EBG Group to invest Rs 50 Cr, open 50-plus toy stores across India
Hyderabad, Sept 16 (TNT): EBG Group on Wednesday announced its entry into India’s toys and play segment with the launch of Adhira & Appa Toys, committing an investment of over Rs 50 crore and plans to establish more than 50 stores across major Indian cities by 2027.
The group will open its first Adhira & Appa Toys outlet in Hyderabad by the end of 2026, marking a new business vertical beyond its existing café operations.
The company said the expansion would target the growing market for toys, learning products, children’s merchandise and family experiences, with a portfolio of 1,335 products spanning STEM and educational toys, robotics and science kits, construction sets, puzzles, board games, arts and crafts, dolls, action figures, remote-control vehicles, plush toys, outdoor play products and collectibles.
EBG Group Founder and Chairman Dr Irfan Khan said the company was looking to build a broader children’s retail and experience platform rather than a conventional toy-store business.
The company’s expansion roadmap includes Game Zones, experiential play areas, learning and creative workshops, gifting, collectibles and parent-child experiences, besides an integrated digital and omnichannel platform.
The group plans to use the Hyderabad outlet as a pilot to understand customer requirements and establish its operating model before expanding to other markets.
Adhira & Appa Toys will pursue a mix of flagship stores, standard outlets, compact mall formats and shop-in-shop opportunities across metros and high-potential Tier-1 and Tier-2 cities, the company said.
The company is also working with Indian manufacturing partners, including Aditi Toys, a toy manufacturer based in Rajkot, as part of its focus on domestic sourcing and manufacturing.
The company said India’s toy industry was witnessing increased domestic manufacturing and export activity, citing a Union Government report that India became a net exporter of toys in FY2025-26, with imports declining 37.5 per cent and exports rising 89.1 per cent.
Hari Haran Chandrasekharan of the Adhira & Appa Toys vertical said the company would focus on domestic and regional sourcing and explore reusable and recyclable packaging as part of its sustainability approach.
The company said the new business would combine physical retail with experiential and learning formats as it seeks to build a nationwide children’s play and lifestyle platform.
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