#282: Why Toy Companies Are Switching to Manufacturing in India with Joshua Punin

Making It in The Toy Industry | Start A Toy Business

Even with the recent increased tariffs on India, many of my clients and students have been seeking out new factory partnerships in this country. For decades, China has been the go-to destination for toy production, and they are indisputably the best at producing high quality goods quickly, but what happens when rising costs, shipping delays, and shifting global policies force toy makers to look elsewhere?

That’s the exact question that international toy expert and Source 4 India co-founder Joshua Punin has been exploring for the past 16+ years. With firsthand experience helping major brands expand across Asia and deep ties to India’s emerging toy manufacturing scene, Joshua has become a powerful voice advocating for alternative sourcing strategies.

In this episode of Making It in the Toy Industry, Joshua and I cover:

• Why a shift in India’s import tariffs sparked a nationwide manufacturing movement.
• The surprising challenges and advantages of producing toys in India.
• What startup creators need to know before reaching out to Indian factories.
• Why sourcing outside of China isn’t about replacing, it’s about expanding your opportunities.
• How India’s skilled labor force, tax incentives, and infrastructure make it one to watch.

If you’ve been curious about what it would really look like to source outside of China, or you’ve heard whispers about India but didn’t know where to start, this episode is your starting point. Hit play to discover new possibilities and learn what it really takes to make that shift.

Listen For These Important Moments:

• [00:19:12] - Discover how policy changes and infrastructure improvements are creating real opportunities for both startups and established brands.
• [00:25:10] - Not every toy is a perfect fit, save time and money by understanding what India can (and can’t) do efficiently right now.
• [00:27:46] - Get clarity on production expectations so you can plan your launch and scale strategy with confidence.
• [00:28:44] - Shipping from India could be cheaper and faster than you think, especially if you're selling in Europe or the Middle East.
• [00:31:19] - Hear what Joshua looks for in potential clients and how to position your startup to be taken seriously by manufacturers.

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