인도의 완구 및 게임 시장

Toys and games in India demonstrated exceptional momentum in 2025, achieving value growth of 14% to reach retail value sales of INR305,355 million. This performance highlights a highly attractive landscape, with an 11% CAGR forecast through 2030, underpinned by mass adoption of smartphones, regulatory shifts favouring compliant digital gaming, and the rapid rise of an aspirational, digitally connected middle class. The landscape is defined by an overwhelming shift towards video games, now compri...

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 2021-2025, 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 2030 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.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

2025 Developments

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Toys and Games

Industry Performance

Video Games and Regulatory Change Drive Strong Growth

CHART 2 India's 2025 Gaming Law Bans Real-Money Play

Real-Money Gaming Ban Redirects Value toward Esports, Subscriptions and Upi-Powered Mobile Play

Lego'S Premium Debut Accelerates Formalisation and Quality-Led Play

CHART 3 Lego Certified Store in India

CHART 4 Value Sales 2020-2030

CHART 5 Value Sales by Category 2025

What's Next?

Brands Harness Digital-First Strategies to Capture Premium Growth

Upi-Powered Payments Drive Mobile Game Growth

CHART 6 Analyst Insight for Toys and Games

Digital Infrastructure and Regulatory Alignment Define Which Businesses Lead

CHART 7 Forecast Value Sales 2020-2030

CHART 8 Forecast Value Sales by Category 2025-2030

Competitive Landscape

Top Players Sustain Leadership as Fragmentation Persists

Brands Drive Premiumisation with Innovative Launches

CHART 9 Pop Mart Labubus

CHART 10 Company Shares 2025

CHART 11 Brand Shares 2025

Channels

E-Commerce Leads as Payment and Assortment Widen

CHART 12 Retail Channels 2020-2025

Products

The Kidult Consumer, Wellness Positioning and Drop-Commerce Mechanics Define the Innovation Agenda

Ultra Soft Toys and Garena Offer Contrasting but Equally Deliberate Recent Innovations

Formalisation Benefits Concentrate among Organised Players While Digital-First Brands Capture Premium Sales

Economic Context

CHART 13 Economic Context for Toys and Games

CHART 14 Real Gdp Growth 2020-2030

CHART 15 Inflation 2020-2030

Consumer Context

CHART 16 Consumer Context for Toys and Games

CHART 17 Population 2020-2030

CHART 18 Consumer Expenditure 2020-2030

CHART 19 Population by Generation 2025

Country Reports Disclaimer

TRADITIONAL TOYS AND GAMES IN INDIA

• Key Data Insights
• 2025 Developments
• Traditional Toys and Games Summary
• Key Industry Trends
• CHART 20 Key Industry Trends for Traditional Toys and Games
• Industry Performance
• Strong Consumer Spending Fuels Fast Growth in Traditional Toys and Games
• CHART 21 Pop Mart Labubu
• Pop Mart and Social-Commerce Drops Accelerate Impulse Buying and Disrupt Offline Distribution
• CHART 22 Ultra Soft Toys Cuddle and Calm Collection
• Ultra Soft Toys Taps Mindful Play and Wellness Demand with Weighted Plush Launches
• CHART 23 Lego's First Certified Store in India
• CHART 24 Value Sales 2020-2030
• CHART 25 Value Sales by Category 2025
• What's Next?
• Rising Incomes and Local Production Partnerships Drive Traditional Toys and Games Expansion
• Parental Demand for Cognitive Support Boosts Science/Educational Toy Sales
• CHART 26 Analyst Insight for Traditional Toys and Games
• Maniams Design Studio Unlocks Value with Culturally Inspired Launches
• CHART 27 Forecast Value Sales 2020-2030
• CHART 28 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Top Players Drives Growth with Premium Model Vehicles and Collector Appeal
• Games and Dolls Anchor India'S Toy Market Leaders
• CHART 29 Company Shares 2025
• CHART 30 Brand Shares 2025
• Channels
• Swiggy Instamart and Hamleys Expand Impulse Buying with Rapid Delivery
• Lego Certified Stores Redefine Shopping with Experience-Driven Formats
• CHART 31 Retail Channels 2020-2025
• Products
• Drop-Led Commerce Mechanics and Emotional Benefit Positioning Reframe How Products Are Designed and Launched
• Veva Toys Global's Quick-Commerce Pivot and Ultra Soft Toys' Cuddle and Calm Collection Illustrate the Breadth of Recent Innovation
• Legacy Distribution Models Face Structural Erosion as Innovation Rewards Brands with Direct Consumer Relationships
• Economic Context
• CHART 32 Economic Context for Traditional Toys and Games
• CHART 33 Real Gdp Growth 2020-2030
• CHART 34 Inflation 2020-2030
• Consumer Context
• CHART 35 Consumer Context for Traditional Toys and Games
• CHART 36 Population 2020-2030
• CHART 37 Consumer Expenditure 2020-2030
• CHART 38 Population by Generation 2025
• Country Reports Disclaimer

VIDEO GAMES IN INDIA

• Key Data Insights
• 2025 Developments
• Video Games Summary
• Key Industry Trends
• CHART 39 Key Industry Trends for Video Games
• Industry Performance
• Companies Adapt as Regulatory Reset Shifts Spending to Entertainment Titles
• CHART 40 India's 2025 Gaming Law Bans Real-Money Play
• Krafton'S Bgmi Lifts Revenue per User as Monetisation Deepens
• CHART 41 Krafton's Bgmi
• Xbox Accepts Upi as Digital Channels Fuel Console Premiumisation
• CHART 42 Xbox's Upi and Game Pass
• CHART 43 Value Sales 2020-2030
• CHART 44 Value Sales by Category 2025
• What's Next?
• Mobile Publishers Deepen Engagement as Payments Innovation Lifts Revenue
• CHART 45 Analyst Insight for Video Games
• Esports and Premium Digital Content Gain From Regulatory Clarity
• CHART 46 Forecast Value Sales 2020-2030
• CHART 47 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Top Players Sustain Premium Console Leadership as Fragmentation Deepens
• Krafton and Garena Drive Engagement with Localised Content and Esports Activations
• CHART 48 Company Shares 2025
• CHART 49 Brand Shares 2025
• Channels
• Amazon and Flipkart Drive Digital Shift as Upi Fuels Sales
• CHART 50 Retail Channels 2020-2025
• Products
• Localisation as a Product Discipline and Payment Infrastructure as a Design Feature Redefine the Innovation Agenda
• Xbox Game Pass and Garena's India-Hosted Server Infrastructure Represent Commercially Significant Product Innovations
• Arpu Improvement over User Base Expansion Reshapes How Success Is Measured and Rewarded across the Industry
• Economic Context
• CHART 51 Economic Context for Video Games
• CHART 52 Real Gdp Growth 2020-2030
• CHART 53 Inflation 2020-2030
• Consumer Context
• CHART 54 Consumer Context for Video Games
• CHART 55 Population 2020-2030
• CHART 56 Consumer Expenditure 2020-2030
• CHART 57 Population by Generation 2025
• Country Reports Disclaimer