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Case Title:

Indian Animation Industry: Roadblocks for Global Competitiveness

Publication Year : 2008

Authors: Kirti Nair and Brinda Gothandapani, Bharathi S. Gopal

Industry: Entertainment

Region:India

Case Code: INA0103B

Teaching Note: Available

Structured Assignment: Available

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Abstract:
Since 2005, India witnessed an increase in the amount of work related to animation outsourced to India. Most of the companies that outsourced such work were from the Europe, US and also Asia. Though there has been an increase in the volume of outsourced projects and co-production deals, the animation content in the form of movies and television content did not seem to entice the Indian audience. This cast doubts on the competitiveness of the Indian animation industry. This case study examines the various hurdles that Indian animation companies need to cross, not only to appeal to the local market but also to become globally competitive.

Pedagogical Objectives:

    The growth of global animation industry

    Growth prospects of the Indian animation industry in relation to the worldwide markets

    Inadequacy of the Indian animation industry to compete globally.

Keywords : India; Emerging economy; Animation; Global animation Industry; Indian animation Industry; Roadblocks; Developing nations; Financial News; Outsourcing; Intermediaries; Industry Analysis Case Study; MNCs; Animation outsourcing hub

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