Story behind GELMAG: Bhuvaneshwari -CEO GelToy

Like every parent, I was buying a lot of toys for my child to keep him occupied. However, it was not so easy. His interests changed everyday and a toy once or twice used was lying around with no much use later. One day, he got an expensive “Magnetic Blocks toy” as a gift when he was around 2.4 years old in UAE. I knew this particular toy is just not like every other toy and this is just more than that.

Yes!  I guessed right. I could see my little one playing almost everyday and he wasn’t getting bored at all.


We started to allocate time for playing with this toy everyday. We made structures and video taped it. It helped me to bond with my child and we both enjoyed every minute playing with it. One day my son will sort all similar coloured blocks on one side, one day he will just name all colours and show off that he knows  colours. There are days where he has built houses for all his tiny dinosaur friends and at times made big parking lots for his cute cars.


The structures we built everyday differed and we were making new inventions everyday.  Rockets, fish, ball, heart, small Car, big Car, Palace, forts, spaceship etc.. oh my.. the list is long. 


Majorly I could see his screen time reduced a lot after the entry of Magnetic blocks. 


I was amazed seeing how versatile this toy is and how nice if every kid had this. We shared this toy with my neighbour kids. I could see kids aged from 2 till 10 years were amazed playing with the magnetic blocks even adults too. So I started my research.  In India a 20 pcs magnetic blocks set on Amazon website costed approximately 2200 INR .The beauty of “magnetic blocks/ tiles game” is if you have more pieces it will be more fun else we will be stuck with the same design and structure. Hence at least a 50 pieces set should be given to a child to explore a lot and broaden the imagination. In Amazon 50 pieces  set costed 4500 Rs. minimum even during sale periods. I decided this innovative toy should become every kids’ toy. I always wondered how Western country toys have higher safety standards than Indian toys? I decided if I sell this toy I should make sure this has the international safety standards and researched on EN 71 Certification (European Nations safety test on toys)


I decided to design the number of blocks needed and other accessories for the magnetic blocks to be interesting for kids on long term and came to a conclusion. I designed a 66 pieces set which will keep a kid engaged for a longer time.  I wanted to manufacture this toy  in India but the budget and manpower factors made me decide to choose a partner in China and I started my research and I flew to China with my little one on my back. Yes! With a baby carrier and my husband took 7 days leave just to be with my child when I go to meet the potential business partners. I saw I was able to afford the similar magnetic blocks for much cheaper rates and they were made of low quality plastic. I learnt most of the low quality plastic magnetic blocks enter Asian market which are harmful . 




I had to take my son Nilavan with me because I was breastfeeding him and this little fellow has never been away from me. I didn’t know the language or the routes and I just went to China with very little knowledge. I know all my decisions were impulse. But I was sure this trip would make me more strong. I was an adventure lover by nature and I happily roamed around China. 


I was able to convince a big manufacturing sector of Magnetic blocks to tie up with Geltoy. I could see my dream beginning to turn true at that moment. For close to six months I spent so many days working day and night to finance this project. My hubby and Father were pillars of support even though they were unsure about my actions. 


My husband works in Dubai and I flew to India for my dream to come true and I stayed in India for six months working on this project. He is one loving person who thought this mad lady is behind something and I should let her.


I was happy I was able to launch “GeLMaG” for the best and affordable price for all the Indian parents. I can’t describe in words how much I endured for this project to come true. I want to see the same smile I saw on my kid’s face on most kids in India. I am sure my project is a winning project because I am a parent and I can guess at least a bit how my fellow parents and kids would love this Toy. 


I know I have blurted out a lot but to who else I will share? Thanks ! Do check our collection on


In Picture – Bhuvaneshwari Balaji

Website – 

Instagram – @geltoy_

About Author :

Bhuvaneshwari alias Bhuvi is the Founder and CEO of (GIFT EQUALS LOVE LLP), a multi-million dollar e-commerce company  which showcases World Celebrated Open ended toys and wooden toys. Bhuvi is an Engineer by qualification who always had a spirit towards businesses from college days but became mompreneur in the year 2014.

Bhuvi recently turned to mom of two kids and she is passionate about expanding and bringing in the best toys to India. She says, “Childhood is the best part of one’s life and being a mom myself, I wanted to make it colorful and creative to all Indian kids and what best possibility is there apart from open ended toys? I strive everyday to keep up the quality and make it as affordable as possible to the parents. When  I started this business, I didn’t have a vision but as the years passed by I grew with my business and I am so glad I chose to become an entrepreneur and my vision is to give the world class experience to the children with our toys. A small seed has now grown into a very big tree and its roots has spread all over the World. We still have a long way to go but the first small step towards it was the reason for this to happen. 


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