EBG Group, a fast-growing Indian business conglomerate and brand incubator, has announced the launch of Adhira & Appa Toys, a homegrown children’s toy and lifestyle brand, marking its entry into the toys, play, learning and family experience segment. The brand will begin its retail journey with its first store in Hyderabad by the end of 2026, built around a simple idea that toys should offer children more than entertainment. They should encourage curiosity, imagination, creativity and learning, while giving families opportunities to discover and enjoy products together.Backed by an investment of over ₹50 crore, the brand plans to expand to 50 stores across Indian cities by 2027.
Commenting on the announcement, Dr. Irfan Khan, Founder and Chairman, EBG Group, said, “We are not building another toy store. We are building a world where children can explore, imagine, learn and dream. For us, a good toy should create joy today, curiosity tomorrow and memories that stay with a child for years. The first portfolio features 1,335 products for children from infancy through the pre-teen years. Parents will be able to choose from STEM and educational toys, construction and building sets, robotics and science kits, sensory-development toys, puzzles and board games, arts and crafts, pretend-play products, dolls and action figures, remote-control vehicles, ride-ons and tricycles, plush toys, outdoor play products, electronics and collectibles.”
This approach is aligned with the Government of India’s Vocal for Local and Made in India initiatives, which encourage stronger domestic manufacturing and innovation in the toy sector. Adhira & Appa Toys is working with Indian manufacturing partners to bring safe, imaginative, aspirational and globally competitive toys to Indian families.Union Government report states that the country emerged as a net exporter of toys in FY 2025–26, with toy imports declining by 37.5% and toy exports increasing by 89.1%. Indian-made toys are now being exported to markets including the United States, the United Kingdom, the Netherlands and Germany, reflecting the growing global acceptance of products manufactured in India.
Finance Minister Nirmala Sitharaman has also urged the Indian toy industry to look beyond the projected USD 5 billion Indian toy market by 2034 and aim for a larger share of the projected USD 179 billion global toy market by 2032, highlighting the sector’s long-term growth and export potential.
Hari Haran Chandrasekharanof the Adhira & Appa Toys vertical within the EBG Group ecosystem noted that sustainability is another part of the brand’s approach, beginning with domestic and regional sourcing that can help shorten supply chains and support Indian manufacturers. At the retail level, the brand plans to reduce unnecessary single-use materials, explore reusable and recyclable packaging and merchandising solutions, minimise inventory-related wastage and adopt responsible energy practices wherever feasible.
The brand is also planned to go beyond toys. The roadmap includes Adhira & Appa Game Zones, experiential play areas, learning and creative workshops, collectibles, gifting, children’s merchandise and parent-child experiences. An integrated digital and omnichannel platform is also planned, allowing the brand to connect its physical and online experiences.
The company plans to use its first store in Hyderabad to understand customer needs and establish its operating model before expanding to other markets. Over the years, Adhira & Appa aims to build a presence across major metros and high-potential Tier-1 and Tier-2 cities through a mix of flagship stores, standard stores, compact mall formats and shop-in-shop opportunities, with experiential Game Zones and learning workshops forming part of the brand’s growth roadmap. It plans to expand to 50 stores across Indian cities by2027 with the total investment of over 50 crores.
With its combination of a broad product range, learning-focused offerings, Made-in-India manufacturing and plans for experiential formats, Adhira & Appa Toys seeks to offer parents a more engaging way to discover products for their children while creating a larger world of play and learning for young customers. As part of its focus on strengthening domestic manufacturing, Adhira & Appa Toys is working with Aditi Toys, an established Indian toy manufacturer based in Rajkot.