL TOYS AND GAMES IN INDIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Cultural relevance, sustainability, and STEM are increasingly important trends
CHART 10 Key Trends 2024
CHART 11 Analyst Insight
INDUSTRY PERFORMANCE
Scientific/educational toys shows the strongest increase, as parents facilitate their children’s learning
CHART 12 Smartivity Offers a Range of STEM Toys
BIS certification improves safety and ensures consumer trust
Maniams Design Studio launches culture-themed puzzles Kona and Jharokha
WHAT’S NEXT?
Household income set to rise, propelling the expansion of traditional toys and games
Scientific/educational toys to reshape traditional toys and games
Growing demand for toys that reflect Indian culture and heritage
Sustainability expected to rise in importance in traditional toys and games
Global giants will have to adapt to the rise of Indian start-ups
COMPETITIVE LANDSCAPE
Mattel leads due to popularity of brands including Barbie, Uno, and Hot Wheels
CHART 13 Mattel Has a Wide Range of Popular Brands
Toys ‘R’ Us India proactively embraces BIS certification
Jammbo and Toyshine expand their reach through diverse distribution strategies
Funskool Atomic Launcher offers safe, washable, outdoor play for children
CHANNELS
Traditional toys and games stores continues to dominate due to established customer loyalty
Amazon and Flipkart gain share through convenience and wide product range
Zepto and Blinkit are leaders in quick commerce, but Swiggy Instamart rises rapidly
COUNTRY REPORTS DISCLAIMER
VIDEO GAMES IN INDIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Mobile games are popular due to widespread access and local cultural elements
CHART 14 Key Trends 2024
INDUSTRY PERFORMANCE
Mobile games continues to drive growth in video games software
SuperGaming's Indo-Futurism drives growth through local innovation
CHART 15 Indo-Futurism Concept Inspires Indus Battle Royale Characters
In-game purchases and transactions drive revenue growth
CHART 16 Battlegrounds Mobile India Uses Microtransaction Model to Drive Revenue
WHAT’S NEXT?
Rising disposable incomes set to fuel continued growth for video games
Growth for mobile games to be driven by new technologies and in-game purchases
CHART 17 Analyst Insight
E-sports set to contribute to growth for video games as company investment increases
Gaming headsets set to maintain its rising trend as the competition rises
Localised innovation crucial to resonate with Indian consumers
COMPETITIVE LANDSCAPE
Sony and Microsoft see falling shares due to hardware supply problems
99Games leverages engagement and content to bolster its presence in mobile games
NODWIN Gaming acquires Freaks 4U Gaming to expand its global reach
SuperGaming's Indus Battle Royale innovates with Indian cultural elements
CHANNELS
Retail e-commerce gains share in video games distribution
Video games hardware has the highest share of offline sales
Offline retailers integrate gaming to boost customer engagement and brand loyalty
Steam experiences user base growth as digital distribution dominates
COUNTRY REPORTS DISCLAIMER

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