Abstract

The case study deals with Toonz Animation India Pvt. Ltd., one of the leading animation studios in India. It traces the beginnings of the studio when it largely executed outsourced work for overseas animation studios, and then elaborates on the company's efforts to create original content and also engage in distribution of its own content. The case also throws light on the challenges faced by the company. It ends with a brief discussion on the future prospects of the company.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Learn more about the Indian animation sector
• Understand the efforts made by a company to grow by moving up the value chain in the animation industry
• Understand the challenges peculiar to an organization that operates in a market that requires high levels of individual creativity and productivity
• Analyze the future prospects of the company and the animation industry in India, in view of the challenges such as the shortage of manpower.

Keywords

Toonz Animation, Indian animation sector, Co-production deals, Service contracts, Animation talent shortage, APAI, TASI, Technopark, Kerala, G.A. Menon, 3D animation, Hanuman, Adventures of Tenali Raman