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Amazon India Launches New Made in India Online Toy Store to Nurture Local Talent

Over the past several months, Amazon India says that the company has introduced several initiatives to promote Made in India products

Amazon India Announced the launch of the ‘Made in India toy store’. With this launch, sellers from 15 Indian states will showcase over thousands of unique toys across ‘toy-categories’ like traditional toys, handmade toys and educational toys. The launch of Made in India toy store will provide a boost to home grown emerging Indian brands and manufacturers to accelerate their business, said a statement from the e-commerce giant.

The launch is in line with Government of India’s vision in realising the potential of Atmanirbhar Bharat. The launch will enable thousands of manufacturers and sellers to sell locally designed and manufactured toys, inspired by Indian culture, folk tales as well as toys that encourage scientific thinking and innovation.

Dr CN Ashwath Narayan, Deputy Chief Minister of Karnataka said: “Karnataka is known for its rich, diverse and traditional heritage. I commend Amazon India’s efforts to feature local toys by launching a dedicated ‘Made in India’ toy store where the state’s vibrant toys from Channapatna will also be featured. The launch of the Made in India toy store is line with the Government of India’s vision in realizing the potential of Atmanirbhar Bharat. Such efforts will provide a boost to home grown emerging Indian brands and also local artisans to accelerate their business.”

The handmade toys section will showcase handmade toys and dolls from karigars of various states like Channapatna, Thanjavur, Varanasi to name a few. The third category showcases innovative and educational toys like a DIY Microscope, 4D Educational AR Game, Science Experiment Kits and more. These products are conceptualized and manufactured by homegrown Indian brands like Smartivity, Shumee, Skillmatics, Shifu, Einstein box, etc who are delighting millions of kids and parents through their products. Some of them like Skillmatics and Shifu are also exporting made in India toys through Amazon’s Global Selling programme.

Manish Tiwary, vice president, Amazon India said: “This store reinforces Amazon.in’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”. Viewers can take a look at the new Amazon India Made in India toy store on the official website.

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