How Gubbachhi is Working on Reimagining Cultural Connection Through Toys

"As parents to young kids, we often found ourselves asking: how do we raise children who are confident global citizens, while staying rooted in their Indian identity?" When Pallavi and Abhijith became parents, they encountered a familiar modern dilemma. The answer, they discovered, wasn't to be found in conventional toy shops. "There were plenty of toys and tools to teach them numbers, letters, and science — but very little that celebrated India's languages, festivals, values, or stories in a way that felt natural and joyful."

This gap in the market, and in their children's cultural education, led to the birth of Gubbachhi. 

Their mission connects to something profound in Indian heritage and our 5000-year-old toy-making traditions. Gubbachhi continues this legacy, adapting ancient storytelling methods for contemporary families seeking to maintain cultural connections in an increasingly globalised world.

The brand's collections—spanning the Indian Monument Series, Folk Art Series, and Once Upon a Farm range—each represent what they describe as "a slice of India in every play." These aren't merely toys decorated with Indian motifs; they're carefully designed cultural touchpoints that invite exploration of traditions, values, and stories that might otherwise remain abstract concepts for young minds.

Translating Heritage into Play

Gubbachchi's product development process reveals a sophisticated understanding of both child psychology and cultural preservation. Their approach follows a structured pathway: "We start by weaving a story around a theme and blend it with developmental goals and creative skills that a toy design can help nurture. This narrative guides the direction, shapes, forms, and colours of our toys."

Take their bestselling Kutumba collection—family peg dolls crafted from ivory wood and painted with water-based, non-toxic colours. The set includes two generations of family members, allowing children to explore family dynamics whilst learning about colour theory through the dolls' appearances. "Kutumba instantly connects because children see their own families in it, while parents love how it sparks storytelling and role play," they note.

While the Rangoli collection transforms from traditional Indian floor art into interactive wooden puzzles that can be configured in multiple ways, the Gateway of India stacker brings Mumbai's iconic monument into playrooms, complete with architectural details that children can stack and explore. Meanwhile, their Amba soft toy collection—featuring cows that say "ambaaaa!" rather than "moo"—introduces rural Indian life through tactile play.

This translation from concept to creation involves rigorous testing. "Our children and their friends are our first product testers. We watch how they play—sometimes by the rules, sometimes in their own imaginative ways—and refine our designs to make sure they are engaging, safe, and truly child-centric." The result is toys that succeed on multiple levels: engaging children through open-ended play whilst introducing parents to opportunities for cultural storytelling.

Safety and Sustainability as Core Values

In an industry where cost pressures often compromise quality, Gubbachhi's material choices reflect unwavering principles. "As parents of young children creating toys for young children, safety is absolutely non-negotiable for us," they state. 

Their wooden toys use exclusively solid wood construction. "All our wooden toys are made from 100% solid wood. We never use MDF, plywood, or particle board, because we don't want to compromise on either safety or longevity."

For textile products, similar standards apply. "Our crochet toys are made with cotton yarn, although paired with a light polyfill stuffing so that they can be washed and loved for years without losing shape." 

This approach serves multiple purposes, from intergenerational sharing to supporting traditional craftsmanship: "By avoiding short-life, synthetic materials like MDF, we ensure our toys are sturdy, durable, and timeless. They're designed to be passed down—from one child to another—reducing the throwaway culture often associated with kids' toys." 

Impact Beyond Commerce

"One story that touched us deeply was from a government school teacher who used our toys in her classroom. She shared that one of her students, who was on the selective mutism spectrum, actually spoke for the second time since admission after playing with our toys," the founders recount. "For her, it was a breakthrough moment. For us, it was humbling—a reminder that play has a power we often underestimate."

Such experiences validate their belief that toys can serve purposes beyond entertainment. "We know Gubbachhi has an extremely long way to go before it can be called a 'success,' but this felt like a real win." 

"At the heart of it all, our dream is simple: that a child, years later, looks back at their Gubbachhi toy and remembers not just the play, but the stories, values, and joy that came with it," the founders state. In an industry increasingly dominated by digital entertainment and disposable products, this commitment to creating lasting memories through meaningful cultural connection represents both commercial differentiation and genuine social value.