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Industrial Design

Shaping consumer experiences through design

Bringing smiles to over 10 million consumers everyday

Tata Elxsi is a design company that blends technology, creativity and engineering to help customers transform ideas into world-class products and solutions.


Tata Elxsi’s Industrial Design (ID) division helps customers develop winning brands and products by using design as a strategic tool for business success. An in-depth understanding of consumers and rapidly changing market dynamics, backed by a multi-disciplinary design team, enables it to service a broad spectrum of industries. This includes Consumer products, Automotive, Communications, Healthcare and Retail. ID has supported the launch of multiple brands and products across the world. It also has to its credit several international awards and patents for design and innovation.

Design process - An integrated approach Our process is driven by the belief that each phase in the process deeply impacts its succeeding phase, and that the end product is a harmonious mix of every intervening element. The integrated i3 (pronounced ‘i-cube’) design process perfected by us over the years, transforms innovative ideas into life-enriching experiences for end users.

Services Oered Research & Strategy Branding & Graphic Design Product Design

Packaging Design UI Design Retail & Signage Design

Transportation Design Design Engineering Manufacturing Support

Ocean Herbal | Ocean Herbal & Lifecare Healthcare

Complete healthy living through Ayurveda With the rise in demand for ayurvedic products, companies have realised that branding is critical to succeed in a fairly unorganised market. Ocean Herbal, a relatively new entrant in the ayurvedic and healthcare segment wanted to create a premium brand that would generate instant traction amongst consumers. We developed the complete brand & design strategy to create a distinct identity for the brand. Elements such as the blue leaf logo (the blue colour symbolises the ocean while the leaf signiďŹ es its herbal nature) and the innovative packaging design enabled the brand to stand out amongst its competitors. The brand has been recently launched in select markets in India and is doing exceedingly well.

Horlicks | GlaxoSmithKline Foods & Beverages

WorldStar Packaging Award

Trusted drink of generations We have partnered with GlaxoSmithKline (GSK) over the years to help them with multiple brand launches and re-launches through award winning packaging design. Be it the stylish packaging design of the earlier Horlicks pack, the innovative packaging design for its variants like Junior Horlicks and Women’s Horlicks or the recent re-launch of the Horlicks brand. The innovative designs have helped Horlicks create a unique visual identity and generated tremendous brand equity in a highly competitive environment.

Aliva | FritoLay Foods & Beverages

Snacking made healthy ‘Health snacks are boring’. To change this mind-set we worked with FritoLay to develop a completely new range of crackers. The product aimed at addressing the local taste palette of the Indian consumer and at the same time be healthy & fun to eat. After an extensive pan-India research, an active design was shortlisted that addressed both the emotional needs and taste of consumers. The design was inspired by the popular Indian snack ‘Samosa’ that had a universal appeal. This was backed by an innovative packaging design which allowed easy access to the product and enhanced consumer engagement. The brand received a fantastic response from consumers and enabled FritoLay to further increase its presence in the foods category.

Leading Metro Rail Signage System

Making travel easy In a crowded environment it is important that any signage stands out for maximum visibility, while still being unobtrusive. Be it airports, railway stations or shopping malls, signage plays an important role in regulating the flow of people and guiding them to their destination. We had recently partnered with one of the leading Metro Rail projects in India to develop the complete signage system design. The system was designed to be visually appealing, easy to comprehend as well as leave a deep impression in the minds of the commuters. We are currently also working on the signage for leading airports and infrastructure companies.

White Perfect | L’ Oreal Retail

Creating an engaging platform L’Oreal, one of the leading cosmetics brands wanted to create an interactive platform at key retail outlets to engage with consumers in a more personal and active manner. The challenge however was to showcase the company’s range of beauty products within the limited space available at the malls. Based on the stringent parameters, we developed a compact display studio in line with the brand identity and display space considerations. This was a turnkey project starting right from research, design to manufacturing support. We also designed a Compact Display Unit (CDU) for mass retail. The designs created a high brand recall for L’Oreal and helped it to further increase sales.

Pureit | Hindustan Unilever Household Products

Water Digest Award

iAwards, UK

Making drinking water safe & accessible As part of its global mandate, Unilever wanted to address the critical problem of availability of safe drinking water. Backed by its strength in technology and product development, it decided to develop a relatively new range of affordable water purifiers that did not require electricity nor running source of water. We supported Unilever in executing this global water project. With several constraints outlined to address the consumer requirements, product performance and cost, we designed and engineered a highly reliable product. Based on the brand positioning, the brand identity and visual language were also developed. Consequently, we developed Pureit Compact and Pureit Marvella (India’s first automatic water purifier targeted at the premium segment). Pureit today is considered as one of the most successful brands and has sold over 3 million units.

Cuprinol Powerpad | AkzoNobel Household Products

House Beautiful Award, UK

A convenient way to transform your deck Varnishing wooden decks at home is a painful chore that a lot of consumers detest. This was an opportunity that Cuprinol decided to leverage in order to promote its deck staining product. We were engaged to develop a device that would make the task easy and productive. Driven by the extensive research done in UK, we developed a light-weight and portable device that allowed users to conveniently varnish their deck. The product was easy to clean and store. We also supervised the ďŹ nal phase of manufacturing in China, to ensure that the design intent was retained in the ďŹ nal product.

Partnering with over 50 organisations to facilitate their business growth

Leading design firm in Asia

Over 300 creative minds integrating design & technology to develop cutting-edge brands

International Design Studio - Bangalore, India

Providing turnkey solutions Research, Design to Manufacturing Support

Ranked No.1 in Consumer Electronics - Global R&D service provider rating 2011 survey

International design studio in UK

iDect iHome Phone | Binatone Telecom

Get connected with the world In today’s electronic era, consumers demand compact gadgets that deliver a powerful performance. We partnered with Binatone to develop a dynamic home phone with an Android operating system. The idea was to create a single device that would allow the user to access internet, play music and view images apart from managing contacts. We were involved in the design realisation as well as the hardware & software design of this device. The product has been successfully launched and is an instantaneous hit, especially amongst the technology savvy consumers.

Enterprise device | Leading CE company Consumer Electronics

An enterprising way to communicate Telecommunications is changing the face of the world today. The convergence of mobile communication and computing technologies has opened up new horizons for mobile interaction and accessibility. To leverage this, we designed and developed a portable media communication device intended for advance phone connectivity, web browsing and multimedia usage. This phone enables users to multi-task and oers them a completely new experience. Its interface allows users to prioritize communication and media programs. The navigation, sharing of information and management of data is convenient and has been designed in a user-friendly way.

Discovery Kids | Smart Design Consumer Electronics

Now learning can be fun Kids nowadays like to explore the world through dierent technology products much like their parents. The key challenge given to us was to design a toy laptop that had to look professional yet be entertaining and educational. We made the product aspirational with a stylised design that could be easily used by the kids and shared with their friends. Key features like the keyboard, mouse pad and mouse were also designed in an intuitive way to heighten the consumer experience. The laptop has simple applications like educational games in single or multi-player mode, simple arithmetic lessons, hearing pronunciation of words, composing songs and board games.

Rish Clamp | Rishabh Instruments Industrial Products

Making work safe and convenient Rishabh Instruments wanted to develop an intuitive device that would make the hazardous job of measuring voltage from transformers, safer and convenient. Keeping this in mind, we developed an innovative clamp meter with a sleek body and ďŹ rm grip. The new design had swivelling clamp jaws that could be rotated 360 degrees. It could comfortably be adjusted to clamp cables at any orientation. The digital interface oriented at the user eliminated awkward and dangerous ways to check readings. It was complimented by the position of the control lever which was at the bottom, enabling single-handed operation. This innovation has helped the brand gain a sizable market share in India & Europe.

Transportation Design Practice

Creating mobility of tomorrow Our multi-disciplinary group of designers and engineers deliver high quality design solutions exclusively for the automotive, aerospace and defence industries.

Capabilities Styling Engineering Design Visualisation Development UI Design

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Complete Exterior & Interior Design Packaging & Engineering Detail Design Simulation & Modelling with Special Eects Concept to Prototype Development Design & Development

Automotive HMI

Complete vehicle development Mahindra & Mahindra 35 series

Light Specialist Vehicle | Tata Motors Defence & Aerospace

Succeeding against all terrains With the defence industry opening up to private players, Tata Motors wanted to leverage the opportunity by developing indigenous defence vehicles for dierent applications. It approached us to support the design and development of a light multi-specialist vehicle with minimal tooling. This was done on an existing platform due to development constraints. Heavy Specialist Vehicle

Based on the parameters given to us, we supported the conceptualisation, design and development of the vehicle right upto the prototyping stage. This included the exterior as well as the interior design. We also worked on several versions of the vehicle for dierent utilities like an ambulance and a troop carrier. Subsequently, we had also developed a Heavy Specialist Vehicle for Tata Motors and a life-sized prototype of the Light Combat Helicopter for HAL. . Light Combat Helicopter

Clients Consumer Products

Consumer Electronics

Industrial Products / Appliances

GlaxoSmithKline PepsiCo Unilever Hindustan Unilever Britannia Godrej CavinKare Adani Group Colgate Palmolive Emami Paras Pharma Cadbury Cargill Foods Procter & Gamble Reckitt Benckiser Gemini Oils ITC McNroe Sara Lee Jyothy Laboratories

Matrix Telephones Binatone Hasbro Belkin NXP Pace Systems Sharp Panasonic Canon Intel Comviva Brother Epson

Indian Oil Asian Paints BP AkzoNobel TTK Prestige VIP Industries Kenwood Gilbarco Tata BP Solar Rishabh Instruments



Merck Ranbaxy Elder Pharma Johnson & Johnson Endo Pharma

Jaguar Land Rover Isuzu Nissan Mahindra & Mahindra HAL TELCON Tata Motors Maruti Suzuki Asco Renesas

About Tata Elxsi Tata Elxsi, a part of the $ 70 billion Tata group, addresses the communications, consumer products, defence, healthcare, media & entertainment, semiconductor and transportation sectors. This is supported by a talent pool of over 3500 employees and a network of design studios, development centers and offices worldwide. Tata Elxsi is a listed company and headquartered in Bangalore, India. The core practice areas cover Embedded Product Design, Industrial Design, Systems Integration and Animation & Visual FX services.

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Santa Monica

These expertise enables the organisation to position itself as a complete product development partner especially in the technology space. However through the embedded product design expertise, Tata Elxsi works with leading technology companies in the areas of technology consulting, new product development and testing. While the Animation & VFX team partners with leading production houses to provide Animation, Visual Effects (VFX) and 3D stereoscopic content for feature films, episodic television and advertising.

Frankfurt Paris

Princeton Tokyo Dubai

Bangalore (HQ)

Animation & VFX Studio - Hollywood Industrial Design Studio - Europe

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Tata Elxsi - Industrial Design Division  

Tata Elxsi is a design company that blends technology, creativity and engineering to help customers transform ideas into world-class product...