India’s toy sector has a great deal of potential to develop into a large economic force and contribute significantly to the mental development of the country’s young people. India’s toy industry is well positioned to considerably increase the economy of the country because of a robust local market, a wide industrial base, and a rich cultural history.
Here is an interesting conversation with the Founder Santosh Nag Pathikonda, a leading manufacturer of Children’s toys Vini T.O.Y.S :
Can you tell us more about ViNi T.O.Y.S and how it fits into the market for children’s toys and mobility products?
Santosh: ViNi T.O.Y.S is a brand under Shivas and Son Pvt Ltd, a company with a strong foundation in injection molding. Our journey in the toy and mobility product market has been an exciting one, marked by innovation and quality. We take pride in contributing to the vibrant world of childhood through our products.
The Indian toy market has shown significant growth. How do you see ViNi T.O.Y.S capitalizing on this opportunity?
Santosh: The growth prospects in the Indian toy market are indeed promising. According to a report by FICCI and KPMG, the market is set to double by 2024-25. With over 300 million children aged 0 to 14 in India, our target is clear. We aim to cater to the evolving needs and preferences of this dynamic demographic, ensuring that ViNi T.O.Y.S becomes a household name.
What safety standards and regulations do you adhere to in the manufacturing of children’s toys and mobility products?
Santosh: Safety is paramount when it comes to products designed for children. We strictly adhere to the guidelines set by the Bureau of Indian Standards (BIS), which is the certifying body for our products. We conduct periodic testing to ensure that our products meet and exceed the safety standards, ensuring peace of mind for parents and caregivers.
India is a diverse market with varying socioeconomic backgrounds. How does ViNi Toys cater to a wide range of customers while ensuring quality and safety?
Santosh: We understand that India’s diversity extends to economic backgrounds as well. To accommodate this, our product range varies in terms of pricing, with options for consumers who are price-conscious and those who seek premium quality. However, one thing remains constant: our commitment to quality and safety, regardless of the price point.
How do you address concerns about the environmental impact of plastic-based toys and mobility products, given the global emphasis on sustainability?
Santosh: Sustainability is a shared responsibility. We actively participate in the extended plastic responsibility program initiated by the government of India. We collect plastic waste, track plastic waste generated by our B2B customers, and facilitate recycling. Additionally, we encourage consumers to contribute to sustainability by selling back unused or broken toys to recyclers.
With the rise of digital entertainment, how do you see the demand for physical toys and mobility products evolving among children in India?
Santosh: The rise of digital entertainment is a concern, but it’s essential to recognize that parents play a pivotal role in shaping their children’s preferences. We believe that physical toys and mobility products are crucial for children’s physical and mental growth. Parents need to encourage a balance between digital and physical play to promote holistic development.
Are there specific age groups or demographics that you target with your products, and how do you tailor your products to their needs?
Santosh: Our products are primarily targeted at children aged 2 to 10 years. Within this age group, there is relatively little diversity in terms of height and weight. We offer a range of products that cater to this demographic, ensuring they meet the needs of different income groups.
Could you discuss any plans or initiatives related to expanding your product range or entering new markets?
Santosh: Our current focus is on the domestic market. We’ve recently invested in expanding our product range with 15 new SKUs. We’re also exploring online platforms like Amazon and Flipkart for increased visibility. Moreover, we’ve strategically located our manufacturing facilities to ensure easy access to raw materials.
How does ViNi Toys ensure that your products are accessible and affordable to a wide range of consumers, including those in rural areas or with lower income levels?
Santosh: Our target market primarily includes Tier 1 and Tier 2 towns. These areas are usually well-connected to rural regions, allowing us to indirectly reach lower-income groups. We have a robust distribution network and a dedicated sales team to ensure our products are available in retail outlets in these towns, making them accessible to a broad audience.
Finally, how does ViNi Toys plan to stay competitive and innovative in the rapidly evolving market for children’s toys and mobility products in India?
Santosh: We believe our edge lies in our experienced, young, and enthusiastic team, coupled with our in-house design capabilities. Our competitiveness is bolstered by our efficient cost-control measures and the significant buying power of ViNi T.O.Y.S. We are committed to staying ahead of the curve, continually innovating to bring exciting and high-quality products to children across India.
ViNi T.O.Y.S is indeed creating a history in the market of Toys. They follow their only motto ‘Healthy Kids, Happy Kids’. The Company further looks ahead to expand the company’s horizons by introducing more unique kids’ playful products emphasizing the highest quality safety standards.
