CGI Mantra Chairman, Aniyan Kutty

"With CGI Mantra we plan to take the Indian animation industry to the next level."

Currently witnessing its second wave, the Indian animation industry is gradually beginning to find its feet. Every now and then there are indications that the growth is set to accelerate.

One such indication is Dubai based business baron Aniyan Kutty's new venture in animation, 'CGI Mantra'. The baron who has diverse business interests ranging from construction to advertising, steel to shipping and IT, is in spite of his enormity as a wealth creator, a very modest man.

In Mumbai recently for the inauguration of the CGI Mantra Mumbai facility, the billionaire Kutty spoke to Animation 'xpress' Anand Gurnani, about his plans for CGI Mantra and how he plans to take the Indian animation industry to the next level.

Excerpts...

You have varied business interests including shipping, construction, steel advertising, IT and now animation. Which of these is the largest contributor to your turnover?
Construction is one of the major contributors to our total revenue. Around 1500 people are employed in our construction business.

What is the total number of people employed across all your group companies?
2800.

How did you decide to venture into the field of Animation? Have you always been interested in Animation?
Honestly speaking, it's not art or any such passion that has got me interested in this field. What I am interested in is the potential it offers.

Do you believe that animation is a potential wealth generator?
Yes it is, but again my interest is more because of the job opportunities it creates. When one does well abroad, there is always a desire to have a decent business in one's own country.

I ventured into IT in the year 2000 with the setting up of Dimensions Cybertech India which is into providing IT solutions. The company provides software solutions for two main verticals such as scientific and engineering applications and enterprise solutions.

Our tryst with animation began at Dimensions when animation producer KS Madhu, a classmate of the CEO Binu Jacob, convinced him to do something in animation. We made a 26 minute 3D film titled 'Princess of Persia' along with Madhu's firm Hibiscus India. The film has featured in many festivals and also won an award. Since then I was interested in this field and have been studying the market.

What did you find? How was the market, the infrastructure?
I wasn't very impressed by any of the studios. I still am not impressed by any of the studios out here. I don't mean to take away from the good work that's been done but there's still a long way to go and there's scope for a lot of improvement. With CGI Mantra we plan to take the Indian animation industry to the next level.

What are your plans for CGI Mantra?
Well firstly let me tell that we are not here to compete with anyone. We are here to expand the industry. The amount of business potential that's waiting to be tapped is so huge that there's enough for everyone. Besides we don't believe in undercutting and the sort. We are only interested in high quality jobs that pay well. We want to take the industry to the next level. The scale and size of our operations will be much bigger than any existing studio.

Aniyan Kutty at the CGI Mantra mumbai Studio

"In 3 years we will have a workforce of 3,000"

Could you hint something about the scale you plan to take CGI Mantra to?
See we've just started the Mumbai facility. Work is already going on at the Pune arm, we are also planning facilities at Goa, Bangalore, Thiruvanantapuram and Cochin. In the next 3 years CGI Mantra will boast of a very large workforce.

By large workforce you mean?
To put it mildly, the total workforce at CGI Mantra will be a 4 digit number somewhere close to 3000.

This sounds very ambitious.
Could you enlighten us on how you propose to do it?
This figure that I tell you is set for a 3 year period. To begin with we are taking in 150 animation professionals for the Mumbai facility. While we are not interested in adding to the attrition rates in the industry, the HR practices that we will bring into the company will be very attractive. In my organization, I always say I am one of the team, No member of the organization will say that "I work for CGI Mantra", they'll say "I am from CGI Mantra."
(Mumbai Studio head Vinit Karnik added that "Mind you, we have not paid any exorbitant sums while recruiting people. We have paid what is the industry standard.")

Besides, very soon you will hear major announcements from us which will surprise the Industry. They will answer your question about how we plan to scale up at that rate.

Vinit had earlier hinted to Animation 'xpress about some possible venture in the field of animation training. Are you too hinting at that?
Well when I say that there are a lot of surprises coming your way, I mean it. As far as the Institute is concerned, yes it is going to be big. It is going to be something like the IIT of animation.

IIT! You mean finally someone has managed to get the government involved?
No. The government is not involved but we are collaborating internationally for the training project and it is going to be big. And our goal is not only to create a manpower pool for ourselves but for the entire Indian animation Industry.

Well if that really happens it's going to be wonderful for the industry?
It sure will happen and it will be wonderful for the industry.

What's the timeframe you've set?
We aim to begin operating by the next academic year.

What according to you are going to be the strengths of CGI Mantra? One of the most visible advantages are your deep pockets, which would go a long way in sustaining through idle time if any. Please comment?
See it's not only about money. There are people who have a lot of money. It's also got to do with what you want to do. Where there is a will there's a way. There are 3 things that are important for success namely opportunity, hard work and blessings. We have the resources and opportunity, we will work hard and God will bless us. Those I think are the requisites.

In the animation business again there are 3 critical elements to success, the first is resources, the second is the right contacts and projects and the third is animators. I am very confident that my team here is going to deliver.

Having a lot of involvement in the shipping business makes us more aware of global trends, and adds to our sensitivity towards different markets. We also have an advantage in the terms of, if tomorrow we decide to acquire a studio abroad, we very well have the resources in place to carry out the task.

Does this mean you have similar plans for India? Is that the surprise announcement?
No comments.

Are you out to acquire any ailing studio in the country?
If ever we acquire, it will be a strong and valuable acquisition which will enhance our production or creative capacities.

What's going to be your focus in Animation, the BPO model or IP creation? What technique will you utilize more 2D or 3D?
We will invest in IP but our major focus will be on the BPO model and mostly 3D.

It is said that the Indian animation industry is going through its second wave. The first wave was promising but it failed due to some studios failing to deliver on time, also some studios were found lacking in terms of animation quality. There was a lull for a while, again there has been a flurry of activity but our animation industry still has to be very careful on its commitments and quality…. Please comment
I agree, what those studios did was very bad for the industry. Quality and deliveries are critical and we are going to be very strict in our quality control and prompt in our deliveries.

Talking about BPO, will the US election outcome have an effect on business? Also recently there has been some noise about something going wrong with the medical transcription jobs done in India do these effect business?

The US election outcome will not and cannot have an effect on business being outsourced to India. It is not feasible for them to curb outsourcing. About things like the medical transcription, yes such news is not good, but overall India is the number 1 destination for outsourcing and its position will strengthen even more in the coming years.

NASSCOM has predicted that by 2012 there will be a severe skilled manpower shortage in the developed countries. India will be the only country which will have a lot of manpower to devote to these jobs.

Once again, could you elaborate a little about the surprises that you were hinting about?
A surprise has to be a surprise. Wait and watch.