The animation industry in India has been rapidly gaining momentum in recent years, with a growing demand for animated content across various platforms such as television, films, video games, and online streaming platforms. Animation has become an integral part of Indian entertainment, with a wide range of genres and styles catering to diverse audiences. Statista estimates that the value of the animation sector is 180 billion Indian rupees, representing an increase of almost 29 percent in the market size. The Indian animation industry is expanding quickly, and as more animated programmes and films are produced there, it has drawn interest from people throughout the world and led to the distribution of many of India’s works abroad. According to EY, the animation sector will increase from 30.5 percent in 2021 to 39.7 percent in 2022. In 2021, the industry expanded by 24% to reach Rs 30.5 billion.
From cartoons to animated films to series being produced on OTT platforms, the Indian animation industry has diversified itself a lot. It also expanded itself through advertisements to promote brands and especially attract children. Animation is not only produced and made to visually please the audiences, but it often holds strong messages along with it. Indian animation has a unique twist of its own. The beauty of Indian animation is that it fully embraces its cultural roots while also appealing to local tastes, and when dubbed in regional languages around the world, it maintains its cultural neutrality. With several Indian studios and production houses receiving international acclaim for their work internationally, the Indian animation industry has been leading toward its growth and recognition. However, for the Indian animation industry to reach its full potential and compete on a global stage, there are key factors that need to be considered, including the allocation of proper funds to the sector.
Some of the requirements are:
Funding in Education and Skill development:
The establishment of three centres of excellence (COEs) for artificial intelligence was prioritised in the Union Budget 2023, and this could help the AVGC-XR sector. Additionally, through the National Education Policy (NEP) and “Youth Power,” it emphasised skill development. Animation is a specialized field that requires skilled professionals with expertise in various aspects such as character design, storyboarding, animation techniques, and visual effects. Funding in animation schools, workshops, training programs, and scholarships for upskilling the youth can aspire them to enhance their skills and contribute to the creation of high-quality content.
Supporting in access to technology:
As the world evolves, we can see that the animation industry has been growing its own sector day-by-day. Upgrading to new technologies, providing the animators with the latest version for VFX and funding to come up with new animation tools can lead towards the growth of the industry. Experimenting with the newer technology can lead to a higher-quality animation. Funding companies in their research and development of animation studios, post-production facilities to enhance the outcome of the animation is majorly important for this industry.
Support and collaboration:
Supporting the SMEs while funding for their production, marketing, and distribution of animated content, can help them overcome financial barriers, encourage entrepreneurship, create high-quality animation content and foster innovation and creativity in the Indian animation industry. Along with that funding for their collaboration with studios, institutions, workshops and seminars can help in the exchange of new ideas, future vision, bonding partnership which can strengthen the animation industry in global market.
Marketing and promotion:
The talent and potential of the Indian animation sector can be highlighted through allocating funds for participation in animation festivals, events, and trade exhibits as well as marketing through digital and traditional media outlets. For the animation sector in India, effective marketing and promotion can result in greater visibility, better distribution prospects, increasing demand in market and higher revenue generating.
Protecting the intellectual property rights (IPR):
The protection of animation content’s IPR is essential for the industry’s development. Spending money on legal defence, copyright registrations, and IPR enforcement can help protect original content and stop unauthorised use or piracy of animated works. The survival of the animation industry depends on encouraging creators to spend money on developing original content and assisting them in making money from it.
In conclusion, the animation industry in India has been on an upward trajectory, with exciting characters and stories based on Indian literature capturing the imaginations of audiences across the country. With the right financial incentives and support, the Indian animation industry can flourish and continue to revive and promote Indian literature through exciting characters and stories in the world of animation. It is time to recognize the potential of the animation industry in India and allocate the necessary funds to propel its growth and success in the global arena.
BY: Hansa Mondal, COO, of Ssoftoons Entertainment Media LLP