Search form

ASSIMILATE Creates New Division In India

ASSIMILATE (, the leading provider of powerful post-production tools for digital workflows, has established a sales and technical support division in India.

Press Release from ASSIMILATE

Santa Clara, CA, October 5, 2011 – ASSIMILATE (, the leading provider of powerful post-production tools for digital workflows, has established a sales and technical support division in India. The company has also extended its reseller network and appointed new Authorised Training Centres covering key filmmaking and broadcast markets across the country for its SCRATCH Six® and SCRATCH Lab™ file-based workflow products. This initiative, prompted by increasing sales success, underscores ASSIMILATE’s commitment to supporting the burgeoning broadcast and Bollywood filmmaking industries in India.

ASSIMILATE’s new division is led by Prasenjit Sengupta, who joined recently as director of sales for India. Sengupta’s role is to oversee the expansion of the company’s sales channels, and to strengthen customer services across the country. ASSIMILATE has also recruited Arun Kumar, who will provide training and technical support services in conjunction with the company’s expanding network of resellers.

The launch of ASSIMILATE’s new Indian base comes in response to an intensive growth period, after the successful NAB 2011 launch of SCRATCH Six and SCRATCH Lab on Mac OS® X and Windows 7. Priced at $17,995 USD, SCRATCH Six is ASSIMILATE’s high-performance, digital cinema and broadcast finishing tool for RED and high-end digital workflows. SCRATCH Lab is a comprehensive end-to-end digital system for the review, versioning, color correction, conform and deliverables of dailies created during production or the VFX process and is priced at $4,995 USD.

SCRATCH Six and SCRATCH Lab customers in India include Reliance MediaWorks, Prime Focus, QLab, Gemini Industries & Imaging, and Maya Digital Studios. ASSIMILATE’s Indian resellers have been selected for their particular expertise in PC and Mac workflows and include CineWeb Technologies (PC) and RSG (Mac) in Mumbai, CMS in Kolkata (Mac), Sniper in Chennai (PC), and Conquer in Hyderabad (Mac). ASSIMILATE Authorized Training Partners offering comprehensive SCRATCH training courses include Digital Film School in Mumbai and Finetune in Hyderabad.

“India is a big and rapidly evolving market, and ASSIMILATE has already achieved considerable success with sales of SCRATCH Six and SCRATCH Lab into many leading companies,” said Sengupta. “As new boutique post-production houses spring up, and filmmakers transition to file-based digital workflows, the price/performance advantages delivered by SCRATCH Six and SCRATCH Lab are incredibly compelling. Establishing a customer-focused base, a country-wide network of resellers supporting PC and Mac-based facilities and in-depth training facilities are clear signals of ASSIMILATE’s commitment to the Indian market.”

“ASSIMILATE is renowned for delivering a first-class customer experience,” said Nacho Mazzini, Vice President of Sales at ASSIMILATE. “Prasenjit and Arun, working with our highly-experienced resellers and training partners, are key to extending our success across India. Together they will bring the benefits of the SCRATCH Six and SCRATCH Lab experience to customers across the broad spectrum of broadcast and feature film production and post.”

Sengupta joins ASSIMILATE with over 20-years of success in media and entertainment software and hardware sales. He is well known in the broadcast and post-production communities across India, and brings extensive knowledge of file-based workflows for DI, high-end VFX and restoration.

Before joining ASSIMILATE, Sengupta was sales director at Benchmark Micro Systems, a reseller of high-end systems for the moving image industry. Prior to that he worked in sales at Aditya Infotech, Apple, Tata Elxsi, Rahul Commerce and Nucomp Infotech. Over the course of his career, Sengupta has driven significant revenue growth in key accounts such as Ramoji Film City, Famous Studios, QLab, Reliance MediaWorks and Prime Focus.

Arun Kumar has joined ASSIMILATE from Benchmark/Kit Digital, where he was responsible for technical demonstrations, training, and building customised high-performance workstations. Kumar’s broad expertise features SAN/NAS storage and networking solutions for high-end post house and broadcasters, including Gemini Industries & Imaging as well as Prime Focus Technologies.

About ASSIMILATE:ASSIMILATE is the premier provider of digital workflow and post-production tools, that have proven essential to the successful creation of thousands of studio and independent features, television shows, music videos and corporate video productions. The company’s SCRATCH products, running on Windows and Mac OS® X, are the heartbeat of today’s most demanding digital post-production and dailies workflows for 2D and stereo 3D productions. They equip Directors, DPs and Artists with the state-of-the-art, intuitive, data-centric solutions they need to meet the continual challenges of increased creativity and productivity amid ever-shrinking budgets. ASSIMILATE’s SCRATCH® data-centric DI system, is the most comprehensive, end-to-end cinema and broadcast imaging tool for playback, conform, editing, color grading, compositing and finishing of RED and other digital workflows. SCRATCH Lab™ delivers a comprehensive toolset for the review, versioning, color correction, conform and output of on-set or VFX dailies. ASSIMILATE a privately held company, with headquarters in Santa Clara, California, USA, offices in London, UK, Groningen, NL and Beijing City, CN and markets its products worldwide via a global reseller network. To learn more please visit

Rick DeMott's picture

Rick DeMott
Animation World Network
Creator of Rick's Flicks Picks