A STUDY ON PRODUCTIVITY AND COMPETITIVENESS OF

INDIAN TOY MANUFACTURING SECTOR

submitted in the partial fulfillment of the requirements for the degree of
MASTERS OF BUSINESS ADMINISTRATION(MBA)
By
Paila Bhargavi
Under the guidance
Dr. Amit Medhekar
At

ARIHANT INSTITUTE OF BUSINESS MANAGEMENT, PUNE

 INRODUCTION
 Toys are perhaps as old as the mankind.
 Toys act as a cultural ambassadors reflecting 5000
years of Indian civilization.
 The people of India have a very special affection for
toys.
 Once upon a time toys were given as a wedding
presentation to the child bride.
 Today toys not only provide a diversion but also
colorful canvas for depicting Indian life in its
plethora of cultural beauties
 OVERVIEW OF THE TOY
INDUSTRY
 Toys are made from wide range of materials such as plastic,
metal, clay, glass, cloth , wood, rubber etc.
 The size of this industry is about 4000crores in which
1500crores of revenue is generated by the organized sector &
2500 corers of revenue is generated by the unorganized sector
 Toys All toys whether electronic, mechanical or board games
have either educational or recreational value or both.
 According to education eminent and psychologists toys &
games are instruments for the all round development of the
child as a play way method.
 OBJECTIVES

To analyze the current status of toy

market in India

To know the efforts made for

showcasing the toys in the national
and international market.

To identify the toxic materials used in

making of toys.
FACTS OF TOY INDUSTRY
 Traditional toy sector is a labour intensive sector
 Predominantly based in small and tiny sector
 Annual growth is around 15- 20%
 Employment to over two million people
 Mostly from economically and socially weaker sections.
 70% of the workforce from the total population is women
MAJOR PLAYERS
MATTEL

LEGO FUNSKOOL HASBRO

BANDAI
RESEARCH DESIGN
 RESEARCH DESIGN : A research design is a basic plan,
which guides the researcher in the collection and analysis of
the data required for practicing the research . Infect the
research design is conceptual structure where the research is
conducted.
 SAMPLING TECHNIQUE :
The sample size is 100
 SOURCES OF DATA :
• PRIMARY DATA : Primary data are those which are collected
for the first time , the primary data has been , through local
retail stores, drafting a questionnaire.
• SECONDARY DATA: Secondary data is collected through
various books, reports, materials and various sites online
 DATA INTERPRETATION
1.COMPETITION FROM CHINESE TOYS

4%

YES
NO

96%
2. STATE WISE DISTRIBUTION OF TOY
MANUFACTURING UNITS

5% 5% 4% 7%
6%

andhra pradesh
3%
delhi
gujarat
karnataka
maharashtra
44% punjab
tamil nadu
18% uttar pradesh
west bengal
4% haryana

3%
3.SOURCES OF RAW MATERIALS USED
BY MANUFACTURING UNITS

24%

2% INDIGENOUS
IMPORTED
BOTH

73%
4. UNITS HAVING ONLINE WEBSITE FOR
SELLING TOYS ONLINE

28%

YES
NO

72%
 FINDINGS
 96% of the respondents say that competition is very
high with china.
 73% of raw materials used by manufacturing units is
indigenous.
 It is found that only 28% of the market is selling the
toys online
 It is found that majority of the toy manufacturing units
is from Delhi that is 44% than compared to other states
 SUGGESTIONS
 Infrastructure – good power supply, government
assistance, flexible labour laws, loan facilities.
 Technology is very expensive hence may not be
viable for small toy manufacturers at low scale of
production. So common facility Centre should be
made available.
 There is a requirement of skilled labours designers,
designing Centre's and new upgraded machinery.
 Conduct seminars for small scale industries to make
them aware about the technology and the schemes
provided by the govt.
 CONCLUSION
Toy Industry in India is in its nascent stages and
requires governmental support and protection by way
of upgrading existing technologies, R & D, Designing,
Toy Safety norms etc. It has tremendous scope and
potential for expansion in exports as well as in the
domestic markets
Toy development and manufacturing should be
considered as a special sector with its own unique
profile for both traditional modern segments.
 BIBLIOGRAPHY
 BARRY KUDROWITZ, "Emerging Technology and
Toy Design". 
 Charles W. Schmidt, "Face to Face with Toy Safety:
Understanding an Unexpected Threat,"
Environmental Health Perspectives, 2008.
  Dr. Prateek Gupta Prof. Suresh MiWilliam D.
Schwartz, "The Domestic Toy Industry," Financial
Analysts Journal, 1968.
 "TOYS AND SAFETY REGULATIONS,"
Consumer Education Monograph Series, 2015.