PENGUIN ENTERPRISE Published by the Penguin Group Gurgaon 122 002, Haryana, India Penguin Group (USA) Inc., 375 Hudson Street, New York, New York 10014, USA Penguin Group (Canada), 90 Eglinton Avenue East, Suite 700, Toronto, Ontario, M4P 2Y3, Canada Penguin Books Ltd, 80 Strand, London WC2R 0RL, England Penguin Ireland, 25 St Stephen’s Green, Dublin 2, Ireland (a division of Penguin Books Ltd) Penguin Group (Australia), 707 Collins Street, Melbourne, Victoria 3008, Australia Penguin Group (NZ), 67 Apollo Drive, Rosedale, Auckland 0632, New Zealand 181 Jan Smuts Avenue, Parktown North, Johannesburg 2193, South Africa
First published in Penguin Enterprise by Penguin Books India 2014 Penguin Enterprise is the custom publishing imprint of Penguin Books India Copyright © Confederation of Indian Industry 2014 All rights reserved 10987654321 ISBN 9780670087655 Art direction and design by Lemon Design Pvt. Ltd, Pune Printed at Thomson Press India Ltd, New Delhi This book is sold subject to the condition that it shall not, by way of trade or otherwise, be lent, resold, hired out, or otherwise circulated without the publisher’s prior written consent in any form of binding or cover other than that in which it is published and without a similar condition including this condition being imposed on the subsequent purchaser and without limiting the rights under copyright reserved above, no part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted in any form or by any means (electronic, mechanical, photocopying, recording or otherwise), without the prior written permission of both the copyright owner and the above-mentioned publisher of this book.
A PENGUIN R ANDOM HOUSE COMPANY
02
01 INDUSTRIAL DESIGN
INTERACTION DESIGN
Design Directions Pvt. Ltd Future Factory Godrej & Boyce Mfg Co. Ltd Godrej Interio Incubis Consultants (I) Pvt. Ltd Labguard India Pvt. Ltd Lemon Design Pvt. Ltd Lumium Innovations Remidio Innovative Solutions Pvt. Ltd SKMD Whirlpool of India Ltd Wipro Furniture
02 04 06 10 12 14 16 18 20 22 24 28
Alcubis Design Solutions (Design Clinic) Arttdinox Cema Electric Lighting Products India Pvt. Ltd Cluster One Creative Solutions Pvt. Ltd Design Directions Pvt. Ltd Designik Design Temple Designwise India Pvt. Ltd Desmania Design Foley Designs Pvt. Ltd Forbes Marshall Pvt. Ltd Forbes Technosys Ltd Godrej Interio Gween Toys Pvt. Ltd iDiya Design Pvt. Ltd Ingersoll Rand India Ltd Lauburu Marketing & Advertising Consultants Lucid Design India Pvt. Ltd Neodes Sanket Kothekar Studio Ideate Tanishq Design Studio Universal Designovation Lab LLP Varnam VIP Industries Limited
30 31 32 33 34 41 42 43 45 46 50 52 54 57 58 59 61 62 63 64 65 66 67 68 69
2adpro Design Directions Pvt. Ltd Idiom Design & Consulting Ltd Tata Motors Ltd
72 74 76 78
Connect Creative Dynamite Design LLP Mahindra & Mahindra Ltd Maya Studios Pencil Point Designs, 4D4B Studio Ideate Ticket Design Pvt. Ltd
80 81 82 83 84 85 86
04
03 MOBILITY DESIGN Ashok Leyland Bajaj Auto Ltd Centroid Creative Hubb Maruti Suzuki India Ltd Stylus Automotive Pvt. Ltd TI Cycles of India Abhikalp Design Studio Advandes Design Engineering Services LLP Mahindra e2o Maruti Suzuki India Ltd New Swan Enterprises Tata Motors Ltd
VISUAL COMMUNICATION 90 92 94 96 98 100 102 104 105 106 107 108 109
Codesign Brand Consultants Pvt. Ltd Elephant Design Pvt. Ltd Future Research Design Company Imarat Rhizome | Leehkin Lemon Design Pvt. Ltd Shreyas Architectural Consultants
116 120 122 124 126 128
Signet Designs Tata Elxsi The Republic Vivek Sahni Design
130 132 134 136 138
Codesign Brand Consultants Pvt. Ltd Design Directions Pvt. Ltd Design Orb DYWorks Ltd Icarus Design Pvt. Ltd Idiom Design & Consulting Ltd Imperial Graphics Ishan Khosla Design January Design Kena Design Landor Associates Locopopo Philips Design Rabbithole Rivet Design Studio Therefore Design Varsha Belani Design Studio Virus Design
140 141 143 146 147 148 150 151 152 153 154 155 156 157 158 159 160 161
THE CII I DESIGN N YEARBOOK PRESENTS T A SERIES OF OVER R 100 COMPELLING DESIGN STORIES O FROM INDIA, D ACROSS THE FOUR U MAJOR DESIGN DISCIPLINES C OF INDUSTRIAL T DESIGN, INTERACTION I DESIGN, MOBILITY O DESIGN & VISUAL COMMUNICATION. N
ABOUT
Aparna Piramal Raje writes on design, business and urbanization for a number of publications including the popular monthly column in the Mint has featured over forty CEOs, and investigates the connections between their working styles and workspaces. She anchored The Workplace Show on CNBC Awaaz and co-authored a report on the Indian Design Sector for CII in 2012. Tweet her at @aparnaraje.
FOREWORD
Message from Udayant Malhoutra, Chairman, CII National Committee on Design We are proud to present to the world, the CII Design Yearbook 2013, a curated compilation of the best of step in recognizing good design and promoting good design to the Indian industry and the Indian society. Confederation of Indian Industry (CII) has been at the forefront of promoting design in India. It has strenuously and diligently worked to enhance the awareness of design in the country. I am pleased to note that this publication is one more noteworthy effort in this great tradition. India’s growth story is well known. We all hope that the story will become stronger in the days to come. The India story has always been about quantitative growth. While quantitative growth is good, now is the time to move onwards to achieve qualitative growth. The qualitative growth will happen when ‘Made in India’ is supplemented with ‘Designed in India’, when local brands become multinational, when unique products world. It is design which will drive economic growth and higher productivity. Embracing design will be a key factor for the country and the Indian industry to achieve qualitative growth. There is no doubt in my mind that this annual publication will be an important contributor to inculcate value proposition of design and will convince all stakeholders that design is critical to India’s future success and good design will ensure better quality of life for the Indian citizens. I take this opportunity to thank everyone who contributed to this publication.
INDEX
A 2adpro Abhikalp Design Studio Advandes Design Engineering Services LLP Alcubis Design Solutions Arttdinox Ashok Leyland
72 104 105 30 31 90
B Bajaj Auto Ltd
92
C Cema Electric Lighting Products India Pvt. Ltd Centroid Creative Hubb Cluster One Creative Solutions Pvt. Ltd Codesign Brand Consultants Pvt. Ltd Codesign Brand Consultants Pvt. Ltd Connect Creative
32 94 33 116 140 80
D Design Directions Pvt. Ltd Design Directions Pvt. Ltd Design Directions Pvt. Ltd Design Directions Pvt. Ltd Design Orb Design Temple Designik Designwise India Pvt. Ltd Desmania Designs Dynamite Design LLP DYWorks Ltd
02 34 74 141 143 42 41 43 45 81 146
E Elephant Design Pvt. Ltd
120
F Foley Designs Pvt. Ltd Forbes Marshall Pvt. Ltd Forbes Technosys Ltd Future Factory Future Research Design Company
46 50 52 04 122
G Godrej & Boyce Mfg Co. Ltd Godrej Interio Godrej Interio Gween Toys Pvt. Ltd
P 06 10 54 57
I Icarus Design Pvt. Ltd Idiom Design & Consulting Ltd Idiom Design & Consulting Ltd iDiya Design Pvt. Ltd Imarat Imperial Graphics Incubis Consultants (I) Pvt. Ltd Ingersoll Rand India Ltd Ishan Khosla Design
147 76 148 58 124 150 12 59 151
J January Design
152
14 154 61 126 16 128 155 62 18
M Mahindra e2o Mahindra & Mahindra Ltd Maruti Suzuki India Ltd Maruti Suzuki India Ltd Maya Studios
106 82 96 107 83
N Neodes New Swan Enterprises
R Rabbithole Remidio Innovative Solutions Pvt. Ltd Rivet Design Studio
157 20 158 98
S Sanket Kothekar Signet Designs Shreyas Architectural Consultants SKMD Studio Ideate Studio Ideate Stylus Automotive Pvt. Ltd
64 132 130 22 65 85 100
T
L Labguard India Pvt. Ltd Landor Associates Lauburu Marketing & Advertising Consultants Leehkin | Rhizome Lemon Design Pvt. Ltd Lemon Design Pvt. Ltd Locopopo Lucid Design India Pvt. Ltd Lumium Innovations
84 156
156
K Kena Design
Pencil Point Designs 4D4B Philips Design
Tanishq Design Studio Tata Motors Ltd Tata Motors Ltd Tata Elxsi Ticket Design Pvt. Ltd TI Cycles of India The Republic Therefore Design
U Universal Designovation Lab LLP
67
V Varnam Varsha Belani Design Studio VIP Industries Ltd Virus Design Vivek Sahni Design
68 160 69 161 138
W Whirlpool of India Ltd Wipro Furniture
63 108
66 78 109 134 86 102 136 159
24 28
ACKNOW LEDGEMENT
The Confederation of Indian Industry (CII) would like to thank Mr Udayant Malhoutra and members of CII National Committee on Design for their encouragement and guidance in bringing about this landmark publication about contemporary Indian Design. We would like to thank Mr Dipendra Baoni and his team at Lemon Design for putting the entire book together and to Penguin for publishing it. We express our sincere appreciation towards Mr Zubin Varghese, Senior Director - Innovation & Center of Excellence Ingersoll Rand Engineering and Technology Centers and Mr Milind Joshi, Head R & D, Forbes Marshall Ltd for reviewing the entries received and towards Ms Aparna Piramal for contributing the cover note. We acknowledge and appreciate the contributions of Mr Hrridaysh Deshpande, Director, DYPDC Center for Automotive Research and Studies as editor of this yearbook.
for their cooperation during the information collection process, without which this publication would not have staff for supporting our many initiatives and programs.
DESIGN PARTNER Lemon Design Pvt. Ltd, Pune Creative Director Dipendra Singh Baoni Design Team Reshma Mallecha, Manosij Sarkar and Varun Manoharan