"Scenario has changed where Indian production companies are the most sought after throughout the world not just because of our lower pricelines but due to the value add the industry has offered to the end product."

What have been the major projects undertaken by the company?

To begin with, Acropetal Animation India has merged with Sanra Software Ltd., a Chennai based listed company primarily into 3D animation. Between Acropetal and Sanra we have several projects ranging from animated series for a UK client to feature film animation both in 2D and 3D formats. Further we are currently producing Flash based series running into 104 episodes for a few of our national clients.

On the major challenges the Indian animation industry faces

Animation as a business is a deep pocket one and runs on a factory style model. It has taken a few years for the animation industry to slowly settle down since it is driven by overseas projects alone. To deliver to International standards the industry has gone through several ups and downs largely due to quality issues and inability to judge timeframes to a given project. But today, the scenario has changed where Indian production companies are the most sought after throughout the world not just because of our lower pricelines but also due to the value add the industry has offered to the end product apart from executing complex projects to timelines.

On the product range/services offered by the company

Sanra offers a variety of services from script to screen both in 2D and 3D. We have developed various products both for the TV and theatrical releases. We are an animation powerhouse and are probably the only Indian company to create original content for the international market. While we continue to spearhead IP development on one front and on the service model we have been a backend production house for some of the well known European producers.

Please tell us about your growth strategies for 2008-09

On the IP front some of our shows are booked for distribution apart from the features which are set for release and on the service model we already have several projects plus some prestigious ones being signed up. In order to gear up, we have gone on an expansion mode both in Bangalore and Chennai. We are also launching our training division Pixel Academix which would separate the boys from men in the market place in terms of some unique plans we have put into that.

Please comment on the outsourcing of animation services to India

Outsourcing of animation services as mentioned earlier has come of age in India and I think there's no looking back from now on. There are many players in the market today largely due to this model. While India has an advantage today as compared to China largely due to the English knowing populace but then China has also taken great initiative to teach English across the country to then compete in full with us.

Where do you see the Indian animation industry in the next five years?

Why five years? We are here to stay to become a global player in terms of content. Sanra will spearhead the Indian animation industry with a variety of original content. As for the service model, India is the destination for all overseas production majors.

 On the future plans of the company

We at Sanra are filled with thoroughbreds in this art of film making. We are driven by passion, creativity and technology and the group is ably headed by our dynamic Chairman, Mr. A. Venkatramani. Several of our products are set to hit the screen the following year and there's a constant drive within the company to create content and technology for the future. As the saying goes, Content is King, I would sum it up with Sanra as the King of Content!