India design report 2015

Page 1

endorsed by

Confederation of Indian Industry (CII), 2015

Writing & Editing: Hrridaysh Deshpande

All rights reserved. No part of this document may be reproduced stored, adapted, or transmitted, in any form, or by any means, electronic, mechanical, photocopying, recording or otherwise, or translated in any language or performed or communicated to the public in any manner whatsoever, or any cinematographic film or sound recording made, without the prior written permission of the copyright holders. The information presented in this publication has been compiled from various published and electronically available primary and secondary sources.CII makes every effort to ensure the accuracy of information presented in this document. However, neither CII nor any of its office bearers or analysts or employees can be held responsible for any financial consequences arising out of the use of information provided here in.

Hrridaysh is the member of Governing Body of Ajeenkya DY Patil University and is the Director of DYPDC School of Design and DYPWWI School of Film and Media. He is associated with the India Design Council (IDC) works as its consultant advisor. He is the member of CII National Committee on Design. Earlier, he founded Creative-i College, in 2004 one of India’s first private initiatives in the field of Design Education.

Disclaimer: All information and material in this publication is provided for general information purpose only. The information presented in this report is based on surveys, interviews and desk research. CII makes no representation or warranties with respect to the accuracy, applicability, fitness or completeness of the information contained in this publication. While due care has been taken during the compilation of this publication to ensure that the information is accurate, the content is not to be construed in any manner whatsoever as a substitute for professional advise. CII neither recommends nor endorses any institutions, businesses, specialized products or services that may have been mentioned in this publication and nor does it assume any liability or responsibility for the outcome of decisions taken as a result of any reliance placed on this publication.

Additional Inputs: Raymond Paul, Dhun Patel, Vrishali Kekre Design: Therefore Design Published by: Confederation of Indian Industry The Mantosh Sondhi Centre 23, Institutional Area, Lodhi Road New Delhi – 110003 (INDIA) Tel: +91-11-24629994-7 Fax: +91-11-24626149 Email: Web:

For more information please contact: Acknowledgements CII wishes to acknowledge the contribution and support of all those who helped in preparing this report, particularly all survey respondents for their time and participation. Numerous eminent individuals from government, industry and academia shared their views, especially from the Department of Industrial Policy & Promotion, and members of the CII National Committee on Design. We would also like to acknowledge the contribution of Anjan Das, Executive Director, Confederation of Indian Industry.



Introduction Executive Summary .............................................. 04 Message from the Secretary Department of Industrial Policy & Promotion ........................................... ... 07 Message from President India Design Council. ............................................ 08 Message from Chairman CII National Committee on Design ................... 09 Message from Director General CII .................... 10 Message from Member Secretary India Design Council ............................................. 11

Survey on the Business of Design

Overview of Survey Methodology ........................... 13 Geography ...................................................................... 14 Design Disciplines ......................................................... 15 Salaries ............................................................................. 16 Revenues ......................................................................... 17 Design Businesses ........................................................ 18 Businesses using Design .............................................. 20 Business of Design ....................................................... 22 Growth Prospects ......................................................... 24

The Indian Design Landscape Design Events in India ............................................... MSME Design Clinic Scheme ................................... Design Awards ............................................................. Design Projects for GOI ............................................. India Design Mark ....................................................... Intellectual Property Rights (IPR) .......................... Associations & Agencies ...........................................

26 28 30 33 35 36 40

Design Disciplines Overview of Services .................................................. 46 Animation ....................................................................... 48 New Media...................................................................... 50 Graphic Design ............................................................. 52 Industrial Design .......................................................... 54 Automotive Design ..................................................... 56 Toy Design ..................................................................... 58 Retail Design ................................................................. 60 Furniture Design .......................................................... 62 Interior Design .............................................................. 64 Fashion Design ............................................................. 66 Textile Design ................................................................ 68 Jewellery Design .......................................................... 70 Leather Design .............................................................. 72 Human Interaction Design ........................................ 74 Information Sources ................................................... 76

Design Education Design Programmes .................................................... 78 Design Education in India ........................................... 80

DESIGN: THE WAY FORWARD The Next Agenda ......................................................... Make in India ................................................................. The Action Plan ........................................................... Design Led Manufacturing Accelerator ................ Design Grant ................................................................ Supporting Designers ............................................... A Designed Smart City .............................................. Parliamentary Support for Design ......................... Occupational Standard for Design .........................

ANNEXURES Survey Respondents .................................................. 99 Members of India Design Council .......................... 101 CII National Committee on Design ........................ 103

85 86 88 91 92 92 93 94 95


Design is extremely important for the future of our nation. Design contributes significantly to our culture, environment and economy. This needs to be recognized further more. Design has to be embraced in all sectors of the public and corporate domain. We experience design everyday, in every moment that we live of our lives, right from our bathrooms to boardrooms, devices to public spaces there is not a single element that is untouched by design. The report hopes to highlight the growing economic value of this dynamic sector, and its increased relevance to companies from all industries–whether consumer, retail, services, manufacturing, real estate, utilities or more. It also seeks to capture the emerging nature of design as a profession in India today. India – The Emerging Design Destination This report attempts to capture developments taking place across several design disciplines, since the publication of the first CII Design Industry Report in 2011. To the best of our knowledge, it is the only one of its kind in India. It features all categories of stakeholders in India’s evolving design sector, including policymakers, design clients, practitioners, educators and evangelists. However, since this sector is vast in scope and impacts all aspects of the economy, it is not possible to include all organizations, individuals, institutions, associations, companies or bodies affiliated with the practice of design in India today. Any omission is unintentional and CII welcomes suggestions and improvements for future editions.

Scope Design disciplines included in this report are Animation, New Media, Automotive, Spatial (comprising Interior and Furniture), Retail and Exhibition, Product/Industrial, Graphic/Visual Communication, Human Interaction, Fashion, Textile, Jewellery and Leather Design. Architecture has been excluded from this report as it is an independent, well-developed discipline in India today. Niche fields such as design research have also not been included due to limited available data. Key Findings of the Report Include: India has five key design hubs, Delhi & the National Capital Region, Mumbai, Bangalore, Pune and Ahmedabad. These cities are home to a large number of design businesses who have established independent studios, as well as freelance designers. An in-depth qualitative and quantitative survey of 150 design businesses highlights their optimistic outlook for the future. • The most popular disciplines for young design practitioners include Visual Communications Design, Product/Industrial Design and New Media Design. Courses in Interaction Design (design of interactions between humans and computers) and other emerging design disciplines are increasingly gaining popularity. • Several of India’s best-known companies are investing significantly in design. Businesses using design consider design as a very important factor for their operations, sustenance and growth. Most of them have expressed that the budget for design will be increasing in the coming year and they will be hiring new talent as well.

• Design is gaining acceptance as a legitimate career profession. The number of design institutions has grown tremendously over the past few years and continues to grow. The design education institutes have reported that they expect to see a growth in enrolments. It is still a very disorganized sector and definition of design in the name of the course could be questionable in many cases. • Government support of design has increased. The National Institute of Design has been declared as an institution of national importance by the Government of India by virtue of National Institute of Design Act, 2013. This is a significant recognition of design by the Government of India. The Government’s own usage of design has increased as demonstrated by some important projects listed in this report. The government-backed MSME Design Clinic scheme is another innovative, new public-private partnership scheme that is helpful in spreading awareness of design to small enterprises. • Yet the sector is extremely fragmented, composed of hundreds of small enterprises. Scalability is vital for greater visibility and impact. Key challenges to growth include limited awareness of the value of design amongst Indian industry, concerns about intellectual property infringement and inadequate quality of design education.

Design Concept for the CII India Design Report 2015 The CII India Design Report 2015 is evidence that the Design Industry in India is gaining prominence and becoming part of mainstream business. Not only has design become more accessible, design businesses are flourishing and design careers are no longer a less known, ‘alternate’ career option.

Symbolic of this evolution of design, the report is designed to showcase the strong identity of design emerging in India and celebrates all the stakeholders who have played a part in design’s journey to prominence. The cover of the report is representative of Design in India materializing, from the clutter of being a misunderstood, unrecognized and unorganized business, to a recognized industry that is creating a distinct identity of its own. This has taken an immense collaborative effort and would not have been possible without the synergy of the government, institutions, industries, businesses, brands, entrepreneurs, designers and non-designers all of who have worked together, connecting the dots to make this happen. Complementing the interconnected nature of the design industry, the concept connects the various different facets that create a comprehensive image of Design in India.

CII India Design Report 2015





I am firmly of the belief that design is key to the prosperity of all Indians. Today, the field operates in a diverse and rapidly changing socio-economic-technological context influenced by changing aspirations of people. It is this situation that the design industry should seek to reflect upon itself while engaging all stakeholders along the value chain to unlock India’s true potential.

The objective of this report is to help us all to collectively assess how we are doing and to identify and act on opportunities for improvement. The overall industry performance outlined in the report largely speaks for itself.

This report will help us analyze data with the aim to quantify the areas where we are improving our performance and to identify areas where we require more focus and eventually help the Ministry of Commerce and Industry to evolve suitable programs for promotion of this sector. The Ministry of Commerce and Industry is dedicated to enhancing India’s design capabilities. The Government of India is committed to promoting design in all spheres of business, society and Government. The government is contemplating working on several initiatives to help the design sector, integrate design into policy making and use design to deliver improved governance, which will unfold in the near future. I do hope that this report will achieve its purpose and help in strengthening the design sector, I congratulate the CII for bringing out this report.

CII India Design Report 2015




It gives me great pleasure to present the third India Design Report, the only report that documents the Indian Design domain effectively.

As the Design Industry moves forward, it becomes increasingly important to have an objective document which helps us understand where we are and the progress we have made. This report is comprehensive and compelling as it provides us an opportunity to demonstrate our progress and also highlights the challenges before us.

Design as a discipline has been a mirror of human evolution. It is increasingly seen as the key to innovation. The energy and vitality we see in the design community reassures us of future prosperity and acts as an enabler for business and societal progress. The report makes a number of suggestions and also gives us data to review and consider promoting and enabling industry performance improvement over time. The report also chartsout a course of action for the India Design Council, which is bestowed with the responsibility of promoting design in Industry. The IDC is committed to taking proactive steps that will enhance our collective performance as a design community and at the same time consider better ways to articulate the performance and value the design sector delivers. I commend the Confederation of Indian Industry for such a timely and well-produced publication. I am sure the broader design fraternity will also benefit immensely from the report.


Welcome to the Third India Design Report. Innovation is the key to a strong economy for the long-term benefit of all and is vital for our future as a country and is the only means to stand out in a fiercely competitive global economy. Design is the most powerful enabler of innovation because of its inherent capability to bring out innovative products and services that meet the increasing aspirations of a discerning population.

CII has been making concerted efforts to boost innovation and design through several of its activities. The CII National Committee on Design has initiated several programs to promote design in various aspects of business and social sectors.

I especially wish to recognize and thank the India Design Council and National Institute of Design for their sustained support in all our endeavors and hope that the support will continue in the interest of larger public good. Our “Integrated” approach and shared vision will be pivotal in establishing the imperative role of design in enabling competitiveness of Indian enterprises large and small. The India Design Report is another one of the efforts of CII to document the status of design in Indian industry and to understand the dynamics of design industry. I am glad to know that there is an upward movement, which demonstrates that design industry is growing and will soon become an important industry sector by itself.

CII India Design Report 2015




In today’s global economy, the competitive advantage belongs to those who innovate. Innovation and design are specific activities focused on finding new or newer outcomes and bringing out something that never existed before. Both are key business capabilities that are essential to sharpen the competitive edge.

The Indian Design Industry is central to the goal of attaining national leadership and socio-economic transformation. The India Design Report is the means to know more about this important industry segment. Developing design capability in the country is essential for promoting design as a core necessity. The India Design Report will help companies, government, educational institutions and designers to initiate a discussion that would lay the foundation for the next wave of growth in this sector.

This report is perhaps the most definitive document presenting a consolidated view of design industry statistics with relevant insights. I am sure that the report will equip the readers with concrete information about key trends, present capabilities and shifting dynamics. I take this opportunity to thank all those who helped make this report a reality and hope this would be a reference point for the design and business community.


I am very happy to learn that the publication of the India Design Report is going to highlight the importance of design in the national efforts to accelerate growth, improve quality of life and sustain our competitive advantage. As we strive to achieve sustainable economic development for all our citizens, we must ensure that design remains at the heart of India’s new economic vision.

I am sure that the India Design Report will help immensely in paving the way for this recognition. The report will aid policy making and will help bring the focus on innovative capabilities of design. I offer my congratulations to CII for bringing out this important document that provides valuable insights and future direction.

Today, the realm of Indian design proudly comprises a number of successful companies, talented designers, design educators and companies. It has been an arduous journey to reach where we stand today and yet we cannot say that we have reached the desired aims.

It is time now that this thriving sector is recognized as a valuable resource in driving economic growth. The inclusion of design in the business vocabulary will help to build world-class businesses in multiple sectors, leading to the creation of a new grid of industries that are celebrated across the globe for their innovativeness and transformational products and services.

CII India Design Report 2015



Overview of Survey Methodology Methodology:

This report presents the results of an in-depth online survey conducted between January and April 2014 and later on during September and October 2015 to gain qualitative and quantitative insights on the Indian design industry. Responses were solicited by emailing invitations to CII’s database of design professionals and posting survey links on the different Facebook groups of designers. Several follow-up reminders were sent and the last date for taking the survey had to be extended twice.

There were multiple questionnaires, tailored to the following respondent types: • Design Business (design entrepreneurs who have started their own design studios) • Businesses Using Design (a team located within a manufacturing/services company) • Design Education (administrative members of design schools) Questions were largely similar across all surveys, with some specific questions for each category. Respondents were asked to answer between 20–40 questions, capturing their views on a range of issues, such as intellectual property, design education, the growth prospects and challenges of the Indian design industry and the structure of their design organizations. 260 Respondents took the Survey. Survey findings largely been reported with respect to the applicable category. Decimal points have been adjusted to the nearest absolute value.

Key Survey Findings: • Geography: As expected, India’s design hubs are clustered around its largest commercial cities: Mumbai, New Delhi & NCR and Bangalore. Equally, Pune and Ahmedabad are important design hubs. The design revolution is spreading to smaller towns as well. • Disciplines: Most designers surveyed worked in the area of communications or product/industrial design (60% and 61% respectively). Most in-house design teams or design businesses are multi-disciplinary in nature. • Industries Served: Manufacturing industry is the biggest design user, closely followed by consumer goods and retail. • Design Entrepreneurship: The survey saw a lot of participation from independent design businesses and freelancers. These young, dynamic firms often work with companies much larger than themselves, driving design and innovation. 54% of design businesses reported annual revenues between `10 lakhs & `5 crores and 53% of design entrepreneurs work for clients outside India. • Businesses Using Design: Businesses using design are very optimistic of the role of the design in their respective enterprises. Most of them have in-house design teams and also work with external design agencies. The role of design in these organizations is moving from being a aesthetic driven activity to becoming a strategy tool. • Growth Prospects: Respondents are uniformly optimistic about the future, with an overwhelming majority of respondents saying that average project value, number of clients and financial performance have increased over the previous year. Nearly all are likely to hire new staff. • Challenges: Awareness of the value of design amongst Indian industry, intellectual property infringement and quality of design education present key challenges to growth.

CII India Design Report 2015


SURVEY ON THE BUSINESS OF DESIGN Major design hubs coincide with the large commercial destinations of India; Mumbai, New Delhi & NCR, Bangalore, Pune, Chennai, Ahmedabad. However there is a significant growth in the number of design practices across Tier 1 and 2 cities that are emerging as regional commercial hubs.





































Total Number of Respondents : 260








DESIGN DISCIPLINES Distribution of commissioned projects across Design Disciplines Communication

Product & Industrial Interior & Exhibition


Graphics, Brand, Print, Information Design, Corporate Identity, Packaging


Consumer / Household Products, Furniture, Industrial Design (Including Automotive Design, Engineering Design, Medical Products)


Retail Design, Office Planning / Workplace Design, Lighting, Display Systems, Exhibition Design Fashion & Textiles


Fashion and Textiles Digital & Multimedia


Website, Animation, Film and Television, Digital Design, Interaction Design Design & Innovation Social Responsibility


Design Strategy, Innovation, Service Design, Experience Design


Distribution of Design Businesses across Disciplines Communication

Product & Industrial Interior & Exhibition


Graphics, Brand, Print, Information Design, Corporate Identity, Packaging


Consumer / Household Products, Furniture, Industrial Design (Including Automotive Design, Engineering Design, Medical Products)


Retail Design, Office Planning / Workplace Design, Lighting, Display Systems, Exhibition Design Fashion & Textiles


Fashion and Textiles Digital & Multimedia


Website, Animation, Film and Television, Digital Design, Interaction Design Design & Innovation Social Responsibility


Design Strategy, Innovation, Service Design, Experience Design

9.0% Many professional designers and design businesses practice more than one discipline

CII India Design Report 2015


Salaries Salaries offered at entry level

78% `25,000 to `30,000

12% `30,000 to `40,000 5% `40,000 to `50,000 3% `50,000 & above 78% of design graduates entering the industry are offered a salary of between `25,000–`30,000 and over 50% of designers with 2–5 years of experience draw salaries between `30,000–`50,000

Salaries offered for 2 - 5 years of experience

15% `25,000 to `30,000 32% `30,000 to `40,000 25% `40,000 to `50,000 12% `50,000 to `60,000 8% `60,000 to `70,000

6% `70,000 & above

Revenues — Preceding Year (Designer Survey) 50


32% 30









Up to 10 Lakhs

10 Lakhs to 50 Lakhs

50 Lakhs to 1 Crore

1 Crore to 5 Crore

5 Crore to 10 Crore

10 Crore & above

Expenditure on Design — Preceding Year (Business Survey) 50


32.7% 30




15.4% 5.8%




Up to 10 Lakhs

10 Lakhs to 50 Lakhs

50 Lakhs to 1 Crore

1 Crore to 5 Crore

5 Crore to 10 Crore

10 Crore & above

CII India Design Report 2015



Design Businesses

Innovation and design are integral to any modern, urbanized, growing economy. The driver of innovative thinking in any nation is often its design entrepreneurs: professionally qualified designers who run small, highly creative, dynamic businesses, advising companies much larger than themselves, across a range of industries. Our survey of 80 independent design businesses captured some illustrative insights.

Senior Creatives

Multi-Disciplinary Studios

A large number of respondents were business heads, holding titles such as founder, chief executive officer, managing director, partner, proprietor or chairman. The rest held senior management roles, as creative heads, human resource heads or marketing heads.

Design entrepreneurs exist across design disciplines. Predictably,


cited creative freedom as the main motivation for setting up independent businesses.


cited control of business decisions as the main reason for setting up an independent business.

Design entrepreneurs are motivated by raising standards and showcase a burning desire to demonstrate the high design standards of Indian Design.

communication design




product/industrial design are the most popular disciplines, but interestingly, a third of the respondents work in the social sector. Retail, consumer goods, manufacturing, electronics, packaging sectors lead the pack as users of design services followed by entertainment/leisure, food and drink, luxury goods, pharma, medical and automotive sectors. It is good to know that Public sector, non-profit organizations are consuming design services.

Young, Agile Design Businesses

Freelance Designers

Independent design businesses are young, small firms, in terms of both revenues and headcount.

Amongst the design entrepreneurs this is a distinct category. These people are either totally independent or are working somewhere and at the same time doing some design work independently. So on one hand they wish to be independent and on the other they do not have the wherewithal for establishing a full-fledged business enterprise.


have ten or less employees


of the survey respondents have been in business for 6 yrs or less


have more than 50 employees

65% have revenues less than 1 crore

` 1CR

14% have revenues more than 5 crores


These firms are highly collaborative; of respondents said they regularly collaborate with other design businesses, largely through specific, short-term projects, in order to broaden the range of available design disciplines and to increase capacity to work on larger projects. Design entrepreneurs often work with companies much larger than themselves:

The major reason for rise in freelance designers is perhaps the dissatisfaction with the salaries paid by design businesses and their inability to create a new design business themselves. It is also seen that most of the designers opting to work freelance do so after working at some place before. This gives them the experience and provides for relationships, which they use for opportunity generation. They frequently work with other design businesses on short-term, specific projects, thus adding to the strength of established design businesses. Freelance designers are very keenly connected with design education and contribute significantly by teaching as visiting faculty.

A good number of them work with social and public sector organizations. Interestingly a large part of design business is generated by word of mouth and personal contacts.

CII India Design Report 2015



Businesses Using Design

The good news is that a lot of industries and businesses now value design. The number of such entities is growing. 60% of the respondents reported design as an integral component for their operations, whereas 40% agreed that design plays a significant role in their scheme of things.

79% businesses

Greater heartening news is that 41% of them stated that design, leads and guides the gamut of business process and 35% informed that design is used in all stages of the process. The businesses were quite optimistic about design.

have in-house design teams


71% businesses

reported their intention to hire new design staff.

relied solely on design consultancies.


respondents said to use design for introduction of new products and services and

Nearly all of the respondents said that they use design consultancies or services of freelance designers in the following percentages.


of them said that they use design for development of local markets.





respondents expressed that design is used for increasing sales volumes. All of them unanimously agreed that they would like to increase the use of design in their business.


Product and Industrial Design

Branding and Communication

Retail Design

Digital and Multimedia and


Design and Innovation


respondents stated that they use design for strategic planning purposes.


of the respondents stated the engagement to be fairly successful.


A minuscule respondents said that they use design services from overseas companies mainly because they offer superior and different kinds of services.

As expected, many design teams are located within manufacturing companies, including automotive, consumer goods, electronics and pharmaceuticals. Other industries include retail, consumer goods, construction, financial services, and B2B enterprises.

CII India Design Report 2015



Business of Design


respondents said that they use direct selling methods to generate new business. 31% work with 30% work with large companies medium sized businesses


reported to be getting the business through their own website. Understanding clients’ needs was the top factor for targeting new clients followed by relationship/chemistry. A good sign is that most of the respondents did not feel that price was a factor to get new clients.

Client retainers were the most common form of compensation, followed by hourly or daily rates and a combination of fixed fee and profit sharing. Only 10% of design businesses said they were paid royalties, unlike in the more developed markets where this is more common.


cited economic downturn as barrier to business expansion whereas

46% 40%

reported erosion of margins as the cause.

of the respondents also raised access to capital as

a concern.


of the design businesses work for clients abroad, but there were hardly any who worked for countries in the South Asian region.


of the respondents stating increase in domestic competition and

Definite Growth Design entrepreneurs are enthusiastic about future prospects.


of respondents reported revenue growth over the previous year and

44% 80%

citing increase in competition from overseas.

of them intend to recruit new staff.



reported increase in project value, compared to

this, only


experienced a decline.


of the respondents reported that the number of clients have increased


of them expect an increase in financial performance,

Limited understanding of design amongst corporate India is the biggest challenge faced by most design entrepreneurs. The perceived value and awareness of design is very limited amongst Indian businesses.


experienced difficulties in collecting fees from clients, which severely impacts business profitability and viability. A large number of respondents reported problems in recruiting suitable staff and were not overly satisfied with the quality of fresh design graduates.

in spite of

CII India Design Report 2015





of the industries using design stated that their annual budget will increase and also stated that in the present year their budgets increased over the previous years


design businesses stated that their average project value increased


of the design businesses reported an increase in their financial performance over the preceding year


of respondents intend to recruit new staff this year


design businesses saw an increase in number of clients


of the design business respondents expect financial performance for the next year to increase compared to previous years

CII India Design Report 2015



Design Events in India

Annual Events on India’s Design Calendar 01. CII-NID Design Summit, an annual two-day conference for design professionals and industry alike, features eminent international and Indian design practitioners, held in November/ December since 2001.

07. Anifest, India’s biggest annual international animation festival, started in 2005, by The Animation Society of India (TASI), India’s largest non-profit animation society, Anifest India brings together some of the world’s best animation directors and technicians.

02. Kyoorious Design Yatra, an annual conference held in September, with prominent international speakers presenting their latest work on design, web, branding and marketing, as well as workshops and panel discussions. The conference celebrates design excellence, provides insights into the future of design while providing a forum for India’s creative community to meet.

08. Unbox, celebrates interdisciplinary collaborations at the intersection of design, social innovation, culture, technology, art and enterprise. This festival has been held for the last 4 years and has grown into a widely recognized platform for inspiration, dialogue and hands-on action.

03. Pune Design Festival, an annual event organized by the Association of Designers of India, Pune Chapter to provide an opportunity for designers to showcase their talents and for the citizens of Pune to appreciate ‘good design’.

09. Dream:In, seeks to explore what Indians are dreaming about. It intends to create a dynamic database of dreams gathered in cities, towns and villages across the country. These are categorized, analyzed and shared with business leaders, educators, social entrepreneurs, policymakers and designers to devise transformative and inclusive future scenarios.

04. USID, an annual event organized by USID the foundation, for HCI and usability professionals and educationists, as well as members of the public, with presentations, case studies and tutorials. 05. Fashion Weeks, a showcase of young and established designers. There are now several Fashion Weeks across the country throughout the year, including the Wills Lifestyle Fashion Week and the Lakme India Fashion Week, attracting both domestic and overseas agents, buyers and talent. 06. FICCI Frames, Asia’s largest convention on the business of entertainment, which examines various aspects of the media and entertainment industry, including animation, organized by the Federation of Indian Chambers of Commerce and Industry.

10. Design Public, a high-level conversation among a select group of thinkers, decision-makers and opinion-leaders who seek to transform India into an innovation society. It brings together influential actors from all sectors of society to deliberate the best ways in which innovation can serve the public interest. 11. Light India, a place to see the best quality lighting with the very latest designs. An event aimed at professionals from architecture, design, engineering, energy and lighting industry.

12. India Art Festival, an interaction and communication platform between art collectors and artists of contemporary times. This event is attended by leading experts related to the sector of art and craft. India Art Festival seeks to bring forward the importance and value of modern, fine and contemporary art in recent times. 13. India Design ID, an annual design platform that brings professionals from varied disciplines and end consumers together at a single location in India. It fosters a dialogue between India and the global fraternity with a key focus on promoting the business of design. Its carefully curated selection allows the creators and brands to present their collections on an internationally recognized platform.

15. Designomics, a knowledge platform that assembles some of the leading minds from both‚ design and business fraternities to share their thoughts, ideas, experiences and vision on the world of design and its impact on individual‚ corporate and national economy through insightful and engaging speeches and panel discussions. Designomics has been actively involved in raising awareness and establishing the value of good design through various initiatives.

14. SIAM Styling & Design Conclave, an annual automobile styling and designing event, organized by the Society of Indian Automobile Manufacturers (SIAM), alternating between Delhi and other locations every year.

CII India Design Report 2015



MSME Design Clinic Scheme Design for Competitive Advantage Indian MSMEs (micro, small and medium-scale enterprises) constitute approximately 45% of Indian industrial production and 40% of exports, and employ an estimated 41 million people. The Design Clinic Scheme for Design Expertise to MSMEs (DCS-MSMEs) is a unique and ambitious design intervention scheme developed and being implemented across the country by the National Institute of Design, Ahmedabad as the Nodal Agency / Single Coordinating body of the Development Commissioner, MSMEs, Government of India. The Scheme is intended to enhance the manufacturing competency of Micro, Small and Medium Enterprises through design intervention strategies. The Scheme aims at creating a common platform for MSMEs and designers to share advice and solutions on real time design problems for continuous improvement and value addition to products and services. Introduced by the Ministry of MSME, in its 11th Plan, under the National Manufacturing Competitiveness Programme (NMCP), the scheme proposes to benefit 200 industry clusters to create a dynamic platform to provide expert solutions to real time design problems, and in that add value to the product. The total Design Clinic Scheme budget of `73.58 crores, enjoys a `49.08 crores assistance from the Government of India, to be released at various stages of progress. The balance is to be contributed by the benefiting MSME units.

The overall intent is to highlight that innovation and design do not need to be restricted to new products or technology; existing products for everyday use can be improved through better design, leading to reduced costs, increased utility and acceptability and eventually, new business opportunities.

This is done by: Creating a design ecosystem for MSMEs through continuous learning and skill development • Promoting the use of design as a discipline by MSMEs in developing products and services • Building the design capabilities of MSMEs and allowing them to improve business performance.

Programme Structure and Implementation The National Institute of Design (NID), Ahmedabad is the nodal agency for implementing the scheme, rolling-out the initiative through design sensitization seminars, design awareness programs, workshops and design projects, including: • One day ‘Design Sensitization Seminar’, fully funded by the scheme with a maximum reimbursement of `60,000 • ‘Design Awareness Programme’ consisting of a Need Assessment Survey (15–20 days) and a Design Clinic Workshop (1–5 days), partially funded (75% by Scheme) on a maximum outlay of `4,00,000 per program • Professional Design Projects partially funded under the Scheme (60%) on a maximum outlay of Rs 15 Lakhs (Individual Projects) and `25,00,000 (Group Projects) Since inception DCS-MSMEs have already completed 346 Design Awareness Seminars, 216 Design Awareness Programmes, 236 Professional Design Projects and 102 Student Design Projects.

The Scheme sees every stakeholder as its ambassador and hopes each of the stakeholders will contribute renewed enthusiasm and vigor to take up newer challenges for creating ever better platforms for the MSMEs to take up Design Projects in future as well.

The implementation of Design Clinic Scheme is expected to bring about a major paradigm shift in the manufacturing competency level of the MSME sector with improved products in the country.

Each of the State Governments that support in this endeavor will encourage more individual MSME units to come forward and take part to develop newly designed improved products by addressing specific design problems faced by the units and/or their products. The Design Clinic Scheme continues to be a shot in the arm for the MSMEs who, with design awareness and sensitization, are now looking for more and more design intervention for their products and services. The Scheme stands out as a major tool for the benefit of Indian MSMEs in the years ahead, and affords greater opportunities to Young Designers. More information on the Scheme will be available on

CII India Design Report 2015



Design Awards

Multi-Disciplinary Awards AWARD NAME



CII Design Excellence Awards

Confederation of Indian Industries (CII)

Visual Communication, Industrial Design, Interaction Design, Mobility Design and more

Young Creative Entrepreneur Award

British Council

Multi-Sector, Including Design, Fashion, Interaction and Communications

NCPEDP MPHASIS Universal Design Awards

National Centre for Promotion of Employment for Disabled People

Accessibility in the field of the Built Environment, Transport, Information and Communications Technology, Services, Aids and Appliances

Unitech Exhibitions Private Limited (UEPL) and its spinoffs

Unitech Exhibitions Private Limited (UEPL) and its spinoffs

Indian Designers, Innovators and Product Manufacturing Companies


Kyoorius a not for profit initiative by Transasia Fine Papers, and D&AD

Design, Digital, Students

Animation Awards AWARD NAME



24fps Animation Awards

Maya Academy of Advanced Cinematics

Animation Design

TASI Viewers’ Choice Awards

The Animation Society of India

Animation Design Professionals, Students and Educators

Ficci Frames Awards For Best Animated Frames

Federation of Indian Chambers of Commerce and Industry (FICCI)

Animation, Visual Effects and Gaming

Innovative Product / Automotive Design Awards AWARD NAME



Stainless Innovation Awards

Jindal Stainless

Application of Stainless Steel in Building, Architecture, Interior Design, Product Design

Automotive Design Challenge (ADC)

Society of Indian Automobile Manufacturers (SIAM)

Automotive Design Students and Young Designers

NDTV Car & Bike Awards

NDTV News Channel

Automotive Design

Packaging Design Awards AWARD NAME Indiastar National Award I-design awards for packaging design

ORGANIZATION The Indian Institute of Packaging United Exhibition Pvt Ltd (UEPL)

CATEGORY Packaging Design Packaging Design

CII India Design Report 2015



Spatial and Retail Design Awards AWARD NAME



IIID Copper Award, IIID Anchor Awards, IIID Godrej Innovation Awards

Indian Institute of Interior Designers (IIID)

Architecture, Interior Design, Product Design, Industrial Design

Elle Décor International Design Awards (EDIDA)

Elle Décor

Interior Décor Products, Including Fabrics, Flooring, Wall Coverings, Furniture, Lighting and others

Visual Merchandising and Retail Design Awards

Visual Merchandising and Retail Design (VM&RD) Magazine

All aspects of Retail Design

Architecture + Design & CERA Awards

Media Transasia India Pvt Ltd

Architecture, Commercial Utility Interior Design, Innovation in Residential Design

RTF Awards

Rethinking the Future

Young Architects for Architecture, Landscape Design, Urban Design, Interior Design

Fashion Design Awards AWARD NAME



Footwear Design Awards

Council for Leather Exports

Leather products, including Footwear, Garments and Accessories

Marie Claire Fashion Awards

Marie Claire Magazine

Fashion Design


Design PROJECTS for Government of India Work done by National Institute of Design for Government of India • Africa Project — Design Intervention for the Basketry Craft and Empowerment of Rural Women, Africa. As a part of the India Africa Forum Summit II held in May 2011, the National Institute of Design (NID) undertook a major design intervention project under the aegis of the Ministry of External Affairs, supported by the Department of Industrial Policy & Promotion, Ministry of Commerce & Industry, Government of India. The project focuses on empowering the rural, women basketry weavers of five African countries namely — Zimbabwe, Ethiopia, Ghana, Malawi and Zambia. The project was conducted during March 2012–13 for Zimbabwe and during August 2013 and May 2014 for Ghana and Ethiopia. The project resulted in approx. 40 new products for Zimbabwe, 60 new products for Ghana and approx. 70 new products for Ethiopia. Each of the products was developed keeping in mind the international and domestic market potential. The new ranges of products were showcased at the National Gallery of Zimbabwe in Harare at the conclusion of the third and final workshop in November 2012. In Ghana, the new ranges of products were showcased at the exhibition held at the Aid to Artisans (ATAG) premises, Accra, during May 2014. An exhibition of basketry products developed by the basket weavers of Zimbabwe, Ethiopia and Ghana in association with the NID design teams, as a part of India-Africa Forum Summit II was showcased at the CII-EXIM Bank Conclave on India-Africa Project Partnership at Hotel Taj Palace, New Delhi in March 2014. The exhibition was attended by the African Trade Ministers and Ambassadors along with their Indian counterparts.

• Colour Scheme for Mumbai Monorail — National Institute of Design was given the responsibility of developing a unique distinctive exterior colour scheme and its implications on materials and finishes for the Mumbai monorail. Other Projects: • National Population Register, smart card based National identity • Census of India 2011, Data collection forms all 17 Indian languages for all demographic data including National population register. • Census Provisional Report for all 37 states and union territories. • Unified smart card based drivers license and RC book, the new design has been implemented in Gujarat, Andaman, UP, Chandigarh, Rajasthan, Tamil Nadu. • Smart card based fisherman ID card for Ministry of Agriculture.

Work Done by Industrial Design Centre, IIT Bombay for Government of India • India Post — As part of the Faculty Research Fellowship awarded to Prof. B. K. Chakravarthy of IDC, IIT Bombay for a period of three years by Secretary, India Post to Design a new maintenance free post box, Design of Postal Trolley, Design of Manual Stamp Cancellation Machine, Design of Laser Etched Stainless Steel Hand Stamp, Design, Development and Manufacture of Philatelic Display Frames for INDIPEX, Design of plastic seals and tags, Design of Gumming Device for post office and Design of Letter Sorting Desk.

CII India Design Report 2015


THE INDIAN DESIGN LANDSCAPE National Portal and Digital Repository for Museums of India The responsibility of designing the National Portal and Digital Repository for Museums of India was given to Human-Centered Design & Computing Group, Centre for Development of Advanced Computing (C-DAC), by Ministry of Culture and Tourism. The portal was inaugurated by the Union Minister on October 21, 2014. One of the important mandates of the Ministry of Culture is the development and upgradation of the Museums within the country

• The Ajanta Project — The project aspires to develop a deep understanding of the importance of the Ajanta caves in particular and through it, the plethora of historical monuments across India and explore ways in which it can be integrated into the process of development of our country and our people. This project will be spearheaded by the Animation and Visual Communication faculty of IDC with support from Product Design, Interaction Design and Mobility & Transportation Design faculty.

The Ministry of Culture has embarked upon an ambitious project of the digitization of the collections of the Museums under it with the twin purpose of making effective utilization of technology in museum management and bringing the collections of these museums closer to the public by making them available for online viewing over the Internet.

• The Mumbai Transformation Project — The Mumbai Transformation Project creates a platform to look at the present urban issues and work towards improvement of quality of life of Mumbai. The projects would look into the urban issues gripping Mumbai. The projects that will be undertaken are knowledge centres, museums and social networking spaces across the city, working on creation of better tourist conditions at all tourist sites in Mumbai, public space design, bicycle friendly road infrastructure, Mumbai wide innovative signage and infographics, facilitating sustainable living and creating affordable housing systems for slums and semi-urban context in Mumbai.

In this endeavor, the Ministry of Culture, through the technical expertise of Centre for Development of Advanced Computing (C–DAC) Pune and the Art Institute of Chicago got standardized a software entitled “Jatan” for implementation in its Museums. In the first phase of the digitization project the Jatan software has been implemented in 10 selected Museums of the Ministry/Archaeological Survey of India, viz. National Museum, New Delhi, Indian Museum, Kolkata, Victoria Memorial Hall, Kolkata, National Gallery of Modern Art, New Delhi, National Gallery of Modern Art, Mumbai, National Gallery of Modern Art, Bengaluru, Allahabad Museum, Salar Jung Museum, Hyderabad, Nagarjunakonda Museum, Goa Museum.

• The Mumbai Rail Map (MRM) — An effort to give the city of Mumbai a rail map. The idea is to improve the public information systems for the benefit of the people of Mumbai. For more:

A Digital repository of the collections of these Museums has been put on a unified web portal at on which the details of the collections of these museums along with their images are available.

• The mother and child health protection (Mata Balak) card redesigned at IDC, addresses the issues of comprehension (for parents and caregivers), effort required while entering and retrieving health related data and its accuracy (for health workers and doctors). It is a rich source of information on vaccine preventable diseases for parents and caregivers with illustrated references. Visit for more • The IDC, IIT Bombay is closely working with the Ministry of HRD for its various initiatives including Unnat Bharat Abhiyan that was launched on 11th November 2014 in Vigyan Bhawan, New Delhi by the President of India.

India Design Mark

India Design Mark is a design standard, a symbol, which recognizes good design. India Design Council grants India Design Mark after evaluating good design through a systemized process. Over the past four years 182 India Design Marks have been granted to a host of products from small to extremely large sized and participation has ranged from Small and Medium Sized industries to reputed consumer brands. India Design Mark symbolizes product excellence in form, function, quality, safety, sustainability and innovation and communicates that the product is usable, durable, aesthetically appealing & socially responsible. The India Design Mark symbol is a trustworthy indicator of excellence. The symbol can be used in

a wide range of ways, such as advertisements, catalogs, product packaging and other promotional media. India Design Council has initiated India Design Mark in cooperation with Japan Institute of Design Promotion (JDP). The cooperation is in the form of learning from the well-established Good Design Award system in Japan functioning since 1957. Approximately 37,000 Good Design Awards have been given in continuing in the last 50 years. Detailed categories, application process, judging criteria and other details are available on

India Design Mark provides strong differentiation and market positioning as a design and innovation leader. It acts as a brand extension and imparts competitive advantage to the product in local and international markets. It serves as a unique promotional launch pad for new products and services entering the market.

CII India Design Report 2015



Intellectual Property Rights (IPR)

According to the World Intellectual Property Organization (WIPO), a Geneva-based United Nations agency with 184 member nations,

“Intellectual property refers to creations of the mind: inventions, literary and artistic works and symbols, names, images and designs used in commerce. IP is divided into two categories: Industrial property, which includes inventions (patents), trademarks, industrial designs and geographic indications of source; and Copyright, which includes literary and artistic works such as novels, poems and plays, films, musical works, artistic works such as drawings, paintings, photographs and sculptures and architectural designs.”

Copyright — Rights related to copyright include those of performing artists in their performances, producers of phonograms in their recordings, and those of broadcasters in their radio and television programs. India is among the top seven publishing nations of the world with a sizable portion of publications in English. On the legislation front, copyright laws in India are comparable to those of many developed countries. In order to keep apace with the contemporary technological developments, India’s copyright legislation had been amended from time to time, e.g. in 1983, 1984 and 1994, since its commencement in 1958. The punishments for copyright violations had been made progressively more stringent. The present law is also almost in full conformity with the Uruguay Round Agreement on Trade Related Intellectual Property Rights (TRIPs). In spite of all this, awareness on copyright is rather poor in the country and piracy is believed to be widespread.

Design Registration The Designs Act, 2000 and the Designs Rules, 2001 govern India’s design legislation. The essential purpose of design law is to protect the design elements of industrial production and to promote innovative activities in industry. In view of the globalization of the economy, the present legislation is aligned with the changed technical and commercial scenario and made to conform to international trends in design administration. For the purpose of IPR, a design refers to the new features of shape, configuration, pattern, ornamentation, composition of colors or lines or combination thereof, applied to any article, whether two or three dimensional or in both forms by any industrial process or means which, in the finished article, appeal to and are judged solely by the eye, but does not include any mode or principle of construction or anything which is in substance a mere mechanical device. To be registrable as IPR, the design must pass the universal test of novelty. A design cannot be registered if it is not new or original or has been disclosed to the public in India or anywhere in the world by publication.

A registered design is valid for 10 years and can be further extended by another 5 years. A design when registered, gives an exclusive right to the owner against unauthorized use by a third party. India has adopted the ‘first to file’ system, which means that the right holder should file the application on the earliest point of time to rule out the possibility of any other person claiming the rights to the intended designs. Designs are registered in different classes as per the Locarno Agreement on Design Classification. These classes are mainly function oriented.

A detailed information on all aspects of designs as an intellectual property right can be obtained from the design portal of the official website of the Office of Controller General of Patents, Designs and Trade Marks i.e. It may be seen from the following statistics that the filing of design applications and registrations in India has been increasing over the years. The number of registered designs in force at the end of 2012–13 was 42786

TREND OF DESIGN APPLICATIONS FILED AND REGISTERED BY ORIGIN (Data received from the Office of Controller General of Patents, Designs and Trade Marks)









































































CII India Design Report 2015


THE INDIAN DESIGN LANDSCAPE BIBA APPARELS PVT LTD. 224 Registered Designs Saurav Agarwal 18 Registered Designs

Parry Murray & Co. Ltd. 43 Registered Designs

Godrej & Boyce Mfg. Co. Ltd. 59 Registered Designs Yash Agarwal 28 Registered Designs

In 2012–13, in the case of applications originating from abroad, the U.S.A. led with maximum number of applications (886) followed by Germany 554, Japan 544, Switzerland 193, Netherlands 142, U.K. 133, Italy 117, France 108, Sweden 84, China 79, Republic of Korea 71, Finland 41, Czech Republic 37, Denmark 32, Belgium 29, Israel 25, Malaysia 21, Spain 20, Australia 18 & Brazil 18. There were 2909 applications claiming priority under the reciprocal arrangements between India and other convention countries.

Government Measures

The leading foreign companies were Microsoft Corporation (126), Man Truck & Bus AG (120), Koninklijke Philips Electronics N.V. (101), Honda Motor Co. Ltd (67), Yazaki Corporation (59), Dart Industries Inc. (46). Hindustan Unilever Limited (45), Colgate-Palmolive Company (26)

The proposals included, the training of patent and trade mark officials; further development of the profession of patent and trade mark attorneys; sharing of experience and best practices in the investigation of IPR infringement; greater attention to the teaching of IP law in law schools and universities; and measures to increase the awareness and understanding of industry on the use of intellectual property. These are to be furthered by means of a joint program implemented by the UK Intellectual Property Office and the Indian Office of the Controller General of Patents, Designs and Trademarks. The Ministry of HRD, Government of India, has initiated a comprehensive study to know the ground level realities of the copyright piracy phenomenon. The study which is the first of its kind was assigned to the National Productivity Council

Similarly, leading Indian companies were Biba Apparels Pvt. Ltd (filed 273, registered 224), Ma Design India Private Ltd. (filed 226, registered 215), Crompton Greaves Limited (filed 180, registered 180), Godrej & Boyce Mfg. Co. Ltd. (filed 63, registered 59), Parry Murray & Co. Ltd., (filed 43, registered 43), Bajaj Auto Ltd. (filed 43, registered 36). Larsen & Toubro Limited (filed 37, registered 23), Yash Agarwal (filed 29, registered 28), Saurav Agarwal (filed 26, registered 18), HSlL Limited (filed 19, registered 17).

IP protection for designs is desirable, but design protection sought by stakeholders in the country is quite low, although the process for design registration is very fast and cheap.

There are some government measures designed to improve IPR training and awareness in India. The Department of Industrial Promotion and Policy has signed co-operative agreements with patent offices and other relevant departments of countries, including France, USA and UK. In 2006 India agreed to a Joint Statement of Intent on Bilateral Cooperation on IPR with the UK.

Principal international IPR organizations and agreements that India belongs to Berne Convention (copyright) – since 1928 Madrid Protocol (trade marks) – accession expected 2013 Paris Convention (priority rights) – since 1998 Patent Cooperation Treaty (patents) – since 1998 WTO/TRIPS (IPR in general) – since 1995 India is not yet a signatory to the Hague Agreement. The Hague Agreement allows the protection of designs in multiple countries through a single filing.

Ma Design India Private Ltd. 215 Registered Designs

Crompton Greaves Limited 180 Registered Designs

Bajaj Auto Ltd. 36 Registered Designs Larsen & Toubro Limited 23 Registered Designs HSlL Limited 17 Registered Designs The existence of universal minimum standards does not mean IP rights held in one country will be valid in others. It is a common and potentially dangerous misconception amongst some rights owners that their domestic IP rights automatically extend worldwide. In fact – with certain exceptions and beneficial reciprocal arrangements arising from international treaties – many IP rights must be registered for specific, designated countries. This limitation is known as territoriality.

India Design Report Survey Analysis

Member nations of the World Trade Organization (WTO) are committed to include an agreed scope of IPR protection in their national laws. These requirements, akin to ‘minimum standards’, are set out in the Trade-Related Aspects of Intellectual Property Rights (TRIPS) Agreement, which was negotiated in 1994. TRIPS also specifies procedures for associated matters such as IPR enforcement and dispute resolution. Overall, 31% of the respondents file Patents, 43% use Copyrights and 44% of them use Design Registration as means of IP protection.

Indian businesses using design

Design businesses

42% Copyright 62% Design Registration 44% Patents 06% International Patents

45% Copyright 36% Design Registration 26% Patents 08% International Patents CII India Design Report 2015



Associations & Agencies

India Design Council

Objectives of the Council include:

On 2nd March 2009, the Government of India constituted the India Design Council (IDC) to implement the National Design Policy, announced on 8th January 2007. The IDC is led by Mr. Anand Mahindra, Chairman and Managing Director of Mahindra & Mahindra Ltd., Professor Pradyumna Vyas, Director of National Institute of Design (Ahmedabad) is its member-secretary.

Design Awareness & Design Promotion • Creating public awareness on quality design & its effectiveness

The council comprises 32 eminent people from the field of design, government, industry organizations and academia, and 2 invitee members.

• Promoting environmentally-friendly designs

“Design has always been a key element of the overall production process, irrespective of industry or sector, and the IDC can provide a suitable platform for Indian design to enhance its competitiveness on the global stage. I am sure the council will also play an important role in fostering closer ties between industry and academia, and showcasing India’s rich design heritage, which is most apparent in our monuments and traditional textiles.” Mr. Anand Mahindra

• Promoting design as a tool for innovation, productivity and economic competitiveness in business and industry, and encouraging micro, small & medium industries to adopt design

Design Development • Promoting best design practices & innovation in design through the “India Design Mark” • Promoting design investment in industry & research organizations: tax benefits and national grants for design research • Initiating academic-industry partnerships • Acting as a primary knowledge management body for design in India, operating a design database • Undertaking awareness programs in intellectual property rights Positioning India as a Top Design Destination • Setting up design centres to showcase the role of design in everyday life • Building a smooth mechanism and channels of international cooperation, promoting exchange of Indian design and Indian designers

Confederation of Indian Industry (CII)

Design Associations

CII is a non-government, not-for-profit, industry led and industry managed organization, playing a proactive role in India’s development process. Founded over 114 years ago, it is India’s premier business association, with a direct membership of over 7800 organizations from the private as well as public sectors, including SMEs and MNCs, and an indirect membership of over 90,000 companies from around 385 national and regional sectoral associations.

Association of Designers of India (ADI) ADI is an association for all Indian origin design professionals, including design educators, design users and media. ADI supports its members by providing learning and sharing opportunities, creating industry-leading resources and undertaking advocacy on behalf of the design profession, thereby raising the profile of its members. The ADI platform helps employers and clients of design businesses to acknowledge the value addition of design.

To enhance the focus of CII in the area of Design, a National Committee on Design was constituted, which works closely with stakeholders for strategizing and implementing design related initiatives.

Its objectives include: • Sensitization and capacity-building for Indian industry to use design as an important business strategy through awareness and promotional programs • Facilitating members’ design needs through national and international networking with design houses and design institutes • Interacting with government on implementation of the recentlyreleased National Design Policy

India Design Association (InDeAs) InDeAs is an association for addressing the interests of the design community in India. InDeAs is a pan-India networking, showcasing and events platform for India’s multi-disciplinary design community. The Association promotes and creates awareness about the design profession in the country. InDeAs presently has a membership of 318 with commitments of eight corporate memberships. IIID — Indian Institute of Interior Designers The Indian Institute of Interior Designers was founded in 1972 to establish good professional and trade practices and ethics among its members, highlight and enhance the image of the interior design profession and exchange know–how with similar organizations in other countries. Today, it comprises of over three thousand members in eleven chapters and four centres across around the country. The IIID is a full member of the International Federation of Interior Architects / Interior Designers (IFI) and the Asia Pacific Space Designers Association (APSDA) and an associate of the Japan Design Foundation (JDF).

• Promoting Indian designers’ services, in India and overseas • Capability building of Indian designers through international exposure

CII India Design Report 2015



ISE — Indian Society of Ergonomics The Indian Society of Ergonomics was established in 1983 and is the only professional body representing ergonomics or human factor professionals in India. It is affiliated to the International Ergonomics Association (IEA) and nominates members to its committees. So far, three international conferences have been organized by the Indian Society of Ergonomics with full proceedings published. Members of the Indian Society of Ergonomics belong to a wide variety of fields, including physiology, psychology, home science, industrial design, product design, occupational health, industrial safety, and engineering, reflecting the multi-disciplinary nature of the subject. USID Foundation Intends to provide an effective means of communication between persons having an interest in human computer interaction and usability & to promote collaboration and build effective cooperation with other similar professional organizations within India and internationally. The foundation also organizes its annual usability event ‘USID’ which involves professionals and educationists related to the field of HCI and usability. ASIFA, India ASIFA was founded in 1960 in Annecy (France) by the most famous animation artists of that time (such as Norman McLaren & many others). It promotes opportunities for animation professionals to share information and network globally through its publications, public communications, workshops, gatherings and worldwide

projects. It is concerned with sustaining and preserving the rights of animators and the art of animation by promoting, educating, cooperating and assisting others. The association has more than 30 chapters all over the world. ASIFA India is a non-profit organization operational in India since nine years. It has been actively working towards the cause of knowledge-sharing, promoting animation within India & building a strong sense of community. Design for All Institute of India Design for All Institute of India located in Delhi is a self-financed, non-profit voluntary organization which seeks corporate and public partnership in order to carry forward its very ambitious agenda of pro-actively building bridges of social inclusion between the design community and all other groups whose activities can be positively influenced by a coherent application of design methodology. Design for All means creating products, services and systems to cater to the widest possible range of user requirements. The institute publishes a monthly newsletter which is circulated electronically free of cost.

Design Promotion Agencies Fashion Design Council of India (FDCI)

FDCI provides the industry members with opportunities to showcase their talent, as well as strategic insights, coherent guidance and support for these members to explore these opportunities to the best of their potential. For over 10 years the Fashion Design Council of India has worked with all the key stakeholders of the fashion industry towards a shared vision of promoting Indian fashion design globally and encouraging development in keeping with the dynamic market forces. FDCI recognizes the potential of Indian fashion designers and through its platforms: • Wills Lifestyle India Fashion Week (Autumn Winter and Spring Summer showcases) • HDIL India Couture Week

an interface between its members and related government bodies, retailers and manufacturers thereby making the supply chain a smoother process. The council conceptualizes market trends and coordinates with manufacturers and retailers for the development of the industry. FDCI aims at educating its members on all facets of this growing industry through workshops and seminars on design, market related issues and merchandising. Crafts Council of India (CCI)

The Crafts Council of India (CCI) is a voluntary organization, working in the craft sector, for the welfare of craftspersons and the development of handicrafts. CCI was established in 1976 by Smt. Kamala Devi Chattopadhyay and is headquartered in Chennai. CCI is the apex body with a network of 10 affiliated state councils and is affiliated to the World Crafts Council which is the only non-governmental international organization working in the craft sector. The Crafts Council of India strives to fulfill the needs of crafts persons, protect craft traditions and provide a bridge between India’s craft heritage and the challenges of a contemporary milieu. CCI works through research and documentation, skill and technology upgradation, product development and marketing, providing avenues which lead to a continuing sustainable livelihood for craftspeople.

• India Men’s Fashion Week It engages, directly or indirectly, with people from all walks of life — from kaarigars in small villages to super models, celebrities and pan-global audiences. FDCI’s strengths lie with its 200+ members and its corporate partners, who have all provided unstinting support in all of FDCI’s endeavors, having perceived the true value-add that India’s apex fashion council brings to the Indian fashion industry. FDCI creates CII India Design Report 2015



Central Leather Research Institute (CLRI) The Animation Society of India (TASI) The Animation Society of India (TASI) has been formed with a view to increase awareness of the medium of animation in India. It aims to educate the emerging generation and the public at large, and at the same time provide a platform for exchange of creative and technical information within the existing art and animation fraternity in India. The Society is formally registered as a non-profit organization.

The Society’s Vision is to provide a platform for promoting exchange of creative and technical information in the Indian art and animation industry with a view to strengthening existing talent and also encouraging growth by educating and guiding prospective artists in India. Since its inception in 2001, distinguished speakers from across the world have graced the TASI platform to meet and interact with animation enthusiasts. The Society conducts lecture demonstrations, interactive workshops, seminars and awareness programs throughout the year. It also hosts the biggest annual animation festival in the subcontinent — Anifest India.

CLRI is the world’s largest leather research institute. CLRI is a central hub in the Indian leather sector with direct roles in education, research, training, testing, designing, forecasting, planning, social empowerment and leading the science and technology relating to leather. State-of-art facilities in CLRI support innovation in leather processing, creative designing of leather products viz. leather garments, leather goods, footwear and development of novel environmental technologies for the leather sector.

CII India Design Report 2015




Set Design


Furniture & Utility Product Design


Home, Office Interior Design

04. Accessories 05.

& Furnishings Design

Residential And Commercial Landscape Designing & Detailing

06. Retail

Space Design


Textile & Fabric Consulting


Apparel Designing


Fashion Consulting

04. Leather 05.


Print Design Such As Brochures, Books, Leaflets, Flyers, Posters


Packaging Design


Branding Strategy

04. Visual 05.

Product Graphics

06. Pop 07.



Website Design

08. Miscellaneous

Design Such As Menus, Newsletters, Signage

Products & Accessories Design

Trend Research & Reporting


Design Research


Design Engineering


Product Design

04. Product 05.

Product Detailing

06. Digital 07.


Design Visualization

Technical Surface Development

08. Operational 09. Solid


& Surface Modeling


Mockup Building


Functional Prototyping



Service Design


Toy Design,


Set & Exhibition Design


Design Research

04. Trend 05.

Animation & New media design 01.

Character Development


Animation & Effects


Web Design & Application Development

04. Instruction 05.


Consumer Insight Studies

06. Competitive



Films, Short Films

06. Multimedia



User Experience Definition




Human Factors

04. Interaction 05.


Usability Analysis

CII India Design Report 2015


size of industry

Animation & VFX is Estimated to grow from `44.9 billion in 2014 to `95.5 billion in 2019 at CAGR of 16.3%.

media publications

»» »» »» »» »» »»

Animation Today Animation Xpress All about Animation Computer Graphics Indian Television Magazines Studio-Systems

Animation merges text, images, graphics, audio and video to create 2d or 3d images and graphical effects. It has a vast range of uses including visual effects in commercials or films, fully animated films/cartoons and animation used in gaming.

future trends

The animation sector in India is growing at a rapid pace. Many global giants such as Disney, Warner Brothers, Sony are outsourcing work to Indian companies. The Indian companies are also moving up the value chain. From being just the back-end boys, these companies are creating characters and producing animated movies. The applications of animation are also being extended to various other platforms such as advertising, e-learning, feature films and many more. India has about 300 animation, 40 VFX and 35 game development studios. 130+ animated movies were released in India from The Banyan Deer (The first animated movie of India) and Kochadaiyan (2014) till today.

70% of industry revenues come from work done for overseas clients. The industry consists of 64% custom content development, 20% animation entertainment (films, dvds etc.) and 16% VFX. The custom content sector is poised to grow at 11% p.a. due to corporate e-learning programs. Key challenges include low availability of skilled manpower due to paucity of quality education and training avenues, piracy etc.

Design schools


»» DJ Academy of Design »» MIT Institute of Design »» DSK Supinfocom — Institute of Animation »» NID, Ahmedabad »» Whistling Woods »» IDC, IIT

»» »» »» »» »» »»

Symbiosis Institute of Design MAAC BIG AIMS Arena Multimedia Frameboxx Zee Institute of Creative Art, Mumbai

major brands »» »» »» »» »» »» »» »» »»

Buena Vista International India DQ Entertainment Technicolor India Prana Studios Makuta Animation Dreamworks Cartoon Network (India) Future Thought Productions Happy Cloud Studios

»» »» »» »» »» »» »» »» »»

Reliance MediaWorks Ltd Tiara Motion Toonz India Ltd Tata Elxsi Pentamedia Graphics Crest Animation Studios Disney India Turner International India Artha Animation

career options »» »» »» »» »» »»

Animators Character Designers Storyboard Artists Producers Designers Film Makers

»» »» »» »» »» »»

New Age Advertising »» Careers in TV Industry Tv & Print Ads Shows, Serials, News, Viral Vidoes Production Houses Comics Movies Studios Gaming Portals & Others

CII India Design Report 2015


size of industry



BY 2017

Market Opportunity

India is now the world’s third largest Internet user after U.S. and China and its users are significantly younger. India has nearly 74 million internet users. Telecom Regulatory Authority of India states total number of Internet subscribers in India has increased from 254.40 million at the end of Sep–14 to 267.39 million at the end of Dec–14. Increased digitization, growth of the regional media is leading to fast growth in media business. Today this $15 Billion industry employs 6 million people.

major brands Social Networking Sites:


»» »» »» »»

»» »» »» »»

Google + Facebook Twitter Linkedin

Flipkart Amazon SnapDeal OLX

new media design

The growth in internet penetration and the growing population of mobile and smart phone users is driving tremendous growth in the new media industry segments such as internet advertising, online classifieds, online retail and gaming.

career options

»» Multimedia Producers »» Web Designers »» Game Designers

Design schools »» National Institute of Design »» Indian Institute of Journalism and New Media »» National Institute of Creative Communication »» Asian School of Journalism »» Dypwwi School of Film and Media

future trends

New media, comprising of internet and mobile, is the fastest growing communication medium in the country, although still a small segment of total advertising expenditure.

THE RECENT LAUNCH OF 3G SERVICES AND THE EVENTUAL LAUNCH OF 4G ARE EXPECTED TO BRING A LATE SURGE IN WIRELESS-BASED BROADBAND ADOPTION In conjunction with India’s mobile phone user base of more than 750 million subscribers, the scale and impact of the country’s potential for digital content consumption is huge. The overall Indian mobile phone market stood at 63.21 million units in Q2 2014, a 5% increase over Q1 2014. Digital advertising in India will constitute at least 7% (up from under 3% as of now) of total ad spends over next 3 years. The growth will be spurred by mobile advertising & DTH advertising.

CII India Design Report 2015


size of industry

The graphic & web design industry is expected to grow to `45,470 crores by 2017.

media publications

Graphic design, also known as visual communication design, entails combining words, symbols and images to create visual representation of ideas and messages. Common uses of graphic design include branding, websites, publications, advertising, packaging, type design, illustration, graphic interface design, print design and information and communication systems such as signage.

»» »» »» »» »»

Sign & Graphics Pool Magazine Digisign Digest Print Publishing Kyoorius Design Magazine

future trends


Design schools »» National Institute of Design »» Industrial Design Centre, IIT, Bombay »» MIT Institute of Design »» Srishti School of Art, Design and Technology »» Symbiosis Institute of Design »» Raffles Design International »» ISDI Parsons Mumbai »» IIT Guwahati

»» Manipal Institute of Technology for Communication Design »» IIT Kanpur for Visual Communication Design »» Loyola College for Visual Communication »» Wigan & Leigh for Advertising and Visual Communication »» DJ Academy of Design »» Apeejay for Graphic Design

graphic design


career options


15,000 Graphic Designers work in: »» Design Agencies »» Advertising Agencies »» Corporate communication departments of businesses or independently in: »» »» »» »» »»

Information Design Type Design Packaging Design Environmental Graphics Film Title Design

»» »» »» »» »» »»

TV Graphics Signage Design Publication System Design System Design Illustrations Strategic Design

CII India Design Report 2015


Current Industry Scenario


size of industry The industrial design sector in India is worth `400 Crore (not including outsourced engineering design service) and is growing at 15% annually.

industrial design

The new product design market potential is more than $12 Billion with its application in numerous industry types. As India becomes the manufacturing hub, this demand for industrial design is expected to grow at a very fast rate.

future trends Indian industrial design studios are now moving up the value chain, to provide design consulting and forecasting services, from executing designs conceptualized by overseas design studios; previously a common practice. Shortage of adequate manpower and lack of resources to scale up are key challenges or this sector. Economic growth, higher disposable income and faster product obsolescence have led to a surge in demand for industrial design.

Demand has also increased due to offshore outsourcing: a number of companies which earlier provided support to Indian manufacturing companies have now moved on to engineering design outsourcing, particularly for the global automobile and consumer durables sectors.

career options

»» Industrial Designer »» Product Designer

Design schools

Industrial design is a combination of applied art and applied science, by which the aesthetics, ergonomics and usability of products may be improved for marketability and production. The role of an industrial designer is to create and execute design solutions addressing problems of form, usability, physical ergonomics, marketing, brand development and sales.

Employment Rate

Industrial Design is becoming a promising new career option for people with a flair for innovation in products and product systems. A number of technical institutions have started design programs in industrial design. »» DJ Academy of Design »» DSK Supinfocom Institute of Animation »» Industrial Design Centre »» Indian Institute of Information Technology, Design and Manufacturing »» IILM School of Design »» Indian Institute of Sciences »» Indian Institute of Technology »» MIT Institute of Design »» MS Ramaiah School of Advanced Studies »» National Institute of Design »» Raffles Design International »» Srishti School of Art, Design and Technology »» Symbiosis Institute of Design


CII India Design Report 2015


Design schools »» National Institute of Design »» DYPDC School of Design »» Industrial Design Centre, IIT Bombay »» DSK Supinfocom »» MIT Institute of Design

»» MS Ramaiah School of Advanced Studies »» UPES University

media publications »» »» »» »»

Overdrive India Business Standard Motoring Autocar India Zigwheels

future trends

The Indian automotive sector has the potential to generate up to US $300 billion in annual revenue by 2026, create 65 million additional jobs and contribute over 12 per cent to India’s Gross Domestic Product, as per the Automotive Mission Plan 2016-26 prepared jointly by the Society of Indian Automobile Manufacturers (SIAM) and government. This is increasing the footprint of automobile design activity in India. Many global carmakers have established captive design facilities in India. Most Indian auto majors also have sizable design capabilities and facilities. Many new entrants are coming in to this sector and demand for specialized transportation solutions in also increasing.

Automotive design is the consideration of aesthetics during the product development of an automobile. It covers aspects from the seats and steering wheel through to the door trims and the dashboard. Although primarily concerned with the appearance of a vehicle, it is also governed by various factors including security, safety and engineering.

size of industry

$40.6 bn

$115 bn



Automotive design

The industry turnover touched USD 46 billion in 2014 at a CAGR of 6% and is expected to reach $115 billion by 2020–21.

career options

»» Automotive Designer

The Indian automobile industry is estimated to grow at a compound annual growth rate (CAGR) of 14% during 2013–21. In addition the industry is projected to touch $30 billion by 2020–21 in exports, according to the Automotive Component Manufacturers’ Association (ACMA). The used cars market is also anticipated to grow at a compound annual growth rate (CAGR) of 16% during 2013–17, according to an RNCOS report.

major brands »» »» »» »» »» »» »» »» »» »» »» »» »»

Tata Motors Bajaj Auto TVS Motors Mahindra and Mahindra Eicher Motors Maruti Suzuki Force Motors Renault General Motors DC Design Hyundai Motors Honda Motors Ashok Leyland

CII India Design Report 2015


size of industry

` 7,500 cr

` 13,000 cr



The Indian toy industry, whose size is estimated at about `8,000 crore is expected to grow at a compound annual growth rate (CAGR) of 30% by 2015.

future trends The key factors driving growth in the country are a population with increasing disposable incomes and access to inexpensive toys. But the biggest business beneficiaries of this growth are not the domestic players — that distinction belongs to Chinese toy manufacturers.


$1400m The industry is predominantly in the micro, small and medium industries. There are few units in the large segment. There are more than 1500 units in the organized sector. Indian manufacturers fulfill about 50% of the domestic demand. The Indian toy industry suffers from a lack of funding and scale and is therefore not able to invest adequately in technology, development and design and marketing.

toy design

The size of India’s toy industry may touch `13,000 crore by 2015 compared with `7,500 crore in 2012.

career options

Design schools »» National Institute of Design »» Institute of Toy Making Technology

»» Toy Designer

Toy Design Sector

As a profession, toy designers create safe, high quality, high value products. They brainstorm and get ideas for developing a new toy. They make sketches and drawings to describe the toy in detail. A model is made of toy with the help of a 3D representation. Then it is tested with the final consumer — the child. Brainstorming, designing and developing innovative concepts demand the creativity of a designer.

TOY DESIGN ENCOMPASSES ELEMENTS FROM INDUSTRIAL DESIGN, ANIMATION, GRAPHIC DESIGN, HUMAN PSYCHOLOGY, INTERACTION, SOCIOLOGY AND MANAGEMENT DOMAINS. CREATIVITY, SAFETY AND AGE-APPROPRIATENESS ARE CRITICAL REQUIREMENTS OF TOY DESIGN. While there is tremendous growth in the toy industry, unfortunately Indian companies have not been able to leverage this growth. Design is the way forward for these toy manufacturers to create a unique niche for themselves and serve the growing market needs based on Indian cultural context.

CII India Design Report 2015


Design schools »» Academy of Applied Arts »» Footwear Design and Development Institute »» Indian Retail School »» MIT Institute of Design »» MS Ramaiah School of Advanced Studies

»» National Institute of Creative Communication »» National Institute of Design »» Vogue Institute of Fashion Technology

future trends The Government of India has approved 51% FDI in multi-brand retail and 100% FDI in single brand retail. 70% of the 1.2 billion rural Indian population is a huge untapped market for the organized retail industry. The working age group 15-64 years constitutes 65% of the population which will be a main driver for the consumer market going forward.



There is a growing need for retail designers who have a complete understanding of relevant technologies, techniques and retail processes and can use these to create a truly holistic and coherent retail experience for consumers, which is both delightful and profitable.

Retail design is a specialized discipline. As the primary purpose of retail spaces is to stock and sell products to consumers, the spaces must be designed in a way that promotes an enjoyable and hassle-free shopping experience. Retail spaces must entice customers in and make it easy to spend, once in. Retail chains must be unified in their design.

The storefront must act as a billboard, often with the use of large display windows to allow customers a look inside.

career options

»» Retail Designer »» Visual Merchandiser »» Commercial Spaces Interior Designer

media publications

Malls Chain such as: »» Central »» Inorbit »» Infiniti »» Palladium »» High Street Phoenix »» High End International Brands entering the Indian Retail Space

retail design

»» Visual Merchandising & Retail Design (VJ Media Works) »» Storai (Retailers Association of India)

major brands

size of industry


CII India Design Report 2015


future trends The country’s furniture market is projected to cross USD32 billion by 2019.The furniture segment compromises of 65% of home market and 35% of institutions. The entire home décor category spends on furniture accounts to about 68% of the share while the remaining 32% comprises of furnishing and home investments. Imported furniture constitutes 85%

of the total organized furniture market. India imports furniture from Italy, Germany, Spain, China, Korea, Malaysia, Indonesia, Philippines, etc.




major brands Leading names in the furniture business are Godrej & Boyce Manufacturing Co. Ltd., Furniturewala, Zuari, Yantra, Renaissance, Jasani and Company, Furniture Concepts, Durian, Kian, Millenium Lifestyles and many more. Godrej Interio took on board local carpenters to enable customers co-create their home furniture and interiors. Danube Buildmart offers free in-house home interior designing consultancy services.

Design schools »» National Institute of Design »» Srishti School of Art, Design and Technology »» Center for Environmental Planning and Technology University »» Indian Institute of Crafts and Design

Furniture design


media publications

»» Better Interiors (Infomedia 18) »» Design & Interiors (Media Transasia India Limited) »» Elle Décor (Ogaan Publications Pvt. Ltd) »» Index Furniture Journal (Index Media Pvt. Ltd.) »» Inside Outside

Furniture designers either work for large manufacturing industries or in specialized furniture design and retail design consultancies.

career options

Many set up their own design and batch-production studios, undertaking custom designed furniture.

Furniture Designers work on Projects for: »» »» »» »» »» »» »»

Homes Workplaces Retail Hospitality Healthcare Facilities Recreational Facilities Schools and Educational Facilities

size of industry


CII India Design Report 2015


size of industry


media publications

Interior designers must have an understanding of space, volume, furniture, furnishings, fixtures and utilities in order to convert an interior space into an effective setting for the range of human activities that are to take place there. It is a multifaceted profession that includes conceptual development, liaising with the stakeholders of the project and the management and execution of the design.

»» »» »» »» »»

Better Interiors Design & Interiors Elle Décor Index Furniture Journal Inside Outside

career options

»» Interior Decorators »» Furniture and Furnishings »» Facilities Design

Design schools »» Srishti School of Art, Design and Technology »» Mit Institute of Design »» Raffles Design Institute »» Apeejay Institute of Design »» Center for Environmental Planning and Technology

»» Arch Academy of Design »» Center For Environmental Planning and Technology University (Cept) »» Sinhgad Technical Education Society »» Lovely Professional University

Interior design

future trends

WITH THE HUGE GROWTH IN THE RESIDENTIAL REAL ESTATE INDUSTRY AS WELL AS COMMERCIAL SPACE, THE DEMAND FOR QUALITY INTERIOR DESIGNERS IS LIKELY TO KEEP GROWING. The real estate industry’s growth is linked to developments in retail, hospitality, entertainment, economic services and information technology services. Added to this, the growth in population, rising income levels and urbanization is leading to rising demand for interior designers.

CII India Design Report 2015


size of industry

Presently estimated to be a $67 billion market, the Indian apparel market is estimated to reach US $141 billion by 2021.

future trends The Indian fashion design industry is one of the most exciting and dynamic in the world. Lack of literature on Indian fashion and textiles, a largely unorganized industry and lack of attention to developing signature styles present some challenges to growth.

India has a rich and varied textile heritage, where each region of India has its own unique native costume and traditional attire.

major brands

Designers: »» »» »» »» »» »» »»

Rohit Bal Manish Malhotra Ritu Kumar Sabyasachi Gaurav Gupta Tarun Tahiliani Suneet Verma

The Indian fashion industry has several dedicated fashion events such as the India Fashion Week,often attended by international buyers. Fashion designers also conduct annual shows in most major Indian cities.

fashion design

Indian fashion

media publications

»» Vogue India (Conde Nast) »» Elle (Ogaan Publications Pvt. Ltd) »» Images Business of Fashion (Images Group)

Fashion design is the art of the application of design and aesthetics to clothing and accessories. Because of the time required to bring a garment into the market, fashion designers must anticipate changing consumer tastes, without compromising on functionality and must combine creativity with managerial skills for marketplace success.

career options

»» Apparel and Accessories Design »» Production Planning and Concept Management »» Visual Merchandising and Retail »» Branding and Marketing »» Fashion Media and Promotion

Design schools »» National Institute of Fashion Technology »» National Institute of Design »» Symbiosis Institute of Design »» Istituti Callegari »» School of Fashion Technology »» Wigan & Leigh »» Raffles Design International

size of discipline/ no. of designers/students



Skilled professionals such as Fashion Designers and Visual Merchandisers by 2015.

CII India Design Report 2015


size of discipline/ no of designers/students




56 MILLION ENGAGED IN ALLIED ACTIVITIES. Textile design comprises both surface design and structural design.

media publications

Designers usually handle embroidery designs, prints, weaves, knits and textures. Successful textile designers marry a creative vision of what a finished textile will look like with a deep understanding of the technical aspects of production and the properties of fiber, yarn and dyes.

»» Vogue India »» Elle »» Images Business of Fashion

major brands

career options Textile Designer working in: »» Garment Manufacturing Companies »» Fashion Design Houses »» With Apparel Retailers »» Export Houses »» As Freelancers

»» Welspun »» Bombay Dyeing »» Gujarat Heavy Chemicals Limited (Ghcl)

Design schools Courses offered focus on elementary ergonomics, textile fibers, colour, composition and basic textile design for weaving and printing. They also teach dyeing techniques, printing methods, sewing techniques and construction of fabrics and surface design.

»» »» »» »» »» »» »» »»

Apeejay Institute of Design DJ Academy of Design National Institute of Design National Institute of Fashion Technology Pearl Academy of Fashion Sophia Polytechnic Srishti School of Art, Design & Technology West Bengal University of Technology

Textile Design

size of industry

The Indian textiles industry, currently estimated at around US $108 billion, is expected to reach US $223 billion by 2021.

future trends With consumerism and disposable incomes on the rise, the retail sector has experienced a rapid growth in the past decade with several international players like Marks & Spencers, Guess and Next having entered the Indian market. The organized apparel segment is expected to grow at a compound annual growth rate (CAGR) of more than 13% over a 10-year period.

The Government of India plans to set up a `100 crore ($16.53 million) venture capital fund to provide equity support to start-ups in the textiles sector, in order to encourage innovative ideas in this export intensive sector.

CII India Design Report 2015


size of industry THE DOMESTIC GEMS AND JEWELLERY INDUSTRY estimated to grow from a market size of US $40.45 billion in 2013, with the potential to grow to US $80.59 - 85.43 billion at a CAGR of 15.95% over the period 2014-19. by 2018,



Jewellery Design


future trends The entry of branded jewellery retailers is shifting consumer demand towards gems and stones, rather than just pure gold. With new styles in constant demand, jewellery design is becoming a challenging and lucrative profession.

media publications »» IJDM Jewellery Design Magazine »» Solitaire International »» The Art of Jewellery

Design schools Courses in jewellery design provide essential information on the diverse kinds of stones, colour schemes in jewellery, design themes, presentation and framing, costume jewellery and jewellery costing.

»» Indian Institute of Jewellery »» Jewellery Design and Technology Institute »» SinGem Jewelry Education »» Indian Institute of Gems & Jewellery »» Arch Academy of Design »» The Gemological Institute of India

India is the largest gems and jewellery market in the world but largely in the unorganized sector with a significant focus on gold. Other jewels include coloured gemstones, costume jewellery, platinum and diamonds.

Market Opportunity


major brands

career options

»» »» »» »» »»

Tanishq Swarovski Debeers D’damas Gitanjali

Jewellery Designer working in: »» Jewellery Houses »» Fashion Houses »» Export Houses »» Freelance Consultants

CII India Design Report 2015


size of industry



OF WHICH ACCOUNT FOR ALMOST 80% OF INDUSTRY REVENUES. Leather designers must possess knowledge and understanding of leather and leather products, manufacturing, marketing, fashion and trend forecasting skills, as well as design skills.

future trends

They work with both leather apparel and goods.

India has an abundance of raw materials for the leather industry. India accounts for 21% of the cattle and buffaloes and 11% of the global goat and sheep population. The industry is supported by new and innovative design development infrastructure. India has amongst the largest livestock population in the world, providing a strong raw material base in goat, buffalo, cow and sheep leather. In terms of raw material availability in pieces, India is endowed with 12.55% of Bovine hides & skins, 12.29% of goat and kid skins and 3.48% of sheep and lamb skins in the world. Indian Leather industry has a long tradition of supplying high quality leather for the global market. Indian tanning industry produces over 2 billion square feet of leather per annum. The major markets for Indian leather products are Germany, Italy, UK, US, Hong Kong, Spain, France, Netherlands, UAE, Portugal and Belgium.

major brands »» Hidesign

Design schools »» »» »» »» »» »»

Central Footwear Training Institute Center for Leather Research Institute Footwear Design & Development Institute Muzaffarpur Institute of Technology National Institute of Fashion Technology West Bengal University of Technology

Leather Design

Market Opportunity


career options

media publications

»» Technical Designer »» Stylist & Designer

»» Shoes & Accessories

CII India Design Report 2015


career options »» »» »» »»

Usability Designer Interface Designer Experience Designer Usability Analyst




adding over 180,000 employees in FY 2013, of which roughly 3000 professionals are employed in the HCI sector.

human computer interaction

size of discipline/ no of designers/students

future trends India has about 2.75 million developers. But by 2018, India will have 5.2 million developers, an increase of nearly 90% NASSCOM, India’s IT industry group, expects IT exports to be driven by smart computing, which connects systems with physical infrastructure and growth in the SMB market, among other sectors.

Jobs in HCI are expected to grow much faster than average due to new complex products and rapid advances in technology. Hot industries include social networking and gaming. As social networking and ubiquitous computing continue to grow, related HCI career opportunities will grow as well.

Design schools »» Industrial Design Centre, IIT Bombay »» National Institute of Design »» MIT Institute of Design »» IIT Guwahati »» DJ Academy of Design »» Srishti School of Art, Design and Technology »» Dhirubai Ambani Institute of Information & Communication

The human computer Interaction (hci) specialization prepares students to address human needs with technology. It determines useful system functionality and by designing usable interfaces, considering the context of the individual and/or organization.

size of industry India’s IT industry can be divided into five main components, viz. Software Products, IT Services, Engineering and R&D Services, ITES/BPO (IT-enabled Services/Business Process Outsourcing) and Hardware. Export revenues primarily on project based IT Services continue to drive growth with IT Services accounting for 59% of total revenues followed by BPO and Engineering services at 20% and Software Products at 19%. Multi-year annuity based outsourcing agreements are expected to increase going forward.


CII India Design Report 2015



INFORMATION SOURCES USED FOR THE DESIGN DISCIPLINES Animation Design Size of industry: KPMG analysis & industry interviews: Size of discipline/ no of designers/ students: Design schools: www. General Reference: Assets/Documents/Animation_and_Gaming.pdf z.aspx?id=4962 for_growth_3713/

New Media Size of industry: Release.pdf Size of discipline/ no of designers/ students: Design Schools: www. Future trends: Final.pdf General Reference: www. asp?news_id=30292 www.

Graphic Design Size of discipline/ no of designers/ students: www. Design Schools:

Interior Desig Design Schools: www. General Reference: html Design%20Trends%20in%20India%20-%20A%20Preview.pdf

Furniture Design Size of Industry: php?val=September_2013_1378216929_3a30e_35.pdf Design Schools:

Automotive Design Future Trends: General Reference: Auto_survey.pdf

Retail Design Size of Industry: Size of online retail: Design Schools: General Reference:

Toy Design Size of Industry: Size of discipline/ no of designers/ students: General Reference: news/29918883_1_indian-toy-toys-and-games-disney-pixar


Fashion Design Size of Industry: Size of Fasfion Ecommerce market: Size of discipline/ no of designers/ students: Career Options: Design Schools: General Reference:,marie-claire-ushers-in-thirdyear-with-launch-of-fashion-awards.aspx

Textile Design Size of Industry/ discipline/ no of designers/ students: Design Schools: General Reference:

Jewelery Design Size of Industry/ discipline/ no of designers/ students: Design Schools: www.

Leather Design Size of Industry/ discipline/ no of designers/ students: news/46923715_1_leather-industry-leather-exports-india-internationalleather-fair

Design Schools: General Reference:

CII India Design Report 2015



Animation & new media design Doctoral 0 Post Graduate 26 Under Graduate 24


Diploma 102 Certificate 136

Industrial, Automotive & Retail Design Doctoral 2 Post Graduate 26 Under Graduate 20

Diploma 1 Certificate 1


Diploma 18 Certificate 10

Fashion, Textile, Jewelery & Leather Design Doctoral 1 Post Graduate 24 Under Graduate 97

Diploma 99 Certificate 58

Human Computer InTERACTION DESIGN (HCI) Doctoral 1 Post Graduate 8 Under Graduate 9

Diploma 3 Certificate 0

ToY, Set & Exhibition & Design Research Doctoral 1 Post Graduate 3 Under Graduate 3

Diploma 0 Certificate 4

Graphic Design INTERIOR DESIGN LANDSCAPE Doctoral FURNITURE 1 ARCHITECTURE DESIGN Post Graduate 19 Doctoral 3 Under Graduate 31 Post Graduate 20

Diploma 6 Under Graduate 176 Certificate 1 Diploma 18 Certificate 10

CII India Design Report 2015



Design Education in India

A New Beginning National Institute of Design, India’s premier and first design institute has been declared ‘Institution of National Importance’ by the Act of Parliament, by virtue of the National Institute of Design Act, 2013. The Bill states, ‘To declare the institution known as the National Institute of Design, Ahmedabad, to be an institution of national importance for the promotion of quality and excellence in education, research and training in all disciplines relating to Design…’ This is the first Bill to be passed by the newly elected NDA government and was processed in a short span of three days, in both the Houses.

During discussions in the two Houses, honourable members spoke very highly of the activities of the institute and unanimously agreed to pass the Bill. With the passing of this Bill, NID will be authorised to deliver degrees and offer Ph.Ds. Till date, forty institutes have been declared as Institutions of National Importance, NID being the forty-first. The setting up of NID in 1965, was originally a unique experiment in education and learning, that offered a contextual background for the creative industry, for social and economic development.

On this historical occasion, Pradyumna Vyas — Director NID, said, “It is very heartening to see that design has been brought to the forefront. It is indeed a big recognition for the design profession in the country and this Bill will give an impetus to the activities of NID and position design at a higher level, giving design education in India a global foothold. I am sure the students and faculty will benefit immensely with this recognition. The status of Institution of National Importance will also help in repositioning the institute globally for networking with premier design organizations / institutions, create additional opportunities for research scholars, faculty and student exchange and boost design research in the country.”

Deconstructing Design Education Ministry of Human Resource Development along with IIT Hyderabad and IIT Bombay organized a major discussion under the title “Deconstructing Design Education”. This discussion was chaired by the then Union Minister of HRD, Mr. Pallam Raju. Many senior academics from design and engineering education participated in the discussion along with the respective directors of IIT Hyderabad and IIT Bombay. It is a significant development, a step forward to infuse design within technical programs and also to initiate design programs within technology institutions.

Undergraduate Courses Most universities do not offer design programs, nor do they affiliate institutions offering design programs. As a result, a large number of design programs are not in a position to grant degrees. Due to State Government initiatives, there are several private universities coming up. Many of these private universities are starting to offer design programs and hence are able to grant degrees. A few universities teach interior design as a specialization within their architecture programs. Many universities have initiated a three year Bachelors Degree in interior design; however, these tend to be more about interior decoration than interior design.

Growth in Design Education The number of institutions offering design education has expanded rapidly in recent times, mainly due to private-sector initiatives. Some have started as collaborative ventures with international design schools. Today, design programs vary considerably, ranging from several ‘vocationally-oriented’ certificate and diploma programs to a handful of full-fledged undergraduate and postgraduate degrees. Certificate & diploma courses are most popular in animation design, where institutes in both urban and semi-urban areas across India offer courses, ranging from 3 months to 2 years. Fashion design can be studied as a diploma or undergraduate subject, as there are now several franchisee centres of major institutes throughout the country. Similarly, there are a variety of short-term and full-time programs offering interior design education.

Within graphic design, there is a sizeable presence of programs called “Applied Arts”. Applied arts is a 4 year program post 12 years of school education and it is mandatory to have approval from All India Council for Technical Education to initiate this program besides university affiliation. Postgraduate Programs Postgraduate programs in graphic design, industrial design and other ‘classic’ design disciplines are offered by a handful of institutions. Most of the postgraduate programs are essentially after-graduate programs. This means that at the post graduate level instead of offering instruction that is advanced in nature as compared to under graduate level, instruction offered is similar in content to under graduate programs. The eligibility for admission to these postgraduate programs is “any graduation”. Hence the postgraduate program does not build on the knowledge acquired by the student during under graduate studies. Rather it starts with fundamentals of design and covers the under graduate program content in two years. Apart from a few exceptions such as the Industrial Design Centre at IIT Bombay and the Centre for Environmental Planning and Technology (CEPT), Ahmedabad there are almost no Ph.D. programs in the field of design. Recently, Shristi School of Art and Design initiated Ph.D. programs in design. Srishti is recognized as a Research Center of Manipal University and the Ph.D. degrees would be awarded by Manipal University.

CII India Design Report 2015




Design Education Development Growth in design education is encouraging, as it signifies that design is finally becoming a serious career option for young people and that industry and society are willing to adopt design in its many different avatars.

However, design education in India lacks coherent structure. Proper accreditation or affiliation procedures are missing. Lack of coherence makes it harder for students to establish their credentials, or for employers to adequately assess student capabilities. The India Design Council has initiated steps to prepare a Quality Assessment Framework in collaboration with Quality Assurance Agency, UK. The framework is expected to be announced in February 2015 and the assessments under the framework are expected to begin from May 2015. This would be a welcome situation as it would enable several design education institutions to seek the Quality Assessment Mark from the India Design Council and will further help in communicating the effectiveness of design education to parents and employers. Academic research is minuscule, publications by faculty are rare and there are no design research journals to be published in India. Apart from a few exceptions, there have been no conferences held in India where papers were invited, peer reviewed and then published. 61.8% respondents reported that average enrolments have increased and 71% stated that average number of applicants had increased. 82% felt that the number of enrolments will increase in the coming year.

Interestingly, 44% respondents said that they have foreign students studying with them. 80% of them intend to hire new faculty in the coming year. The survey established immense collegiality amongst Indian Design Education institutions with 70% of them confirming that they collaborate with other institutions. Of these, about 52% collaborative activities are short-term, based around specific projects. 36% institutions reported strategic alliances as a form of collaboration. The story is not very different for collaboration with foreign universities with 62% reporting collaboration with universities, abroad. In many cases the Indian institution is collaborating with multiple institutions abroad. 84% institutions collaborating with foreign institutions reported student exchange as nature of collaboration with 58% reporting faculty exchanges as the nature of collaboration. 42% institutions said that they have twinning program arrangements and 58% reported that they work on specific joint student projects. About 60% respondents reported a problem in recruiting suitable faculty with another 38% suggesting that faculty recruitment is not a problem at all.

Survey response on Design Education 50% of respondents were “not very satisfied” with the quality of design graduates, with another 43% stating that they were “quite satisfied”. This is significantly higher than the response to experienced design hires, where only 20% of respondents were either “not very satisfied” or “not at all satisfied”. The rate of satisfaction with the quality of design graduates is higher in industries, which hire design talent as compared to design businesses. Consequently of the design education institutions only 50% were quite satisfied with the industry support, 35% of them stated that they are not satisfied at all.





Expectations of Design Students Expectations of design graduates are basic and can be summarized as: • Design thinking, Design Methods, Systems Thinking • Visual Design, User Experience, Trends • Communication, Professionalism, Teamwork, Project Management • Enthusiasm, Respect for Deadlines • Engineering Knowledge, Technical Design Skills, Software Skills

One of the most encouraging results of our survey is that most of the respondents are engaged with design schools in some capacity. 52% engage with the design schools for work placements, internships and about 36% engage for research projects. 45% of respondents engage with design schools as visiting faculty or as mentors. An overwhelming number of design businesses at 73% reported to be engaged with design education in one form or the other. This is a positive sign. Yet there is scope for greater engagement and design educators are not entirely satisfied with the level of involvement from the professional design industry. Increased support in terms of partnership projects, internships, conducting master classes and providing structured inputs for curriculum planning will certainly help in raising design education standards and ensuring greater alignment between design curricula and professional requirements.

• Understanding of Basic Design Principles • Understanding of Business Language and Customer Requirements. • Better understanding of Manufacturing Techniques and Materials • Entrepreneurship Skills • Sketching / Idea Illustration Skills, Imagination, Analytical ability • 2D-3D Translation, User Research, Ergonomics • Industry–Academia Links

CII India Design Report 2015




As the foregoing contents of this report demonstrate, the overall design scenario around us is very positive. Lots of companies are using design, the number of design consultancies has grown and number of design schools has multiplied. There is more understanding about design, a lot of companies are seeking to use design and design thinking strategically. Design capability and excellence is not an issue. We are brimming with it. What we need is to channelize this extraordinary resource in meeting national goals. It is in this positive environment that we need to set our next agenda. The Governments in European Union Nations and several Asian countries have understood the importance of design. They have adopted several programs of design support. We suggest that the Government of India takes a cue from these immensely successful initiatives and integrate design in its mission and objectives such as Make in India, Digital India and Smart Cities.

assistance is essential. It is suggested that a new model be evolved which is centered on Government—pull, and the design stakeholder — push. The Government could initiate funding backed programs, which there on are carried forward by Design stakeholders. The India Design Council can steward this process. The Confederation of Indian Industry, which has incessantly worked to promote design over the last 15 years, could provide the organizational and promotional support. Enabled through Government assistance, under the aegis of the India Design Council, CII would help in establishing and enabling of design infrastructure and strategies.

Our honourable Prime Minister, Shri Narendra Modi said in his speech during the launch of Digital India Week “Make in India is important but Design in India is equally important”. Though this statement was made in the specific context of Digital India, we believe that this statement reverberates in all sectors. The objectives of the national design policy could only be met through equal contribution of business, the design profession and the government. An effective working relationship between the government and the design stakeholders is critical for the success of establishment of design at the core of national development. Design by itself is a small entity and its stakeholders do not have the resources to create a national impact. Hence Government CII India Design Report 2015



Make in India: Making it Happen by Design

The Government of India has announced the ambitious Make in India Mission. The Make in India mission is a pivotal statement made in recent times about the importance of revitalizing the manufacturing sector. The Government is undertaking important reforms to achieve the objectives of Make in India mission in areas like infrastructure development, labor policy reforms, addressing environmental issues, availability of credit, etc. These reforms will help in creating a conducive environment as well as help create a positive sentiment amongst the local and global investors. While these reforms happen, adjacent areas like indigenous manufacturing, exports of manufactured goods, local brands attaining global visibility will also need attention from the Government. Above all, the most important factor to focus in this drive would be to strengthen the fundamentals so as to sustain and grow the advantages we will accrue in the coming years. The Government’s support for design-led manufacturing will drive the success of the manufacturing industry and the Make in India initiative. The Government should lead by example by championing design as an integral element in the overall manufacturing value chain.

Design is the only Option The availability of capital, access to technology, helpful state governments will perhaps address the questions of how to make and where to make. The pertinent question that would remain unanswered in “What to Make” and if it is made will it have a market. Another big question is how can we help our our manufacturers transcend from traditional low cost business models to becoming creators of high-value solutions. In today’s hyper-competitive world design drives corporate revenues and delivers profits. It helps to evolve brands and differentiate products from the competition. It ensures customer loyalty and communicates positive image to all the stakeholders. Design and innovation aren’t simply about new products or technology. They’re also about how to improve products in everyday use, leading to reduced costs, increased usability and new business opportunities. Companies that use design are more successful than those that do not. The more strategic their use of design, the higher their growth rate.

Design translates a new technology or an idea into evolved products through a user-centered, structured process, hence enhancing the prospects of product success It is at the heart of determining product revenues. Design improves the ability to market the product by considering buyer behavior, objectives and hopes. It helps companies break into new markets by adapting products to local conditions and by taking into consideration international competition.

Indigenous Manufacturing & Exports

To sustain and grow the manufacturing sector in India, we need to have a distinct focus on indigenous manufacturing. We need to promote indigenous manufacturing and support it through policy and capacity building mechanisms. Growth in indigenous manufacturing will lead to organic growth in the manufacturing sector. Organic growth represents an opportunity to leverage Indian entrepreneurs’ or Indian companies core competencies to expand both revenue and profits. Indian organizations need to be induced to develop new products and services to sell to existing customers (product development), or developing new products and services to sell to new customers (diversification) and above all, manufacture these new products here in India.

Labour Intensive Manufacturing Noted economist and the Vice Chairman of NITI Aayog has been a proponent of Labour Intensive Manufacturing. He has been professing that the only way to create good jobs, especially manufacturing jobs, is to create enabling environment for growth of employment-intensive manufacturing. He has stated that support to businesses should be about incentivizing them to grow and become competitive in the global market place. In an article published in the editorial section of the daily, Times of India, he rued the fact that today right from Rakhis to Ganeshas, all come in our homes from China. He says that with a workforce of almost half billion and significantly lower per-capita income, we should not be outcompeted in labour-intensive manufactures by China in either the domestic or world market. While the associated labour and policy reforms will follow in the near term, an aspect central to this labour-intensive manufacturing strategy is the product itself. Design would be key to imagine products, which are based on skill and resource profiles of the regions, which imagines, the most cost effective materials and manufacturing method to produce these goods and to brand and communicate the goods for the domestic and international markets.

The key manufacturing export areas identified in the working group “Boosting India’s Manufacturing Exports” are Engineering, Electronics, Chemicals, Plastic, Pharma, Textiles & Clothing, Handicrafts, Gems & Jewellery, Carpets, Jute and Leather. Of these except Chemicals and Pharma each of the sectors has a major role for design in aiding new product development.

CII India Design Report 2015



The Action Plan

Design needs the support of the Government of India. Without the state support, the true benefits of design will be difficult to accrue. The National Design Policy 2007 is already in place along with its enabling arm, the India Design Council. The Design Policy already identifies with the objectives stated herein. Beyond the policy impetus, design in India needs fiduciary support. The importance of manufacturing sector for India being already underlined and addressed through the Make in India initiative and the national manufacturing policy, the need is to plan and implement macro level initiatives to spur the design sector in India.

Design could be a major contributor in the ambitious mission planned by the Government of India. Starting with an increased governmental recognition of the importance of design for the manufacturing sector and followed by financial support, the action plan suggested here would spur manufacturing in India to the next orbit.

Establishing Design Hubs • Design Hubs should be established in 10 select cities in the country. • The primary mission would be to make these cities – Indian Cities of Design Excellence. • The Design Hub will facilitate creation and development of new products that are distinctive, with a focus on labor-intensive manufacturing products. • The objective of the Design Hubs will be to strive to make 50 global products in a period of 3 years. These products will be known an ‘Indian Products of Design Excellence’. • It will be responsible for building design capacity, knowledge and innovation. • The Design Hubs will create a digital environment where latest simulation and virtual technologies could be made available to the industries and entrepreneurs extending from product design into production design. • The Design Hub will help to raise awareness and disseminate use of design in industry — through exhibitions, events and publications. • The Design Hub will bring together designers, design service providers, manufacturers, exporters and entrepreneurs on one platform to discuss, deliberate, and formulate ideas for new product development and redesigning existing products. • The Design Hub will act as a network aggregator which capitalizes on what is already there and create new interventions to conceive, design and implement new products. • The Design hub will transform established industries and grow new industries by developing design capability to increase the range of products and services.

Design Tax Incentive Program For governments, offering tax incentives is a well-established practice that appears to have yielded good results. All the statistical evidence suggests that these incentives do impact positively. However the most important consideration remains to be the careful design, evaluation and accountability, so that the incentives offered are attractive and appropriate.

It is suggested that the proposed tax deduction should cover both operating expenditures and capital expenditures and include the following items: • Operating Expenditure: All manpower-related expenditures, training expenditures for design personnel, royalty fees, expenditure on outsourced design projects, and all other relevant overhead expenses.

An increasing number of governments are offering special fiscal incentives to businesses to increase spending on research and development, largely because R&D and innovation are considered key to productivity and growth performance. Tax incentives for business R&D are widely regarded as an important policy tool to stimulate investment and spur growth.

• Capital Expenditure: Expenditures on prototypes, tooling, software, user research, as well as design registration and patent application fees.

Considering that Design is the major driver for growth and competitiveness, we propose special tax incentives for manufacturing companies using design. There is an urgent need for the government to introduce an incentive scheme with a view to attracting manufacturing industry to increase their investment in design.

As a first step, companies be allowed to enjoy tax deduction on their relevant design expenditure. The proposal seeks to be applied to companies of all sectors which undertake in-house design activities or out-sourced design services.

A Design Tax Incentives program is suggested to be initiated to ensure that Indian taxpayers and enterprises in all sectors of the economy are encouraged to use Design.

The economic impact of tax incentive for design would be much higher than the fiscal loss of revenue. Foregoing revenues on tax incentives for Design would be of very small magnitude as design expenses are extremely low as compared to R&D expenses. Design expenses do not include high order of capital expenditure.

The merit of the proposal lies in the fact that while no direct government expenditure would be incurred, it would encourage and motivate the manufacturing sector to use design. The proposal reflects a non-interventionist, but market friendly medium for increasing the use of design.

CII India Design Report 2015



Design for Labour Intensive Manufacturing Program The core objective of this program is to create products that are made locally directly related with creation of new jobs. The idea is to create a pool of interesting products that express a local, industrial theme.

This program will seek to bring producers of traditional goods to work hand-in-hand with the designers to develop innovative designs and production processes that will lead to creation of new products that can be deemed viable in the international market. The program will need a sustained help and assistance program that brings local producers and designers together to re-think what could be made using their skills and capabilities. The program will seek to use the innate understanding and artistic skills of skilled, artistic and educated labor force to guide them towards creation of internationally competitive artifacts. It will provide the ability for investors/manufacturers to scale up (or down) quickly; and rapidly incorporate consumer preferences into their design processes.

Government as Catalyst Government needs to lead by example to make good design part of their procurement process and projects. Several studies and global examples point to the outcome that countries embracing good design accrue strategic, economic and social advantages. These examples illustrate that Government investment in Design leads to increase in its capacity to innovate and hence gives competitiveness in global markets. It is suggested that the government play a catalytic role by stimulating design demand. The Government spends a vast amount of money each year on procurement of goods and services and is the biggest spender in the country. With that scale of investment, the government can easily be the biggest design champion by virtue of purchasing policies alone. Before 2012 there was no mechanism in place to determine “Good Design” or a “Designed Product” in a systematic, transparent and rigorous manner. In the form of India Design Mark, we now have that mechanism. It is recommended that the Central Government Departments prefer India Design Mark Granted products in their procurement strategies. The proposal will ensure quality and reliability of the supplies without inhibiting efficient price discovery through the process of competitive bidding. India Design Mark is a design standard, a symbol, which recognizes good design. India Design Council grants theIndia Design Mark after evaluating good design through a systemized process.

Design Led Manufacturing Accelerator

India Design Mark symbolizes product excellence in form, function, quality, safety, sustainability and innovation and communicates that the product is usable, durable, aesthetically appealing & socially responsible.

The Indenting Government Departments may, endeavor to specify the requirement of India Design Mark as a desirable Qualification Requirements (QRs) / Eligibility Criterion for the bidders to begin. Design makes government policy something people can see, hear, touch, taste and smell through designed objects, communications, environments and experiences. The improved performance of government design can positively affect the experience of trust, accountability, and effectiveness between the government and the people. As such, it is strongly recommended that Government of India seeks to commission the services of professional design agencies for their communication design and design of services.

It is recommended that a design accelerator aimed at start-ups and the manufacturing sector be established. This accelerator would create innovation by integrating great design, cutting-edge technology and business strategy. It would stimulate designers to transform their concepts to become viable businesses. It would differentiate itself from others by focusing primarily on design and will provide seed funding, investments and mentorship for design ideas. The accelerator will give primacy to the building of next generation physical products that can be exported around the world.

CII India Design Report 2015



Design Grant It is recommended that a Design Grant program be established to assist mid-sized companies to design or redesign new products. Such a grant be aimed at all kinds of SMEs covering all kinds of products so far as the resulting new product development uses the services of a qualified designer or a design company. This design grant is proposed for all existing mid-sized companies operating in the manufacturing sector.

The grant should have a majority support from the Government and a contribution from the beneficiary company. The grant is expected to be used for mid-sized companies to grow and create global brands.

Supporting Designers

It is strongly urged of the government to create a fund for promoting design. The fund would have two objectives viz. to promote design nationally and to promote Indian designers internationally. The promotion of design will stimulate businesses to use design and people to understand the value of design in elevating their daily lives. The fund should support showcasing design in national trade fairs and participation in international trade shows. The fund should identify design talent and promote designers on international platforms. It should sponsor designers and design companies to participate in prominent design exhibitions around the world so as to build global networks, market themselves and gain access to wider opportunities. Such support is vital to enhance international recognition of Indian Design and will help establish India as a Design Nation.

A Designed Smart City

Our Prime Minister has outlined a bold vision to develop 100 cities as Smart Cities. Smart City concept is essentially a framework for modern urban development and renewal, which looks to improve economic competitiveness and livability. The term Smart City is understood in many ways. While there are many approaches leading to different understandings of the concept, technology and networked infrastructure are the common elements. The canvas of a smart city is so large that it is virtually impossible for a single entity to accomplish a smart city. The problem needs a collaborative approach where the government, citizens and technology providers come together to realize a larger vision.

exceptional experiences for the citizens and delivering of public services effectively as per their original intention. Design would be very useful in shaping services that are built around citizens and are innovative. The role of design could be outlined in wide ranging areas concerning the smart cities such as street furniture, accessibility, barrier-free environments, public transportation, creation of city landmarks, attractive spaces for cultural and public interactions and so on.

We think that design and design thinking have a very important role to play in laying out this larger vision from the point of view of citizens. Design can help develop innovative products and services for a sustainably livable future in the long-term. It can bring together different stakeholders to develop innovative services intended to deliver substantial value to the people who live and work in the City.

Participatory design methods can bring the citizens into the design process of the solutions to their problems. Design thinking - which is the ability to solve problems by synthesizing disparate elements and ideas skillfully, beautifully, and empathetically could help in crafting most of our daily experiences and gives higher-level purpose, relationship and meaning to the objects we touch, the environments we inhabit and processes we participate in.

It is suggested that the Government of India recognizes the role of design and commissions a detailed study outlining the areas of design intervention in the planning of smart cities. Such a document will become a crucial guide for all local entities engaged in realizing this landmark initiative.

The use of design is crucial in the planning and executing of Smart Cities. Industrial design would be helpful in imagining and delivering stimulating and accessible environments and designing of objects that are a delight for the public to use. Graphic Design could help in branding of the cities, bringing out the cultural ethos of each place, creating signage and systems of information. User experience design/ interaction design would be useful in imagining and delivering CII India Design Report 2015



Parliamentary Support for Design

In the United Kingdom, the Chancellor of the Exchequer commissioned a review of look into the question of the UK’s longterm economic success and how the nation’s creative skills could be exploited more successfully. The consequent report by Sir George Cox was released in December 2005. The review was to address two specific issues: Firstly, it was to identify how best to strengthen the relationship between businesses — particularly SMEs — and creative professionals drawn from a range of design, arts and related disciplines. These will include the potential impact on business performance of, among other things, digital media, product and industrial design, the arts and culture, graphics, branding and advertising, publishing, packaging, as well as interior and retail design. Within this, the review will have a particular focus on the role of creativity in modern manufacturing. Secondly, the review looked at strengthening the links across university departments and within the industry. This included new forms of courses, services and alliances involving, amongst others, art, design and creative courses, business schools and engineering and technology courses. The resulting Cox Review of Creativity in Business: building on the UK’s strengths became the cornerstone of UK’s national wide design support initiatives. It was through the parliamentary action that a massive design promotion program was unveiled in the UK. The same report also became the basis for many countries commissioning similar reviews followed by plans of action.

It is suggested that a parliamentary panel be constituted under the leadership of a pragmatic, progressive Member of Parliament with a similar objective. The National Design Policy can become the basis for such a panel. Such an initiative will go a long way to establish steps that the government and design stakeholders should take to ensure that Indian businesses and society harness the power of design.

Occupational Standards for Design

A design job today has several occupations, applications and expectations. Designers graduating out of a design school with a specialization in a particular design domain have varying degrees of knowledge and skills. The different knowledge and skills these graduates possess have specific possibilities of addressing a particular occupation. As against this reality, a qualified designer is seen through a constricted view of either being good enough or not. Within design departments of companies and consultancies, not all designers do the same thing. People are engaged for and in different job functions. They traverse through variety of functions while moving up in the organizational chain. ` Moving beyond the limited scope of design graduates being employed as designers in consultancies, companies and organizations, there is a world of opportunities opening up for designers to work in functions like Marketing, Business Strategy, Innovation, Human Resource Management and so on. These new opportunities have become possible because of the implicit nature of the design process that all design graduates master through their respective programs. This approach is useful in virtually any process of a business or social organization and as a result offers several occupational possibilities beyond the present understanding of design jobs.

Design has emerged as an integrative discipline as it focuses on problem finding and problem-solving. Having defined a problem, the design process moves forward being empathetic to people’s needs and aspirations, exploring concepts in a team environment.

CII India Design Report 2015



The National Occupational Standards for Design The National Occupational Standards define individual competence in performance terms — the successful outcome of work activity. They are concerned with what people can do, not just what they know. Occupational standards would have great value and utility within industry.

The proposed standards for Design will identify and standardize competencies, which are required for successful job performance. It is a comprehensive concept including ability such as knowledge, skill and attitude necessary to perform a job and assessment of the ability. They could be used by employers for recruitment and selection, job design and evaluation, training needs analysis, learning programs and performance appraisals. They could be used by academic institutions to frame their programs to address specific needs. They could be used by students to inform their own career progression and preparations required to attain the intended careers.

One of the objectives of National Design Policy, 2007 is to establish a Chartered Society of Designers. The NOS will help to accredit designers at appropriate levels through a data driven matrix of verifiable competences. It will help to lead the drive to boost design skills and workforce development. It will build intelligence and analysis regarding the skills and needs of the sector and would become a platform for forging strong links between employers and schools, colleges, training providers and higher education. The NOS for Design would: • Recognize multifarious design occupations within the design industry.

• Recognize new jobs and occupations that are possible due to changing nature of design profession and its understanding.

• Recognize jobs and occupations that are possible due to the implied strength of the design process and design thinking. It is suggested that funding should be made available to create National Occupational Standards for Design.

CII India Design Report 2015




DESIGN BUSINESSES Fourth Dimension Idea Culture Designscope Apptarix Mobility Freelancer Tata Elxsi The Dodger Blue House Under Construction Apptarix Mobility Forbes Marshall Crackerjack Visual Communication & Design Seventh Incorporated Universal Designovation Lab LLP Shade Persistent Systems Ltd Urban Purple / www. Autodesk India Pvt Ltd Lodaya Design + Consulting Botto Imarat Manifest Design and Publishing Saneef Design Office Sandeep Verma Designs, Yellow Slice Venkat R Gude Studio Ideate Future Research Design Company Designik Krab Media and Marketing Private Limited Studio ABCD Botto Onio Design Pvt Ltd Varsha Belani:Design Studio Sunny Side Up Stark Communications Yellow Slice Designwise India Pvt Ltd, MG Creations Unikwan Innovations Pvt Ltd PSPL Advertising Pvt Ltd Cluster One Creative Solutions Pvt Ltd Freedom Tree Design Kahani Designworks Dynamite Design LLP BridgingGaps in India Empoise Design Studios Pvt Ltd Studio Sky (Craftby Products Pvt Ltd ) automotif :DesignLIFE

Ideal Mockups Pvt Ltd Baaya Design Design Pandits Brand-nomics Consultants Ideus Concepts Fractal Ink Design Studio Pvt Ltd Brand Mavericks Ergoform Consulting Private Limited Designflyover Consulting LLP www.designflyover. com Central Institute of Plastics Engineering and Technology, Ahmedabad One by One Design Imperial Graphics Imperial Graphics, 2, Sanjana Mansion, Bang in the Middle Pvt Ltd NH1 Design The Grafiosi UserINNOV Design Company Pvt Ltd Raja Gondkar Aesthetics Vastu Shilp Elephant Design Pvt Ltd Eyecon Design Pvt Ltd Clarice Technologies Pvt Ltd Neodes Designorbis Ticket Design Pvt Ltd BRIM Lokusdesign Pvt Ltd Universal Wisdom Engineering Solutions Mindware Designs Vivek Sahni Design Wollof Design Pvt Ltd Whitewater Designs Fourth Dimension Vivek Amberkar Product Design Ek Type Experiential Service Design Studio Pvt.Ltd. Please See Ashabhi Design Future Research Design Company Ideafarms GCD Studio Impprintz Design Intervention India Pvt Ltd Adverto Advertising Private Limited Mediteknosys August Communications Echostream Under construction

Studio Eksaat SA Graphic Studio Mars Pvt Ltd Chaos Design Pvt Ltd Exit Design Knock On Wood Therefore Design Addventures Icarusnova Discovery Pvt Limited Creative C 4D - Four Dimensions Retail Design (I) Pvt. Ltd The Neon Project Stylus Automotive Pvt Ltd Desmania Design Pvt Ltd Centroid Design Pvt Ltd

INDUSTRIES USING DESIGN Cognizant Technology Solutions Intelux Electronics Pvt Ltd Industree Foundation TRENDesign Technical Center (P) Ltd Cobalt Designs Wide Angle Films Carraro Technologies India Usha Shriram Enterprises Pvt Ltd VIP Industries Ltd Bluestar Limited Crompton Greaves Ltd Seek Red Industrial Design Centre Kena Design Tech Mahindra TATA Motors Limited Mahindra Two Wheelers Ltd Sun Pharmaceutical Industries Ltd Whirlpool of India Ltd Smart I Electronics Systems Pvt Ltd Quickee Infra Private Limited HCL Infotech Sahasra Electronics Private Limited Surya Design & Display Incite Cam Centre K. Maheshkumar Industries Pvt Ltd Maruti Suzuki India Ltd Frontier Polymers Pvt Ltd www.Frontier Polymers Pvt. ltd. Nissan Ashok Leyland Technologies Ltd


Ajay Group of Industries Godrej Interio, Division of Godrej & Boyce Mfg Co Ltd Tractors India Limited Modern Industries IMahindraREVA Paayas Milk Producer Company Ltd Wide Angle Films Strategies and Smiles DRD Pvt Ltd Primacy Global Enterprises Pvt Ltd Skopex Design Private Limited TTK Prestige Limited Elgi Ultra Industries Ltd. Forbes Marshall Pvt Ltd KICH Architectural Products Pvt Ltd Net Solutions Godrej & Boyce Mfg Co. Ltd, Appliances Division Larsen & Toubro Limited Quetzel Allen Solly, Madura Fashion And Lifestyle Godrej Interio Johnson & Johnson Ltd. SMESH India Picco Consulting Modern Industries Cosire Innovations Universal Designvaotion Lab LLP Cogwheel Studios Evolution Inc. The Doodle Factory Design For Use Think Design Collaborative Pvt Ltd Big Umbrella Design Studios Alien Energy Pvt Ltd Lumium Innovations Pvt Ltd Amadues Interiors Mangoblossom Design Jags Design Research Center Studio SRZ CreogenX Design Pvt Ltd Shreyas Architects Sanchita Dasgupta sanchita-dasgupta/24/70a/916 Saneef Design Office Ego Designs Sahaj Creations Lemon Design Pvt Ltd Landor Associates Incubis Consultants (India) PL

Think Design Collaborative Pvt. Ltd Advandes Design Engineering Services LLP Centroid Creative Hubb zeppelin design Pencil Point Designs LLP January Design Uttejna Technologies Yantr Design Just by Design Wizardry Designs Pvt.Ltd Designlipi Projects Private Limited Fractal Ink Design Studio Pvt Ltd Minds Eye Design Pvt Ltd Studio ABD Design Services Pvt Ltd Rabbithole Indi Design Private Limited Idiya Design Pvt Ltd Studio FRA Paul Studio Toonz Media Group www. More Store — Aditya Birla Retail Procreate Design Engrave (Craftby Products Pvt Ltd) Microlit Think Pattern Pvt Ltd Joginder Electric Works MahindraREVA Electric Vehicles Pvt Ltd Growout Solutions Pvt Ltd Shreyas Architects A.T.E. Enterprises Private Limited Divine Design MakeMyTrip Encore Software Ltd Titan Company Limited Arieckal Industries Dynamatic Technologies Ltd. Godrej & Boyce Mfg Co. Ltd Infinity Cookware and Home Appliances

DESIGN EDUCATION Central Institute of Plastics Engineering and Technology, Ahmedabad Indian Institute Of Information Technology, Design & Manufacturing Jabalpur ICAT Design & Media College WLC College ,WLCI School of Advertising & Graphic Design, Indian School Of Design and Innovation (ISDI), Parsons Mumbai Dezyne E’cole College School of Planning and Architecture, New Delhi Symbiosis Institute of Design Webel DQE Animation Academy Institute of Apparel Management Indian Institute of Science Indian Institute of Crafts & Design M S Ramaiah University of Applied Sciences Army Institute of Fashion and Design Raffles Millennium International DJ Academy of Design Apeejay Institute of Design IIT Delhi National Institute of Technology, Rourkela School of Planning & Architecture Indian Institute of Gems & Jewelery Arch Academy of Design School of Postgraduate Studies, NTTF IMS Design & Innovation Academy www.diaindia. MIT Institute of Design, Pune School of Fashion & Design at G D Goenka University Banasthali University, faculty of Design Pearl Academy Department of Applied Arts, Faculty of Visual Arts, Banaras Hindu University Nehru College Of Architecture SPA, Jnafau école intuit.lab School of Design, Doon University

School of Planning and Architecture Indian Institute of Technology Guwahati, Department of Design DYPDC Center for Automotive Research & Studies Vidyavardhan’s IDEA M.V.P. College Of Architecture Vogue Institute of Technology

CII India Design Report 2015




Dr. V. Sumantran

President — India Design Council Chairman & Managing Director Mahindra & Mahindra

Former Vice Chairman Ashok Leyland

Pradyumna Vyas Member Secretary — India Design Council & Director National Institute of Design

Suresh Sethi Vice President Wirlpool of India Ltd.

Mahesh Krovvidi

Bhaskar Bhat

CEO National Design Business Incubator

Managing Director Titan Company

Shri Siddharth

Dr. Naushad Forbes

Joint Secretary Department of Commerce

Director Forbes Marshall

Dr. Ajay Kumar

Ajai Chowdhry Founder & Former Chairman HCL Ltd.

Nisaba Adi Godrej President Human Capital & Innovation Godrej Industries

Sanjay Kothari Vice Chairman Gem & Jewelery Export Promotion Council

Ashwani Kumar Principal Technologist Packaging Graphics & Design ITC Ltd.

Joint Secretary Department of Electronics & Information Technology

Monika S. Garg Joint Secretary Ministry of Textiles

Amit Khare Joint Secretary (Planning) Department of Higher Education

DV Prasad Joint Secretary Department of Industrial Policy & Promotion

SK Bahri Additional Secretary & Financial Advisor Department of Industrial Policy & Promotion

Anjan Das

Pankaj Chandra

Executive Director Confederation of Indian Industry

Professor IIM Bangalore

Nirankar Saxena

Neelam Chibber

Senior Director Science & Technology/Innovation Federation of Indian Chambers of Commerce & Industry

Co-founder Industree

B.K. Chakravarthy Head Industrial Design Centre IIT Mumbai

Sabyasachi Mukherjee Textile/Fashion Designer

K.B. Jain

Dr. Debkumar Chakrabarti

Former Director Center for Environmental Planning & Technology

Professor & Head Department of Design IIT Guwahati

Iloosh Judge Ahluwalia

Shrikant Nivsarkar


Nivsarkar Consultants

Pramit Madhavji

Preeti Vyas

Editor-in-chief Elle DĂŠcor India

Chairperson Vyas Giannetti Creative

Bidyabijay Bhowmick Advisor Mahindra & Mahindra

Ashish Deshpande Director & Co-founder Elephant Strategy + Design

Invitees to the Council Hrridaysh Deshpande Director DYPDC School of Design

Anjali Mody Josmo Studio

Ajoy David Exhibition Designer Aura in Design

CII India Design Report 2015



CII National Committee on Design (2015–16) Udayant Malhoutra

Pankaj Jhunja

Chairman — CII National Committee on Design & CEO & Managing Director Dynamatic Technologies Ltd

General Manager — Design Tata Motors

Navroze Godrej Co-Chair — CII National Committee on Design & Executive Director Godrej & Boyce Manufacturing Company Ltd

Dr. Chandan Chowdhury Managing Director Dassault Systemes India Pvt. Ltd

Milind Joshi

Dipendra Baoni

Head R&D Forbes Marshall Pvt Ltd

Founder & Managing Director Lemon Design Pvt Ltd

B.K. Chakravarthy

Satish Gokhale

Head — Industrial Design Centre IIT, Mumbai

Director — Industrial Design Design Directions Pvt Ltd

C V Raman


Executive Director (Engg) Maruti Suzuki India Ltd

COO — Godrej Interio Godrej & Boyce Manufacturing Company Ltd

Amaresh Chakrabarti

Suresh Sethi

Professor & Director — Ideas Lab & VR Lab IISc, Bangalore

Director — Global Consumer Design Asia & Vice President-India Whirlpool

Anees Cementwala Head — Design Aditya Birla Retail

Anuj Prasad CEO & Founder Director Desmania

Anil Gopinathan

Hrridaysh Deshpande

Vice President and General Manager Ingersoll Rand Engineering & Technology Centers (IRETCs) - India

Director DYPDC School of Design

Varun Gadhok

Deepika Jindal

Country Manager India – Manufacturing Solutions, India & SAARC Autodesk India Pvt Ltd

Managing Director Austenitic Creations Pvt Ltd

Sushant Jena

Raghu Kolli

Vice President — Design and Development T. I. Cycle

Founder and Principal Designer IMRB

Vasant Dewaji

Sonia Manchanda

Vice President — Design VIP Industries

Director Idiom

R.Sundara Rajan

Pradyumna Vyas

President — Lighting Business Group Bajaj Electricals Ltd

Director National Institute of Design

Dr. Barun Chakrabarti

Narendra Ghate

General Manager and Head (R&D) L&T Hydrocarbon Engineering Ltd

Chairman & MD Tata Elxsi

Revathi Kant

Amit Krishna Gulati

AVP & Head — Design, Innovation & Development Titan Company Ltd

Founder & Director Incubis Consultants (India) PL

Shashank Deshpande

Chandrashekhar Badve

Co-Founder and President Clarice Technologies

Founder Director — Design & Model Lokus Design

Venki Padmanabhan

Viren Jhonsa

Senior Vice President and Head — Product Realization Cyient Ltd

Head — Design Network 18

Parag Kulkarni Managing Director AO Smith India Water Products Pvt Ltd

Tanvi Kulkarni Joint Managing Director DSK Supinfocom

Chandrashekhar Vyawahare Founder Director — Strategy & Marketing Futuring Design Pvt Ltd

Zoeb Kanorwala Vice President, Head Design Center Piramal Glass

Gautam Dutta Director Marketing — Product Lifecycle Management Siemens Industry Software (India) Pvt Ltd

Parameswaran Venkataraman Senior Director & Head Design Studio 5B at Dr. Reddy’s

Nilesh Kirtane HOD, Design & Model, Styling Design Division — Manager Honda R&D

Michael Foley Managing Director Foley Designs

Dilip Chhabria Founder DC Design Pvt Ltd

CII India Design Report 2015



Dynamatic Technologies Limited designs and builds highly engineered products for automotive, aeronautic, hydraulic and security applications. With futuristic design, engineering and manufacturing facilities in Europe and India, the company is able to meet customers’ exacting requirements on six continents.With three design laboratories, Dynamatic® is one of India’s leading Private R&D Organisations, with numerous inventions and patents to its credit. Additionally, the company owns and operates a sophisticated metrology laboratory, a material sciences laboratory and a research farm. The company and its subsidiaries employ around 50 scientists and 500 engineers with expertise in Mechanical Engineering, Advanced Computer Aided Engineering, Materials & Metallurgical Engineering, Fluid Dynamics and Defence & Aerospace Research.

Godrej touches the lives of one-third of the Indian population every day. Being customer focused has helped us earn the trust of millions of consumers both in India and abroad. The essence of the Godrej brand is Brighter Living, reflected in innovative high-quality products, designed based on deep consumer insight and attention to detail. Godrej is a part of the social fabric of India and is contributing to building a better India. Godrej & Boyce is the holding company of the Godrej group. Its journey began in 1897 with the manufacture of high quality locks and continues with its outstanding engineering capabilities. These enable Godrej & Boyce to supply high-end products across diversecategories to discerning customers worldwide.

Confederation of Indian Industry (CII) The Confederation of Indian Industry (CII) works to create and sustain an environment conducive to the development of India, partnering industry, Government, and civil society, through advisory and consultative processes. CII is a non-government, not-for-profit, industry-led and industry-managed organization, playing a proactive role in India's development process. Founded in 1895, India's premier business association has around 8000 members, from the private as well as public sectors, including SMEs and MNCs, and an indirect membership of over 200,000 enterprises from around 240 national and regional sectoral industry bodies. CII charts change by working closely with Government on policy issues, interfacing with thought leaders, and enhancing efficiency, competitiveness and business opportunities for industry through a range of specialized services and strategic global linkages. It also provides a platform for consensus-building and networking on key issues. For more information visit

The India Design Council is the national strategic body for multi-disciplinary design and is involved in promotion of design to ultimately make Indian Industry a design enabled industry. As a custodian and promoter of India’s National Design Policy, its main objective is to make design a strategic tool for Indian business, contribute to the national economy and ultimately place India among the top design destinations in the world. The council aims to be a design education guide for India, develop India’s design capability, promote best practices in design and design research and importantly upgrade India’s market competitiveness. For more information visit


India Design Council

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