Work culture

Colorchips: an animator’s dream

Hyderabad-based Colorchips India is an animation services company that is on the lookout for talented artists to strengthen its workforce, says Srinivasa Rao Dasari

Colorchips India plays a significant role in the rapidly-growing domestic animation industry. The company believes that the creative talent of its employees is its real strength. The Hyderabad-based 2D and 3D animation software services provider practices a varied mix of HR methodologies to upgrade its human resources to cater to the global market. The company, which is in the process of implementing a Rs 10-crore expansion plan, is inducting a few hundred animators. The demand can be gauged from the fact that about 80 Filipinos are working with Colorchips for an overseas assignment, and the current headcount of the company stands at 500.

Says Sudhish Rambhotla, the CMD of the company, “We aim to script a success story of our own in this $ 2 billion (projected) industry, retaining our core beliefs and values i.e. openness, trust, respecting human dignity, simplicity, humility, honesty and team work. Right from inception our company has invested in updating the capabilities of human resources, including the development of human values and potential through focused learning and development activities. We have a good mix of foreigners and Indians, around 1:5. They (artists from overseas) have good exposure and expertise, and their contribution to the animation industry is phenomenal. We strive hard to bring our professionals to their level of competence to strengthen Indian industry.”

Training focus

Quality manpower is required for any company to face intense competition in the market, and the animation segment is no exception. Colorchips has been finding it difficult to get trained manpower for its planned expansion to meet the growing demands of its clients. The company is spreading its wings and setting up training divisions in Andhra Pradesh and the metros. It has launched the Colorchips Animation Training Centre (CATC) where the courses have been customised to provide training in the entire range of 2D and 3D animation. CATC also offers specific module-based short-term courses, and has an in-house training centre for artists to upgrade their knowledge of the industry.

The company believes in a value system, and to maintain this it practises well-balanced HR principles of giving equal opportunity, encouraging freedom of expression and thought, and paying productivity-linked compensation.

Retaining employees

“The attrition level in this field is noticeable, and our company is no exception. However, our employee-friendly atmosphere coupled with productivity-linked pay packages have managed to curtail it to a great extent. We are moving in the right direction to contain the attrition level and strengthen our human resource base further. Equal opportunity and transparency at all levels have made it possible,” explains Rambhotla.

The average pay hike here is around 5-8 percent. Most employees have their income levels directly proportional to their output, and appreciation rewards are linked to their overall performance.

Lack of hierarchy

Colorchips believes in a flat structure. Lack of hierarchy makes it possible for people to operate independently in their respective domains. HR processes here aim at giving employees the opportunity to grow with the organisation. Despite having a diversified workforce, the company has been successful in bridging divides, and there have been many remarkable achievements through team efforts. Activities such as success celebrations, open discussions and collective thought practices have brought employees from different regions and tastes together, and developed a sense of belonging among all.

Recruitment practices

Recruitment is usually done through media advertisements. Internal experts conduct the interviews. Talented freshers with innovative thinking and creative minds are selected and continuously groomed to excel. Experienced professionals are selected on the basis of their exposure and achievements in their related fields.

The company provides personal attention with continuing support to every employee. As part of the induction programme, newly recruited employees are taught about their role identification and job responsibilities. After the training programme the right job fit is found for each, and every employee is expected to know about his role in the company with total accountability.

Corporate social responsibility

As part of its corporate social responsibility activities, the focus of Colorchips is creating employment opportunities by spotting youngsters with creative minds, strong imaginations and artistic abilities, and then training them; its training programmes are designed to transform its employees into leaders in the animation industry.

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