Lego Bets Big on India, Plans 50 Exclusive Brand Stores by 2030

Danish toymaker Lego plans to launch 50 stores in India by 2030, stepping up investments in one of its fastest-growing Asian markets. The move comes as rising disposable incomes and growing demand for screen-free play continue to fuel the company’s expansion, a senior executive said.

The family-owned company, renowned for its colourful building blocks, competes in India’s toy market with global players such as Mattel and Hasbro, along with homegrown brand Funskool. The market was valued at approximately $1.8 billion by consultancy Ken Research.

"India is one of the biggest markets from a potential perspective within Asia," Bhavana Pandey Mandon, country manager for Lego India, informs. The company has an accelerated plan for India and is deploying significant resources, she informs.

Lego has positioned itself at the premium end of the Indian market, focusing on large, experience-led stores in metros while using online and other physical stores to reach newer cities.

It currently operates four branded stores in Gurugram, Bengaluru and Chennai, and plans to prioritise major metros for further expansion.

Mandon said online accounts for about 50% of its India sales and quick commerce accounts for just over 10%.

Parents' rising willingness to spend on screen-free play and strong demand from adult hobbyists have helped drive Lego's popularity in the South Asian nation.

The India business has been growing at more than 50% annually, she said, compared with single-digit global growth.

Formula 1-themed Lego sets have been a standout in India, with demand exceeding expectations and placing the country among the top Asian markets for the range in 2025, Mandon said.

Talks with the Indian government on local manufacturing were ongoing, but there were no immediate plans to start production in the country, she added.