Ace Turtle, the exclusive licensee of Toys’ “R” Us in India, is embracing the Bureau of Indian Standards (BIS) to strengthen its business strategy by focusing on local manufacturing.The company plans to bring locally produced toys to the retail market in its approach to cater to growing demand while complying with regulatory frameworks. 

Nitin Chhabra, Founder and CEO of Ace Turtle, highlighted the challenges faced by the toy industry due to the implementation of BIS regulations. The standards have made it more difficult for companies to import toys from China, which previously dominated the Indian toy market.

To safeguard domestic manufacturers, the Indian government increased the basic customs duty on imported toys from 20 percent to 60 percent, further raising it to 70 percent in March 2023. 

 

As part of its expansion strategy, Ace Turtle aims to ramp up its retail presence. The company currently operates five stores and plans to add seven more within the next six months. Chhabra revealed that Ace Turtle is working towards opening a new store every five to six weeks, with a long-term goal of reaching 50 stores across India in the next three years.

This ambitious expansion plan is in response to the brand’s rapid growth in 2024, which saw a 245 percent increase in topline revenue compared to 2023. 

 

By focusing on local production and retail expansion. Ace Turtle seeks to position Toys “R” Us as a key player in the Indian toy industry. The shift towards local manufacturing aligns with government policies encouraging domestic production and reducing dependence on imports. With this approach, the company aims to offer high-quality, locally made toys that adhere to BIS standards, enhancing both safety and affordability for consumers. 

The strategy not only strengthens Ace Turtle’s market presence but also supports India’s broader vision of becoming a hub for toy manufacturing, a sector that is gradually shifting from being import-dependent to locally sustain.