EBG Group, an Indian business conglomerate, has launched Adhira & Appa Toys, a homegrown children’s toy and lifestyle brand, entering the toys, play and learning segment. The brand will open its first store in Hyderabad by the end of 2026, built on the idea that toys should go beyond entertainment to encourage curiosity, imagination and learning. Backed by an investment of over ₹50 crore, the brand plans to expand to 50 stores across India by 2027.
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,” Khan added.
This aligns with the Government of India’s Vocal for Local and Made in India initiatives, which encourage domestic manufacturing and innovation in the toy sector. Adhira & Appa Toys is working with Indian manufacturing partners to bring safe, imaginative toys to Indian families. A Union Government report states that India became a net exporter of toys in FY 2025–26, with toy imports declining by 37.5% and exports increasing by 89.1%. Indian-made toys are now being exported to markets including the US, UK, Netherlands and Germany.
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 Chandrasekharan of the Adhira & Appa Toys vertical said sustainability is another part of the brand’s approach, starting with domestic and regional sourcing to shorten supply chains and support Indian manufacturers. At the retail level, the brand plans to cut unnecessary single-use materials, explore reusable and recyclable packaging, reduce inventory wastage and adopt responsible energy practices where possible.
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 will use its first Hyderabad store to understand customer needs and establish its operating model before expanding to other markets. Over time, Adhira & Appa aims to build a presence across major metros and Tier-1 and Tier-2 cities through flagship stores, standard stores, compact mall formats and shop-in-shop formats, along with experiential Game Zones and learning workshops. It plans to expand to 50 stores across India by 2027, with a total investment of over ₹50 crore.
With a broad product range, learning-focused offerings, Made-in-India manufacturing and experiential formats, Adhira & Appa Toys aims to offer parents a more engaging way to discover products for their children while building a larger world of play and learning. To strengthen domestic manufacturing, the brand is working with Aditi Toys, an established Indian toy manufacturer based in Rajkot.
