EBG Group launches Adhira & Appa Toys, targets 50+ stores by 2027
EBG Group is investing over ₹50 crore to launch Made-in-India toy and lifestyle brand Adhira & Appa Toys. The retailer plans its first Hyderabad store by end-2026, followed by 50-plus stores across India by 2027, backed by omnichannel and experiential formats.
What happened
EBG Group is launching Made-in-India toy and lifestyle brand Adhira & Appa Toys, investing over ₹50 crore. It plans a Hyderabad debut by end-2026 and 50-plus
Key facts
- ₹50 crore investment
- First store planned in Hyderabad by end-2026
- 1,335 products at launch
- More than 50 stores planned across Indian cities by 2027
- 50+ existing Adhira & Appa cafés
What changed
EBG Group is launching Made-in-India toy and lifestyle brand Adhira & Appa Toys, investing over ₹50 crore. It plans a Hyderabad debut by end-2026 and 50-plus stores by 2027, using experiential formats, omnichannel retail and Indian sourcing including Rajkot-based Aditi Toys.
Why this matters
Adhira & Appa Toys raises the competitive bar in India’s toy category with a ₹50 crore, experience-led omnichannel rollout that could accelerate demand for differentiated store formats and local sourcing.
What to watch
- Confirmation of the Hyderabad store opening by end-2026, including location, store size, and format.
- Disclosure of whether the ₹50 crore investment covers rollout capital, inventory, manufacturing, marketing, or technology.
- Evidence of proprietary IP, exclusive licenses, or a differentiated product portfolio that can sustain gross margins.
- Store rollout cadence after the first opening; more than 8-10 signed locations within the following year would support the 50-plus-store target.
- E-commerce launch timing, marketplace availability, delivery reach, and omnichannel services such as click-and-collect.