Toy brand Lego sheds premium image in India

Danish toy brand Lego is shedding its premium strategy to position itself as a mass-market brand in India.

Following an increased focus on Asia during the past two years, Lego is seeking to expand its consumer base in India by bringing products in the price band of INR500 to 5000 (US$7.30 to $73) to the emerging market. It could also bring the Lego Certified Store format into the country by 2022.

Lego’s senior regional sales manager for South Asia Amit Kararia said: “In India, Lego was perceived to be a premium brand. But since the past two years, we have been working on going mass and expanding our consumer base.

“E-commerce has also emerged as an important sales channel for us with nearly 25 per cent of our sales coming from this channel. It also helps us reach out to consumers where we are not present through physical stores,” Kararia added.

With the expansion of toy-specialist stores and department stores in India, the company is hoping to expand its presence in major and second tier cities, expanding from 40 to 60 cities in the foreseeable future. It is also hoping to see double-digit growth in the market, which has the largest number of children aged under 13 years.


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