Hyderabad, September 16, 2026: EBG Group, an Indian business conglomerate and brand incubator, has announced the launch of Adhira & Appa Toys, marking its entry into India’s toy, play, learning and family-experience segment.
The brand will open its first retail store in Hyderabad by the end of 2026, offering a portfolio of 1,335 products covering STEM and educational toys, construction sets, robotics and science kits, puzzles, board games, arts and crafts, pretend play, dolls, action figures, remote-control vehicles, plush toys, outdoor play products, electronics and collectibles.
Backed by an investment of over ₹50 crore, Adhira & Appa Toys plans to expand to more than 50 stores across major Indian cities by 2027. The expansion roadmap includes flagship stores, standard stores, compact mall formats and shop-in-shop opportunities across metros as well as high-potential Tier-1 and Tier-2 cities.
Dr. Irfan Khan, Founder and Chairman, EBG Group, said the company aims to create more than a conventional toy retail experience by encouraging children to explore, imagine, learn and create. He added that the brand’s first portfolio caters to children from infancy through the pre-teen years.
The launch comes amid growing momentum in India’s domestic toy manufacturing sector. According to a Union Government report cited by the company, 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 United States, the United Kingdom, the Netherlands and Germany. Finance Minister Nirmala Sitharaman has also highlighted the long-term growth and export potential of the sector, urging the Indian toy industry to look beyond the projected domestic market and target a larger share of the global toy market.
Sustainability will also form part of Adhira & Appa Toys’ operating approach, with the company focusing on domestic and regional sourcing, reducing unnecessary single-use materials, exploring reusable and recyclable packaging and minimising inventory-related wastage.
Hari Haran Chandrasekharan, associated with the Adhira & Appa Toys vertical within the EBG Group ecosystem, said the brand would work with Indian manufacturing partners while focusing on responsible sourcing and retail practices.
Beyond toys, the company plans to introduce 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 to connect the brand’s physical and online offerings.
The first Hyderabad store will serve as the foundation for the brand’s operating model before its expansion into other Indian markets. As part of its Made-in-India focus, Adhira & Appa Toys is also working with Aditi Toys, an established toy manufacturer based in Rajkot.
Building on the success of 50+ Adhira & Appa cafés, EBG Group aims to create a wider ecosystem combining play, learning, creativity and family experiences through its new toy and lifestyle venture.
