EBG Group Launches Adhira & Appa Toys With ₹50 Cr Investment, Championing Vocal for Local & Made‑in‑India Toy Innovation

• Building on the success of 50+ Adhira & Appa cafés, the new brand will open its first store in Hyderabad with a portfolio of 1,335 products across learning, creativity, STEM, collectibles and play. 
• With a ₹50 crore investment, the group plans to expand to over 50 stores across major Indian cities by 2027, with Game Zones, experiential play areas and learning workshops planned as part of the brand's growth roadmap.
• Union Government report states that the country emerged as a net exporter of toys in FY 2025–26, with toy imports declining by 37.5% and toy exports increasing by 89.1%

EBG Group, a fast-growing Indian business conglomerate and brand incubator, has announced the launch of Adhira & Appa Toys, a homegrown children’s toy and lifestyle brand, marking its entry into the toys, play, learning and family experience segment. The brand will begin its retail journey with its first store in Hyderabad by the end of 2026, built around a simple idea that toys should offer children more than entertainment. They should encourage curiosity, imagination, creativity and learning, while giving families opportunities to discover and enjoy products together. Backed by an investment of over ₹50 crore, the brand plans to expand to 50 stores across Indian cities by 2027.

Commenting on the announcement, Dr. Irfan Khan, Founder and Chairman, EBG Group, said, “We are not building another toy store. We are building a world where children can explore, imagine, learn and dream. For us, a good toy should create joy today, curiosity tomorrow and memories that stay with a child for years. The first portfolio features 1,335 products for children from infancy through the pre-teen years. Parents will be able to choose from:

• STEM and educational toys
• Construction and building sets
• Robotics and science kits
• Sensory-development toys
• Puzzles and board games
• Arts and crafts
• Pretend-play products
• Dolls and action figures
• Remote-control vehicles
• Ride-ons and tricycles
• Plush toys
• Outdoor play products
• Electronics and collectibles

This approach is aligned with the Government of India’s Vocal for Local and Made in India initiatives, which encourage stronger domestic manufacturing and innovation in the toy sector. Adhira & Appa Toys is working with Indian manufacturing partners to bring safe, imaginative, aspirational and globally competitive toys to Indian families. Union Government report states that the country emerged as a net exporter of toys in FY 2025–26, with toy imports declining by 37.5% and toy exports increasing by 89.1%. Indian-made toys are now being exported to markets including the United States, the United Kingdom, the Netherlands and Germany, reflecting the growing global acceptance of products manufactured in India.

Finance Minister Nirmala Sitharaman has also urged the Indian toy industry to look beyond the projected USD 5 billion Indian toy market by 2034 and aim for a larger share of the projected USD 179 billion global toy market by 2032, highlighting the sector’s long-term growth and export potential.

Hari Haran Chandrasekharan of the Adhira & Appa Toys vertical within the EBG Group ecosystem noted that sustainability is another part of the brand’s approach, beginning with domestic and regional sourcing that can help shorten supply chains and support Indian manufacturers. At the retail level, the brand plans to reduce unnecessary single-use materials, explore reusable and recyclable packaging and merchandising solutions, minimise inventory-related wastage and adopt responsible energy practices wherever feasible.

The brand is also planned to go beyond toys. The roadmap includes Adhira & Appa Game Zones, experiential play areas, learning and creative workshops, collectibles, gifting, children’s merchandise and parent-child experiences. An integrated digital and omnichannel platform is also planned, allowing the brand to connect its physical and online experiences.

The company plans to use its first store in Hyderabad to understand customer needs and establish its operating model before expanding to other markets. Over the years, Adhira & Appa aims to build a presence across major metros and high-potential Tier-1 and Tier-2 cities through a mix of flagship stores, standard stores, compact mall formats and shop-in-shop opportunities, with experiential Game Zones and learning workshops forming part of the brand’s growth roadmap. It plans to expand to 50 stores across Indian cities by 2027 with the total investment of over 50 crores.

With its combination of a broad product range, learning-focused offerings, Made-in-India manufacturing and plans for experiential formats, Adhira & Appa Toys seeks to offer parents a more engaging way to discover products for their children while creating a larger world of play and learning for young customers. As part of its focus on strengthening domestic manufacturing, Adhira & Appa Toys is working with Aditi Toys, an established Indian toy manufacturer based in Rajkot.

About EBG Group

EBG Group is a multi-sector Indian conglomerate with a diversified presence across Mobility, Health, Realty, Lifestyle, Food, Services, Technology, and Education. From sustainable electric vehicles and physiotherapy-led wellness solutions to smart housing, hospitality, and traditional food experiences, EBG builds brands that combine innovation, sustainability, and human purpose. The Group’s Powerhouse hubs align business excellence with its core vision: People • Planet • Progress.

EBG Group Partners POSCO to Relaunch Daewoo Appliances in India

• 100-store expansion roadmap, and phased localization strategy to drive Daewoo's growth in India's fast-growing appliances market
• Daewoo plans to introduce "DAEWOO One", an integrated smart home ecosystem designed to connect multiple appliances through a single platform while integrating AI and IoT-enabled technologies to create a seamless home experience

EBG Group, a diversified business group, has signed a strategic brand licensing agreement with South Korean giant POSCO International for the iconic Daewoo brand in the Major Domestic Appliances category. Building on its existing association with Daewoo, the agreement enables EBG Group to accelerate the brand's retail, distribution, and market expansion plans across India. The partnership covers categories accounting for nearly 70 per cent of the Home & Kitchen Appliances segment and aims to establish Daewoo as a leading consumer appliances brand in the country.

EBG Founder Dr. Irfan Khan and EBG Co-Founder Hari Kiran with POSCO representative Mr. Chan Ryu during his visit to the EBG office in Hyderabad.

As part of its expansion roadmap, EBG Group has committed an investment of ₹100 crore over next three years towards product development, retail expansion, distribution network strengthening, localization initiatives, and the introduction of new appliance categories tailored to the evolving needs of Indian consumers. To support its nationwide ambitions, the company is building a robust retail and distribution ecosystem. Its first flagship Daewoo experience store in Delhi is nearing launch, with three additional outlets already in the pipeline. EBG Group aims to establish a network of approximately 100 stores across India by 2027.

Under the agreement, EBG Group will lead the development, manufacturing, distribution, and market expansion of Daewoo-branded appliances across India. The company will initially focus on major home appliances, including refrigerators, washing machines, air conditioners, dishwashers, and the entire range of consumer products in a phased manner. Supported by advanced Korean technology, the portfolio is designed to deliver performance, reliability, and energy efficiency for Indian households, with approximately 16 per cent of the initial product range comprising energy-efficient offerings that support more sustainable consumption.

Mr. James Lee, Director of POSCO INTERNATIONAL Corporation said, "India represents one of the most dynamic growth markets for consumer appliances globally. We are pleased to partner with EBG Group, whose deep understanding of the Indian market and long-term vision make them the ideal partner to expand Daewoo's presence in the country. Together, we aim to deliver innovative, reliable, and energy-efficient products that meet the evolving expectations of Indian consumers."

Commenting on the partnership, Dr. Irfan Khan, Founder of EBG Group said, "We are delighted to partner with POSCO International to bring Daewoo's trusted global legacy to millions of Indian households. This partnership lays the foundation for building a long-term consumer appliances business in India. Through our planned investment, localisation roadmap, extensive distribution network, and customer-focused growth strategy, we are committed to making Daewoo a preferred brand for Indian consumers."

“The products will be initially assembled in India using imported components, with localisation levels planned to increase progressively from 20 per cent to 80 per cent over time. The initiative aligns with the Government of India's Make in India vision, supports domestic value creation, and is expected to generate employment opportunities across manufacturing, retail, distribution, and after-sales operations,” Dr. Irfan Khan added.

Daewoo products will be available through a comprehensive omnichannel network comprising company-operated stores, direct-to-consumer platforms, e-commerce marketplaces, quick commerce channels, general trade outlets, and electronics retail partners. Further, Daewoo plans to introduce "DAEWOO One", an integrated smart home ecosystem designed to connect multiple appliances through a single platform. The company also intends to expand its portfolio of energy-efficient products while integrating AI and IoT-enabled technologies to create a seamless connected-home experience for consumers.

About DAEWOO

DAEWOO is a globally recognized Korean brand with a legacy spanning several decades across consumer electronics, home appliances, industrial products, and mobility solutions. The DAEWOO trademark portfolio is managed globally by POSCO International and is present in approximately 160 countries with over 3,500 trademark registrations and applications worldwide.

About POSCO International

POSCO International is a leading global trading and investment company headquartered in South Korea and part of the POSCO Group. The company operates across multiple industries including energy, trading, steel, mobility, food, and consumer businesses with a strong international presence.

About EBG Group

EBG Group is a multi-sector Indian conglomerate with a diversified presence across Mobility, Health, Realty, Lifestyle, Food, Services, Technology, and Education. From sustainable electric vehicles and physiotherapy-led wellness solutions to smart housing, hospitality, and traditional food experiences, EBG builds brands that combine innovation, sustainability, and human purpose. The Group’s Powerhouse hubs align business excellence with its core vision: People • Planet • Progress.

EBG Group Inaugurates Vajram Electric, an Integrated Manufacturing Platform for 11 Business Verticals

• The Hyderabad facility will expand from 25,000 to 50,000 sq. ft. over the next year, supporting EBG Group’s diversified verticals like electric mobility, rehabilitation technology etc.
• Backed by an initial investment of ₹25 Cr, the facility is expected to generate over 450 direct and indirect jobs.

EBG Group, one of India’s fastest-growing multi-sector business groups, has inaugurated Vajram Electric, a centralised manufacturing, assembly and distribution hub in Hyderabad, a move expected to generate over 450 direct and indirect jobs while strengthening domestic manufacturing capabilities and integrated supply chains. The facility will expand from 25,000 to 50,000 sq. ft. over the next year and support 11 of the Group’s business verticals through a unified multi-brand production platform. The project has been launched with an initial investment of ₹25 crore, with further expansion investments planned over the next phase of growth.

Brands

ACER Mobility

ebikeGo

Hard Rock

Nonstop Mobility & Rehab Store

Mexple (Nonstop)

Whill Mobility

Nuvun Pods

Daewoo Appliances

Brillen Space Engineering

Adhira & Appa Coffee

Tarzan Nature Retreat

Vajram Electric will function as a production and logistics hub for EBG Group’s diversified portfolio spanning electric mobility, rehabilitation technology, consumer electronics, construction, F&B infrastructure and sustainable hospitality. The company currently operates an advanced assembly facility on Hyderabad’s Outer Ring Road and functions as a fully integrated production and warehousing campus designed for scale, efficiency and faster market turnaround.

This is a defining milestone for EBG Group and a decisive step towards building a manufacturing-led growth engine. Vajram Electric is the strategic backbone of our entire operations. We are creating a platform that can support multiple high-growth sectors at scale. By centralising manufacturing, assembly and distribution, we are building an ecosystem that delivers speed, efficiency and consistency, enabling us to compete not just in India but in global markets with confidence,” said Dr Irfan Khan, Founder of EBG Group.

Hari Kiran, Co-founder, EBG Group, added, “Integrating manufacturing, warehousing and distribution under one framework gives us tighter operational control, better cost optimisation and faster turnaround times. It also ensures uniform quality across all our brands while allowing us to scale in a structured and sustainable manner. It is being built around zero-waste manufacturing, embedding sustainability into core operations as capacity scales and reinforcing EBG Group’s commitment to responsible growth.”

The upgraded facility is engineered to deliver significant production capacity, strengthening the Group’s ability to meet rising domestic demand while building export-ready manufacturing capabilities. The investment will be deployed in a phased manner towards automation, capacity expansion and systems integration, aimed at improving efficiency, reducing turnaround time and ensuring consistent quality across product lines.

Vajram Electric’s operations are supported by a growing national supply chain network, with logistics hubs in Ludhiana, Pune and Ahmedabad, and a fourth facility in Manesar set to become operational shortly. This network is complemented by a multi-channel distribution strategy, combining e-commerce with an expanding offline retail footprint to strengthen market access and last-mile delivery. The expansion aligns with India’s broader push towards strengthening domestic manufacturing and EV ecosystems, with increasing focus on reducing import dependence and building globally competitive supply chains. Leveraging its integrated, multi-brand platform, EBG Group aims to capture approximately 10% of India’s EV manufacturing market over the next five years.

About EBG Group

EBG Group is a multi-sector Indian conglomerate with a diversified presence across Mobility, Health, Realty, Lifestyle, Food, Services, Technology, and Education. From sustainable electric vehicles and physiotherapy-led wellness solutions to smart housing, hospitality, and traditional food experiences, EBG builds brands that combine innovation, sustainability, and human purpose. The Group’s Powerhouse hubs align business excellence with its core vision: People • Planet • Progress.

About Vajram Electric

Vajram Electric is the centralised manufacturing and logistics arm of EBG Group, founded in 2022 and headquartered in Hyderabad, India. Operating across imports, assembly, warehousing, and pan-India distribution, Vajram Electric serves as the production backbone for 11 EBG Group brands.