Elevating Experiences to promote Art, Culture and Tourism: Animation, Visual Effects and AR-VR in India
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AVGC (Animation, Visual Effects, Gaming, and Comics) is a rapidly growing sector in India, with a lot of potential for innovation and growth. Over the past few years, the AVGC industry has seen significant growth and has become a major contributor to the Indian economy. As per a report by the AVGC Promotion Taskforce, Ministry of Information and Broadcasting, India has the potential to capture 5% (~$40 billion) of the global market share in this sector by the year 2025, with an annual growth of around 25-30%.
As per the data of the Department for Promotion of Industry and Internal Trade (DPIIT), as of 17th April 2023, there are more than 590 startups in the Animation and Augmented Reality and Virtual Reality sectors in India, across 125 districts. This also goes on to show that immersive deep technologies such as these have gone beyond metropolitan cities in India to smaller towns and districts. In addition to driving innovation, startups are also helping to create jobs and boost the Indian economy. Startups in this space have generated more than 6,000 jobs.
In particular, the Animation and Visual Effects sectors have seen a huge surge in demand over the past decade. One of the major factors driving this growth is the increasing demand for high-quality, domestic content across various content platforms. With India being the world’s second-largest entertainment market, the demand is only expected to grow further through mediums such as commercials, web series, movies, and other content on OTT platforms. Animation and Visual Effects have been of key importance in enhancing and pushing forward Indian art and culture through visual content on a global level. Startups are developing new techniques for creating high-quality animation and visual effects that are more cost-effective and efficient than traditional methods.
Similarly, artists are now using Augmented Reality (AR) and Virtual Reality (VR) as AR combines elements of both the real and virtual worlds to provide the audience with interactive elements and features to view the art. This not only adds to the perception of the art but also makes it more accessible to a larger number of people.
While this space in India has had a few important large players in the market for years, startups are also playing a significant role in driving innovation and growth in the sector by bringing fresh ideas and innovative technologies, thereby helping to create new opportunities and expand the market.
For instance, Adloid offers interactive product experiences with AR technology to brands across sectors, allowing consumers to see creative 3D versions of products and interact with them. Some of the innovations introduced over the last few years specifically using Augmented Reality in the art include AR-powered art galleries allowing virtual tours of monuments and immersive in-painting tours that allow viewers to look at and identify minute details in paintings that are otherwise easily missed.
Virtual Reality is another key area of innovation in the AVGC industry in India that is providing a major push to art and crafts in the country. It plays an important role in elevating experiences by adding a touch of realism to virtual tours of cities across the country, thereby promoting tourism, as well as museums and monuments, promoting art and culture. For instance, QuaQua has a platform that offers holistic VR tour guides to users as per the travel destinations they are looking at and provides further information about the destination, including several itineraries using virtual reality content.
Some other examples of innovative startups disrupting this space include Flamingo, which is an Artificial Intelligence (AI)-based animation platform that allows users to create animated videos easily. The platform uses AI to generate animations based on user input, significantly reducing the time and cost of creating animated videos. PixStone Images provides photorealistic 3D rendering services for the architecture and real estate industries through its solutions that include 3D visualization, walkthroughs, and 360-degree tours.
With the continued support of the government and the private sector, the Indian AVGC industry is poised for continued growth and success in the years to come.
If you are a startup making a difference in this sector, we urge you to apply for the National Startup Awards 2023. To apply for the National Startup Awards 2023, you have to be a DPIIT recognised startup.Click here to get recognised.
