Product details

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 Europe, the 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. The case study helps in understanding: (1) the growth of the global animation industry; (2) the growth prospects of the Indian animation industry in relation to the worldwide markets; and (3) the inadequacy of the Indian animation industry to compete globally.