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Introduction Manufacturing Unit 1: Mumbai Manufacturing Unit 2: Chennai Manufacturing Unit 3: Mumbai Manufacturing Unit 4: Uttar Pradesh Manufacturing Unit 5 : Uttar Pradesh Manufacturing Unit 6: Uttar Pradesh Manufacturing Unit 7: Uttar Pradesh Manufacturing Unit 8: Uttar Pradesh Manufacturing Unit 9: Delhi Manufacturing Unit 10: Delhi Manufacturing Unit 11: Uttar Pradesh Manufacturing Unit 12: Delhi Manufacturing Unit 13: West Bengal Manufacturing Unit 14: West Bengal Manufacturing Unit 15: Karnataka Summary of Industry Requirements Study Team

1 2-10 11-13 14-16 17-18 19-20 21-24 24-27 28-30 31-32 33-34 35-38 39 40-41 42-43 44-45 46-48 49

Case Study Report

Productivity and Competitiveness of Indian Toy Manufacturing Sector

Diagnostic Case Studies
Introduction This report contains diagnostic case studies of fifteen toy manufacturing units selected from seven different toy product categories. The study focuses on unit specific problems related to production, raw material availability, marketing, finance, productivity, export performance etc. These case studies also throw light on other aspects of the working of these units such as product range, market scenario, taxation structure etc. Though the manufacturing units produce a wide range of toy products, for the study purposes the units have been broadly grouped under seven major product categories. Number of manufacturing units taken up for detailed case study based on the seven major product categories are given below. Product categories and the manufacturing units studied: S. No Product category Manufacturing units 1. Manufacturing Unit 2. Manufacturing Unit 3. Manufacturing Unit 4. Manufacturing Unit 5. Manufacturing Unit 6. Manufacturing Unit 7. Manufacturing Unit 8. Manufacturing Unit 9. Manufacturing Unit 10. Manufacturing Unit 11. Manufacturing Unit 12. Manufacturing Unit 13. Manufacturing Unit 14. Manufacturing Unit 15. Manufacturing Unit

1

Educational Toys

2 4 5 6 7

Wooden Toys Soft Toys Plastic Toys Vinyl Toys Metal Toys Traditional Toys

National Productivity Council, New Delhi

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Case Study Report

Productivity and Competitiveness of Indian Toy Manufacturing Sector

Manufacturing Unit 1: Mumbai Product category: Educational Toys
About the Unit This unit has been in the business of toys, games and puzzles meant for young children. It is a small scale family business, based in Mumbai. They focus on providing good quality and safe toys that help in teaching the children and improving creativity of the child, at prices that a common man can afford. They have 64 product categories under construction kits, art hobbies and craft kits, alphabets and numbers. Objective of the company: The objective of the company is to see the constant growth of the company as a whole including the share holders, customers either external or internal, suppliers and all others who are directly or indirectly related to the company. Mission: Their mission statement is: To be the company that sets standards in the children Edutainment industry. To make intellectually stimulating and visually appealing products which are cost effective to share holders, clients, customers and the ultimate consumers – the children. Present Scenario: Number of workers in the unit, at present, is 150 out of which 125 are unskilled and 25 are skilled. At present they have two types of products that they export; (1) The goods they manufacture and send to the market themselves (2) The goods they manufacture for other companies abroad. However, their manufacturing capacity is limited at present. Their export has declined from Rs.42 lakhs in 2006-07 to Rs.18 lakhs in 2007-08. They are working towards becoming manufacturing base for foreign buyers.

National Productivity Council, New Delhi

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Productivity and Competitiveness of Indian Toy Manufacturing Sector

Marketing Strategy The Indian toy market is on the highway to growth and has the potential to become one of the largest toy markets in the world. This is due to the high rate of population growth and the increase in GDP and personal incomes. Also, People are getting more aware of the importance of toys in shaping various aspects of children’s development and hence, giving them a holistic growth. Earlier, the market was flooded with imported and cheap toys from China. But, increasing awareness about the health hazards caused by these toys has forced people to away from them slowly. Retailers have now started giving more shelf space to Indian products replacing the Chinese ones, which shows that the market is becoming more favorable towards the Indian manufacturer. Competition from other Indian manufacturers: With the reduction in imports of Chinese products, the unit is looking at stiffer competition from Indian counterparts. Indian toy manufacturers have learned a lesson from the imports and have become more aggressive than ever. Now, the prices offered are very competitive as well as the products produced are in direct competition to their range. The only thing that helps the unit sustain is the perception value of their products and the brand image that has been created around their products in the mind of the consumer and the customer. Their quality has also kept them ahead of the pack. Market Segmentation: The customers or end users who buy their products are basically of two types: (a) Children: Children are the end users for most of their products. They play an influential role in the buying decisions. This group mainly looks for fun and appeal of the product. (b) The parents or guardians: This is the group that actually pays for the product but may not be the end user of the product. They mainly look for simplicity of understanding, ease of use, monetary value changed and educational or creative value. When parents buy the

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product, it may be for use by their own children or as gifts to other’s children on various occasions like birthdays. Strategy and Implementation: Strategy adopted by the company is based on three important modules: Product, Price and Place. Product: As seen earlier their product range consists of 64 products. These products have a very high standard of quality which is above the market average. The second noticeable thing about their products is their perceived and play value, which indicate the monetary value of the item. The third strength of the products is their packaging and designing. All these factors put together make their products noticeable on the shelf and fulfill their basic purpose. Now, they are setting up a system which will help them introduce, on an average, 2 to 5 new products every month. They have got EN-71 73 certification for lot of their products. However, the bulk of the products have not been certified as the testing process is relatively expensive. The products having the certificates are doing very well in the European markets. Price: Their pricing system is cost plus mark up. They will be following this system in the future too. This ensures their prices to be quite competitive compared to the product quality they offer. For exports they have based prices on the FOB values, and provide their products at that rate. These FOB rates are comparable to their wholesale rates. Place: Local markets: For the Indian markets they will follow the current system, that is appointing distributors in various cities across the country. These distributors will be responsible to distribute and market their products in their specified territories. This will be for the unorganized and small/local retail shops only. For the large format stores and malls they will distribute directly. This kind of distribution will ensure maximized distribution and also make sure their products are available and pushed through all the retail shops. Slowly they will introduce new clients in unrepresented areas as distributors till their products are available in almost all cities.

National Productivity Council, New Delhi

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Export markets: At present they have two types of products that they export 1. The goods they manufacture and market themselves. 2. The goods they manufacture for other companies abroad. They export their products when they get an enquiry from a foreign buyer .The buyer may or may not give them a repeat order. This is a very unorganized way of doing exports. The other way is when they manufacture for another company. At present they are sole manufacturers for a European company. This is the model they would like to focus on and get more such companies to invest. Thus they would be the manufacturing base for foreign buyers. However at present their manufacturing capacity is limited. They are also negotiating for manufacturing with two other companies a Dutch company and a German company. This should take effect and show results by the end of this year. Problems faced by the unit: 1) Space requirement: At present the unit has area of just 10,000 square feet. Hence faces a lot of space constraint. They have to their working environment which further causes losses in damages as well as oversight, and wastages. It also reduces the output as the working environment is not perfect for their employees. 2) Labour: The other major requirement they have is labour both skilled as well as unskilled. There is a shortage of labour as enough workforces is not available. Another problem they face is the extra money that they need to pay to the ‘Mahtadis’. 3) Double level taxation: Since their unit is in Navi Mumbai they face a higher level of taxation in the form of Cess with no other tax benefits. They have an ongoing battle against the Municipality v/s the association for entry taxes, which also is being paid to MIDC, their proximity to Mumbai warrants that a lot of goods to be reshipped outside Maharashtra and to pay octroi. All the raw material and semi finished goods they use are octroi paid which makes their products even costlier.

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4) Electricity: The other major input required by their firm is electricity. For working, all their equipment requires a lot of electricity which is not available at times due to power shortage. 5) Availability of Raw Materials: Raw materials used by them mainly include paper board, plastic as well as metal. The unit faces problems in procuring these materials as the sellers of these materials manipulate prices and also resort to hoarding to increase their profits. More details about these would be available from TAITMA.. 6) Lack of cheap and easy availability of Finance: One of the most important issues they face as toy makers is the cheap and easy availability of finance. If they are able to overcome this issue then they can easily overcome the factors like: a) Lack of space. b) Inventories. c) Stock keeping. d) Vendor management etc. 7) Lack of latest technology and knowledge about material and processes : The toy sector being in nascent stages does not have easy access to technology or the proper use and maximization of the same. Usage of new processes, better production practices, etc, is not widespread, as mostly new technology is very expensive as well as quite well guarded. 8) Lack of trained manpower: A lot of factors from designing to manufacture to inventory management all require certain set of skills from a person. However being a small unit they do not have the expertise as well as the funds to search and employee people suitable to these job profiles. 9) Distrust about the Indian Brand: They have been exhibiting in the Nurnberg Toy Fair for the past 5 years, and have noticed that people do not trust an Indian company to give the right quality and products at the right time. There is distrust amongst importers from around the world on this fact.

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Suggestions by the manufacturing unit 1) Easy and cheap availability of Raw materials: There have been a number of occasions when they have not got raw materials for production, or that the raw material prices have been hiked up for vested interests of major corporations. This makes it almost impossible for them to live up to the price commitment that they have given to foreign clients. They could probably have a buying unit that negotiates the rates of the raw material with the manufacturers on behalf of the entire or majority of the toy industry so that the bargaining power increases tremendously as the quantum of material required multiplies number of times. Thus material can thus be distributed to participating companies at the procured rates, thus improving their competitiveness in the international markets. This method is bound to work, as this system is followed by certain other countries, and thus the material imported from India is cheaper to them than what rate the unit purchase at. 2) Availability of infrastructure: Every toy manufacturer in India is miniscule as compared to their counterparts mainly in China. The smallest Chinese companies are at least 10 times as large as the largest Indian manufacturer. The main hurdle that Indian companies face is space crunch. Mostly the Indian units are working in small galas in industrial areas, and so cannot expand their manufacturing capabilities and are unorganized, for lack of space. Also the revenues generated from these units are very minute as there has been intense competition in terms of price from other countries. It is almost impossible for such a manufacturer to think of putting up an organized unit and they do not have the luxury of space to help them. There was an international company that was looking to shift a part of its production to India from China, and they did visit various companies throughout the country. They were impressed with the unit’s setup but unfortunately they had a minimum requirement of at least a 120 molding machines with the capacity similar to their machines. This was not feasible as the units do not have the space of money to invest. Therefore, the company still produces in China completely. The government could help them in a way by providing land to toy manufacturers to setup their units. It is not a very farfetched idea since lot of state governments do provides such benefits to bigger corporations, as it improves the employment scenario.. Since, the toy industry is highly labour intensive, employment potential is very high in this sector; and hence,it deserves all possible encouragement. National Productivity Council, New Delhi Page 7

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3) Free Training Seminars: Majority of the Toy companies are small scale to medium scale units. These are mostly run and owned by families. These owners do not have the money or resources to employ professionals to run the various aspects of their unit. They themselves rely a lot on experience to run their companies and these techniques may be out dated and old fashioned. Most are not even aware of the major aspects of negotiating, exhibiting, and dealing with people from various countries. They do not possess enough soft skills or hard skills to compete in the international market place. They are very good at production and factory management but lack the skills of promoting, interacting, convincing, negotiating, and selling to potential clients from various countries. To get over this shortfall, there can be interactive training seminars held from time to time to empower them with a variety of the skills they lack. 4) Setting up Guiding Centers: The industry has a tremendous lack of knowledge, in various skills, and techniques. They need to learn how to handle people and situations. We also need to learn a variety of other skills including costing, production planning, and inventory management systems. However this will not be possible to amass these skills even over a period of time. Guiding centers or consulting bodies may be set up that can advice or give guidance when there is an aspect where such help is required. 5) Cheap & easy availability of funds: To run a company smoothly and with a good deal of efficiency there is a constant requirement of fund management and flow. This is where a lot of the industry gets stuck. Since most of the units are small scale and are family run businesses, the funds flow is very slow. Also the cost of money is very scary with the competition level increasing; it becomes even harder to borrow money at the prevailing market rates. All these facts keep the money inflow or the capital to a very low level, and this barricade cannot be broken until there is a cheaper access to funds. A body can be set up which can have a study of the various toy companies, and the companies that this body recognizes as potential and has promise can be provided funds at a much cheaper rate to improve and strengthen their growth, locally and internationally. 6) Technology up gradation benefits: Small scale toy units do not have access to more expensive technology and most of the time there is no awareness of technology. There could National Productivity Council, New Delhi Page 8

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be various field trips to places that are very successfully using technology to improve every aspect of accounting, purchasing, inventory management, quality control, production, marketing and sales. A lot of Indian companies have implemented world class technology, but the toy companies, do not have access to it. Also there can be B2B meetings set up with such technology providers who would like to implement their technology in the toy industry. They could also have seminars where the benefits of the same are highlighted. Also to assist in the implantation of such technology there should be means of cheap funds availability. 7) Tax exemptions for experimenting and nurturing: Major change and improvement will only become very evident and visible over a period of time. There will definitely be a need to keep the process up and improving. For the same, there are a lot of places where there are certain kind of tax exemptions for particular periods. However, it is not always practical to be located in these specified areas. Therefore, some benefits are provided to units located outside such zones. Recommendations: 1) Special schemes for easy and cheap availability of funds, for capital and asset building reasons. The funds required are a lifeline of any company. There should be an arrangement where manufacturers have easy access to cheap source of funds. 2) Easy availability of good quality and competitively priced raw material. The raw materials especially plastic, paper and metal are all owned by large corporations, who dictate the terms of trade. These materials should be made available freely with good quality and fair price. 3) Special schemes even during the incubation period before exports can be established, not only after exports actually take place. Before exports can be established, a company needs to earn the confidence and acceptance of the foreign company as capable and reliable supplier. This takes time, effort and money. The current benefits are all available after the actual exports have taken place. These kinds of benefits, with least number of paper work or human intervention should be available for a certain period, before the actual exports can take place. National Productivity Council, New Delhi Page 9

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4) Training on soft skills and export produces. Almost all the toy industries are family run business with little or no soft skills or interpersonal skills that is required when discussing with potential clients or foreign partners. These skills could be taught at seminars or development programs. 5) Setting up of a consultation body to help remove doubts, and consult in matters that need special skills and knowledge. These will help the company at any point where they get stuck due to l imited knowledge, or experience. Skilled Workers (numbers) 20 22 25 Unskilled Workers (numbers) 100 110 125

Sr. No. 1 2 3 4

Years 2005-06 2006-07 2007-08 2008-09

Sales Value (Rs. Lakhs) 225.86 447.04 514.56 -

Export (Rs. Lakhs) 42.18 18.56 -

Sr. No. 1 2 3 4

Years 2005-06 2006-07 2007-08 2008-09

Wages & Salaries (Rs. Lakhs) 9.14 18.01 18.24 -

Capital Investment (Book Value) (Rs. Lakhs) 5 14 -

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Manufacturing Unit 2: Chennai Product category: Educational Toys
Company Background: It was set up in the year 1987. The commercial operations began with the setting up of a factory at Goa with all the machinery and equipment to manufacture high quality toys. To cater to the increased demand a second factory was set up at Ranipet, about 100 miles from Chennai. Objective of the company: The main objective of the company is to provide well researched, time-tested, safe, durable toys which offers excellent play value for children. They believe that fun and learning forms a natural alliance. Infants, toddlers, pre-schoolers and grade school children can learn as they play with their toys. The wide range of toys help children of all ages to improve hand-eye-coordination, auditory discrimination, motor skills, creativity, logical thinking, problem solving skills, vocabulary and even general academic intelligence. Their product categories; Infants; Preschool; Creative; Play-Doh; Game;Eduline; Puzzles; Mega Blocks Present Scenario: Currently, the company manufactures and exports a large number of products for their international partner. Their products are exported to all major countries across the world. They also undertake orders for other private concerns. Their hallmarks are compliance with international manufacturing norms and adhering to time bound delivery schedules. All the products/toys that are produced in the unit are in compliance with the European Standard, Safety Parameters of Toys (EN71).

National Productivity Council, New Delhi

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Technology: Multiple Technologies : Some of the technologies that are used are listed as below:Injection Moulding Blow Moulding Rotation Moulding Sonic Welding Thermo Forming Pad/ Tampo Printing Hair rooting for Dolls Spray Painting Box Making Game Board Making Shrink Wrapping Wood Working Saw Wood Working Machines Cross Cutting Machines Embossing/ Hot Foiling Machines Board Sizing Machines

Safety: All the products/toys that are produced are in compliance with the European Standard, Safety Parameters of Toys (EN71). The product has to pass all the required tests as per EN71, before it is taken up for production. In the manufacturing process, every hour, they have a quality inspector who does the inspection/checks of the items/product produced. The process of manufacturing / Type of product / qty produced at each stage is noted and checked as per EN71. Productivity Estimation: Year 2004-05 2005-06 2006-07 2007-08 2008-09 Sales value (Rs. Lakhs) 3145 4174 3999 4256 4770 Import (Rs. Lakhs) 219.86 778.85 885.08 786.58 1072.00 Export (Rs. Lakhs) 1063 1155 778 775 698

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Year 2004-05 2005-06 2006-07 2007-08 2008-09

Skilled Workers (number) 139 136 135 131 131

Unskilled Workers (number) 305 69 98 100 145

Wages & Salaries (Rs. Lakhs) 5350 5337 5532 5981 6857

Capital Investment (Rs. Lakhs) -1132 1238 1278 --

Year 2004-05 2005-06 2006-07 2007-08 2008-09

Labour Productivity 378383 1040950 832352 853765 738573

Labour Productivity Growth Rate -175.10 -20.04 2.57 -13.49

Labour Productivity Growth Rate Index 100.00 79.96 82.53 69.04

National Productivity Council, New Delhi

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Manufacturing Unit 3: Mumbai Product Category: Educational Toys
Company Background: The manufacturing unit was started as a family business way back in 1942, producing toys for local consumption. In the begining it was only a trading company which was engaged in importing many products including toys and kitchen ware from USA, Germany, United Kingdom, Japan etc. Their products include educational plastic building blocks – Bebe Blocks, Kinder Blocks, and Smart Blocks. Objective of the company: • • • • To produce toys which are safe and has educational values for children. To make quality toys for national and international market. To create toy awareness amongst parents, and to explain the importance of toys for children. To export our toys.

Business Model 1. Market share is very less compared to total toy industry. 2. They use both direct distribution and wholesale system, as and where necessary. 3. Products are economically priced. 4. Toys are sold all over India through the above channels. 5. Service in terms of manufacturing defects are accepted without any questions. 6. Good understanding with wholesalers and distributors. Productivity and Competitiveness To improve productivity and competitiveness: • • Technical aspect Ways to reduce cost of manufacturing
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Productivity and Competitiveness of Indian Toy Manufacturing Sector

• •

Optimum use of available finance Marketing

Policy Interventions required: 1. Finance at very easy (low) interest rates 2. To be put in special category with extra benefits 3. Different grants for exports which should be at priority and looked into new areas of new markets 4. Education on lean manufacturing 5. Raw materials availability at the best price SWOT Analysis STRENGTH WEAKNESS

Experience, Quality, Reasonable price, Finance, Professional work force needed, Production capacity, relation with the Space distributors. OPPORTUNITY THREATS

There are few Indian copies and from Mainly from cheap Chinese Blocks imports cheap Chinese Blocks which do not have much quality

DATA Sr. No. 1 2 3 4 5 Years 2004-05 2005-06 2006-07 2007-08 2008-09 Skilled Un Skilled Wages/Salaries Employees/Workers Employees/workers (Rs Lakhs) (numbers) (numbers) 3 21 10.50 3 5 5 6 21 22 22 24 10.75 11.50 12.00 13.00

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Sr. No. 1 2 3

Years 2006-07 2007-08 2008-09

Sales Value (Rs Lakhs) 850 800 1000

Capital Stock (Rs Lakhs) 400 400 400

Year 2006-07 2007-08 2008-09

Labour Productivity 1526745 1373013 1424501

Labour Productivity Growth Rate --10.07 3.75

Labour Productivity Growth Rate Index 100 89.93 93.68

National Productivity Council, New Delhi

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Manufacturing Unit 4: Uttar Pradesh Product Category: Educational Toys
Company Background: It is an innovative Australian company, engaged in the development of an amazing line of unique, mind challenging puzzles and games. They make high quality, tactile puzzles and games.

They are characterized by extremely simple rules with rich and deeply satisfying play value. From addictive single player puzzles to fun, interactive and compelling family games for up to six players, they have something for everyone. Their products are sent to almost all retail houses. The products are sent to 27 countries and there are 27 distributors. All the products are EC approved. Mission: Under the arch brand of The Dr. Wood Challenge Centre, their goal is to give to the world a series of: “Fresh, intelligently crafted, intellectually stimulating puzzles and games that redefine the genre!”

SWOT Analysis Strength: Brand image, quality, design, uniqueness Weakness: Lack of Resources Opportunity: Better Prospects Recommendations: • Subsidized Space and resources

National Productivity Council, New Delhi

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Data: Year 2004-05 2005-06 2006-07 2007-08 2008-09 Output (Rs Lakhs) 40 58 93 98 157 Employment (Rs Lakhs) 22 25 36 46 62 Export (Rs Lakhs) 46 120 105 174 251

Sr. No. 1 2 3

Years 2006-07 2007-08 2008-09

Skilled Employees/Workers (numbers) 10 10 10

Un Skilled Employees/w orkers (numbers) 50 55 60

Capital Investment (Rs Lakhs) 300 300 350

Productivity Estimation Year 2006-07 2007-08 2008-09 Labour Productivity 75170 69865 95849 Labour Productivity Growth Rate Index 100 92.94 130.13

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Manufacturing Unit 5: Uttar Pradesh Product Category: Educational Toys
Company Background: The company started its operations in 1987. Since 1988, the unit has been making teachercreated, child-tested products to boost confidence, teach basic skills, and inspire joy of learning in children between the age group of 2 to 14 years. The unit’s name is synonymous with games of advanced educational content, manufactured from the highest quality materials. The games track the child's development from his/her first steps from the age of two until fifth grade. The product range comprises of educational toys for the age group 13 months – 15 years. There is a wide variety of board games, puzzles, quiz, craft kits, memory games and craft kits for all age groups. They presently export to Middle East Countries. Mission: "Partners in Your Child's Development" Technology: Dye cutting machine and machine or making cases which has been imported and is under trial. Competition There is no competition from China. Frank Toys and Play Craft are the only competitors Problems faced by the unit: Raw Material: Mathematics material and board plastic material is imported as it is costly in India. Infrastructure: There are infrastructural problems such as power, roads, logistics. There is 4-6 hrs power cut every day. The unit runs on generator.
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National Productivity Council, New Delhi

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Productivity and Competitiveness of Indian Toy Manufacturing Sector

Government Policies affecting the unit: • • • • • SIDBI- machines are too costly Raw material duties Interest rates on loan VAT – It is more in UP (0.5% extra) NREGS – National Rural Employment Guarantee Act (NREGA), also known as National Rural Employment Guarantee Scheme (NREGS) is Indian legislation enacted on August 25, 2005. The NREGA provides a legal guarantee for one hundred days of employment in every financial year to adult members of any rural household willing to do public work-related unskilled manual work at the statutory minimum wage. As a result of this scheme there is shortage of labour in toy industry. Suggestion • Requirement for a Toy Board/committee which will be fully committed towards Toy Industry. Data Years 2006-07 2007-08 2008-09 Years 2006-07 2007-08 2008-09 Productivity Estimation: Year 2006-07 2007-08 2008-09 Labour Productivity 229257 222267 211327 Labour Productivity Growth Rate --3.05 -4.92 Labour Productivity Growth Rate Index 100 96.95 92.03 Capital Investment (Rs Lakhs) 110 125 140 Skilled Workers (numbers) 45 52 52 Output (Rs Lakhs) 780 825 900 Unskilled Workers (numbers) 120 120 130

National Productivity Council, New Delhi

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Manufacturing Unit 6: Uttar Pradesh Product Category: Educational Toys
Company Background: The company started in 1989 and it became private limited in 2000. It started its business activity modestly with one product, Modelling Clay. They are pioneers in this product and a new range of Perfumed Dough has been introduced; with many accessories and amazing packings. World wide and in India Clay and Dough related products are essential and core category of Toys for Child Development in area of Creative Skills. They are tirelessly working to bring wide and meaningful range in this category. The child is assured of full value for the money through their current and subsequent range of Clay and Dough, Preschool, Musical, Indoor and Outdoor activity toys. Mission: Zero-defect, full value for money products and services. Present Scenario The staff is highly qualified to take up all jobs of complete Moulds in Plastics, Die casting and sheet metal plastics Die casting and sheet metal plastics is the most preferred area. Fifty per cent staffs are on contract basis and rest fifty per cent are regular. 30-35% are skilled labours and 30% are semi skilled and 30% unskilled. Marketing is done through whole sellers and distributors. Manufacturing: Commercial Tools Technology With state of the art tool room and highly skilled manpower the company produces moulds which are world class. The moulding machines installed are most suited to toy manufacturing and the assembly of all products is on latest working methods. Quality Inspection of incoming

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components is thorough and finished products are checked and rechecked for quality assurance. Commercial Tools Technology (List of Machines and Infrastructure) The machinery installed in Tool Room is as follows:


Two Numbers – C.N.C. Machining centre (Haas VF-2) with CAM Software of DELCAM and CAD Software of SOLID WORKS.Travel size XYZ 762 x 406 x 508. Maximum job weight 1300 Kgs.



Two Numbers - E.D.M. (Electronica PSR 35) Travel size XY 280 x 200 3 Axis with DRO Maximum job weight 175 Kgs.

• • • •

Two Numbers - CNC Wirecut Machines Electronica Make, Fine Cut Three Numbers - Milling Machine (Presicut/Taiwan M-1 TR Model) with DRO. Praga Surface Grinding Machine with auto feed facility on X and Y axis. Lathe Grinder, Drill, Polishing Machines etc.

They have Moulding Machines ranging from 80 Tones to 200 Tones in house which are engaged in home production of toys numbering 15. The company has complete facilities for all other areas of Tool Room operations such as, 3D CAD/ CAM Modeling/ Programming on Delcam, C.N.C. engraving, EDM Drills and they shall shortly have 4 - axis CNC VMC of DECKEL - MAHO. Their esteemed and satisfied clients are following who are giants in auto parts manufacturing :


Shriram Pistons and Rings Ltd. Ghaziabad, U.P. Subros Ltd. Noida Ph-II, U.P.



Accreditation: The company is in process of getting accredition.

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Finance: SIDBI provides finance. MARKETING Marketing is done through whole salers and distributors. The company has not started exports as it requires setting up of another factory and lot of investment. IMPACT OF CHINA The company is facing some competition from China but they consider it as a positive sign as China’s entry into Toy industry in India has contributed towards showcasing of more variety of toys with new designs, techniques, colors, fabrics and raw materials. Indian manufacturers are now exposed to new varieties of toys. Now Indian industry is also trying to come up with new toys in competition with China. Recommendations: • • Subsidized Space and resources Low rate of Interest Capital Investment (Rs Lakhs) 180 250 300

Years 2006-07 2007-08 2008-09

Output (Rs Lakhs) 420 480 750

Years 2006-07 2007-08 2008-09 Productivity Estimation:

Skilled Workers (numbers) 36 43 45

Unskilled Workers (numbers) 80 120 150

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Year 2006-07 2007-08 2008-09

Labour Productivity 175591 136459 164366

Labour Productivity Growth Rate --22.29 20.45

Labour Productivity Growth Rate Index 100 77.71 98.16

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Manufacturing Unit 7: Uttar Pradesh Product Category: Wooden Toys
Company Background: It began in 1991-92 and it became private limited company in 2001. Objectives of the Company: The main objective is to develop better quality toys, and have internal satisfaction by developing toys for the children. 30 years back these toys were not easily available and whatever was available, was very expensive. Most of the toys came from outside India. Therefore the unit was established in order to produce toys for the children. Their product includes Wooden and Educational Toys. Marketing They follow a simple marketing chain: Manufacturer – Distributor – Retailer Sources of Finance Bank of India which at present is providing finance at 12% interest rate. Raw Material: The main raw material is wood – Medium Density Ferro (MDF). 90% of raw material is imported as cost of raw material is high in India. Infrastructure: There are infrastructural problems such as power and transportation. There is 4-6 hrs power cut everyday and there is no transportation upto 20-30 kms.

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Technology: Traditional machinery is used. It’s a labour oriented unit. Most of the work is done by hands. The unit is not equipped with latest machinery like CNC Router, which is available in China and is time and labour saving. Government Policies affecting the unit: • • • • Anti Dumping duty imposed on raw materials. Transfer Tax Additional taxes VAT – It is more in UP (0.5% extra)

Suggestions and Recommendations: • Need of a Toy Mart or a common place where all toys can be put on display at both national and international level. Approved prices by Toy Association of India and registration at nominal charges. • Shelf space for Indian toys to be increased. • Desired rate of interest – 7-9% (at present 12%) • Cost of raw material should be uniform • Power crisis to be solved • Sample Testing facility for quality control at reasonable prices. • Design registration at nominal charges to start. • Remove anti dumping duty on raw material • Requirement of a Toy agency that keeps all updated about the latest trends and requirements for Toy industry.

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Data: Years 2004-05 2005-06 2006-07 2007-08 2008-09 Capital Investment (Rs Lakhs) 28.61 38.65 44.50 51.29 108.29 Output (Rs Lakhs) 120 180 250 300 400

Years 2006-07 2007-08 2008-09

Skilled Workers (numbers) 25 30 30

Unskilled Workers (numbers) 125 150 150

Productivity Estimation Year 2006-07 2007-08 2008-09 Labour Productivity 80828 77232 94967 Labour Productivity Growth Rate --4.45 22.96 Labour Productivity Growth Rate Index 100 95.55 118.51

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Manufacturing Unit 8: Uttar Pradesh Product Category: Soft Toys
Company Background: Established in 1996, it is a professional manufacturer specializing in stuffed toys. It offers a wide range of exclusive soft and cuddly toys designed by their in-house team of professional experts. The trial production started in Delhi and later they shifted to Noida in 2003. Their strengths are state-of-the-art manufacturing facilities and continued commitment to research and development. The soft toys produced by them are of various varieties such as: • • • • • • • Cushion Toys Standing elephant Sitting Monkey Cute Teddy Patch Dog Laying Floppy Dog Sitting Bull Dog

Employees: At present there are about 70-80 employees. Out of this 45 are skilled labors and 20-25 are permanent labors who are on payroll. Manufacturing: This unit is based on manual labour. Most of the work includes: Stuffing, sewing, cleaning, cutting and the machines used are stuffing machine, sewing machine, metal detectors, hydraulic machine etc. They started with five machines in 1996 and at present they have 50 machines (25 in-house and 25 outside on rent).

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Marketing: Marketing is done through distributors and corporate houses. The unit has reduced catering to domestic market and mainly concentrating on corporate houses. They are getting huge orders from corporate houses. Finance: Bank of India provides finance. Raw Material: Raw material is imported through importers and not directly. The whole process of importing fabric is very complex and there are no manufacturers of required fabrics in India except Sheetal Fabrics. There is 10% duty on fabric and 10% duty on toys. They face a lot of competition from China in terms of fabric as China has finest variety of fabrics which are not available in India. Export: The unit has not tried for export till now due to two main problems – labor and raw material. SWOT Strength: Quality, Design, Pricing Weakness: Raw material, labour, infrastructure Opportunity: Exploration of International market Threat: deferred payment Recommendations: • • • Pile fabric should be produced in India and there should be less custom checking. Labour laws to be flexible The problem of raw material to be sort out.

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Data: Years 2006-07 2007-08 2008-09 Capital Investment (Rs Lakhs) 80 80 90 Output (Rs Lakhs) 350 370 420

Years 2006-07 2007-08 2008-09 Productivity Estimation:

Skilled Workers (numbers) 20 22 25

Unskilled Workers (numbers) 45 50 70

Year 2006-07 2007-08 2008-09

Labor Productivity 261136 238132 188934

Labor Productivity Growth Rate --8.81 -20.66

Labor Productivity Growth Rate Index 100 91.19 70.53

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Manufacturing Unit 9: Delhi Product Category: Plastic Toys
Company Background: Established in 1990, they have two manufacturing Units located at New Delhi. The unit is Synonymous with wide variety of Quality toys for Kids. They manufacture and supply a wide range of fun-filled plastics toys such as automobile miniatures and other models for aero planes and helicopter. It is the leading manufacturer of scale model toys cars, bus, aero planes etc. Their in house R&D helps develop new products on a regular basis. They have stringent quality control ensures minimum defects and maintain high level safety standards. They conduct quality checks in accordance with the national and international standards to ensure the flow of excellent products to the market. Mission: Their main mission is to produce exclusive range for kids toys. SWOT Analysis Strength: R&D, Team effort Weakness: Lack of variety, Labour laws Opportunity: Highly labor oriented industry Threat: labor laws Suggestions & Recommendations: 1. Use of modern technology in product design & development 2. Better tool/mould design for quick assembly 3. Use modern tools in assembly line 4. Use of energy saving injection moulding machine 5. Availability of raw material at level with Chinese Industry
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6. Availability of funds at lower interest rates 7. To provide subsidy on capital equipment 8. Liberal labor laws Data: Skilled workers (number) 60 60 59 50 50 Un skilled workers (number) 40 10 7 13 25 Wages & Salaries (Rs Lakhs) 108 75.6 72 68 90 Capital Investment (Rs Lakhs) 29.07 34.35 52.19 57.44 58.00

Years 2004-05 2005-06 2006-07 2007-08 2008-09

Years 2004-05 2005-06 2006-07 2007-08 2008-09

Sales Value (Rs. Lakhs) 360 252 240 228 300 Productivity Estimation Year 2004-05 2005-06 2006-07 2007-08 2008-09 Labour Productivity 192308 184049 176351 167704 170940

Production Cost (Rs. Lakhs) 295 206 196 189 246

Labour Productivity Growth Rate Index 100 95.71 91.52 86.62 88.55

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Manufacturing Unit 10: Delhi Product Category: Vinyl Toys
About the unit: The company is engaged in manufacturing and exporting of toys & dolls from last twenty six years. They have unmatched capability in producing high quality Dolls. All products are designed and made with safety standards. Their items have been made with their usual soft and scented material as per their high quality standards. Their products include Vinyl Toys, Vinyl Boys, Moving Eyes Dolls, Singing & Crying Dolls, Soft Body Boys and Dolls,Soft Toys.

SWOT Analysis Strength: Product range Weakness: Imports from China, raw material Opportunity: Roto moulding machines Threats: Chinese products in Vinyl Toys Data: Years Total workers (number) 5 7 8 10 10 Sales Value (Rs Lakhs) 100 130 150 180 200 Wages & Salaries (Rs Lakhs) 1.86 2.77 3.36 4.56 4.8 Capital Investment (Rs Lakhs) 4 4.3 4.5 4.8 5

2004-05 2005-06 2006-07 2007-08 2008-09

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Productivity Estimation: Year 2004-05 2005-06 2006-07 2007-08 2008-09 Labour Productivity 1068376 949460 909311 834106 854701 Labour Productivity Growth Rate Index 100.00 88.87 84.64 76.37 78.84

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Manufacturing Unit 11: Uttar Pradesh Product Category: Metal Toys
Company Background: Towards 8 years of creating collectible tin toys for Collectors world over, the unit was founded in 1989. Only a trading company then, it was dealing in many products including toys and novelties.1997 was the year when the director of the company visited Nuremberg Toy Fair in Germany and grabbed the opportunity to start exports of tin toys from India. Early 2002 saw growth opportunities and a new factory were constructed in Toy City, Greater Noida to increase number of new items and production. Tradition of old hand operated machinery was kept alive for production of toys, along with new machinery for the deep draw and tooling. They manufacture and export different kinds of products like Tin treasure ,Toys, Trick stuffs, Novelties, Games, Boats, Automobile and locomotive, Automobile include Action set, pop-up boats, coin banks, science fiction etc. Present scenario At present they are having 40 employees of which 10 are skilled, 7 semi skilled and rest are unskilled. Factory, machinery and infrastructure details:


Built in 2002. Currently encompassing 7,200 Sq. Ft. area, total capacity of 33,000 Sq. Ft. of construction area. Thirty-nine hand presses machines have total production capacity of 300,000 toys per annum.

• • • • • •

One hydraulic automatic 15 Ton machine for deep draw upto 15 CMS . One shearing machine. Two lathe machine. One Milling Machine. One Surface Grinding machine. Two drill machines

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QC facilities that are randomly inspected by qualified personnel while in production and packing.



Factory meets all necessary compliances viz. health, safety, labour and municipal regulations.



Virgin tin plate is used procured from Tata Tin Plate.

Advantages of being factory located in Greater Noida The cost of power being amongst the cheapest in the country. Good availability of skill and semi skilled labor. Healthy working environment. Swift access by roadways and railways from all major towns in India. Access to and from Delhi (25 kms) is within 45 minutes by car and public transport. Land freely available for vast expansion. Manufacturing: Mould designing, Manufacturing and storing process: Toy and Tools are designed using Cad Cam and Pro-V software’s. Key Tooling are made by Wire cut machines and CNC Dies & Tooling are maintained and stored in special designated rooms. Orders are dispatched within 30 days of order placing. In some cases when warehouse stocks do not meet the order quantity; a timeline is given to the customer and subsequently this timeline is adhered with 95% alacrity. Consumer complaints though at 0.01% of total sales, they are promptly addressed and corrective action are taken on priority. Also efforts are taken to further reduce such complaints. Sales Distribution Germany – 41% Spain – 17% USA – 11% National Productivity Council, New Delhi Page 36

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Australia – 7% Switzerland – 5% U.A.E.– 5% New Zealand– 4% Italy - 4% All other countries combined – 6% 20 distributors and wholesalers 1,500 retailers Great customer relationship and market understanding SWOT Analysis Strength: Low volume, designing, quality, language Weakness: Labor laws Opportunity: High orders from abroad Threat: Collectible toys are considered toys for children Recommendations: • • • • • • Requirement of a cluster scheme so that machine value can be explored. The cluster scheme should be permitted to start with ten members. Labor laws to be flexible Infrastructural improvements in terms of power and transport Service Tax should not be charged if it has to be refunded later. Export friendly approach should be adopted. Common facility centre such as designing centre.

Years 2006-07 2007-08 2008-09

Capital Investment (Rs Lakhs) 120 120 130

Output (Rs Lakhs) 420 485 630

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Years 2006-07 2007-08 2008-09

Skilled Workers (numbers) 12 15 18

Unskilled Workers (numbers) 30 35 40

Productivity Estimation: Labor Productivity 484966 449490 464191 Labor Productivity Growth Rate --7.32 3.27 Labor Productivity Growth Rate Index 100 92.68 95.96

Year 2006-07 2007-08 2008-09

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Manufacturing Unit 12: Delhi Product Category: Plastic & Metal Toys
About the unit: The unit was founded in 1985 and started manufacturing in 2002. Their main objective is to supply the best quality & safe toys for the children. Their product range includes battery operated toys, friction, inflatable toys, general toys, ride on toys, and electronic toys. Government decisions affecting the unit: ‐ ‐ VAT Labor laws

Recommendations ‐ ‐ Data: Years 2004-05 2005-06 2006-07 2007-08 2008-09 Total workers (number) 60 55 55 50 50 Sales value (Rs Lakhs) 328.05 364.5 405 450 500 Wages & Salaries (Rs Lakhs) 23.6196 26.244 29.16 32.4 36 Capital Investment (Rs Lakhs) 196.83 218.7 243 270 300 Low interest rates Flexible Labor Laws

Productivity Estimation: Year 2004-05 2005-06 2006-07 2007-08 2008-09 Labor Productivity 292067 338818 357111 417053 427350 Labor Productivity Growth Rate Index 100.00 116.01 121.41 138.19 140.66
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Manufacturing Unit 13 : West Bengal Product Category: Traditional Toys
About the unit: The unit is part of the clusters existing in Nadia district. There are about 25 to 30 units in the cluster of traditional toys. The product category includes Clay, Bronze, Stone, Plaster, Cement human forms. The unit is based on manual labour. Recommendations: • • • Data: Year 2004-05 2005-06 2006-07 2007-08 2008-09 Output (Rs) 18000 20000 25000 20000 20000 Investment (Rs) 5000 6000 6000 8000 8000 Development of proper market channel for sale of traditional toys. Representation in international market in various international exhibitions. Assistance for production and marketing.

Year 2004-05 2005-06 2006-07 2007-08 2008-09

Skilled workers (number) 3 3 4 4 3

Wages & Salaries (Rs) 2880 3600 3960 5760 4860

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Productivity Estimation: Year 2004-05 2005-06 2006-07 2007-08 2008-09 Labour Productivity 3205 3408 3031 2317 2849 Labour Productivity Growth Rate -6.34 -11.07 -23.56 22.96 Labour Productivity Growth Rate Index 100 106.34 95.27 71.71 94.67

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Manufacturing Unit 14: West Bengal Product Category: Traditional Toys
About the unit: The unit is part of the clusters existing in Nadia district. There are about 25 to 30 units in the cluster of traditional toys. They produce wooden dolls. This unit is based on manual labor. Product: Wooden dolls Employees: At present there are three employees. Manufacturing: This unit is based on manual labor. Finance: Self finance Raw Material: The raw material used is wood. Impact of China The unit is facing competition from China in terms of plastic toys. Another important factor is cost as Chinese toys are very cheap SWOT Analysis Strength: Availability of raw materials Weakness: No marketing channel Opportunity: International/metro city demand Threats: Toy Industry Recommendations: • Development of proper market channel for sale of traditional toys.
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• • • Data:

Representation of traditional dolls in various exhibitions. Assistance for production and marketing. Financial assistance to artisans

Year 2004-05 2005-06 2006-07 2007-08 2008-09

Output (Rs) 10000 10000 12000 10000 10000

Capital Investment (Rs) 4000 4500 5000 6000 7000

Year

Skilled workers (number)

Wages & Salaries (Rs)

2004-05 2005-06 2006-07 2007-08 2008-09

3 3 3 3 3

3240 3240 3600 4320 4680

Productivity Estimation: Labor Productivity 1781 1704 1940 1545 1425 Labor Productivity Growth Rate --4.29 13.83 -20.37 -7.78 Labor Productivity Growth Rate Index 100 95.71 109.54 89.16 81.39

Year 2004-05 2005-06 2006-07 2007-08 2008-09

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Manufacturing Unit 15: Karnataka Product Category: Traditional Toys
About the unit: The unit was founded in 1980. Their main objective is to supply the best quality & safe toys for the children. Their product range includes mainly traditional toys. The company is a medium scale company and it is registered also. Suggestions & Recommendations: • • • • • • Data: Years 2004-05 2005-06 2006-07 2007-08 2008-09 Skilled workers (number) 12 12 12 10 7 Wages & Salaries (Rs Lakhs) 10 10 10 8 6 Capital Investment (Rs Lakhs) 10 10 10 10 10 Sample development is needed. Technology for fast production is the need of the hour. Purchasers of the product are required. Financial help is needed for selling and marketing in domestic and international market. Training centres are required for improvement in the production. Facility of fairs to display products at low cost but selling at good prices.

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Years 2004-05 2005-06 2006-07 2007-08 2008-09 Productivity Estimation:

Sales Value (Rs. Lakhs) 16 25 25 20 12

Production Cost (Rs. Lakhs) 14.5 23 23 19 11

Year 2004-05 2005-06 2006-07 2007-08 2008-09

Labour Productivity 71225 106510 101035 92678 73260

Labour Productivity Growth Rate Index 100.00 149.54 144.40 136.13 115.18

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Summary of Industry Requirements I) Traditional segment 1. Development of proper market channel for sale of traditional toys. 2. Representation in international market in various international exhibitions. 3. Assistance for production and marketing. 4. Representation of traditional dolls in various exhibitions. 5. Financial assistance to artisans 6. Cluster development is needed. 7. Technology for fast production is the need of the hour. 8. Financial help is needed for selling and marketing in domestic and international market. 9. Training centres are required for improvement in the production. 10. Facility of fairs to display products at low cost but selling at good prices.

II) Modern segment a) Government Policies Interventions required: 1. Industry to be given special category with extra benefits. 2. Space requirement. 3. Power crisis to be solved to ensure un- interrupted power supply. 4. Finance at low interest rates. Desired rate of interest – 7-9%. 5. Marketing Development grants for exporters to foreign exhibitions & Buyer Seller meet to develop new export markets. 6. R & D and Design clinics 7. Need of a Toy Mart or a common place where all toys can be put on display at both national and international level. 8. Cost of raw material should be uniform 9. Sample Testing facility for quality control at reasonable prices. 10. Availability of Raw Materials 11. Shortage of labor

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12. Requirement of a cluster scheme so that machine value can be explored. The cluster scheme should be permitted to start with ten members. 13. Pile fabric should be produced in India and there should be less custom checking. b) Easy and cheap availability of Raw materials: There have been a number of times when there has been a shortage of Raw materials for production, or the raw material prices have been hiked up for vested interests by major corporations, this makes it impossible to keep the price commitment given to foreign clients. Raw material Custom duties

An organized Body looking after the Raw material requirement to negotiates rates & supply of raw material with the manufacturers on behalf of the Toy industry, as requirements would be in bulk quantities which would give the bargaining power to get material at competitive price. This method of cooperative buying is followed by certain countries very successfully.

c) Availability of Space for expansion. Every toy manufacture in India is miniscule as compared to their counterparts in China. The smallest Chinese company is 10 times the size of the largest Indian Toy manufacturer. Availability of land in Industrial areas is very difficult and due to cost of land is out of reach for the MICRO & MSME manufacturers. Due to the small quantities being produced the profits are lass than 10% of total distributor price There was an international company looking for OEM manufacturing facility to shift part of its production China, they visited various companies. They were impressed with the manufacturing set up. Unfortunately they had a minimum requirement of 120 molding machines. This the Indian Toy Manufacturer can not comprehend, due to precocity of Space & finance. e) Shortage of Labor The Toy Industry is facing shortage of labor from migrant labor who have gone back to there villages to avail of the NREGS – National Rural Employment Guarantee Scheme The National Rural Employment Guarantee Act is Indian legislation enacted on August 25, National Productivity Council, New Delhi Page 47

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2005. The NREGA provides a legal guarantee for one hundred days of employment in every financial year to adult members of any rural household willing to do public work-related unskilled manual work at the statutory minimum wage. f) Free Training Seminars:

A majority of Toy companies are in the MICRO & MSME sector. These units are mainly Propriety concerns. As the scale of operations is small they can not afford to employ professionals in Designing, Manufacturing & Marketing. g) Setting up Awareness Centers: The Toy Industry in India is backed by Native business practices. The present production & business procedures have changed drastically and specialization in each field has become very important. The industry requires awareness programmes / workshops in Technical up

gradation, latest techniques, costing, production planning, inventory management systems & Marketing. h) Cheap & easy availability of funds: To run a company efficiently & smoothly requires constant funds. Nationalized Banks should release funds up to Rs 100/- lac without any hypothecation and such funds should be at minimal rate of interest.

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STUDY TEAM
PROJECT ADVISORS
1. Shri. N.C. Vasudevan, IAS Director General 2. Shri. O.P. Joshi Deputy Director General 3. Shri. V.K. Soni OSD (Economic Services & Admin.)

STUDY/CORE TEAM
Team Leader: Project Director: External Consultants: Shri. Indrajit Frank Agarwal Senior Consultant, Toy Industry Dr. K. P. Sunny Group Head (Economic Services) 1. Dr. V.J. Sebastian Associate Professor(Economics) IMT, Ghaziabad 2. Prof. Sudarshan Khanna Formerly Professor, NID Team Members: 1. Dr. Rajat Sharma Deputy Director (Economic Services) 2. Mr. Deepak Gupta Asstt. Director (Economic Services) 3. Mr. Eno Rai Research Associate 4. Ms. Asmita Raj Research Assistant Field Survey: NPC consultant/Research Associate/ Anbhav Enterprises

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