PART III India Design Report
India Design Organization
December 2018
The India Design Report 2018 December
D India Design Organization
India Design Organization
Overview.
This report presents the Indian Design Industry in its present form, and In spite of data inadequacies, the report attempts to present an accurate picture of the design industry, scope and activities of the industry and supporting structures using available information. This report provides information and analysis of the changing landscape of Indian Design. The design domains considered for the report are–furniture design, graphic design, motion graphics, animation and new media design, industrial design, automotive design, toy design, exhibition design, lifestyle product design, retail design, and HCI / UI / UX.
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Foreword.
Angad Rao, President IDO
India Design Organization
Contents.
Research Methodology 01
The India Design Orgaanization
35
Introduction 02
Formulation of the IDO
36
Design In India 03
Philosophy 37
Design Education in India
04
Objectives
Design Schools in India
06
Action Plan 39
Affiliation
08
The Governing Body
38
40
Design Programs 09
The Hierarchy 41
Design Industry In India
12
The President 43
Employment Distribution
14
The Vice President
Geographical Distribution
15
The Council 45
Services offered by Design Compaies
18
The Board of Members
Design Companies and Studio
21
The SAC 47
Inhouse Design Units
24
Membership
Who are the Design Users?
25
Conclusion 49
Critical Analysis of the System
26
How Design must impact Education
27
Aim of Design Education
28
Role od Design Educators
32
Role of Design Students
33
44
46
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Research Methodology. The report has been formulated with the help of the research and findings in other reports, surveys and interviews with people from various design institutions and the industry. This was supported by desk research and sourcing literature available from open sources. In-depth study and Research was done to explore the trends in student enrollment scenarios, pathways of graduates, faculty availability, teaching and learning practices, perceived choices of students for international study, study of design in comparison to the past, future of design education with respect to academic staff, infrastructure, curriculum, student numbers and quality, and the industryinstitute collaborations. Research also included recruitment patterns, industry satisfaction with design graduates, industry participation in design education, internships, understanding of the levels of critical skills and attitudes among design graduates, and salaries offered to graduates at entry level.
India Design Organization
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Introduction.
We live in interesting times defined by exponential change. We have increasingly learned to adapt to this change, but are yet to fully learn to accept it. This has lead to massive economic and social upheavals during current times. In our quest for industrialization followed by knowledge and service commoditization, we nearly forgot society. People who are still impoverished, people with special needs, people with low incomes are still not served, causing anxiety and extreme reactions.
better quality of life. The strategic nature of design helps solve problems in ways that are functionally and aesthetically pleasing and make economic sense. Design helps to improve quality and differentiation, offer world class products and services, improve business efficiencies, productivity and margins, increase revenues and achieve higher market share and accelerated growth.
Design is a perfect response to bind people together and to elevate human life through harmonious synchronization of needs and solution. Design is something that makes business and social sense at the same time. In the present and forthcoming scheme of things design certainly has a very important role to play by helping companies and societies to accept and adapt to the changing climate and to capitalize on the change by turning it into an opportunity. Design has evolved from being a vocation dealing with form and function to a new approach of developing business models. Design has also evolved over the past years from being a mere function of styling or aesthetics (where form and function are the focus) to design as a process (where design thinking is integrated into the development process). Today it has become a strategic element and an innovation leading process. From modest beginning Indian Design Industry is on a maturity curve now. At this juncture it needs a strategic and long term direction to fortify the gains already made. Even though the design industry in India is very small at present, its economic impact is quite high as it helps major industry sectors by augmenting their business value and competitiveness. Design can transform the way we do things, and result in new economic benefits and a
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Design In India.
From a handful in 2010, the number of design institutions has grown to over 70 by 2018. Given the positive demographics, rising educational aspirations, openness to pursue alternate careers, employment opportunities and increased affordability of higher education, the number of design aspirants is increasing every year. The number of designers required by 2020 in industrial, graphics, communication, packaging and other design domains will be 62,000, provided the design potential is fully realized. Currently there are approximately 7,000 qualified designers in the country and approximately 6,000 students in design education.
India still has some way to go in developing an understanding and appreciation of design and inculcating design culture among its people. India needs to make conscious efforts to enhance the global competitiveness of Indian industry through design.
In a traditional sense, the practice of design is age old in India. India has always had a rich culture and a well-developed craft tradition. The rituals, practices and festivals are all design manifestations, with a profound purpose behind them. These traditions and crafts provide a wonderful backdrop and inspiration towards looking at and understanding modern design. India has a vibrant design industry and an everincreasing number of design users backed by a strong platform of design education. Indian designers are an eclectic mix of talent, insight and experience. Design in India has matured over the years and continues to grow from strength to strength owing to the number of design schools and institutions that have emerged. Many young designers are choosing to work at in-house departments, which offer benefits, predictable hours, career paths, opportunity for structure and greater collaborations. Exposure to major international projects is also one of the attractions, as design departments work for Indian operations as well as their parent companies.
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Design Education In India. The Origins
Design Schools Today
Design Education had its advent about 55 years ago. Ever since, it has been growing at a steady rate. Till about 2004, design education was imparted by a handful of institutions. All these institutions were Government owned. Most of these institutions were not stand-alone design institutions, but a part of a large technical institute. For a number of years, the National Institute of Design at Ahmedabad was the only stand-alone design education institution.
There are many institutes in the country that offer various courses in design that include technical courses. Some of the most popular design courses that have attracted a number of students for admissions are industrial design, apparel design, graphic design, visual design, communication design, transportation design and others.
In 2004, a few institutions from the private sector entered the field of design education. Since then, there has been an exponential growth in design education in India. Today, this number has grown to more than 70 institutes teaching design at various levels. Sir JJ School of Art started as an Arts and Crafts institution and initiated architecture in 1900. The department of Commercial Art, which was established in 1935, is said to have laid down the foundations for Graphic Design in India. In 1958, the Government of India invited Charles and Ray Eames to make recommendations for a training programme to support small industries. Their recommendations resulted in the ‘India Design Report’. Based on their report in 1960, the Government set up National Institute of Design (NID) at Ahmedabad. The institute started with programmes in Industrial Design and Visual Communication. This was followed by setting up of the Industrial Design Center under the aegis of the Indian Institute of Technology (IIT), Bombay in 1969. Both these institutions carried the mantle of design in India in the modern era, followed by many others.
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J J Institute of Applied Arts
Charles and Ray Eames
IDC, IIT Bombay
India Design Organization
NID, Ahemdabad 1960
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Design Schools In India. 1.National Institute of Design, Ahmedabad NID is an autonomous national institute established in 1961, the first of its kind in India, offering graduate and postgraduate programs in Design. NID remains to be the top favorite of design students till date and is listed in BusinessWeek’s Top 50 Design Schools in the World. Adobe, Ashok Leyland are few of the major recruiters and Sujata Keshavan of Ray and Keshavan is one of the many notable alumni of the institution. 2. Industrial Design Center (IDC) – IIT Bombay IDC, IIT Bombay is the only other Indian design school other than NID that’s listed in BusinessWeek’s Top 50 Design Schools in the World. Established in 1969, the school offers Master of Design (M.Des) and Ph.D programs in Design. Microsoft, Tata Motors are few of the major recruiters and Satyendra Pakhale, Vogue’s most influential creative people in the World is an alumnus of IDC. 3.IDDC, IIT-Delhi The Instrument Design and Development Centre in IIT-Delhi offers Master in Design (M.Des) for graduates and Sathiyaseelan Gangasalam, head of styling at Ashok Leyland and visiting faculty of Launchpad Academy is an alumni of this institute. 4.Centre for Product Design and Manufacturing (CPDM), IISc If you are looking for an active research program in Design, you want to be in CPDM department of IISc, Bangalore, the only place in India offering a course of this kind. Apart from Design Research programs the institute also offers M.Des for graduates. Airbus, Crompton Greaves, General Motors are few of the major recruiters of CPDM. 5.Department of Design- IIT Guwahati What makes the Department of Design, IIT Guwahati unique is its Bachelor of Design (B.Des) course, the only undergraduate level degree of its kind in India. The institute also offers M.Des
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and Ph.D in Design. Flipkart, Mahindra, IBM are few of the major recruiters. 6.MAEER’s MIT Institute of Design Located in Pune and established in 2006, the institute offers Graduate and Post-Graduate Diploma courses in Design. Honda, Maruti, Tata Elxsi are few of the major recruiters of MAEER’s MIT Institute of Design. 7.Srishti School of Design Located in Bangalore, Srishti offers Professional and Post-Graduate Diploma in Design and known for its student exchange programs with Royal College of Art, London and The Massachusetts School of Art and Design. Ray and Keshavan, Pantaloons, Reliance Industries are the major recruiters. 8.DSK International School of Design Located in Pune, DSK ISD is the sister college of ISD, France and is the only international design school in India. The institute offers certification programs in Design for both graduate and undergraduate design students. 9.DYPDC DilipChhabria, sounds familiar right? DilipChhabria, famous Indian automobile designer is one of the co-founders ofDYPDC, located in Pune and also the head faculty of theinstitute. DYPDC offers undergraduate programs in Designand also a PG diploma course. 10.Raffles Millennium International Located in Bangalore, Raffles offers undergraduate degree and diploma courses in Design the only design college in India that allows for inter-college transfer credits.Note that all of the above mentioned best design schools in India consider your portfolio as the main criteria for admission and it is necessary that you have the required score in design entrance exams such as CEED and NEED.
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National Institute of Design (NID), Ahemdabad
MITID, Pune
Srishti School of Art, Design and Technology, Bengalurlu
IDC School of Design, IIT Bombay
Symbiosis Institute of Design, Pune
D J Academy of Design, Coimbatore
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Design Schools In India. Affiliation for design schools Design education in India lacks coherent structure because of the lack of well-articulated accreditation or affiliation procedures. There is no national accreditation body to accredit design programmes. Most of the state universities do not have design programmes for which they can affiliate colleges. As such, it is not possible for an entity to go and seek affiliation and hence grant a degree in design. Only a university is permitted to offer a degree. As a result, most of the design institutions in the country are not able to grant degrees even if they offer degree level instruction. In India, a university can come into existence only by an act of legislature. The powers of legislature cannot be delegated to the executive of the government. As such, the universities coming into existence via a central legislative action are called the central universities. The central universities are not bound by geographical constraints, unless so specified in the legislation
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Design Programs.
Design Schools in India offer a number of disciplpines in undergraduate and post graduate programs.
Under graduate Programs 4 years course The programme spans four years (eight semesters) including a two-semester Foundation Programme. -Foundation (skills and basic principles and elements of design) -First Year -Second Year -Third Year -Fourth Year (Degree / Diploma)
Post graduate Programs 2 years course Most of the post graduate programs are essentially after-graduate programs. This means that at the post graduate level. It is supposed to offer instruction that is advanced in nature as compared to under graduate level, however instruction offered is similar in content to under graduateprograms. The eligibility for admission to these post graduate programs is “any graduation�.
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Post Graduate 1%
Architectural Design 6% Interior Design + Landscape Architecture + Furniture Design
13%
Fashion + Textile + Jewellery + Leather Design
39%
Graphic Design
4%
Animation + New Media Design
6%
Industrial + Automotive + Retail Design
21%
Allied (Toy + Set & Exhibition + Design Research)
10%
Human Computer Interaction (HCI)
Under Graduate 1% 0% 7%
0% Architectural Design
3%
Interior Design + Landscape Architecture + Furniture Design 34%
Fashion + Textile + Jewellery + Leather Design Graphic Design Animation + New Media Design Industrial + Automotive + Retail Design
49%
6%
Allied (Toy + Set & Exhibition + Design Research) Human Computer Interaction (HCI)
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0%
Diploma
0% 0% 1%
0% Architectural Design Interior Design + Landscape Architecture + Furniture Design
34%
Fashion + Textile + Jewellery + Leather Design Graphic Design Animation + New Media Design Industrial + Automotive + Retail Design
64% 1%
Allied (Toy + Set & Exhibition + Design Research) Human Computer Interaction (HCI)
Certificate 0% 0% 0%
0% 0% Architectural Design Interior Design + Landscape Architecture + Furniture Design 33%
Fashion + Textile + Jewellery + Leather Design Graphic Design Animation + New Media Design
67%
0%
Industrial + Automotive + Retail Design Allied (Toy + Set & Exhibition + Design Research) Human Computer Interaction (HCI)
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Design Industry In India. “There are approximately 7000 qualified designers in the country and approximately 5000 in the various campuses pursuing design education. By 2020 the total number of designers required in industrial, graphic, communication, packaging and other design domains is approximated at 62000 provided the design potential is fully realized,� The Future of Design Education in India India UK Tech Summit.
The design industry could broadly be categorized in three: in-house design teams, design businesses and freelancers. The design industry lags behind other professional services domains in numerical terms when looked at in terms of turnover and number of employees. Architecture, Interior, Animation / New Media, Fashion Design are leading domains within the design industry. Other segments are far behind at present. However with the change in the economic scenario, design domains such as graphic design, industrial design, human computer interaction are growing at a fast clip. The number of design companies is growing as also there is growth in existing companies. There is a good trend of designers opting to start their own setup. Hence most companies existing today are new. The existing companies are consolidating further by adding more services to their portfolio within diverse design disciplines. India is a large market and at the same unique as well. There is no such thing called as a thumb
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rule which can describe Indian market or consumers. They vary in cultures, traditions, religions, customers, food, dressing, etc. At the same time the Indian consumer is becoming more demanding and is asserting himself / herself to get his / her aspirations satisfied. Multinational corporations are focusing on India as a new market for trading their products / services. They understand that successes elsewhere may not necessarily translate in a similar way in India. They will need to understand the market, the sensibilities of the people and respond to them through their offerings. Global corporations will need to work with Indian designers to understand the local market. To better understand the Indian consumer, to meet the needs and aspirations of this assertive, active, enlightened consumer, Indian businesses and multinational corporations will need to take assistance from Indian designers. This puts a spot light on the design industry as never before. The major concentration of design studios is in the urban cities of Mumbai, Delhi, Bengalurlu and Pune. The presence of leading design education institutions in these cities is also another reason for concentration of design companies in these cities. A few Indian design companies are internationalizing their operations. They have been opening offices in other countries as also they are tying up with design companies from other countries. Some such tie-ups are listed below. As it is a new phenomenon the successes or failures of these tie-ups or their operational framework is not known. Some more tie-ups are in the offing, but not yet declared.
Freelancing In India A significant number of designers work as freelancers or essentially single person operations. These freelance designers work with design
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businesses, as well as in-house design teams. They also have few fixed clients on retainer basis and collaborate with larger teams in order to cater to bigger clients. To cater to freelancers, collaborative and co-working spaces focused on design like Think Space, Daftar, and Beehive have come up in major Indian cities. In addition to the designers qualified through the number of design programmes, there are also a number of professionals, who are not formally trained, working or operating as designers. For example, many fine arts students acquire graphic design skills and work as freelance graphic designers. A number of people also use social media to showcase their work and turn towards free-lancing.
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Employment Distribution.
10%
There is a major concentration of design companies and design institutions in the four urban areas Mumbai, Delhi, Bangalore and Pune. All these cities are industrially active and are home to a large number of well-known Indian companies. The table shows the maximum concentration of designer is in the area of architecture and interior design. The obvious reason is that architecture as a domain of study and practice has been well entrenched for a long time. Many from the architecture profession have migrated to interior design. The HCI numbers seem higher because of the migration of graphic and industrial designers to this domain. The other design domains are coming up fast and soon the numbers will increase considerably in these domains. It would happen faster for fashion design and animation as compared to others. Many designers are employed in places other than the design industry. Many companies prefer to have in-house designers in addition to their sourcing of design services. Many companies totally rely on in-house design expertise. With the changing character of the Indian industry, where it is producing more and more original products, the role of designers is also becoming more intensive. Till recently Indian industry, which was manufacturing focused, relied on designs from outside sources and would employ in-house designers to translate these designs as well as make some minor modifications. Note: There are no available figures of the exact split between designers working in the design industry vs in-house designers in other industries.
90%
Architectural Landscape, Interior, Furniture
Designers in various Disciplines 10% 29% 18%
10%
10%
23%
Fashion + Textile + Jewellery + Leather Design Graphic Design Animation + New Media Design Industrial + Automotive + Retail Design Allied (Toy + Set & Exhibition + Design Research) Human Computer Interaction (HCI)
Designers in various Design Disciplines
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Geographical Distribution. Mumbai, Delhi, Bengalurlu and Pune seem to be the cities with highest concentration of Design Studios. All these four cities are industrially active and are home to the majority of well known Indian companies. The concentration of design companies in Bangalore and Pune is due to technology companies and older automobile firms. This is further corroborated in table 5 which shows that industrial design practice is more prevalent in these cities. Also these two cities offer a very good standard of living, good weather and an experimental, culturally active society. Both cities offer a complete ecosystem for design including design firms, design users, educational institutions and a positive environment. Mumbai and Delhi are natural destinations for design companies purely for the reason that these two cities host the topmost Indian corporations from diverse segments. These two cities offer a well developed market for design services.
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Bengalurlu
Mumbai
Delhi
Pune
Ahemdabad
Chennai
Hyderabad
Coimbatore
Rajkot
Goa
Cochin
Nagpur
Pondicherry
Jamshedpur
Lucknow
Surat
Vijayawada
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Design services provided by various cities Noida Vijayawada Surat Rajkot Lucknow Jamshedpur Pune Pondicherry
HCI Toy, Set, Exhibition
Cities
Nagpur
Industrial, Automotive, Retail
Mumbai
Animation +New Media
Hyderabad
Graphic Design Fashion+Textile+Jewellery + Leather
Gurgaon
Interior Design
Goa
Architecture
Delhi Coimbatore Cochin Chennai Bangalore Ahmedabad 0
20
40
60
80
100
120
Number of Design Services provided
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Services offered by Design Companies. Architectural Design • Supply of designs • Site supervision • Coordination with contractors and consultants • Project planning • Project estimation • Project management services • Infrastructure Development • Structural engineering • Design development • Urban Design • Environmental Design • Cost analysis and estimates
Interior Design, Landscape Architecture, Furniture Design • Set design • Furniture and utility product design • Home, office interior design • Accessories and furnishings design • Residential and commercial landscape designing and detailing • Retail space design
Fashion, Textile, Jewellery, Leather Design • Textile and fabric consulting • Apparel designing • Fashion consulting • Jewellery designing • Leather products and accessories design • Trend research and reporting • Corporate uniform design
Graphic Design • Print design such as brochures, books, leaflets, flyers, posters etc. • Packaging design
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• Branding strategy • Visual communication • Product graphics • POP graphics • Website design • E-catalog design • Miscellaneous design such as menus, newsletters, signage etc.
Animation, New Media Design • Character development • Animation and effects • Web design & application development • Instruction design • Films, short films • Multimedia solutions
Industrial, Automotive, Retail Design • Design research • Design engineering • Product definition • Product design • Product styling • Product detailing • Digital design visualization • Technical surface development • Operational engineering • Solid and surface modeling • Mockup building • Functional prototyping • Service design
Toy, Set, Exhibition, Design Research • Toy design • Set & exhibition design • Design research • Trend forecasting • Consumer insight studies • Competitive benchmarking
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Human Computer Interaction • User experience definition • Ergonomics • Human factors • Interaction design • Usability factors
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Design Companies and Studios. A representative list of some of the design education institutions is given here for ready referral only. The list is not exhaustive. Also mention of a particular institution in this list does not in any way imply that these institutions are the only or the best institutions for design. Idiom Design and Consulting Ltd, Bangalore Retail Design, Packaging ,Graphic Design, Branding, Product Design, Experience Design, Identity, etc Incubis Consultants India, Delhi Industrial Design, Architectural Services, Retail Design, New Media, Project Management, Operations Management, Quality Control, Urban Design Elephant Strategy + Design, Pune Corporate Identity, Packaging, Product Design, Environment/Space Design, Branding, Graphic Design ReZonant Design, Bangalore Advertising, Branding, Environment Graphics design, Multimedia, Web Design Icarus Design Pvt Ltd, Bangalore Branding, Industrial Design Services DMA Branding, Mumbai Branding Solutions, Corporate Branding, Marketing, Design & Packaging Innovative Design Engineering Animation Pvt Ltd (IDEA), Ahmedabad Industrial Design, Engineering, Animation, etc Design Directions Pvt Ltd, Pune Product Design, Graphic Design, User interface, Brand & Identity
India Design Organization
Lemon Design Pvt Ltd, Pune and Delhi Strategic Branding, Communication Design Services, Industrial Design, Interaction Design, Environment & Retail design, Motion Design Desmania Design, Mumbai and Delhi Product Design, Packaging Design, Visual Communication, Brand experience DFC Design For Change, Bangalore Retail design, Brand Identity, Strategy Consulting Onio Design Pvt Ltd, Pune Product Design, Design Research, Communication Design Lokus Design, Pune Architecture & interiors, Branding & Communication, Packaging Design, Product Design, Retail Design, Strategic Design TSK Design, Bangalore Graphic Design Platypus Innovations, Pune and Delhi Insight & Strategy, Product & Service Innovation,Strategic Branding, Innovation Capability, Innovation systems, Innovation Management Sarvasva Design, Pune and Mumbai Architecture Applications (Signage & Graphics,Cladding & structural systems, Street furniture,etc), Interior Architecture Applications (Set Design,Exhibition systems, retail & POS/ POP modular display systems, Handicraft & Jewelry, etc) Cluster One creative solutions Pvt Ltd, Pune Industrial Design, Architeture, Landscape, Interior Design, Web Design
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Freedom Tree Design, Mumbai Color forecast, Theme Selling, Color Plan, Color Evaluation Kena Design, Bangalore Branding & Identity, Print & Publication, Interactive Design Ticket Design Pvt Ltd, Pune Consumer products design , Electronic products design, Medical products design, Kiosks and displays design, Transport design, Retail design
Wisdom Tree, Pune Graphic Design, Branding Sesh Design, Delhi Retail Graphics, Advertising, Seminar Covers Tycka Design Private Limited, Bangalore Innovation Services, Identity Design, Industrial Design, Workshops, Manufacturing
Aditi Deo Graphic Design & Calligraphy, Pune Graphic Design
Brand Planet Elephant, Delhi Brand Management Consultancy & Planning, Brand Communication Services, Strategic Design & Business Transformation Solutions
Designworks, Pune Industrial Design, landscape design, Interior Design, Graphic Design
Design Membrane, Mumbai Identity & Branding, Print, Illustration, Interactive, Packaging
D’Three, Ahmedabad Interior Design, Graphic Design, Industrial Design
Chiragh Kirpalani, Pune Graphic Design Services
Ekibeki Inc, Mumbai Graphic design, Jewellery Design, Industrial Design Global Ideas, Mumbai Graphic design, Industrial design, Urban Planning, Motion graphics, animation & new media
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tion Solutions, Retail, Interactive
Dolka Innovations Pvt Graphic Design, Motion Graphics, Animation & New Media, Brand Development, HCI Amuse Design, Delhi Architecture, Interior Design Bang Design, Bangalore Product, Identity, Insight, Interactive, Spaces
Lopez Design Pvt Ltd, Delhi Communication design, Environment Design, Print New media (Website) design, Brand Identity design
Centroid Creative Hubb, Chennai Project management, Industrial Design, Engineering Design, Production Support
SA Graphic, Rajkot Graphic Design, Motion Graphics, Animation & New Media, Brand Development
Emantras Product Design Dept, Chennai Product Design, Design Research, Design Engineering
3 Head Design Graphic Design, Branding, Visual Communica-
Vivek Amberkar, Mumbai Industrial Designer
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Flextronics Design India Limited, Bangalore Electronics Systems design, Mechanical Engineering & tooling, PCB design, Components Solutions, Software Development & Integration Futuring Design, Mumbai Design Research, Industrial Design, Product Development, Prototyping & Model Making Batch Manufacturing
Architecture, MEP Engineering, Structural Engineering, Development Services, Construction Administration Future Factory, Mumbai, Singapore and Bengalurlu Product Design, Pototyping
Mind’s Eye Design Private Limited, Ahmedabad Signage Design, Retail Design, Design Strategy, Exhibition Design, Product Design, Corporate Identity, Space Design, Furniture Design Neubauplan Machine Design Studio, Pune Mechanical instrument design, Prototypeassembly, debugging and trials, Design of new products for machinery manufacturers Purnansh Design, Pune Product Development, Packaging Solutions, Environment Design Studio Korjan, Ahmedabad Product Design & Development Think Design, Delhi and Hyderabad User experience Design, Industrial Design, Research Unika Enterprises, Mumbai Interior Design, Landscape Architecture, Fashion, Textile, Jewellery, Lifestyle product Design, Motion graphics, animation & new media design, Brand Development, Industrial, Automotive, Retail Design Uttejna Technologies, Bangalore Product Design, Industrial Design & Product styling W D Partners India Pvt Ltd, Mumbai Design & Branding, Operations Engineering,
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In house Design Units. With the increasing focus on designed offerings, the role of inhouse design departments has evolved from being just a redesigning or adapting outfit to a department which plays an important role in the organizations overall strategy. The number of inhouse design departments is growing, signifying increasing importance of design. The inhouse design departments are prevalent in companies dealing with products, automobiles, fashion and accessories, software and hardware, furniture design. From our survey maximum number of inhouse departments are in the industrial, automotive & retail design domain. This can be attributed to the huge involvement of design in every part of their processes. Following is the representative list of companies (discipline wise) having inhouse design units.
• Philips India • SABIC Innovative Plastics (GE Plastics) • Styling Studio Ashok Leyland Technical Center • Tata Elxsi • Tata Motors • Usha Sriram • Whirpool
Fashion, Textile, Leather and Jewellery • Hi Design
Multi nationals like LG Electronics, Whirlpool, Philips, General Motors, Renault, AMD, Google, GE, Microsoft, Nokia, Motorola, Yahoo & Oracle have all set up their own in house design units in India. The inhouse design departments of the MNC’s cater to creation of India specific offerings with an aim to create a niche position in the Indian markets. At the same time they also cater to the needs of other markets utilizing the world-class expertise of Indian designers.
Graphic Design • Sodexho pass ho • Styling Studio, Ashok Leyland technical center • Tata Elxsi • Tata Interactive Systems
Human Computer Interaction (HCI) • Capgemini India • Genesis Usability • Geometric • Infosys • Mind Tree • Persistent Systems • Symantec
Animation, New Media Design • Tata Elxsi Industrial, Automotive and Retail • Bajaj Auto • Bajaj Electricals • Flextronics • Forbes Marshal • Geometric • Intel • LG Electronics • Mahindra Composites • Maruti Suzuki
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Who are the Design Users? The use of design (i.e either in-house design activities or the purchase of specialized design services) by Indian firms is spread across many sectors. FMCG companies, automobile, retail, IT/communication, fashion industries have a particularly large use of design. The typical buyers of design services include appliance manufacturers, machine tool manufacturers, automotive industry, furniture manufacturers, retail industry, hospitality industry, Telecom and IT industry, FMCG companies, banking and insurance companies, publishing companies, apparel and footwear companies, pharmaceutical industry etc. Domains such as education, NGOs, institutions, real estate, government, etc. sporadically use design services. Overall design utility is viewed in a very limited perspective by Indian industry. Design is an underused activity in most Indian businesses. Design is often seen as an expense item reserved for large companies thus keeping small and medium sized companies out of the design users list. Nonetheless design is evolving to become more strategic in nature. It means that businesses use design across the length of their development process as also they use design to find new areas of business. Companies use design in different ways. Some use it as strategic tool and some relegate it to be used at the end of the development process for styling purposes. A handful of Indian companies use design strategically. Major Indian organizations like Tata Group, Tata Consultancy Service, Indian Space Research Organization, automobile companies operating in India and many others have embraced design successfully in their products. Many others like GVK Industries, Titan, Art d’inox, Ergo, Future Group, Ginger Hotels, Godrej Interio, Larsen & Toubro, Nirlep and Philips use design as a differentiator to gain competitive advantage.
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Critical Analysis of the System. Though Indian Design has come a long way through the past few years, with many design schools and institutions, design companies, faculties, Design gurus, free-lancers being in the picture, a few critical problems have been identified. 1. Accreditation of Design Schools 2.Lack of Qualified Faculties 3.Support for recent graduates 4.Maintaining a balance between Traditional Design and Modern Design 5.Exposure of the students to the real world problems 6.Formulating the admission process for different design schools 7.Building an ideal design school 8. Mintainence of Design Schools 9.Designing for the right cause and right people.
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How Design must impact Design Education. Higher design education has so far been linear extension of the undergraduate design education and has laid emphasis on visual design and visual harmony. Probably it was necessary when the foundation of such programs was laid. Now the situation has changed radically. There is a proliferation of new technologies. Millions of people throughout the world are fiddling with new machines and systems and loosing billions of hours trying to figure out how these can be put to use and used.
whose decisions and actions will then change our society for the better. Today’s students of design education will be designers of tomorrow whose designs will have implications day after tomorrow and the day after.
This can easily be termed as design failure. With increasing number of these products and their increasing complexities, the problems of interaction are to grow many fold and with it the chances of design failure. Majority of the design professionals, have been so far working in the areas where cost of error is low. Now the cost of error is increasing with the use of new expensive technologies at all levels. How should the education and training of designers be revamped so that they are ready and fit to work in these high-risk areas and how well they can cope with the problems of working as a part of a big design team? A rethinking needs to be done about the role of designer in this changing technological situation and the complex interactions that are likely to take place in future between human beings and their living and working environment.
Currently, the world has been conquered with mobiles, laptops, cameras with the latest technology and interfaces. We are even seeing drones and robots. What next? If we have an answer for that, it means we are heading the right path. If you can, then we all know what the next gadget is going to be. So if we try to define, the future is really sum total of our present thoughts, concepts and aspirations multiplied by the efficiency of implementation
To fulfill the design requirements of our future society we must be able to foresee these requirements and tailor our education programs accordingly. We must also look at our past mistakes so that we can take corrective measures.
The current Design Education has yet not seized the problems. It is yet preparing the future generation of designers to tackle successfully the growing complexity of relationships between man and man-made objects and systems. What we design now will manifest only in future and it is only then that it can affect the society. Yesterday’s designs are shaping our societies today. So in design we have to see one step ahead. Design education is closely linked to the future. Its aim is to train people for the future
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Aim of Design Education. At present, the concepts of design are seen as a functionally efficient and experientially satisfying structuring of process and product towards a pre-determined end. However, the objective of a design education and practice should not just be a structurally efficient response to a given problem; it should be transformative in terms of both problem perception and definition in the search of equitable and sustainable solutions. This calls for imagining, planning, preparing and disseminating design education as a holistic entity: as applied knowledge and skill, as theoretical apprehension and underpinning, drawing on the cognitive aspects of science and technology, and the social and anthropological aspects of the arts and humanities. Such an Endeavour may require highly porous boundaries between established disciplines and design, and an innovative academic process capable of reflexivity and self interrogation. What is needed is to position design thinking as a cognitive process central to all disciplines. It must draw on methods from engineering and design, and combine them with tools from the social sciences and arts for solving real world problems. Design institutes need to cooperate extensively with other domains of study such as business, social sciences and technology. Designers today are expected to think beyond mere artifacts and be more strategic in their work. Execution of Interdisciplinary Projects Projects must embrace collaborative and participatory methods of problem solving that span across disciplines and courses. The disciplines of Humanities, Management and Technology can and must be brought together. It is important to introduce participatory and critical methods for designing products, systems, policies, then carrying them through into the real world in effective ways to alter social practices and public
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life. Whether it is slum design or heritage building refurbishment, a resource management system or infrastructural access, actual design situations offer project opportunities that are too large to be conceived and handled by a single person. Solutions depend on the coming together of skills and understandings of a number of people, and from a variety of disciplines. It is not possible to teach all required skills and processes within the design programme So a place for higher design learning should not only equip the student but also conduct research to invent new methodologies. We may have to pick methodologies from other disciplines and induct them into design like investigative methodologies used by physical scientists or abstract methodologies used by mathematicians. It should be a nodal hub for executing and facilitating the execution of interdisciplinary projects and for disseminating core design skills into the education process. Or else a Design Hub with dedicated faculty members and a floating pool of design professionals can be created. This shifts the locus of design education from being merely instrumentalist (a set of alternative choices of technique/process/form) to something empowering (a correlation between form and function informed by unethical consciousness, aesthetic in experience and productive in its impact). Institutes of technical education need to rethink spaces for such transformative design thinking, which is capable of engaging with and informing policy, reshaping values we live by. Design Education for Development in India The power of design in an Indian context is magnified with the large population that needs design solutions. Beyond aesthetics, design has the power to bring change in the lives of people
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and be an integrator of values, aspirations and culture. Design needs to be used for implementing strategies for building systems in the context of markets, governance, social and cultural processes, and knowledge bases. This would advance the cause of equity and justice in ways both individual and environmental, help create dynamic, participatory institutions in a thriving democracy, and even, ambitiously, aid the aspiration for a sustainable society and civilization. In the Indian context today, grounding and centering of national development goals and challenges in design education and research will provide a powerful impetus to innovation, entrepreneurship and policy systems. Increasing number of laws and policies have been worked upon for the ever-growing population of India. The laws aim to reduce the disparity of access and resources, such as the Right to Information, Right to Education, Right to Food Security. Though the population is constitutionally empowered, the country is yet to build resources to make these rights accessible in a meaningful manner. Design efforts concentrating in these areas of constitutional empowerment will play a key role in delivering these targets. If different forms of design and technology are suited to distinctly different forms of social and political existence, then a suitable fit between the two should be sought, compatible with conditions of freedom and social justice. Design should help create innovative technologies that promote a civic culture of democracy Technology and policy can together create appropriate designs to respond to these new development challenges and opportunities
India Design Organization
Designing for the right audience Design for tapping the productive potential at the ‘bottom of the pyramid’ - It is estimated that India is home to one third of the world’s poor. According to 2015 data from the United Nations Development Programme, an estimated 29.8% (276 million people) of Indians live below the country’s national poverty line. Indian Design is easily influenced from the western world and most products designed are examples of the same. Thus the poorest populations raise a prodigious new managerial challenge for the world’s wealthiest companies: selling to the poor and helping them improve their lives by producing and distributing products and services in culturally sensitive, environmentally sustainable, and economically profitable ways. The diversity of the Indian design scenario is its boon and bane. It opens up a plethora of opportunities for design intervention but also constrains its use. In India, design and technologies die a slow death because there is always a user segment that has not yet upgraded due to financial, cultural or other impediments. If Design has to be inclusive of such varying levels of user abilities, it requires forward and backward integration of technology to maximize its relevance. Developing a design spine in Engineering Education and vice - versa Indian design must seriously aim at changing existing situations into real- preferred ones. It must equip students not only with an ability to raise and answer questions related to the matters of the world, but also the disposition to do so. Design education must be seen as an epistemological concept, not just a technical, or even a cognitive or perceptional training involving a limited skill set.
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Create and Maintain an open source collaborative spaces of Learning Asynchronus teaching platforms for increase accessibility to diverse information- Spaces both virtual and physical for sharing and improvising ideas, tools and worktables for problem solving. Networks can be established through which experts train students, not necessarily in physical classrooms but partially through virtual classrooms and partially through internships. These centers would be about traditional knowledge dissemination as much as they would be about imparting skills and expertise in cutting edge technology. Running sessions simultaneously at premier institutions as well as within industry, learning residencies in remote parts of the country, city classrooms and village centers, could all create a fountainhead program that allows people to up-skill their knowledge through practical, hands on experience with the best in the industry or in academia per a learner’s requirement rather than the diktat of a degree education. Each learner chooses his or her own path, in a manner of speaking. Therefore, design education should be conceived for synchronous and asynchronous platforms of learning. Linkages with the Industry It is important to assist and expedite the incubation of ideas into products. Academic linkages with industry and the social sector across domains should be strengthened through participation in live projects. A dedicated position of a facilitator/liaison official to interface between industry and academia can reduce the effort for searching and matching requirements to meet expectations at both ends. This could also be manifested in the form of in-house industrial training within industries/ organizations. Design incubation Stewardships: Some of the designs arrived by students which have potential to reach people/industry/society should be
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provided additional resources and mentorship by instituting fellowships specifically for this purpose. Design Education to preserve traditional knowledge The enormous wisdom lying in the hands of the traditional master designers in craft communities, with indigenous architects, metallurgists, natural dye makers and others can and must be tapped not only to preserve traditional knowledge but also to supplement the increasing shortage of experienced teaching staff in most Institutes. This can further be possible through compulsory internships, apprentinceships and Research Report Writings. Design Gurus may also take an active role in preserving traditinal knowledge. Augment Problem based learning with experimental learning Learning by doing’ does two important things: it allows us to immerse ourselves in the environment in which work is to be done, so we can understand the values and expectations of our (target) society; it enables a fresh look at problems, not only at the ways of defining them, but also at the skill-sets that are required to address freshly analyzed issues. A shift from problem based learning (acquisition of knowledge) to project based learning (application of knowledge), where the projects are grounded in problems outside the workshop and labs in everyday scenarios, will involve students in reality, and reality in education Field Trips and Case studies can help and increase the possibility of connecting with issues and people, allow the opportunity to understand and define problems within local contexts, avail of input from affected populations, and seek and refine solutions alongside users.
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They sensitize the designer to a collaborative search for solutions within a social and cultural context, which also creates a sense of purpose and participation amongst those who benefit from the design, affecting both the efficacy and longevity of solutions
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Role of Design Educators. New faculty will be needed to introduce and sustain design thinking in the larger educational sphere for all the design initiatives being planned, and new ways will have to be employed for their training and development. Innovative systems should be conceived to make our schools – new and existing – attractive for the design talent that is now dispersed and needs to be tracked and brought into the educational mainstream in India. Design professionals with industry experience must be valued as faculty members. The excessive emphasis on PhDs skews the balance between academic credentials and real-world problem solving experience that is necessary for both engineering and design. We must redress this imbalance if we are serious about transforming design education
tween the college and the students. Peer-to-peer learning can create a framework between faculties from various streams and design schools and can facilitate and support co-development of new teaching practices. Design thinking and digital technologies are increasingly introduced in design education today. This shift demands a change in teachers’ mindsets, capabilities and approaches to design and technology as well as new teaching practices.Thus it is extremely important for the design educators of today to be able to understand the technologies and softwares that design demands today.
Senior and retired faculty members from established schools of design may be given the mandate to conduct Teacher training programs to mentor young faculty into Design Education Published research in the field of design in India is miniscule and publications by faculty are rare. There are no design research journals that get published in India. Barring a few exceptions there have been no conferences held in India where papers are invited, peer reviewed and then published. There is no central body which looks after design education. As such, the funding for research is limited to individual institution’s internal resources. There is also a lack of awards and recognitions for faculty in design. Design educators must help and guide the students get involved in collaborative projects which must include the understanding of different streams such as Engineering, Political Sciience , Humanities etc. They must support and act as the bridge be-
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Role of Design Students. Quick learning and Selective Learning Dealing with higher order complexities What is important is development of attitude of quick learning by finding answers to relevant and not redundant questions. That means not only one should be armed with the methods of quick learning but also selective learning. However this does not mean there is no in-depth study of the concerned topic. He/she should also be imbibed so that when confronted with such a situation of unfamiliarity or partial familiarity he should take recourse to this method. It is important to develop the mental skills required for design.
Organized and Focused creativity
Team Work He should have the skills of inter-professional communication and be able to work with other specialist professionals as a team member. Teamwork becomes easy if the designer has inculcated professional respect It is important to understand whether the inculcation of this quality be one of the mandates for design education. Skills to invent methodologies Another problem designers have to face is the lack of information in certain situations and understanding and critically analysing the excess of information provided. One needs to verify the information. He needs different strategies to deal with different situations. He has to develop skills to invent methodologies or choose appropriate ones from the existing stock and skills to modify these methodologies to suit the design situation. Abstract Modeling Skills Understanding Interrelationships
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Government of India Initiative
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Formulation of the IDO. IDO - India Design Organization The IDO is the Indian Government’s advisor on Design. It is supported by the Indian Government and focuses on creating an ecosystem in India where the role and value of design is recognized as a fundamental creator of value, enabling happier, healthier and safer lives for all. It is a national strategic body for multi-disciplinary design and is involved in promotion of design to ultimately make India a design enabled country.It is a statutory body of the Government of India for the coordination, determination and maintenance of standards of design education in India. It was established on July 1st 2018 with its headquarters in New Delhi. IDO’s vision is to be a network representing professional interests of Indian Design community, creating a meaningful interface between design professionals, people as users, the industry, education institutions and the policy makers. Membership to the IDO signals that at each level of the system you have been recognized by the professional body as practicing to the highest standards.
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Philosophy.
IDO is committed to building an ecosystem that promotes the best practices in design in India. It is also responsible for amplifying and presenting a unified voice to influence public policy, shape the industry and benefit the people at large. Thus it aims at impacting the National Policies as well as way of life in a positive manner.
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Objectives.
At the first step, IDO is aiming towards being a Design-action Hub with the Director being the President of the organization, the Head of the Organization, who decides the National development goals which the organization and the whole system can engage into, leveraging their own strengths, skills, management and available resources. •To reposition the framework of design education to develop the needs and opportunities of a developing nation. •To assimilate all forms of Design Thinking across disciplines by collaboratively working on real world problem. •Create a strong network of designers, design schools, gurus, students, facilitators, artisans, enthusiasts, parents etc. •Help in building a relationship with national as well as international bodies related to the design profession. •Become a national strategic body of the design professional community advising at government and policy level - acting as an independent professional body. •Lead the design community towards better quality of service, responsible design and smooth interface with the industry.
•Involving Industry and Professional Designers in the collaborative Development of the Design Profession •To steer, plan and disburse funds for design activities annually. •To create an ‘open - source’ platform for learning - This would make it possible for anyone who sees a relevant design problem to intuitively create an online process that intelligently allows collaboration with experts, collation of appropriate knowledge bases and creation of joint design solutions. •Presenting Indian Design and innovations on the international platform through connections with the International Design Organizations. •To accelerate the interventions of the Indian Government in the field of Indian Design . •The IDO is a body responsible for the Accreditation of the design programmes in Design Schools . •Serves as a vital link between the Government of India and the Institute of Higher Design Education . •To honor faculties, design gurus and others for their prominent contributions in the field of innovation and design.
•Create awareness of “good design” amongst the “people” and “industry”, through out - reach programs, publications, events & installations. •To encourage and monitor Education in Design Schools and Institutions and also raising Design Education in India to global standards of excellence .
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Action Plan.
Develop and standardize design syllabi, for all institutions in India imparting design education Coordinate with Government to facilitate simplification of procedures and systems for registration of new designs Assist industries to engage the services of designers for their existing and new products Encourage close cooperation between academia and industry to produce proprietary design know-how while encouraging creation of new design-led enterprises for wealth creation Conduct programmes for continuous evaluation and development of new design strategies Encourage students to work with artisans and craftsmen to help in the growth and expansion of the traditional designs of India. Publish design reports by eminent Design Gurus from time to time, such that it can reach a wider population. Introduction to Design Education at the secondary levels at schools.
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The Governing Body.
Constitution
Members
Role “Ideal� Design School Admission Process Training Sessions Smooth Functioning Financial Support Promote Design Growth and Exposure
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Design Colleges Design Gurus Practitioners Design Colleges Recent Graduates Investors Freelancers/ Design Ethusiasts Design Studios Faculty-Abroad
Administration
Governing Body.
Jury Investors Government Staff/ Officials
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The Hierarchy.
The India Design Organization is headed by the President. The President is responsible for the final decisions taken by the India Design Organization. The Presient with the help of the Vice President decides on all the laws and events that have been formulated under the body of the IDO. The Board of Members consist of the one or two faculties from each of the member colleges and few people from the industry. This team further selects on 10 to 15 members that constitute the the Council. The Design Gurus are those people who are experienced in the field for more than 25 years and have remarkably contributed to the design organization. The student Association Committee and the Parents Association Committe are other strong forces of the organization. The other members include affliates,Investors, Design enthusiasts, Graduates, Students, Design studios and Committees.
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President
Vice President
The Council
Board of Members
The Gurus Members and Committees
Design Schools Students Association Committee
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Investors
Design Companies and Studios
Students
Graduates Affliates
Freelancers
Parents Association Committee
Faculties
Enthusiasts Educational Institutions
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The President.
The President is the highest power of the India Design Organization. He is appointed by the Council of Members for a term of 2 years. The President appointed may be faculty member of a design school, a design guru, person from the management or anyone who is credited resposible for the role. The President along with the support and advice of the Vice President takes important decisions regarding the IDO and other matters related to it. The Council of Members has the power to dissolve the President in terms of any misconduct during the tenure. The President can also retain the role for 2 consecutive years if elected by the Council.
Angad Rao , President IDO
In the absence of the President, the Vice President can take the necessary actions and decisions required. The current President is Prof. Angad Rao - previously Director of NID 2012. He has actively participated in contributions to Indian Design.
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The Vice President.
The Vice President is the second highest power of the India Design Organization. He is appointed by the Council of Members for a term of 2 years. The Vice President appointed may be faculty member of a design school, a design guru, person from the management or anyone who is credited resposible for the role. The President along with the support and advice of the Vice President takes important decisions regarding the IDO and other matters related to it. The Council of Members has the power to dissolve the Vice President in terms of any misconduct during the tenure.
Shilpa Deshmukh , V.President IDO
In the absence of the President, the Vice President can take the necessary actions and decisions required. The current Vice President is Prof. Shilpa Deshmukh, Faculty, D J Academy of Design
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The Council.
The Board of Members elect 10-15 reponsible candidates from among themselves to constitute the Council. The Council is the most important body of the IDO. The Council of members prepare reports and presentations that help the President and Vice President suggest important implications. They are also the voice of the Members of the IDO that reaches the President and Vice President. They are also responsible for important decisions and suggestions regarding the affiliation of colleges, procedures for entrance examinations, curriculum of design schools, forulating the question papers for the entrances. They also prepare a rough draft of the curriculum anually after multiple meetings and discussions with the board of members and the design gurus. They serve a period of 2 years. Any memember can be dissolved by the combined decisions of co- members of the council and the Board of Members. They also prepare the India Design Report every two years which provides information about design schools, curriculum, events and trends of Design in India. The Council consists of design faculties, design gurus, practicing designers, professionals such as businessmen, engineers, architects etc.
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The Board of Members. The Board of Members constitute one or two faculties of various member colleges in India across different streams such as design, architecture, engineering etc. It also includes design professionals who are currently practicing design. The Board of Members from different cities plan out the events, exhibitions and workshops in their respective cities or colleges. They form an important body that helps bring up important matters of discussions to the Council. They must also be the guardians to various Craftsmen groups and actively publish Research reports from time to time. They also act as a bridge between the Student Association Committee and the higher levels of the Organization.
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The SAC.
The SAC ( Student Association Committee) consists of the Head of the SAC members from the member colleges. This committee is responsible for the smooth communication and is the voice for the students in various colleges to the higher levels of the oranization. The SAC also has the power to arrange for meetings, social events, exhibitions and competitions. The SAC can be re elected every two years.
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Membership.
Individual Memberships Professional Membership is available to any person of Indian origin or permanent resident of Republic of India who has at least an undergraduate degree in Design or a related design discipline, and appropriate professional experience of at least 3 years, and whose primary professional responsibility as a practitioner or educator is design of products, services, packages, transportation, environments, information systems, communication systems , research or related design services. Affiliate Membership is available to any individual not eligible for other forms of membership yet are related to design field (serving the design industry, non-designers working for design firms or corporations, design managers, trade members, vendors, model makers, skilled artisans, media people etc.). Individual Student Membership is available to Indian students attending any college or university in the world for a undergraduate or post graduate design course or program recognized by the IDO. This is a onetime membership available post review by evaluation committee and carries a one time fee for the entire duration of the course. Student membership is for the entire duration of the design education of the student. This is a one time membership available post review by evaluation committee and carries a no fee for the entire duration of the course of the member colleges. Life Membership is available to any individual professional or affiliate member who has been a Professional / affiliate member of IDO for at least 3 consecutive preceding years and has paid the appropriate one time membership fee for the category.
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Corporate Membership is available to any company or studios based in India. The company can be a manufacturing, service, marketing or a design organization and must be actively engaged in use of design services towards design of products, services, equipment, packages, transportation, environments, information systems, communication systems , research or related design services. The membership application will reviewed by evaluation committee and membership will be granted on its acceptance and payment of membership fees as per category. Education Membership is available to any Design or related education institute based in India. Membership allows accreditation of the institute by IDO. The membership application will reviewed by evaluation committee and membership will be granted on its acceptance and payment of membership fees as per category. Other Memberships Honorary Fellow Membership is granted to Members who have by their professional standards and behavior, demonstrated their eminence in their respective design field or design related fields. Candidates must be nominated by at least three members of the Council for consideration. In certain cases, the Council may propose a designer outside of the Organization whom they feel have made a significant contribution to design in India. Donor Membership is granted to Members who have financially supported IDO. Donors will be evaluated by the IDO evaluation committee for his / her / its appropriateness and value of support.
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Conclusion
This transformation of the education process in the institutions of technical education based on design pedagogy will require the active participation of all sources attached to education in India. Such a vision engages into design as an overarching framework for steering education and research towards social goals and economic aspirations. From a design perspective, the end product (intellectual property) must have a demand that can generate revenue. With the recognition of the creative industries and its impact on the economy, the role of designers should be reconsidered. Besides designing according to instructions, designers should strive to respond to the creative industries by creating viable design outputs that can eventually become a successful brand. However, the common trend of design education is still focusing on the training of design skills as a means to solve problems. Education providers should actively look at how they can rework their current design syllabus to include design thinking capabilities. For designers who have left education and entered the workforce, several top universities are releasing their teaching material for free to the public. The strategy to achieve this vision would focus on strengthening quality design education at different levels, encouraging use of designs by small scale and cottage industries and crafts, facilitating active involvement of industry and designers in the development of the design profession, branding and positioning of Indian design within India and overseas, enhancing design and design service exports, and creating an enabling environment that recognizes and rewards original designs.
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