Indian Animation Industry: Moving Up the Value Chain?
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : BENV021
Case Length : 13 Pages
Period : 1990-2008
Pub Date : 2009
Teaching Note :Not Available
Organization : -
Industry : Information Technology; Animation
Countries : India
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
A Turning Point
It was in the 1990s that the Indian animation industry witnessed a boom. Ram Mohan and Sako were determined to make the animated series based on the Ramayana and so Ram Mohan traveled to Japan to make it happen...
Indian Animation Gains Momentum
The low entry barrier and the lure of easy dollars that could be earned by providing cut-price work for the animation studios from the West resulted in several small companies crowding the Indian animation industry...
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Coming of Age?
The Indian film industry, which is the second largest in the world, was not involved in animation in a big way. It had been using animation to a limited extent in live action movies, mostly in the form of visual effects...
Challenges
The Indian animation industry had been growing at exceptional rates since the late 1990s, but experts felt that some serious challenges remained in the way of sustaining such growth rates. A major challenge for the industry was the skilled manpower crunch. Even though India had a large English speaking labor force, there was a dearth of readily employable skilled animators...
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The Way Forward
Industry experts felt that while the growth of the animation industry in India had been phenomenal, there was an opportunity for it to grow even more. The low cost of production was a huge advantage. For instance, the production cost of a half-hour animated movie in India cost around US$ 60-70,000 while in the US, it was around US$ 250,000-300,000, according to NASSCOM's analysis...
Exhibits
Exhibit I: The Animation Industry Value Chain
Exhibit II: Key Players in Indian nimation industry |
Exhibit III: Business Models Adopted by the Indian Players
Exhibit IV: The Global Animation Industry
Exhibit V: Gaming Industry in India
Exhibit VI: NASSCOM Recommendations to the Industry for Further Growth
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