Start Date
6-10-2025 9:00 AM
End Date
8-10-2025 7:00 PM
Description
The medium of animation transcends the physical limitations posed by other visual media, combining elements of fantasy with realism. By 2030, the animation business in India is expected to grow from ₹215.8 billion to ₹1.21 trillion. The major companies that dominate this segment in India are Disney and Pixar. The fact that the top 10 highest-grossing animation films in India are all produced by international companies, with ‘Kung Fu Panda 4(2024)’ at the top further demonstrating this foreign domination. Compared to its global counterparts, the Indian animation industry is yet to see the boom, despite the market accepting the medium. The conspicuous absence of cultural reflection in its narratives could be a contributing factor. There have been some attempts to combine commercial animated material with cultural roots. Nevertheless, there appears to be an obvious gap in the literature. New research on It is necessary to consider the potential of the animation industry and how it can promote cultural groups like folk art and culture. This paper seeks to examine the animation industry's dual position as a socially conscious entity and a vivid storyteller by examining it from a social, cultural, and economic standpoint. The data for this study will be retrieved from multiple global databases, including Taylor and Francis, Elsevier, Google Scholar, and JSTOR, using PRISMA. This study's primary goal is to examine the difficulties that the Indian animation industry is currently facing and determine whether the service design framework can offer a solution-based strategy to address these issues. The preliminary findings point that India’s animation industry is facing fundamental production challenges compared to its global counterparts, which are focused on AI integration, transmedia storytelling, and market localisation.
Citation
Kumar, A., Rai, D.S.,and Srivastav, D.S.(2025) Animation Film Industry of India and Service Design: A Systematic Review of Literature.. https://dl.designresearchsociety.org/servdes/servdes2025/researchpapers/18
Animation Film Industry of India and Service Design: A Systematic Review of Literature
The medium of animation transcends the physical limitations posed by other visual media, combining elements of fantasy with realism. By 2030, the animation business in India is expected to grow from ₹215.8 billion to ₹1.21 trillion. The major companies that dominate this segment in India are Disney and Pixar. The fact that the top 10 highest-grossing animation films in India are all produced by international companies, with ‘Kung Fu Panda 4(2024)’ at the top further demonstrating this foreign domination. Compared to its global counterparts, the Indian animation industry is yet to see the boom, despite the market accepting the medium. The conspicuous absence of cultural reflection in its narratives could be a contributing factor. There have been some attempts to combine commercial animated material with cultural roots. Nevertheless, there appears to be an obvious gap in the literature. New research on It is necessary to consider the potential of the animation industry and how it can promote cultural groups like folk art and culture. This paper seeks to examine the animation industry's dual position as a socially conscious entity and a vivid storyteller by examining it from a social, cultural, and economic standpoint. The data for this study will be retrieved from multiple global databases, including Taylor and Francis, Elsevier, Google Scholar, and JSTOR, using PRISMA. This study's primary goal is to examine the difficulties that the Indian animation industry is currently facing and determine whether the service design framework can offer a solution-based strategy to address these issues. The preliminary findings point that India’s animation industry is facing fundamental production challenges compared to its global counterparts, which are focused on AI integration, transmedia storytelling, and market localisation.