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Demand for animation industry rises

A late starter, the Indian animation industry is now advancing rapidly owing to growing demand in the domestic market and creating original content.

business Updated: Sep 07, 2008 14:11 IST

A late starter, the Indian animation industry is now advancing rapidly owing to growing demand in the domestic market and creating original content.

The industry, which was earlier dependent on the west, is now seeing some significant changes in terms of availability of homegrown talent, growing pool of resources with specific skills catering to various segments of the industry and a more structured training infrastructure to hone the talent.

While earlier a lot of outsourcing was done, now international studios use Indian artists to do a significant component of a project, said Manu Ittina of Ittina Studios.

The success of films like Hanuman and My Friend Ganesh and animation forming an important part of the storyline in blockbusters like Krissh, Thoda Pyaar Thoda Magic are part of the changing storyline of the animation industry in the country, said Chetan, Director of Ants (Animation Training School).

"We have enough talent around and they seem to be getting better by the day. The new emerging talent is the generation that has grown up with animation in some form or the other like gaming and cartoons, unlike the past. The new talent is one that views animation with passion", said Manu.

Speaking on the potential that could be used to drive the domestic market, he said "Indians basically are great storytellers and using animation in telling these stories is not really difficult for them."

Besides the talent available in the cities, real potential is also being discovered in rural India.