India is a major importer of toys, with a significant portion coming from China and other Asian manufacturing hubs. The government has tightened toy import regulations in recent years to ensure child safety and promote domestic manufacturing. If you are planning to import toys in India, understanding the BIS certification requirements, quality control orders, and customs procedures is critical for compliance.
This guide covers the complete kids toys import process, from BIS mandatory certification to customs clearance and safety testing. The toy import BIS rules have become more stringent, making compliance a top priority for all importers.
Regulatory Framework
Toy imports are regulated under the Bureau of Indian Standards (Toys - Safety) Quality Control Order. Since January 2021, BIS certification is mandatory for all toys imported into India. The order requires compliance with IS 9873 (safety of toys) and IS 15644 (safety of electric toys). Toys without BIS certification cannot be imported or sold in India.
Additionally, the Customs Department enforces mandatory sample testing at the port for imported toy consignments. This dual compliance requirement of pre-import BIS certification and port testing makes toy imports one of the more regulated categories.
Registrations Required
An IEC from DGFT is mandatory. Apply through Patron Accounting IEC registration. BIS certification for the toy manufacturer is critical. ICEGATE registration and GST registration complete the requirements.
The overseas toy manufacturer must obtain a BIS license by applying to BIS India, submitting samples for testing, and undergoing factory audit. Only products from BIS-licensed manufacturers can be legally imported.
BIS Certification Process
The manufacturer applies to BIS for Foreign Manufacturer Certification. Product samples are tested at BIS-recognized laboratories for compliance with safety standards covering sharp edges, small parts choking hazard, flammability, chemical safety including phthalate limits, heavy metal content, and mechanical strength.
The process includes factory inspection by BIS auditors to verify quality management systems. The certification is valid for two years and requires renewal. Surveillance audits may be conducted during the validity period.
Step-by-Step Process
Step 1: Ensure Manufacturer Has BIS License
Verify that your supplier holds a valid BIS license for the specific toy category. The BIS license number must be marked on every toy along with the ISI mark.
Step 2: Obtain IEC and Registrations
Complete IEC, ICEGATE, and GST registrations before placing import orders.
Step 3: Arrange Shipment
Toys ship in standard containers. Ensure proper packaging to prevent damage. All toys must carry the ISI mark and BIS license number on individual packaging.
Step 4: Port Testing and Customs Clearance
At the port, customs draws samples for testing at BIS-recognized labs. Testing verifies compliance with safety standards. Consignment is held until satisfactory results. Pay BCD, IGST, and surcharges for release.
Documents Required
IEC, BIS license copy, ISI mark authorization, commercial invoice, packing list, bill of lading, certificate of origin, test reports from BIS-recognized lab, insurance, and Bill of Entry.
Duty Structure
Toys attract BCD of 60% to 70%, making them one of the highest-duty import categories. IGST at 18% applies on the assessable value plus BCD. Social Welfare Surcharge at 10% of BCD. The high duty structure is designed to promote domestic toy manufacturing under the government's Aatmanirbhar Bharat initiative.
Certain educational toys or toys for differently-abled children may attract concessional duty rates. Verify specific classifications for duty optimization.
Safety Compliance
All imported toys must comply with child safety standards covering physical and mechanical properties to prevent choking, cutting, and entrapment hazards, flammability resistance, migration of certain elements including heavy metals, and phthalate content limits for toys intended for children under 3 years.
Non-compliant toys are destroyed at the port. The importer bears the cost of destruction and may face penalties. Maintaining strict quality control at the manufacturing stage is essential.
India's Evolving Toy Market
India's toy market has undergone significant transformation following the government's push for domestic manufacturing and stricter import regulations. The market size is estimated at over USD 2 billion, with imported toys accounting for a substantial share. The introduction of mandatory BIS certification in 2021 was a game-changer that eliminated non-compliant imports and improved product safety standards.
Consumer preferences in India vary significantly by region, age group, and income level. Urban consumers increasingly demand branded, technology-integrated toys including STEM kits, robotics, and app-connected toys. The educational toys segment is growing rapidly as parents invest in learning-oriented play experiences. Understanding these market dynamics helps importers select products with the highest commercial potential.
Compliance Strategy for Toy Importers
Building a compliant toy import operation requires a systematic approach. Start by identifying BIS-certified manufacturers who meet Indian safety standards. Conduct factory audits to verify quality management systems and production capabilities. Establish a rigorous sampling and testing protocol for every production batch to ensure consistent compliance.
Many toy importers work with quality assurance firms that specialize in toy safety testing and compliance. These firms can conduct pre-production, during production, and pre-shipment inspections to catch quality issues before the consignment reaches Indian ports. Given the strict enforcement of BIS rules at customs, investing in proactive quality control is more cost-effective than dealing with port rejections.
Marketing and Distribution Strategy
Successful toy importers in India develop multi-channel distribution strategies covering traditional toy stores, modern retail chains, e-commerce platforms, and institutional sales to schools and activity centres. Each channel requires different marketing approaches, packaging, and pricing strategies. E-commerce has become the fastest growing channel for toy sales, driven by the convenience factor and the ability to showcase a wide product range.
Seasonal demand planning is critical in the toy business. Demand peaks during Diwali, Christmas, Children's Day, and the summer vacation period. Importers must time their orders and shipments to build adequate inventory before these peak periods while managing the cost of holding inventory during slower months.
Product Selection and Portfolio Strategy
Choosing the right toy products for the Indian market requires understanding local consumer preferences, price sensitivity, and competitive dynamics. Educational toys, STEM learning kits, and age-appropriate developmental toys resonate well with Indian parents who prioritize learning-oriented play. Licensed character toys tied to popular entertainment properties also command strong demand, though licensing agreements must be verified for the Indian territory.
Price point strategy is critical given the high import duties. Toys priced in the mid-premium range of INR 500 to INR 2,000 have the broadest market appeal among urban middle-class families. Ultra-premium imported toys above INR 5,000 have a niche but profitable market among affluent consumers and as gift items during festive seasons.
