Amazon India announced on Wednesday that is has launched an initiative to bolster the ‘Make in India’ movement. The ‘Made in India’ toy store is a new platform designed exclusively to sell traditional Indian toys like Pitthu/Lagori, Lattu, and Chowka Bara. Furthermore, it will also showcase a plethora of dolls from various locations such as Channapatna, Thanjavur, Varanasi, and more. Innovative and educational toys like a DIY Microscope, 4D Educational AR Game, Science Experiment Kits will be available too. You can check out Amazon’s Made in India toy store here. The company is aiming to help and promote local manufacturers under the Atmanirbhar Bharat initiative.
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Amazon’s Made in India toy store will also host products from Indian brands like Smartivity, Shumee, Skillmatics, Shifu, Einstein box, and more. The toy store will be host to sellers from 15 Indian states and products will be categorised as traditional toys, handmade toys, and educational toys. More categories will be added as time passes. The Amazon Made in India toy store aims to shine a light on locally manufactured toys, which often get overlooked in the face of competing products from international conglomerates like Mattel.
Earlier this year, Amazon India unveiled its Handicrafts Mela which showcased over 55,000 unique products from various parts of the country. Over 8 lakh artisans and weavers from a wide variety of backgrounds got to demonstrate their wares. Amazon hopes to recreate the Handicraft Mela’s magic with the Made in India toy store, but over a longer time period.
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