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This is an archive article published on January 10, 2023

Pune Inc: Working with artisans, startup revives traditional toys to aid better child development

Pune-based Toy Trunk creates alternatives for infants and toddlers who otherwise consume content on mobile phones and televisions, especially after the successive lockdowns in the wake of the Covid-19 pandemic.

toys, pune news, india news, indian expressCo-founders Priyanka Mangaonkar-Vaiude (left), Ajay Vaidya (right). (Express Photo)
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Pune Inc: Working with artisans, startup revives traditional toys to aid better child development
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By 2024, there will be an estimated market of $2-3 billion for toys in India and statistics by the government of India show “a large potential growth opportunity” since the Indian toy industry is only 0.5 per cent of the global pie.

One of the companies aiming to add to the growth story in this sector is Pune-based Toy Trunk, which was started in 2021 to create alternatives for infants and toddlers who were consuming entertainment on cell phones, televisions, tablets and laptops, especially after the successive lockdowns in the wake of the Covid-19 pandemic. The bootstrapped start-up has released 24 products and is aiming to become a national brand with a turnover of Rs 1.5 crore by the end of the year.

In a world where children are being offered gadgets rather than games, Toy Trunk is attempting to disrupt the market by reviving an old form of playing with traditional tools. Their products, available only online, include wobblers, teethers, rattles, pull toys, lacing beads, bowls and spoons, kitchen sets, ring stackers and racing cars that are made of wood, metal and fabric and painted in natural colours by artisans based in craft clusters near Bengaluru.

“We have found people depending on screens or digital tools to divert the child for a short period. Many parents use this easy way out, but this has long-term negative consequences on child development and growth. Parents need to spend more time engaging the child with the right tools for the latter to grow and develop properly,” says co-founder Ajay Vaidya.

Toy Trunk is building its market by generating awareness about the importance of specific toys in child development among parents, teachers and other adults. The company is active in pre-schools and on social media. Apart from evoking nostalgia, the toys fit into the present demand for eco-friendly materials as opposed to non-biodegradable plastic and other materials.

“The early childhood period, which is from birth till the age of eight, is a very important period for a child’s mental and physical development and you need to provide them with different tools. We design developmental tools in the form of toys that ensure that the different milestones in the developmental period are met,” says Priyanka Mangaonkar-Vaiude, co-founder.

Dipanita Nath is a Senior Assistant Editor at The Indian Express, based in Pune. She is a versatile journalist with a deep interest in the intersection of culture, sustainability, and urban life. Professional Background Experience: Before joining The Indian Express, she worked with other major news organizations including Hindustan Times, The Times of India, and Mint. Core Specializations: She is widely recognized for her coverage of the climate crisis, theatre and performing arts, heritage conservation, and the startup ecosystem (often through her "Pune Inc" series). Storytelling Focus: Her work often unearths "hidden stories" of Pune—focusing on historical institutes, local traditions, and the personal journeys of social innovators. Recent Notable Articles (December 2025) Her recent reporting highlights Pune’s cultural pulse and the environmental challenges facing the city during the winter season: 1. Climate & Environment "Pune shivers on coldest morning of the season; minimum temperature plunges to 6.9°C" (Dec 20, 2025): Reporting on the record-breaking cold wave in Pune and the IMD's forecast for the week. "How a heritage tree-mapping event at Ganeshkhind Garden highlights rising interest in Pune’s green legacy" (Dec 20, 2025): Covering a citizen-led initiative where Gen Z and millennials gathered to document and protect ancient trees at a Biodiversity Heritage Site. "Right to breathe: Landmark NGT order directs PMC to frame norms for pollution from construction sites" (Dec 8, 2025): Reporting on a significant legal victory for residents fighting dust and air pollution in urban neighborhoods like Baner. 2. "Hidden Stories" & Heritage "Inside Pune library that’s nourished minds of entrepreneurs for 17 years" (Dec 21, 2025): A feature on the Venture Center Library, detailing how a collection of 3,500 specialized books helps tech startups navigate the product life cycle. "Before he died, Ram Sutar gave Pune a lasting gift" (Dec 18, 2025): A tribute to the legendary sculptor Ram Sutar (creator of the Statue of Unity), focusing on his local works like the Chhatrapati Shivaji statue at Pune airport. "The Pune institute where MA Jinnah was once chief guest" (Dec 6, 2025): An archival exploration of the College of Agriculture, established in 1907, and its historical role in India's freedom struggle. 3. Arts, Theatre & "Pune Inc" "Satyajit Ray, Ritwik Ghatak were not rivals but close friends, says veteran filmmaker" (Dec 17, 2025): A deep-dive interview ahead of the Pune International Film Festival (PIFF) exploring the camaraderie between legends of Indian cinema. "Meet the Pune entrepreneur helping women build and scale businesses" (Dec 16, 2025): Part of her "Pune Inc" series, profiling Nikita Vora’s efforts to empower female-led startups. "How women drone pilots in rural Maharashtra are cultivating a green habit" (Dec 12, 2025): Exploring how technology is being used by women in agriculture to reduce chemical use and labor. Signature Style Dipanita Nath is known for intellectual curiosity and a narrative-driven approach. Whether she is writing about a 110-year-old eatery or the intricacies of the climate crisis, she focuses on the human element and the historical context. Her columns are often a blend of reportage and cultural commentary, making them a staple for readers interested in the "soul" of Pune. X (Twitter): @dipanitanath ... Read More


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