EBG Group Enters Toy Segment with Adhira & Appa Toys

EBG Group has announced the launch of Adhira & Appa Toys, marking its entry into the toy, learning and family entertainment segment. The brand will open its first store in Hyderabad by the end of 2026, offering 1,335 products across educational toys, STEM, robotics, arts and crafts, puzzles, collectibles and outdoor play.

With an investment of over ₹50 crore, the group plans to expand to 50 stores across major Indian cities by 2027. The roadmap also includes Game Zones, experiential play areas, learning workshops, gifting and an integrated digital platform. The company said it is working with Indian manufacturing partners to promote locally made toys and strengthen domestic toy production.