In his Mann Ki Baat address on August 30, 2020, Prime Minister Narendra Modi made a mention about ‘Etikoppaka toys’ of Anakapalli district. Calling for India to become a global hub for toy production, with the slogan ‘vocal for local toys’, he hailed the efforts of renowned domestic wooden toymaker C.V. Raju from Etikoppaka for his efforts in reviving the historical art form.
Last January, Mr. Raju received the Padma Shri, the fourth highest civilian award in India, which he termed as an honour for the Etikoppaka toy craft.
But despite the adulation and appreciation, have the fortunes of the Etikoppaka toy industry changed? Has PM Modi’s theme ‘vocal for local’ given Etikoppaka toys a much needed boost?
