INDUSTRIAL DESIGNING IN INDIA- WAKING UP TO THE GLOBAL DEMAND

Overview

• Indian Industrial designing industry is in its early stages compared to its global counterparts

• Indian Industrial design industry is worth Rs.200 crore growing at 10 percent while globally this industry is of $40 billion and growing at an average of 15%.

• Indian growth in this sector started after 1991 when economy was opened up.• Tata Motors started Engineering research center in 1994 and later started full

fledged operations understanding the demand. • Earlier only design execution was outsourced to Indian companies in this field• Since 2000 small design houses started to operate in India and those companies

where capable enough to serve design needs of MNCs.• Designing was outsourced from various industries such as consumer goods to

furniture.• Along with private companies government enterprises like National Institute Of

Designs plays a key role in the growth of this industry.

CHALLENGES

• Industrial design industry in India faces several challenges which hinder its growth rate when compared to global levels.

• Highly competitive nature, lack of qualified designers and inability for scale up to new growth are major reasons for slowing Indian market.

• Promotions done by global leaders in this segments like China, Singapore etc attracts more orders to these countries.

• Only recently India started pitching for its design Industry collectively which helped companies in this sector to attract more orders.

• Indian design companies also developed tie ups with some of the global companies which is expected to benefit these companies and sector too.

SWOT ANALYSIS

STRENGTHS• Investments by large

corporates like Tata Motors.

• Growth of Indian design companies.

WEAKNESSES• Lack of skilled and

qualified designers.• Most of the design

companies are startups.

SWOT

OPPORTUNITIES• Huge potential for

growth.• Aggressive

promotions by NID

THREATS• Rate of growth is

slower compared to global market.

• Highly competitive market

• Demand Supply Gap

Role of NID Question 1

• NID(National Institute of design) set up industry specific design centres.

• Some of the design centres are IT(Bangalore), automotive(Pune) Jewellery sector(Gandhinagar)

• Promotes the industry aggressively in association with Businessworld weekly magazine

• Set up network of top Indian designers to conduct trade exhibitions and represent the country in Industrial design services

• Studies shows that Industrial+Automotive+Retail design programs are inadequate which currently is 11 PG, 12 UG and 1 Diploma and 1 certificate program.

• More courses should be started under technical Universities and programmes should be aligned to Industry standards to deliver better professionals.

• Concentration of Indian design industries to 4 urban regions Mumbai, Delhi, Pune, Bangalore is due to the presence of potential markets. Clustering of top Institutions around this hubs can help budding of new designers.

• Lack of knowledge about this area • Companies along with Industry association should take care about promotions

which include trade shows and exhibitions.• Companies should form associations and strategic tie up with global

counterparts.(internationalization)

Suggestions Question 2

Suggestions

• Companies should build competitiveness with respect to aspects like performance, investment and human resources.

• Acquire new technologies. Designing is now all about advanced technology for developing designs. Companies should have proper strategies in this regard…What when and how.

CONCLUSION

• Huge potential in Industrial Design in India• Emergence of Government Enterprises• Move from just manufacturing to design

life cycle management• Inability to close the gap with other

competing countries.

• DESIGN IS NOT JUST WHAT IT LOOK LIKE AND FEELS LIKE. DESIGN IS HOW IT WORKS STEVE JOBS