Inspite of such an encouraging market , there are certain challenges that the industry is facing , which if addressed will bring unprecedented growth for the board games segment of the toy industry .
Every adversity brings opportunities with it and finding opportunity in this adversity is Dice Toy Labs , a company founded by husband-wife duo Phalgun Polepalli and Shwetha Badarinath in year 2018 .
As Phalgun mentions that whenever they wanted to buy board games for their son , they had limited choices like monopoly or other older games , nothing which educated their kid about the rich Indian heritage or culture . Their desire to have games based on Indian culture , led to the foundation of their company . Today they have more than 10 board games for various age groups . Team Kids India had an opportunity to interview them , to understand the market and philosophy behind Dice Toy Labs .
What is the mission behind creating Dice Toy Labs ?
At Dice Toy Labs ® , we are on a mission to make cool tabletop games for India . We believe everyone deserves great games – one that is both nostalgic and intelligent . One that speaks to them - that tells them that they could create a world that could possibly be !
What are the opportunities available for new entrants in Indian board game industry ?
Paper and board are more expensive . Stiff board quality available in India is mostly not as per international standard and an example would be Kappa branded boards used widely for game boards , jigsaw puzzles and packaging internationally . There is an immense opportunity for players to come into this segment .
Apart from immense scope for developing new board games , there is also tremendous possibility to become supplier , publisher and contract manufacturer . The board game segment of toy industry needs entrepreneurs and innovators throughout the supply chain .
What are the key factors that you think can fuel board games consumption in India ?
Game designs and concepts are plenty ( that an Indian can relate to ), considering the vast Indian population across the globe , international companies should pick these concepts up and push into the market .
• There is a need for 10 + board games publishers .
• Requires International Publishers to increase the reach using their existing network .
• Produce and Publish international ‘ Spiel Des Jahres ’ Games in India .
• International Publishers to sponsor and participate in Board Game events in India , like MeepleCon .
How have Dice Toy Labs bested the challenges present by lack of proper supply chain ?
At Dice Toy Labs we addressed the challenges of supply chain by innovating and performing the following activities
• Building a community who found our mission interesting . Hence supported our product launches by pre-ordering .
We are committed to design wholesome games , that engage , stimulate , cultivate , are gender equal and in addition being equally engaging for the kids and adults .
In our endeavor to bring the Indian board games on the global market scenario we not only create our own products but also encourage other board game designers . We are also passionate about licensing games from local inventors and other board game designers with the goal of telling different Indian stories .
• Laser focus on the target group , using social media to find them and engage them .
• Build an online brand and sell through D2C channels . Online e-commerce website and popular marketplaces .
• Converting local vendors who showed the capability for manufacturing components for board games . Hence reducing the timelines and logistics costs .
• Engaging with Target group at board game cafes . Sponsoring gaming events and participating in exhibitions .
Page 8 | Kids India E-Magazine - March 2022