New Delhi: Animation film market in India is growing, making inroads into the commercial arena as well. After Hanuman, Shiva and Krishna, the latest on the Indian animated feature front is Icy n Spicy.

"Animation films in India can be successful. Take the examples of Hanuman and Shiva, they have done good business," says Anil Goyal, producer and director of the film Icy n Spicy. Icy n Spicy is the first 3D mainstream animation film in the country. According to NASSCOM, Indian animation industry is forecast to reach USD 869 million by 2010. The number of professionals employed by the Indian animation industry in 2006 is estimated at 16,500. This figure is forecast to exceed 26,000 by 2010.

Talking about the animation scenario in the country, Goyal says, "Animation is a universal language. But in India it is still a nascent industry. If big banners invest in animation films, it can emerge as one of the most successful money-spinning formula." The movie which is "for all age groups and especially for children", will cost Rs 15 crore to be made.

"This 15 crore budget is nothing if we compare it with that of Hollywood. There they invest about 100 crores in a single animated movie," he says.

Animation films may never equal live-action movies, but animation stories are getting into the genre of family entertainment in India. Singer-actress Vasundhara Das, who rendered her voice in the movie Icy n Spicy feels that animation industry in India is set to grow "with the production of more and more animated films".

At about the same time, she says that the animation filmmakers should lay emphasis on the creation of its own content for the global market. Here "the rich cultural heritage, folklore and folk tales of the country" can prove to be the biggest trump card. The success of Hanuman at the box office prompted Bollywood producers to cash in on animation.

UTV's animation division is making cartoon feature films including a $20 million film in co-production with Hollywood actor Will Smith's production house Overbrook. Shemaroo Entertainment will enter the world of animation with Ghatotkach: Master Of Magic, a two-dimensional musical. The film will be about Ghatotkach, son of Bhim, and his escapades.

Talking about the technology and infrastructure, Goyal says, "We have the best in software and hardware in India and our talent pool also has the creative edge. The country possesses the necessary skill-sets and expertise to provide quality 3D animation and can compete with international studios and digital animation production houses of Hollywood. But its only the budget factor which is creating the hindrance. If the budget is small, it is not possible to devote quality time and technology."

The biggest entrant in the world of animation in India is Bollywood's biggest banner Yash Raj Films. The production house has tied up with Walt Disney Studios to produce animated movies with voice-overs by Indian movie stars. "Because India has a booming celluloid industry churning out more than 800 films a year, the animation industry has the right type of environment to nurture new and innovative ideas," says Vasundhara.