The children's home entertainment market is booming across the world, but is still nascent in India. Of the estimated Rs 175-200 crore overall home video segment in the country, the children's category could be pegged at just about Rs 10-15 crore.
Stretching that experience a little further, home entertainment products for children in Indian literature is still to take off in any significant way. But, the kids home video sector could indeed be poised for increased growth in future. “Globally the children's home entertainment market is placed upwards of $40bn. The major markets are spread across the US, Japan and Europe. However, it has taken off in India only in the last 3-4 years. Till now, the brands largely revolve around titles from Hollywood studios like Walt Disney, 20th Century Fox and Warner Bros. This mainly comprises animation products and films for children, which are original English editions and dubbed versions. Of course, animation titles hog the chunk of the pie. The total segment is roughly estimated at about Rs 10-15 crore,” sources told ET.
Following the trend in the global markets, animation series distributed for children in India are mostly in 2D format, although there are some 3D titles too. The 2D format, the sources said, opens up the scope to cover a wide spectrum of plots and stories aimed at kids. Incidentally, 80% of animation work done world-wide, including projects executed by studios in India, is focused on children. “There's tremendous growth potential in the Indian market. With the rapid penetration of hardware, the children's market for home videos related to Hollywood and international titles may have already begun growing by 10-15%. There is more room for expansion in the home entertainment titles drawn from Indian language stories for kids. This segment is largely confined to the unorganised sector,” sources said.
The Mumbai-based Sagarika group has made a beginning by launching The Culture Company to foray into producing 2D and 3D animation VCDs based on Indian children's literature and mythology. The group will also develop in-house animation scripts for kids. The VCDs will be in English and many Indian languages. “There is a clear gap in the children's entertainment sphere as far as videos drawn on Indian plots and literature goes. We want to cater to that market,” Sagarika Bam, the company's president, said.