EBG Group has entered the toys, play, learning and family experience segment with the launch of Adhira & Appa Toys, a homegrown children’s toy and lifestyle brand.
The group, which has businesses across multiple sectors, plans to open its first Adhira & Appa store in Hyderabad by the end of 2026 and expand the network to 50 stores across Indian cities by 2027.
The company plans to invest more than ₹50 crore in building the brand and its retail network.
1,335 products in initial portfolio
Adhira & Appa will begin its retail journey with a portfolio of 1,335 products, catering to children from infancy through the pre-teen years.
The range will include STEM and educational toys, construction and building sets, robotics and science kits, sensory-development toys, puzzles and board games, arts and crafts, pretend-play products, dolls and action figures.
The portfolio will also cover remote-control vehicles, ride-ons and tricycles, plush toys, outdoor play products, electronics and collectibles.
EBG Group, Founder and Chairman, Dr. Irfan Khan, said the company is seeking to build a broader ecosystem around play, learning and family experiences rather than a conventional toy-store format.
“We are not building another toy store. We are building a world where children can explore, imagine, learn and dream,” Khan said.
He added that the brand believes toys should create joy, encourage curiosity and generate lasting memories for children and families.
Focus on Indian toy manufacturing
The brand is working with Indian manufacturing partners as part of its strategy to develop locally manufactured toys that meet safety and quality requirements while competing in global markets.
Adhira & Appa Toys is working with Aditi Toys, an established toy manufacturer based in Rajkot, Gujarat.
The company’s entry into the segment comes amid growth in India’s domestic toy manufacturing and exports. A recent government report said India became a net exporter of toys in FY2025-26, with toy imports declining 37.5% while exports increased 89.1%.
Indian-made toys are being exported to markets including the US, UK, the Netherlands and Germany.
Beyond the toy-store model
Adhira & Appa’s plans extend beyond the sale of toys, with the company looking to create physical spaces around play and learning.
The roadmap includes Adhira & Appa Game Zones, experiential play areas, learning and creative workshops, collectibles, gifting, children’s merchandise and parent-child experiences.
The company also plans to develop an integrated digital and omnichannel platform connecting its physical stores with online experiences.
Hyderabad store to serve as launchpad
The first Hyderabad store will be used to understand customer requirements and establish the brand’s operating model before the company expands into other markets.
Adhira & Appa plans to establish a presence across major metros as well as high-potential Tier-1 and Tier-2 cities.
The proposed expansion will use multiple formats, including flagship stores, standard outlets, compact mall formats and shop-in-shop opportunities.
Experiential Game Zones and learning workshops are expected to form an important part of the longer-term retail strategy.
With its combination of a broad product portfolio, learning-oriented products, domestic manufacturing partnerships and experiential formats, EBG Group is positioning Adhira & Appa as a broader play-and-learning platform rather than a conventional toy retailer.