Simba Toys plans to expand in small cities in India


Simba Toys India, a part of German toy maker Simba Dickie Group, is expanding its sales network in large as well as small cities of the country.

"Simba is committed to the India market and we are closely looking at expanding our presence in the country. We will be expanding our retail network through the franchisee store model across metros, Tier II and III cities," Simba Toys Business Head Narayan Sabharwal told PTI.

"With the development of the Bharat story, we are looking at around 60 per cent of our stores in non-metro locations," he added.


The company is operating 20 stores at present and has plans to add 30-40 stores in the next one year. Simba Dickie Group is one of the top five players in the industry.

Simba has a strategy to build a hub-and-spoke model with regular stores spread out amongst metros, tier II & III places and 5-8 flagship stores in the top cities forming the hub.

Over setting up of any manufacturing unit for toys here, he said: "currently we have no plans of setting up a manufacturing facility in India though our product line is customised to meet the needs of the Indian consumer".

Simba has manufacturing units in countries including China and Thailand.

Over import of cheap and toxic toys from China, Sabharwal said that its products are manufactured in China with German quality assurance.

Presently Simba's in-house brands as Majorette, Steffi, Squap etc are contributing around 70 per cent of its sales in India.

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