India’s toy industry is experiencing unprecedented growth, propelled by robust domestic quality standards that have now surpassed international benchmarks. According to a senior official from the Bureau of Indian Standards (BIS), the country’s toy regulations are not only comprehensive but also more stringent than many of the existing global norms, creating new avenues for export growth, domestic innovation, and consumer safety.

This announcement comes at a time when the global toy market is increasingly concerned with issues related to child safety, toxic materials, and quality assurance. India’s strategy to promote local manufacturing while ensuring compliance with high standards is enhancing the global reputation of Indian toys and positioning the country as a reliable exporter in the international toy market.

India’s Toy Standards Exceed ISO and IEC Norms

The Bureau of Indian Standards (BIS) has formulated detailed requirements covering all safety dimensions of toys—physical, chemical, and electrical. These Indian standards align with, and in some areas exceed, the expectations laid down by the International Organization for Standardization (ISO) and the International Electrotechnical Commission (IEC).

To enforce these rules, the Department for Promotion of Industry and Internal Trade (DPIIT) implemented the Toys (Quality Control) Order, 2020, which came into effect from January 1, 2021. Under this mandate:

• All toys—domestic or imported—must adhere to seven Indian Standards.

• They must bear the Indian Standards Institution (ISI) mark.

• Only BIS-licensed manufacturers can produce, sell, or import toys in India.

Any toy sold in India without ISI certification is strictly prohibited, ensuring a zero-tolerance approach to non-compliance.

Tailored for India, Trusted by the World

Mr. Adbhut Singh, Scientist E and Director of the Western Regional Office Laboratory (WROL), BIS Mumbai, highlighted that Indian toy standards are specially designed for Indian weather conditions, consumer preferences, and market requirements. These tailored standards ensure that toys are safe, durable, and well-suited for both domestic and export markets.

He also emphasized that BIS safety protocols, such as checks against choking hazards, sharp edges, and toxic elements, have greatly reduced consumer complaints and returns.

1,640 Certified Manufacturers and Counting

As of now, India boasts 1,640 BIS-certified toy manufacturers, including:

• 1,165 licences for non-electronic toys

• 475 licences for electronic toys

This growing base of certified manufacturers signifies a strong compliance culture and indicates rising confidence among global buyers.

Zephyr Toymakers: A BIS Success Story

A shining example of BIS's impact is Zephyr Toymakers Pvt Ltd. According to CEO Mr. Moiz Gabajiwala, the company’s turnover reached ₹25 crore (approximately US$ 2.9 million) in FY25, with a growth target of 20% for FY26.

Key highlights from Zephyr’s success:

• 99% of raw materials are sourced domestically, reinforcing the Make in India initiative.

• The company produces 1 lakh to 1.5 lakh toys monthly, across 15 distinct product categories.

• BIS certification has streamlined compliance, enhanced market credibility, and enabled steady revenue growth.

Mr. Gabajiwala stated that BIS standards have fostered product innovation and created a level playing field for manufacturers, boosting competitiveness.

BIS Support for Small & Medium Enterprises

To make high compliance standards more accessible, the BIS has initiated several supportive programs for MSMEs and small-scale toy manufacturers, including:

• Testing relaxations that make BIS certification financially viable for smaller firms

• Training and awareness programs to educate manufacturers on safety protocols and documentation

• Technical assistance to improve design, testing, and quality assurance capabilities

These initiatives aim to level the playing field, ensuring even small manufacturers can access global markets through high-quality, certified products.

The Compliance Ecosystem and Its Impact

The effectiveness of India’s toy standardisation and compliance regime is evident from:

• Reduced instances of safety-related complaints

• Higher consumer trust in Made in India toys

• Improved shelf space in international markets

• Increased demand from global buyers seeking reliable, certified toy partners

The Toys (Quality Control) Order, 2020, backed by stringent enforcement and education, has created a compliance ecosystem that delivers quality without compromise.

Future Outlook: Toying with Global Leadership

India’s toy sector is poised for continued growth, with the following drivers:

• Export-oriented production models, backed by BIS certification

• Rising demand for Indian toys in markets like the US, Europe, and Southeast Asia

• Expansion in eco-friendly and educational toys, responding to evolving consumer trends

• Increased investment in automation and design innovation, supported by BIS testing protocols

With government-backed initiatives like Make in India, PLI schemes, and toy clusters, India is steadily evolving from an import-dependent toy market to an export-driven, quality-focused manufacturing hub.

Conclusion

The Bureau of Indian Standards (BIS) has successfully transformed India's toy manufacturing landscape by implementing stringent safety standards that exceed international norms. This has translated into higher exports, stronger market confidence, and a safer play environment for children both in India and abroad.

With over 1,600 BIS-certified manufacturers, robust regulatory enforcement, and targeted support for small manufacturers, the toy industry is now a case study in how standardisation can drive sectoral transformation.

As companies like Zephyr Toymakers thrive and new entrants emerge under BIS guidance, India is set to redefine global perceptions about the quality and safety of Indian-made toys—placing the country on the world’s toy export map with credibility, creativity, and compliance.

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