Animation Industry in India: A Perspective

by Prabhu Ram    May 04, 2009

The Indian animation industry has matured on the technical expertise since last five years. However the industry now needs to focus on creativity and build its own IP content based on indigenous story themes to become more credible in the world market — say industry experts.

Talking to CXOtoday, S Muralaidharan, CEO of Accel Animation Technologies, said that the Indian animation industry has matured in technical-expertise and can deliver international quality in both animation production and post production services. However, categorized into 1: Animation services and 2: IP content ownership, the industry is lopsided with its major efforts & investments towards the service business model. IP creation and ownership requires huge capital and strong distribution network — while the Indian mainstream audience still prefers star-casts over animations; and only metros preferring animation movies leads to low investments in the development of original content, said he.

A substantial animation work for the movie The Chronicles of Narnia was done in India, which proves the technical adeptness of Indian animators, said Muralidharan. But the industry fails to get acclamations for its work in India due to the lack of original content and own creativity. More investment is needed to develop IP content and creativity potential needs to be unlocked — that requires even reframing our current education system , said he; whose company is currently creating an in-house IP content, South India Fables, a Thirukural based animated serials.

On the similar context, taking to CXOtoday exclusively, Sukumar Subramanian, CEO of Sanra Technology, an animation media technology company, said, IP content creation and creativity from India in the animation space can mushroom and be successful if-and-only when the Indian animation industry focuses its scripts on the strengths our own culture and heritage — juxtaposed to Indian main-stream movies that imitates the West.

There is an inquisitive curiosity allover the world to learn about the Indian culture and its lifestyle — credits to movies such as Slumdog millionaire bagging Oscars and Indian company such as Arcelor Mittal acquiring companies in the West, said Sukumar. To get acclamation (for original IP content & creativity) both in India and world-wide, the Indian animation industry should work on legacy stories and indigenous themes. Our company is currently working on an animation movie, Lord Muruga, a Tamil God, and cited the successful popularity of animation series such as Hanuman, Krishna, said he.

Extrapolating on the opportunities in the Indian animation industry, Rajesh Turakhia, MD of Frameboxx, an animation and visual effects training institute, said that the even in the current turmoil of recession, especially in the IT sector, the India animation industry has promising demand in the international animation market. This is because of its optimal price for high quality work, while Korea and Singapore that offers similar animation services have now become expensive for animation outsourcing. Our company bets big on the growth of Indian animation industry, and will grow up to 50 centers within the next 1 year spanning across the country, said Turakhia.

According to a Nasscom report, the Indian animation industry will reach $950 million by 2009, while the world animation demand will reach $75 billion in the same year.

Related Links:
Thomson Adds Color to Indian Animation

IDEA Brings Product Design Services to India

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Miss. Parinita Gondane, Do you work for free?? I guess not. So keep your silly, dimwit comments to yourself. And pass on this message to your “beloved” friends Evon Reddy and Akash Reddy. Recession is not an excuse to conveniently escape from paying people their hard earned money. They have still not paid up the salaries of their past employees. Since their business is very much running and they are still able to maintain their superficial, costly lifestyle…how come they don;t have the money to pay salaries? Good people do not harass others, while they enjoy their lives. Believe me…these two people have accumulated so many curses and bad vibes from the people they have tortured. Their bad deeds will DEFINITELY come back and cause such trouble for them. There is something called karma…what you give, is what you get. And these too are going to get HELL. They are two faced liars who portray a rosy image of themselves to the world. But in reality, they are loud and crass people with a cheap attitude towards employees. There are ex-employees dating back to many many years ago who will give you the real picture, if you bother do find out the truth for yourself. Don’t go on face value…dig a little deeper. These people have stooped so low, they are equal to the filth in the dirtiest gutters of this city. ... 12 May 2010, Chaitra
Miss Pari G, Do you work for free?? I guess not. So keep your silly, dimwit comments to yourself. And pass on this message to your “beloved” friends Evon Reddy and Akash Reddy.
Recession is not an excuse to conveniently escape from paying people their hard earned money. They have still not paid up the salaries of their past employees. Since their business is very much running and they are still able to maintain their superficial, costly lifestyle…how come they don;t have the money to pay salaries? Good people do not harass others, while they enjoy their lives. Believe me…these two people have accumulated so many curses and bad vibes from the people they have tortured. Their bad deeds will DEFINITELY come back and cause such trouble for them. There is something called karma…what you give, is what you get. And these too are going to get HELL. They are two faced liars who portray a rosy image of themselves to the world. But in reality, they are loud and crass people with a cheap attitude towards employees. There are ex-employees dating back to many many years ago who will give you the real picture, if you bother do find out the truth for yourself. Don’t go on face value…dig a little deeper. These people have stooped so low, they are equal to the filth in the dirtiest gutters of this city.
... 12 May 2010, Chaitra
We have a realist outlook here before you report and with companies downsizing 300, 400 staff people overnight in tune they go scott free and you pick soft targets like this two people. Have you seen their work, ithink its very nice to look at & i feel proud.This people gave their staff facility to learn, trained under personal supervision , seek other suitable employment inspite of being threatned by MNS & other goons are holding their ground till date. It is upto the goverment & similar companies in their work to support the animation industry, Dont you think? Does this mean ther is no Unity? How they are to blame if funding is abruptly put on hold. Last year affected us all. All these peoples staff has been poached and offered jobs over & over by the same people who comment on them since many many years. I think you must watch their work. These both are good people with nice intentions always. You cant blame the recession on them alone. They have cleared most dues with hardwork and moral support. Their inbox is full of talent ready to work for free till today but they are very sad with the support network which is a big challenge for them and we must help people if it is possible. Now they dont run an animation studio so they are no longer a threat to anyone of you who bully people, cops, night stalkers, MNS & to read these very sad article just because of a personal connections in the press. I just want you to think. thanks for reading this & letting me express myself. ... 15 Feb 2010, Pari g.
Rocket Science Studios 3D Animated Feature Fizzles Out Company still hasnt paid dues to employees for work done on the film Rocket Science Studios, a Mumbai based computer graphics and animation studio had announced the launch of a 3D animated feature film called Guru Kantha. Posters and artwork of the film had also been released to various animation press portals. The film was scheduled for release in 2009. Apparently, work on the film has come to a halt due to money disputes with the investors. Also, the entire team that had been newly hired to work on the film had been asked to leave and their salaries were withheld. The employees have still not been paid their dues. The management comprising of husband and wife duo of Akash Reddy and Evon Reddy have repeatedly been giving the excuse of shortage of funds, although the studio is still very much functional and has even hired new employees. In fact, a similar incident had taken place a while back when the management had not paid salaries for five months. This portrays a very dismal picture of the animation industry in India. Companies like these completely lack the creative foresight and business acumen that is necessary for executing a 3D animated feature. This is because most companies get into the animation business for the purpose of hitting the jackpot and making a profit. Animation as an art form is something that has been totally ignored. India has a vast amount of creative talent, which is easily comparable to international standards. But the money power that is necessary to take their creative work to a wider audience rests with companies such as these. This is extremely sadbut true. Unethical business practices, lack of respect for creative talent and a money-making mindset seems to be holding back the country from fulfilling its creative potential. More specifically, it is companies such as these that hamper the path to Indias creative excellence, according to many industry veterans. ... 12 Oct 2009, Kalpana Dandekar