LEGO plans 50 stores in India by 2030

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Danish toymaker Lego is significantly expanding in India, aiming to open 50 new stores across the country by 2030 as part of an accelerated investment strategy in one of its fastest-growing Asian markets.

Bhavana Pandey Mandon, Country Manager, Lego India:

“India is one of the biggest markets from a potential perspective within Asia.”  

Market potential and demand drivers

The move is driven by rising disposable incomes, parental preference for screen-free play, and a strong demand from both children and adult hobbyists. Lego’s India business has been growing more than 50 % annually, compared with single-digit growth globally.  

Retail strategy and presence

Currently, Lego operates four branded stores in Gurugram, Bengaluru and Chennai, with further emphasis on major metro cities for future expansion. The company focuses on premium, experience-led store formats and complements physical retail with strong online sales (about 50 % of India revenue) and quick commerce (just over 10 %).  

Competition and market size

Lego competes with U.S. toy makers like Mattel and Hasbro as well as domestic player Funskool in India’s toy market, which consultancy Ken Research estimates at around $1.8 billion.  

Localized strategies and manufacturing outlook

While India is considered a top potential market in Asia, Lego currently has no immediate plans for local manufacturing, though talks with the Indian government are ongoing. Signature sets — such as Formula 1-themed products — have exceeded expectations, positioning India among the key markets for these ranges in Asia.