The Indian toy market was valued at $1.3 billion in 2017, with a CAGR of 15.8% from 2010-2017. It is projected to reach $2.9 billion by 2023, at a CAGR of 13.9% from 2018-2023. Maharashtra is the largest market, followed by Tamil Nadu, Karnataka, Gujarat, Delhi, and others. The market is driven by India's large population, high birth rate, increasing awareness of branded products, and the popularity of action figures and cartoon characters. Online sales channels have witnessed a boom in India, becoming one of the fastest-growing distribution channels for toys. Rising affluence and urbanization, along with shifts in family structures, are changing consumer behaviors and spending patterns. By 2025, about 40% of India's population will be living in urban areas, accounting for more than 60% of consumption. The growth will mainly take place in small towns.