Business EconomyPosted at: Sep 16 2026 5:10PM


Hyd: EBG Group enters toy, play segment with Adhira & Appa Toys

Hyderabad, Sep 16 (UNI) EBG Group, an Indian business conglomerate and brand incubator, on Wednesday announced its entry into the toys, play, learning and family experience segment with the launch of Adhira & Appa Toys.
The brand will open its first store in Hyderabad by the end of 2026 and plans to expand to more than 50 stores across major Indian cities by 2027, with an investment of over Rs 50 crore, the company said.
Adhira & Appa Toys will offer 1,335 products covering STEM and educational toys, construction and building sets, robotics and science kits, sensory-development products, puzzles and board games, arts and crafts, pretend play, dolls and action figures, remote-control vehicles, ride-ons, plush toys, outdoor play products, electronics and collectibles.
EBG Group Founder and Chairman Irfan Khan said the brand was being developed around the idea of combining play with curiosity, creativity and learning.
The company said the brand's launch builds on the group's existing Adhira & Appa café business, which has more than 50 outlets.
The company said it was working with Indian manufacturing partners to develop and market toys aligned with the government's Vocal for Local and Made in India initiatives.
According to the company, a union Government report stated that India emerged as a net exporter of toys in FY 2025-26, with toy imports declining by 37.5 per cent and exports increasing by 89.1 per cent.
The brand is also working with Aditi Toys, an Indian toy manufacturer based in Rajkot, the company said.
Hari Haran Chandrasekharan of the Adhira & Appa Toys vertical said sustainability would form part of the brand's approach, including domestic and regional sourcing, reduced use of single-use materials and exploration of reusable and recyclable packaging.
The company plans to expand beyond retail toys into 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 as part of the expansion roadmap.
The company said the first Hyderabad store would help it understand customer requirements and establish its operating model before expanding to other markets.
Adhira & Appa Toys plans to establish a presence across metros and Tier-1 and Tier-2 cities through flagship stores, standard stores, compact mall formats and shop-in-shop outlets, it added.
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Tags: #Hyd: EBG Group enters toy# play segment with Adhira & Appa Toys
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