Hamleys is the oldest and largest toy shop in the world and is known to be one of the finest retailers of toys globally. The brand along with Reliance Lifestyle Holdings Ltd has opened 26 stores in India. Hamleys, with its unique theatre and entertainment facilities, transports families through a world of imagination and discovery. We have exciting demos which are a part of shopping experience at all the stores.
There exist many players in this segment, how will you differentiate yourself from the competition?
Hamleys stands out for its customer engagement and in-store entertainment. We believe in human interaction to truly enhance everyone’s experience at the store and create theatrical magic that we are internationally known for.
Another important aspect that sets us apart from the existing competition in the market is our curated collection of toys. A big part of the assortment is exclusive toys and merchandise that are only available at a Hamleys store. Additionally, we have always led the way of current consumer preferences and brought the latest and best, available globally. We keep adding new sections of toys such as STEM toys (science, technology, engineering, and mathematics) and augmented reality and tech toys.
What is your pricing strategy? What is sweet price spot in the brand that you have observed?
We have toys starting from INR 100 and go till INR 80,000. These start with small figurines, 3D puzzles and extend to battery operated ride-ones such as segways, hover boards and electronic scooters. The sweet price spot at Hamleys is around INR 700-800. Some of our best sellers are part of this category, comprising of bubble guns, two pack planes, squab sets etc.
Keeping in mind the growing customer preferences, what’s your onmi-channel strategy? Do you sell through own ecommerce or through marketplaces and which ones?
In keeping with today’s prevalent online shopping, we do retail with e-commerce partners such as Amazon, Flipkart, Snapdeal et al. This also includes popular, just in time delivery models like Scootsy, Grofers and allbutcake.com.
What’s the average store size and investment required to open a store?
The average store size at Hamleys is between 6000– 10000 sq. ft.
What are your expansion plans?
We currently have 26 stores across 14 cities in India. By end of this fiscal, we will be around 32 stores in 18 cities. We see huge potential in India and will continue to grow in double digits in coming years.
In a rapidly evolving digital commerce landscape, Digihaat emerges as a transformative force, leveraging the Open Network for Digital Commerce (ONDC) protocol to empower underserved sellers and expand e-commerce access in India. In an exclusive interaction, Rahul Vij, COO of Digihaat, sheds light on how this buyer application is reshaping the industry by ensuring a fair, transparent, and sustainable marketplace for both sellers and buyers.
Digihaat is an ONDC protocol-enabled buyer application that acts as a front-end interface connecting sellers to buyers. Explaining the platform, Rahul Vij stated, “Digihaat operates like any other buyer application, but its entire supply chain, backend services, and technology stack are sourced through the ONDC protocol. This allows any seller onboarded via ONDC to gain access to a vast digital marketplace.”
Unlike traditional e-commerce platforms, Digihaat does not impose a centralized control over sellers but instead provides them with a democratized ecosystem, where they can independently manage their inventories and sales without paying heavy commissions.
Digihaat is committed to making e-commerce more accessible and inclusive, particularly for small and rural businesses. “The idea is to help sellers increase their audience reach and integrate them into India's digital economy. We align closely with the local for local initiative, ensuring small businesses, entrepreneurs, farmers, and artisans get a fair marketplace,” said Vij.
A key challenge in the current e-commerce ecosystem is the lack of visibility and support for local and underserved businesses. By leveraging ONDC, Digihaat ensures that these sellers are not overshadowed by larger players but receive equal opportunities to showcase their products across the country.
Seller onboarding is facilitated through seller network participants (SNPs), who assist in managing catalogues and deliveries. Vij explained, “These network participants take care of onboarding, managing the catalogue, and ensuring seamless deliveries for sellers. They play a crucial role in bridging the gap between independent sellers and the ONDC ecosystem.”
Currently, e-commerce penetration in India is at just 6 percent, leaving immense room for growth. Digihaat aims to onboard the remaining population through a transparent, efficient, and scalable model. “Our vision is to empower not just buyers but also millions of sellers across India. When a revolution of this scale happens, the ease of selling and buying transforms, much like India’s UPI revolution,” he remarked.
By lowering entry barriers and simplifying digital transactions, Digihaat intends to replicate the success of digital payment systems within the e-commerce space.
Digihaat is aligned with the Make in India movement by promoting local artisans, MSMEs, and traditional businesses. The platform has launched a dedicated section, Amazing India, featuring handicrafts, textiles, and artisanal products year-round.
“Amazing India will permanently showcase various indigenous crafts and self-help group products, reinforcing our commitment to India’s rich heritage. Different festivals and seasons will highlight different crafts, from textiles to handmade diyas and jewelry,” explained Vij. This initiative ensures a sustainable and consistent platform for local businesses to thrive.
Technology is at the heart of Digihaat’s operations. The platform integrates AI-driven solutions to improve seller discoverability and optimize operations.
“We are building a tech-first marketplace that simplifies seller onboarding and enhances buyer experiences. AI will help enhance product visibility and create a seamless experience for both sellers and buyers,” he shared.
Sustainability is a growing concern in e-commerce, and Digihaat takes a proactive approach to addressing this challenge.
“Our open network model removes middlemen, ensuring sellers retain a larger share of their profits. By eliminating unnecessary operational inefficiencies like inventory holding costs and logistics complexities, we maintain a transparent, sustainable, and cost-effective model,” highlighted Vij.
Unlike traditional e-commerce platforms, Digihaat does not impose predatory commissions or hidden fees. The platform's goal is to create an affordable network that benefits both buyers and sellers without inflating costs through deep discounting tactics.
Digihaat evaluates its success based on the number of unique sellers gaining customers, the percentage of first-time buyers, and the overall user retention rate.
“For us, success means empowering first-time sellers and buyers to embrace digital commerce. Our goal is to digitize as many small businesses as possible while ensuring an experience that matches leading e-commerce platforms,” he emphasized.
Digihaat envisions a future where ONDC fosters a truly open e-commerce ecosystem.
“ONDC ensures that once a seller is listed, they can operate independently without paying exorbitant commissions. Digihaat acts as a trusted window for these sellers, giving them the visibility and confidence to reach new digital shoppers,” asserted Vij.
Digihaat is not just targeting Tier II and beyond markets but is a pan-India initiative. Sellers come on board via self-help groups, SMEs, and established brands, creating a universal network where small businesses and major players coexist with equal opportunities.
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