Shinsei: Producers of Playthings that Portray Proficiency & Practicability

Manish Kukreja, Director & CEO

Manish Kukreja

Director & CEO

The organized toy industry in India which has a market size of Rs.4,500 crore is largely dominated by international brands that imported & sold across the nation. An upshot of the high import duties on these toys and the lack of skill/imagination building offerings by homegrown firms, the investments made by parents for productive playthings only increases. As such, only the elite classes were able to afford quality toys, and the average Indians had to do with the cheap Chinese alternatives that are harmful to their children’s health.

Identifying this vast void, the Mumbai-based pioneer pull back action toys brand Shinsei ventured forth to address the demand for affordable & accessible toys backed with quality to every Indian household with kids. With over 200 SKUs & presences across 10,000 Indian stores, the firm delivers its ‘Mechanical Toys’ to every nook & corner of the country. Aimed at evolving fine motor development skills in children, Shinsei, backed by its manufacturing subsidy Min Toy Pvt. Ltd., produces pull back toys and on-wheels toys like aerial transportation (airplanes & helicopters), road transportation (public & private), sea transportation, and farm equipment. The company is credited with being the first firm in the world to showcase the ‘door-open’ feature in plastic toy cars. Its flagship products, mini auto & double decked bus, are a hot favorite among
young children.

Honesty & Integrity that Reflects through Quality & Feasible Offerings
Standing true to its name, Shinsei manifests honesty & integrity in its offerings through rigorous quality control & assurance and rational pricing. Constantly ameliorating productivity & automation to bring costs down and improving margins, the company procures only pretested raw materials from suppliers adhering to the IS9873 part three safety requirements, thus fulfilling its vision. Besides this, inhouse QC tests on every product have helped reduce returns drastically.

Standing true to its name, Shinsei manifests honesty & integrity in its offerings through rigorous quality control & assurance and rational pricing

Focused on modern methods of designing & manufacturing toys, Shinsei leverages ultra modern tools & technology such as injection moulding machines and SPM (Special Purpose Machines) at its 20,000 sq.ft. manufacturing facility in Silvassa to mould its products in accordance with the taste and preferences of the present generation audience. The aesthetic appeal of these toys is further improved via implementation of feedbacks & criticism from clients and retailers, and reviewed in weekly staff meetings.

Pioneering Leadership Piloting the Enterprise to Pinnacle Position
Shinsei, along with Min Toy, manufactures and exports high quality toys to multiple countries across the Asian continent. The brainchild of engineer Vijay Kureja, Shinsei has exhibited stability even in tiring times as the fiscal year 2019-20 when liquidity crunch, market insecurity and rampant imports were prevalent. Now along with the President of The All India Toy Manufacturers’ Association (TAITMA), Manish Kukreja himself is leading the organization as its CEO.

“Having received 24 awards since 1991 for its quality & innovation in the Annual Toy Contests held by TAITMA, we look forward to become more green efficient & environment friendly through our initiatives for reducing carbon footprints, such as rooftop solar power project and rain water harvesting. Also, we will be launching yet another toy brand Smile Toys in the near future,” concludes Manish.