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Can India be a global hub for design destination?

The purpose • To come up with a research question to seek answer to the main question • To zero on the research methods to conduct the investigation • To conduct the research • To analyze the findings of the research • To conclude based on the analysis

Lets demystify the question…as we see it. What is global, and what are the macro trends globally?

Global perception

Circular economy Sustainability, Emerging middle class, Disaffectd youth, Climate changes Ageing world, Urban transition, More connected world

Quality, Connect , happiness, Responsible, Sustain.


Techno rush, carefree, short term benefits, “let it be” I am aware but let someone start….. Ecosystem is just too vast to think from this never ending rotational system.

Lets demystify the question‌as we see it. Ideal design destination

Global hub

Why India should be a design destination.

Authentic design Policy/ government Education Sensitivity Infrastructure Resources Constant need Awareness Economy Sustainability

Italy, Uk , Germany, Japan, France, US

Population More human resource, more minds to operate Indian philosophy: the longest surviving civilization Diversity Traditional methods and knowledge Beliefs and fate

Innovation, Economy, Infrastructure, Technology, Sensitivity, Industrial revolution,

Lets brand India (Identifying The USP)


• How sensitive is India’s youth towards global design? • Can India's traditional knowledge be an effective pool and pull for slow movement? • Can India’s diversity contribute towards circular economy globally? • Can India be a source of information for research Sector?

CAN INDIA’S TRADITIONAL KNOWLEDGE BE AN EFFECTIVE POOL AND PULL FOR SLOW MOVEMENT? • India’s history and rich cultural heritage and knowledge is a big resource • Home mad, hand made and organic have long been India’s strength and proud traditions

LITERATURE REVIEW MLM Innovation (More Performance, Less Resource, More People)


Gandhian innovation ( I Would Prize Every Invention Of Science Made For The Benefit Of All. Earth Provides Enough To Satisfy Every Man’s Need But Not Every Mans Greed)



Time to be Slow? Slow Movement in the Apparel Business Sojin Jung, Byoungho Jin (13 oct 2014) Developments in Marketing Science: Proceedings of the Academy of Marketing Science 2015

Products: Railegh denims Books: India Idea - LK Sharma & Sam pitrada

Haward business review Innovation’s Holy Grail by C.K. Prahalad and R.A. Mashelkar Fashion and Sustainability: Design for Change British fashion designer Kate Fletcher discusses fashion, sustainability, and “the craft of use” September 19, 2012 SLOW + FASHION—an Oxymoron—or a Promise for the Future …? Clark, Hazel The Journal of Dress, Body & Culture, Volume 12, Number 4 Slow Fashion: An Invitation for Systems Change Fletcher, Kate, Source: Fashion Practice: The Journal of Design, Creative Process & the Fashion

Magazines: Slow living Bien (Article: The good and readymade to slowing down.)


WHY SLOW MOVEMENT? Sustainable and equitable High quality and authenticity Idiosyncratic an asset specific Grass root and sensitivity towards local history and culture CONSIDERING SLOW MOVEMENT IN FASHION‌ WHY IT LOOKS PROMISING? Rapid production coupled with short lead times, and low cost materials and labour leads to large volume production that is cheap an also exploiting resources( man, material etc) New styles from high end designers are copied and introduced every few weeks at affordable prices So,garments are bought in multiples and disarded quickly with little perceived value

THE PIONEERS Zara H&M Forever 21

WHERE DOES INDIA STAND? India talks about going back to basics in fashion, for eg. MLM idea by Mr. Mashelkar, Gandhian philosophy of Khadi

SO HOW DOES IT DIFFER? Globally they are focusing on a niche market of high end clientele India’s ideology is local, organic, for the people

WHAT CAN BE DONE? • They talk the same talk, need to walk a same walk • Bridge the gap • Slow movement can be for the masses and the classes • India has a vast knowledge and resource of man, material that can be tapped

Can MLM innovation be effective pool and pull for slow movement? The concept of slow movement and MLM innovations are similar . Quality, right technology, right method, grassroot innovation, globalizing, operate through constraints but experiencing a worthy outcome , sustainable, concern for ecosystem are commonalities to both this concept. But MLM is catering to the mass for low cost. Whereas slow movement in fashion is for niche market, slow adaptable with self actualization and the cost need not be low.

THE Can India be the hub for global design destinatio Understand FRAMEWORK Research question

Can India’s traditional knowledge be an effective pool and pull for slow movement?

Literature review

Journal papers (Google scholar, magazines, blogs, music, books(India Idea) Delphi Interview

Research methods Participant selection/persona Analysis

Design students (Delphi) random sampling Multi disciplinary Experts (PI) selective sampling

Personal Delphi method of Survey

Prsonal interview questions

The Participants (Survey) Demographics Males – 15 Females -12 Age group – 21- 30 Average age – 22 Occupation : design students

Key findings from the survey PARAMETERS

• The participants were asked to rate on a scale of 1 to 5 few parameters concerning the slow movement • The participants rated quality as the highest (weighted calculations) • Uniqueness was the parameter that was on an average that most participants rated positively • Rapid production methods was rated the lowest suggesting people did show positive response towards slow, organic, and quality products

Quality Natural methods Low price Rapid production Indigenous Ease of access Niche market Handcrafted Variety in market Sustainability

Key findings from the personal interview Questions

RESPONDENT 1(JUDITH APPAREL RESPONDENT2 (DAYANAND DESIGNER, WORK EX- FACULTY , NIFT MEITEI,JOURNALIST MEDIA RELATION SHILLONG OFFICER,IITGN) Are you aware of slow movement in Yes, Food , health & goodness ,well Yes, Food fashion / any other sector ? being alternate therapy (taking time for oneself) to break the monotony of life & wellness (more care to oneself). Could you recall some traditional Cultural wisdom, diversity which comes Indian traditional knowledge is woven techniques in making clothes which you from generation , we learn out of into almost evrerything that we do in have witnessed by knowledge or by sight our life(Indianess) it is imbibed , it is our everyday life cooking, washing, different from education . manufacturing & way of life & so on. Have you used any hand crafted clothing ? Yes, From north east , Hand wooven, Yes. Silk clothes & waist loom woven sacred threads hand wooven used by shalls are some of them. chanting gospels (mantra)

How is the feel of it ? Compare it with other clothes you have

Hand wooven Khadhi , Hand crafted is prefferd more because of uniqueness, part of your persona, personal sentiments, special treatments & process, less impersonal but more personal. Do you think the market has more options Too many options than we want. nowadays for consumers than before?

Have you ever thought of the waste generated due to the mass production or any other consequences?

Economy is dependent on the fossil fuel, we are gioing in one direction tipping point, overcrowded market exploited, we need to stop and do things differently. Reevaluate the business, right buying decisions, less techno rush. Do you think slow movement is a global Everyone is feeling the pressure, we trend ? What are the other areas you know too feel it, we need changes in policy, in slow movement ? self initiation.

Do you Indias traditional knowledge can be We already have it. We just have to an effctive pull to slow movement trend ? look back, people in the village still live naturally,self sufficient. We are aware but we donnot know how to go about it.



It depends on need, practice, time people.Nothing is slow. mostly yes

Based on tradition we make for ourselves, they have been following, change in time. Evolving, it is happening intitutively Pochumpalli silk sarees- mother, fhandwoven fabric and stitched by himself, but money was the factor or compulsion (124 rs for a shirt-pant) still love those because of sentiment, experience involved, quality, texture.

traditional wisdom, way of life, imbibed behaviour, evolving with time

mostly yes

Yes . Both of the above hancrafted.It feels rich & special as compared to the normal clothing . Even as achild always wanted to wear hand woven or knitted clothes jerseys for examples.

handcrafted more prefered due to techniques, love, sentiments, quality

Yes the market offer a wide range of Occasions are different, not really overflow, needs products as compared to a few decades changes, youngsters are not caring for nature, not right back. But there are yet gaps to be buying decision. It is a system depends on age. mended. The life span of the clothes today are Yes but people have to understand the nature closely, mostly short leading to a lot of used & preserve traditions. Self realization is the key. disposable clothes . The time & effort invested in manufacturing goes wasted if they are not re used

too many option, system demands

quality missing,tipping point, aware but confuse what to do,self realization missing

Slow movement is a trend which is India is not taking initiative in mass level. Some are self initiation, responsible, government slowly emerging in different parts of doing but its again on self understanding and self policy the world , mostly among environment realization,people say nature and religion are threat but consious peoples. the threat is in you. There is a significiant link betweenm traditional knowledge & slow movement , the amount of traditional knowledge in the country could play an important role in bringing about slow movement in various aspects of life

positivity is required with responsibility and collaborate, support the process

The slow movement is here and the world is looking for avenues to explore in this regard, the study shows that there is awareness regarding the same and further demands for detail study to find ways to tap the opportunity for India to make a place of itself in the sector

Design research  

Design research opens doors to new avenues of getting customer insights and understanding people in general

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