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Competitive Advantage Case Study

Case Title:

Digital Animation: India's Competitive Advantage

Publication Year : 2004

Authors: Hansa Iyengar, Sumit Kumar Chaudhuri

Industry: Entertainment


Case Code: CCA0011

Teaching Note: Not Available

Structured Assignment: Not Available

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Although computer graphics had been used in Hollywood motion pictures since the late 1970s, it was only towards the end of the 1990s that the animation industry entered Indian markets. With the growing popularity of India as an outsourcing destination for technology orientated work, the US and European animation studios found it profitable to outsource low-end work to Indian animation studios like 'Jadoo Works', 'Toonz India' and 'Maya Entertainment Limited'. Despite increasing competition from its southeast Asian rivals like Taiwan, The Philippines and China, India's animation industry is expected to grow by 30% to $1.5 billion by 2007.

Pedagogical Objectives:

  • To discuss how India emerged as a favorite destination for companies outsourcing animation and digital content creation work

Keywords : Indian animation; SFX (special effects); Computer graphics; Jadoo Works; Maya Entertainment; Outsourcing to India; India's competitive advantage; Core Competency & Competitive Advantage Case Study; 2D animation; 3D animation; Pentamedia Graphics; Toonz Animation; Cartoon Network; Padmalaya Films; Global animation industry; IFC (International Finance Corporation)

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