EBG Group Enters India’s Toy Market

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EBG Group, a rapidly expanding Indian Business Conglomerate and brans development enterprise, has unveiled the established of Adhira & Appa Toys, an indigenous children's toy and lifestyle brand, signifying its strategic entry into the toys, play, learning and family experience sector. 

EBG Group Launches Adhira & Appa Toys- 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. 

EBG Group Unveils ₹50 Crore Toy Expansion- ·With a ₹50 crore investment, the group plans to expand to over 50 stores across major Indian cities by 2027, with Game Zones, experiential play areas and learning workshops planned as part of the brand's growth roadmap.

Adhira & Appa Toys Enter Indian Market- · Building on the success of 50+ Adhira & Appa cafés, the new brand will open its first store in Hyderabad with a portfolio of 1,335 products across learning, creativity, STEM, collectibles and play

Government Initiative: 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%



“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.” said Dr. Irfan Khan, Founder and Chairman, EBG Group. 

About EBG Group

EBG Group is a multi-sector Indian conglomerate with a diversified presence across Mobility, Health, Realty, Lifestyle, Food, Services, Technology, and Education. From sustainable electric vehicles and physiotherapy-led wellness solutions to smart housing, hospitality, and traditional food experiences, EBG builds brands that combine innovation, sustainability, and human purpose. The Group’s Powerhouse hubs align business excellence with its core vision: People • Planet • Progress.


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