Mumbai toy brand Imagimake grows exports tenfold in five years via Amazon Global Selling

Imagimake, a Mumbai-based brand that makes educational toys for children, has built a strong presence in overseas markets. The success has come through the Amazon Global Selling programme, which aims to take India's MSMEs and homegrown brands to markets across the world.

Imagimake was founded in 2014. Until 2019, the company was known only in the domestic market. It then began using Amazon's global network and increased its exports tenfold in just five years. International sales now account for about 50 per cent of the company's total revenue.

The company's kits, such as "Mappology World Map" and "Window Art", are educational as well as screen-free toys. The kits have found favour with customers in the United States, the United Kingdom, the UAE and Canada.

Amazon Global Selling's tools for direct market access, fulfilment and advertising meant Imagimake did not have to set up a separate logistics operation abroad. The company was able to reach overseas customers directly. At present, its products rank in the top 500 in the "Toys and Games" category on Amazon US. In the UK and the UAE, they hold the top spot within the top 100.

Amazon gave the company access to trends and data from customers around the world. On that basis, Imagimake adopted international safety standards and introduced attractive gift packaging, which improved its products.

Despite its global reach, the brand has kept its Indian roots strong. Design and manufacturing run from its Mumbai centre, where more than 100 employees work. This is giving significant support to local suppliers and the economy in Maharashtra.

After its success in the US and the UK, the company is now preparing to enter the European Union market with Amazon Global Selling.

The Amazon Global Selling case study shows that "Made in India" products can compete in the world. Given the right digital platform, local entrepreneurs can cross the country's borders and build a global brand.