India Design Report

India Design Organization
PART III
India Design Report

December 2018

The
India Design
Report
2018
December
DIndia
Design
Organization
India Design Organization

Overview.
This report presents the Indian Design Industry
in its present form, and In spite of data
inadequacies, the report attempts to present an
accurate picture of the design industry, scope
and activities of the industry and supporting
structures using available information. This
report provides information and analysis of the
changing landscape of Indian Design.
The design domains considered for the report
are–furniture design, graphic design, motion
graphics, animation and new media design,
industrial design, automotive design, toy design,
exhibition design, lifestyle product design, retail
design, and HCI / UI / UX.
December 2018

Foreword.
Angad Rao, President IDO
India Design Organization

Contents.
Research Methodology 01
Introduction 02
Design In India 03
Design Education in India 04
Design Schools in India 06
Affiliation 08
Design Programs 09
Design Industry In India 12
Employment Distribution 14
Geographical Distribution 15
Services offered by Design Compaies 18
Design Companies and Studio 21
Inhouse Design Units 24
Who are the Design Users? 25
The India Design Orgaanization 35
Formulation of the IDO 36
Philosophy 37
Objectives 38
Action Plan 39
The Governing Body 40
The Hierarchy 41
The President 43
The Vice President 44
The Council 45
The Board of Members 46
The SAC 47
Membership 48
Conclusion 49
Critical Analysis of the System 26
How Design must impact Education 27
Aim of Design Education 28
Role od Design Educators 32
Role of Design Students 33
December 2018

Research
Methodology.
The report has been formulated with the help
of the research and findings in other reports,
surveys and interviews with people from
various design institutions and the industry.
This was supported by desk research and
sourcing literature available from open sources.
In-depth study and Research was done to
explore the trends in student enrollment
scenarios, pathways of graduates, faculty
availability, teaching and learning practices,
perceived choices of students for international
study, study of design in comparison to the
past, future of design education with respect
to academic staff, infrastructure, curriculum,
student numbers and quality, and the industryinstitute
collaborations. Research also included
recruitment patterns, industry satisfaction
with design graduates, industry participation
in design education, internships, understanding
of the levels of critical skills and attitudes
among design graduates, and salaries offered to
graduates at entry level.
India Design Organization
01

Introduction.
We live in interesting times defined by
exponential change. We have increasingly
learned to adapt to this change, but are yet to
fully learn to accept it. This has lead to massive
economic and social upheavals during current
times. In our quest for industrialization followed
by knowledge and service commoditization,
we nearly forgot society. People who are still
impoverished, people with special needs,
people with low incomes are still not served,
causing anxiety and extreme reactions.
better quality of life. The strategic nature of
design helps solve problems in ways that are
functionally and aesthetically pleasing and
make economic sense. Design helps to improve
quality and differentiation, offer world class
products and services, improve business
efficiencies, productivity and margins, increase
revenues and achieve higher market share and
accelerated growth.
Design is a perfect response to bind people
together and to elevate human life through
harmonious synchronization of needs and solution.
Design is something that makes business
and social sense at the same time. In the present
and forthcoming scheme of things design
certainly has a very important role to play by
helping companies and societies to accept and
adapt to the changing climate and to capitalize
on the change by turning it into an opportunity.
Design has evolved from being a vocation
dealing with form and function to a new
approach of developing business models. Design
has also evolved over the past years from being
a mere function of styling or aesthetics (where
form and function are the focus) to design as a
process (where design thinking is integrated
into the development process). Today it has
become a strategic element and an innovation
leading process. From modest beginning Indian
Design Industry is on a maturity curve now. At
this juncture it needs a strategic and long term
direction to fortify the gains already made. Even
though the design industry in India is very small
at present, its economic impact is quite high as
it helps major industry sectors by augmenting
their business value and competitiveness.
Design can transform the way we do things,
and result in new economic benefits and a
02
December 2018

Design In India.
From a handful in 2010, the number of design
institutions has grown to over 70 by 2018.
Given the positive demographics, rising
educational aspirations, openness to pursue
alternate careers, employment opportunities
and increased affordability of higher education,
the number of design aspirants is increasing
every year. The number of designers required
by 2020 in industrial, graphics, communication,
packaging and other design domains will be
62,000, provided the design potential is fully
realized. Currently there are approximately
7,000 qualified designers in the country
and approximately 6,000 students in design
education.
India still has some way to go in developing an
understanding and appreciation of design and
inculcating design culture among its people.
India needs to make conscious efforts to
enhance the global competitiveness of Indian
industry through design.
In a traditional sense, the practice of design
is age old in India. India has always had a rich
culture and a well-developed craft tradition.
The rituals, practices and festivals are all design
manifestations, with a profound purpose behind
them. These traditions and crafts provide a
wonderful backdrop and inspiration towards
looking at and understanding modern design.
India has a vibrant design industry and an everincreasing
number of design users backed by
a strong platform of design education. Indian
designers are an eclectic mix of talent, insight
and experience. Design in India has matured
over the years and continues to grow from
strength to strength owing to the number
of design schools and institutions that have
emerged.
Many young designers are choosing to work
at in-house departments, which offer benefits,
predictable hours, career paths, opportunity for
structure and greater collaborations. Exposure
to major international projects is also one of
the attractions, as design departments work
for Indian operations as well as their parent
companies.
India Design Organization
03

Design Education
In India.
The Origins
Design Education had its advent about 55 years
ago. Ever since, it has been growing at a steady
rate. Till about 2004, design education was imparted
by a handful of institutions. All these
institutions were Government owned. Most
of these institutions were not stand-alone design
institutions, but a part of a large technical
institute. For a number of years, the National
Institute of Design at Ahmedabad was the only
stand-alone design education institution.
Design Schools Today
There are many institutes in the country that
offer various courses in design that include
technical courses. Some of the most popular
design courses that have attracted a number of
students for admissions are industrial design,
apparel design, graphic design, visual design,
communication design, transportation design
and others.
In 2004, a few institutions from the private sector
entered the field of design education. Since
then, there has been an exponential growth in
design education in India. Today, this number
has grown to more than 70 institutes teaching
design at various levels.
Sir JJ School of Art started as an Arts and Crafts
institution and initiated architecture in 1900.
The department of Commercial Art, which was
established in 1935, is said to have laid down
the foundations for Graphic Design in India.
In 1958, the Government of India invited
Charles and Ray Eames to make recommendations
for a training programme to support small
industries. Their recommendations resulted
in the ‘India Design Report’. Based on their report
in 1960, the Government set up National
Institute of Design (NID) at Ahmedabad. The
institute started with programmes in Industrial
Design and Visual Communication. This was
followed by setting up of the Industrial Design
Center under the aegis of the Indian Institute of
Technology (IIT), Bombay in 1969. Both these
institutions carried the mantle of design in India
in the modern era, followed by many others.
04
December 2018

J J Institute of Applied Arts
Charles and Ray Eames
IDC, IIT Bombay
NID, Ahemdabad 1960
India Design Organization
05

Design Schools
In India.
1.National Institute of Design, Ahmedabad
NID is an autonomous national institute established
in 1961, the first of its kind in India, offering
graduate and postgraduate programs in Design.
NID remains to be the top favorite of design
students till date and is listed in BusinessWeek’s
Top 50 Design Schools in the World. Adobe,
Ashok Leyland are few of the major recruiters
and Sujata Keshavan of Ray and Keshavan is one
of the many notable alumni of the institution.
2. Industrial Design Center (IDC) – IIT Bombay
IDC, IIT Bombay is the only other Indian design
school other than NID that’s listed in Business-
Week’s Top 50 Design Schools in the World. Established
in 1969, the school offers Master of
Design (M.Des) and Ph.D programs in Design.
Microsoft, Tata Motors are few of the major recruiters
and Satyendra Pakhale, Vogue’s most
influential creative people in the World is an
alumnus of IDC.
3.IDDC, IIT-Delhi
The Instrument Design and Development Centre
in IIT-Delhi offers Master in Design (M.Des)
for graduates and Sathiyaseelan Gangasalam,
head of styling at Ashok Leyland and visiting faculty
of Launchpad Academy is an alumni of this
institute.
4.Centre for Product Design and Manufacturing
(CPDM), IISc
If you are looking for an active research program
in Design, you want to be in CPDM department
of IISc, Bangalore, the only place in India offering
a course of this kind. Apart from Design Research
programs the institute also offers M.Des
for graduates. Airbus, Crompton Greaves, General
Motors are few of the major recruiters of
CPDM.
5.Department of Design- IIT Guwahati
What makes the Department of Design, IIT Guwahati
unique is its Bachelor of Design (B.Des)
course, the only undergraduate level degree of
its kind in India. The institute also offers M.Des
and Ph.D in Design. Flipkart, Mahindra, IBM are
few of the major recruiters.
6.MAEER’s MIT Institute of Design
Located in Pune and established in 2006, the
institute offers Graduate and Post-Graduate
Diploma courses in Design. Honda, Maruti, Tata
Elxsi are few of the major recruiters of MAEER’s
MIT Institute of Design.
7.Srishti School of Design
Located in Bangalore, Srishti offers Professional
and Post-Graduate Diploma in Design and
known for its student exchange programs with
Royal College of Art, London and The Massachusetts
School of Art and Design. Ray and Keshavan,
Pantaloons, Reliance Industries are the
major recruiters.
8.DSK International School of Design
Located in Pune, DSK ISD is the sister college of
ISD, France and is the only international design
school in India. The institute offers certification
programs in Design for both graduate and undergraduate
design students.
9.DYPDC
DilipChhabria, sounds familiar right? DilipChhabria,
famous Indian automobile designer is
one of the co-founders ofDYPDC, located in
Pune and also the head faculty of theinstitute.
DYPDC offers undergraduate programs in Designand
also a PG diploma course.
10.Raffles Millennium International
Located in Bangalore, Raffles offers undergraduate
degree and diploma courses in Design the
only design college in India that allows for inter-college
transfer credits.Note that all of the
above mentioned best design schools in India
consider your portfolio as the main criteria for
admission and it is necessary that you have the
required score in design entrance exams such as
CEED and NEED.
06
December 2018

National Institute of Design (NID), Ahemdabad
MITID, Pune
Srishti School of Art, Design and
Technology, Bengalurlu
IDC School of Design, IIT Bombay
Symbiosis Institute of Design, Pune
D J Academy of Design, Coimbatore
India Design Organization
07

Design Schools
In India.
Affiliation for design schools
Design education in India lacks coherent structure
because of the lack of well-articulated accreditation
or affiliation procedures. There is no
national accreditation body to accredit design
programmes. Most of the state universities do
not have design programmes for which they can
affiliate colleges. As such, it is not possible for
an entity to go and seek affiliation and hence
grant a degree in design. Only a university is
permitted to offer a degree.
As a result, most of the design institutions in
the country are not able to grant degrees even
if they offer degree level instruction. In India, a
university can come into existence only by an
act of legislature. The powers of legislature cannot
be delegated to the executive of the government.
As such, the universities coming into existence
via a central legislative action are called
the central universities. The central universities
are not bound by geographical constraints, unless
so specified in the legislation
08
December 2018

Design Programs.
Design Schools in India offer a number of disciplpines
in undergraduate and post graduate
programs.
Under graduate Programs
4 years course
The programme spans
four years (eight semesters) including a two-semester
Foundation Programme.
-Foundation
(skills and basic principles and elements
of design)
-First Year
-Second Year
-Third Year
-Fourth Year (Degree / Diploma)
Post graduate Programs
2 years course
Most of the post graduate programs are essentially
after-graduate programs. This means that
at the post graduate level.
It is supposed to offer instruction that is advanced
in nature as compared to under graduate
level, however instruction offered is similar
in content to under graduateprograms.
The eligibility for admission to these post graduate
programs is “any graduation”.
India Design Organization
09

Post Graduate
1%
6%
Architectural Design
4%
13%
39%
Interior Design + Landscape Architecture +
Furniture Design
Fashion + Textile + Jewellery + Leather
Design
Graphic Design
6%
Animation + New Media Design
Industrial + Automotive + Retail Design
21%
10%
Allied (Toy + Set & Exhibition + Design
Research)
Human Computer Interaction (HCI)
Under Graduate
7%
0%
1%
3%
0%
Architectural Design
Interior Design + Landscape
Architecture + Furniture Design
34%
Fashion + Textile + Jewellery +
Leather Design
Graphic Design
Animation + New Media Design
49%
6%
Industrial + Automotive + Retail
Design
Allied (Toy + Set & Exhibition +
Design Research)
Human Computer Interaction (HCI)
10
December 2018

0%
0%
0%
Diploma
1%
0%
Architectural Design
34%
Interior Design + Landscape
Architecture + Furniture Design
Fashion + Textile + Jewellery +
Leather Design
Graphic Design
Animation + New Media Design
64%
1%
Industrial + Automotive + Retail
Design
Allied (Toy + Set & Exhibition +
Design Research)
Human Computer Interaction (HCI)
0%
0% 0%
0%
0%
Certificate
Architectural Design
33%
Interior Design + Landscape
Architecture + Furniture Design
Fashion + Textile + Jewellery +
Leather Design
Graphic Design
Animation + New Media Design
67%
0%
Industrial + Automotive + Retail
Design
Allied (Toy + Set & Exhibition +
Design Research)
Human Computer Interaction
(HCI)
India Design Organization
11

Design Industry
In India.
“There are approximately 7000 qualified
designers in the country and approximately
5000 in the various campuses pursuing
design education. By 2020 the total
number of designers required in industrial,
graphic, communication, packaging and
other design domains is approximated at
62000 provided the design potential is
fully realized,”
The Future of Design Education in India India UK
Tech Summit.
The design industry could broadly be categorized
in three: in-house design teams, design
businesses and freelancers.
The design industry lags behind other professional
services domains in numerical terms
when looked at in terms of turnover and number
of employees. Architecture, Interior, Animation
/ New Media, Fashion Design are leading
domains within the design industry. Other
segments are far behind at present. However
with the change in the economic scenario, design
domains such as graphic design, industrial
design, human computer interaction are growing
at a fast clip.
The number of design companies is growing
as also there is growth in existing companies.
There is a good trend of designers opting to
start their own setup. Hence most companies
existing today are new. The existing companies
are consolidating further by adding more services
to their portfolio within diverse design
disciplines.
India is a large market and at the same unique
as well. There is no such thing called as a thumb
rule which can describe Indian market or consumers.
They vary in cultures, traditions, religions,
customers, food, dressing, etc. At the
same time the Indian consumer is becoming
more demanding and is asserting himself / herself
to get his / her aspirations satisfied.
Multinational corporations are focusing on India
as a new market for trading their products
/ services. They understand that successes elsewhere
may not necessarily translate in a similar
way in India. They will need to understand the
market, the sensibilities of the people and respond
to them through their offerings. Global
corporations will need to work with Indian designers
to understand the local market. To better
understand the Indian consumer, to meet
the needs and aspirations of this assertive, active,
enlightened consumer, Indian businesses
and multinational corporations will need to
take assistance from Indian designers. This puts
a spot light on the design industry as never before.
The major concentration of design studios
is in the urban cities of Mumbai, Delhi, Bengalurlu
and Pune. The presence of leading design
education institutions in these cities is also another
reason for concentration of design companies
in these cities.
A few Indian design companies are internationalizing
their operations. They have been
opening offices in other countries as also they
are tying up with design companies from other
countries. Some such tie-ups are listed below.
As it is a new phenomenon the successes or failures
of these tie-ups or their operational framework
is not known. Some more tie-ups are in the
offing, but not yet declared.
Freelancing In India
A significant number of designers work as freelancers
or essentially single person operations.
These freelance designers work with design
12
December 2018

usinesses, as well as in-house design teams.
They also have few fixed clients on retainer basis
and collaborate with larger teams in order to
cater to bigger clients. To cater to freelancers,
collaborative and co-working spaces focused
on design like Think Space, Daftar, and Beehive
have come up in major Indian cities. In addition
to the designers qualified through the number
of design programmes, there are also a number
of professionals, who are not formally trained,
working or operating as designers. For example,
many fine arts students acquire graphic design
skills and work as freelance graphic designers. A
number of people also use social media to showcase
their work and turn towards free-lancing.
India Design Organization
13

Employment
Distribution.
10%
There is a major concentration of design companies
and design institutions in the four urban
areas Mumbai, Delhi, Bangalore and Pune. All
these cities are industrially active and are home
to a large number of well-known Indian companies.
The table shows the maximum concentration of
designer is in the area of architecture and interior
design. The obvious reason is that architecture
as a domain of study and practice has been
well entrenched for a long time. Many from the
architecture profession have migrated to interior
design. The HCI numbers seem higher because
of the migration of graphic and industrial
designers to this domain. The other design domains
are coming up fast and soon the numbers
will increase considerably in these domains. It
would happen faster for fashion design and animation
as compared to others.
Many designers are employed in places other
than the design industry. Many companies
prefer to have in-house designers in addition
to their sourcing of design services. Many companies
totally rely on in-house design expertise.
With the changing character of the Indian
industry, where it is producing more and more
original products, the role of designers is also
becoming more intensive. Till recently Indian
industry, which was manufacturing focused, relied
on designs from outside sources and would
employ in-house designers to translate these
designs as well as make some minor modifications.
Note:
There are no available figures of the exact split
between designers working in the design industry
vs in-house designers in other industries.
90%
Architectural
Landscape, Interior,
Designers in various Furniture Disciplines
10%
29%
18%
10%
10%
23%
Fashion + Textile + Jewellery + Leather Design
Graphic Design
Animation + New Media Design
Industrial + Automotive + Retail Design
Allied (Toy + Set & Exhibition + Design Research)
Human Computer Interaction (HCI)
Designers in various Design Disciplines
14
December 2018

Geographical
Distribution.
Mumbai, Delhi, Bengalurlu and Pune seem to be
the cities with highest concentration of Design
Studios.
All these four cities are industrially active and
are home to the majority of well known Indian
companies. The concentration of design companies
in Bangalore and Pune is due to technology
companies and older automobile firms. This
is further corroborated in table 5 which shows
that industrial design practice is more prevalent
in these cities. Also these two cities offer a
very good standard of living, good weather and
an experimental, culturally active society. Both
cities offer a complete ecosystem for design including
design firms, design users, educational
institutions and a positive environment. Mumbai
and Delhi are natural destinations for design
companies purely for the reason that these
two cities host the topmost Indian corporations
from diverse segments. These two cities offer a
well developed market for design services.
India Design Organization
15

Bengalurlu Mumbai Delhi Pune Ahemdabad
Chennai Hyderabad Coimbatore Rajkot Goa
Cochin Nagpur Pondicherry Jamshedpur Lucknow
Surat
Vijayawada
16
December 2018

Design services provided by various cities
Noida
Vijayawada
Surat
Rajkot
Lucknow
Jamshedpur
Pune
Cities
Pondicherry
Nagpur
Mumbai
Hyderabad
Gurgaon
Goa
HCI
Toy, Set, Exhibition
Industrial, Automotive, Retail
Animation +New Media
Graphic Design
Fashion+Textile+Jewellery + Leather
Interior Design
Architecture
Delhi
Coimbatore
Cochin
Chennai
Bangalore
Ahmedabad
0 20 40 60 80 100 120
Number of Design Services provided
India Design Organization
17

Services offered
by Design Companies.
Architectural Design
• Supply of designs
• Site supervision
• Coordination with contractors and
consultants
• Project planning
• Project estimation
• Project management services
• Infrastructure Development
• Structural engineering
• Design development
• Urban Design
• Environmental Design
• Cost analysis and estimates
Interior Design, Landscape
Architecture, Furniture Design
• Set design
• Furniture and utility product design
• Home, office interior design
• Accessories and furnishings design
• Residential and commercial landscape
designing and detailing
• Retail space design
Fashion, Textile, Jewellery,
Leather Design
• Textile and fabric consulting
• Apparel designing
• Fashion consulting
• Jewellery designing
• Leather products and accessories design
• Trend research and reporting
• Corporate uniform design
Graphic Design
• Print design such as brochures, books,
leaflets, flyers, posters etc.
• Packaging design
• Branding strategy
• Visual communication
• Product graphics
• POP graphics
• Website design
• E-catalog design
• Miscellaneous design such as menus,
newsletters, signage etc.
Animation, New Media Design
• Character development
• Animation and effects
• Web design & application development
• Instruction design
• Films, short films
• Multimedia solutions
Industrial, Automotive, Retail Design
• Design research
• Design engineering
• Product definition
• Product design
• Product styling
• Product detailing
• Digital design visualization
• Technical surface development
• Operational engineering
• Solid and surface modeling
• Mockup building
• Functional prototyping
• Service design
Toy, Set, Exhibition, Design Research
• Toy design
• Set & exhibition design
• Design research
• Trend forecasting
• Consumer insight studies
• Competitive benchmarking
18
December 2018

India Design Organization 19

Human Computer
Interaction
• User experience definition
• Ergonomics
• Human factors
• Interaction design
• Usability factors
20
December 2018

Design Companies
and Studios.
A representative list of some of the design education
institutions is given here for ready referral
only. The list is not exhaustive. Also mention
of a particular institution in this list does not in
any way imply that these institutions are the
only or the best institutions for design.
Idiom Design and Consulting Ltd, Bangalore
Retail Design, Packaging ,Graphic Design,
Branding, Product Design, Experience Design,
Identity, etc
Incubis Consultants India, Delhi
Industrial Design, Architectural Services, Retail
Design, New Media, Project Management,
Operations Management, Quality Control,
Urban Design
Elephant Strategy + Design, Pune
Corporate Identity, Packaging, Product Design,
Environment/Space Design, Branding, Graphic
Design
ReZonant Design, Bangalore
Advertising, Branding, Environment Graphics
design, Multimedia, Web Design
Icarus Design Pvt Ltd, Bangalore
Branding, Industrial Design Services
DMA Branding, Mumbai
Branding Solutions, Corporate Branding,
Marketing, Design & Packaging
Innovative Design Engineering Animation
Pvt Ltd (IDEA), Ahmedabad
Industrial Design, Engineering, Animation, etc
Design Directions Pvt Ltd, Pune
Product Design, Graphic Design, User interface,
Brand & Identity
Lemon Design Pvt Ltd, Pune and Delhi
Strategic Branding, Communication Design
Services, Industrial Design, Interaction Design,
Environment & Retail design, Motion Design
Desmania Design, Mumbai and Delhi
Product Design, Packaging Design, Visual
Communication, Brand experience
DFC Design For Change, Bangalore
Retail design, Brand Identity, Strategy Consulting
Onio Design Pvt Ltd, Pune
Product Design, Design Research,
Communication Design
Lokus Design, Pune
Architecture & interiors, Branding &
Communication, Packaging Design, Product
Design, Retail Design, Strategic Design
TSK Design, Bangalore
Graphic Design
Platypus Innovations, Pune and Delhi
Insight & Strategy, Product & Service Innovation,Strategic
Branding, Innovation Capability,
Innovation systems, Innovation Management
Sarvasva Design, Pune and Mumbai
Architecture Applications (Signage & Graphics,Cladding
& structural systems, Street furniture,etc),
Interior Architecture Applications
(Set Design,Exhibition systems, retail & POS/
POP modular
display systems, Handicraft & Jewelry, etc)
Cluster One creative solutions Pvt Ltd, Pune
Industrial Design, Architeture, Landscape,
Interior Design, Web Design
India Design Organization
21

Freedom Tree Design, Mumbai
Color forecast, Theme Selling, Color Plan, Color
Evaluation
Kena Design, Bangalore
Branding & Identity, Print & Publication, Interactive
Design
Ticket Design Pvt Ltd, Pune
Consumer products design , Electronic products
design, Medical products design, Kiosks
and displays design, Transport design, Retail
design
Aditi Deo Graphic Design & Calligraphy, Pune
Graphic Design
Designworks, Pune
Industrial Design, landscape design,
Interior Design, Graphic Design
D’Three, Ahmedabad
Interior Design, Graphic Design, Industrial Design
Ekibeki Inc, Mumbai
Graphic design, Jewellery Design, Industrial
Design
Global Ideas, Mumbai
Graphic design, Industrial design, Urban Planning,
Motion graphics, animation & new media
Lopez Design Pvt Ltd, Delhi
Communication design, Environment Design,
Print New media (Website) design, Brand Identity
design
SA Graphic, Rajkot
Graphic Design, Motion Graphics, Animation &
New Media, Brand Development
3 Head Design
Graphic Design, Branding, Visual Communication
Solutions, Retail, Interactive
Wisdom Tree, Pune
Graphic Design, Branding
Sesh Design, Delhi
Retail Graphics, Advertising, Seminar Covers
Tycka Design Private Limited, Bangalore
Innovation Services, Identity Design, Industrial
Design, Workshops, Manufacturing
Brand Planet Elephant, Delhi
Brand Management Consultancy & Planning,
Brand Communication Services, Strategic Design
& Business Transformation Solutions
Design Membrane, Mumbai
Identity & Branding, Print, Illustration, Interactive,
Packaging
Chiragh Kirpalani, Pune
Graphic Design Services
Dolka Innovations Pvt
Graphic Design, Motion Graphics, Animation &
New Media, Brand Development, HCI
Amuse Design, Delhi
Architecture, Interior Design
Bang Design, Bangalore
Product, Identity, Insight, Interactive, Spaces
Centroid Creative Hubb, Chennai
Project management, Industrial Design,
Engineering Design, Production Support
Emantras Product Design Dept, Chennai
Product Design, Design Research, Design
Engineering
Vivek Amberkar, Mumbai
Industrial Designer
22
December 2018

Flextronics Design India Limited, Bangalore
Electronics Systems design, Mechanical
Engineering & tooling, PCB design, Components
Solutions, Software Development & Integration
Futuring Design, Mumbai
Design Research, Industrial Design, Product
Development, Prototyping & Model Making
Batch Manufacturing
Architecture, MEP Engineering, Structural Engineering,
Development Services, Construction
Administration
Future Factory, Mumbai, Singapore and
Bengalurlu
Product Design, Pototyping
Mind’s Eye Design Private Limited,
Ahmedabad
Signage Design, Retail Design, Design Strategy,
Exhibition Design, Product Design, Corporate
Identity, Space Design, Furniture Design
Neubauplan Machine Design Studio, Pune
Mechanical instrument design, Prototypeassembly,
debugging and trials, Design of new
products for machinery manufacturers
Purnansh Design, Pune
Product Development, Packaging Solutions, Environment
Design
Studio Korjan, Ahmedabad
Product Design & Development
Think Design, Delhi and Hyderabad
User experience Design, Industrial Design,
Research
Unika Enterprises, Mumbai
Interior Design, Landscape Architecture, Fashion,
Textile, Jewellery, Lifestyle product Design,
Motion graphics, animation & new media design,
Brand Development, Industrial, Automotive,
Retail Design
Uttejna Technologies, Bangalore
Product Design, Industrial Design &
Product styling
W D Partners India Pvt Ltd, Mumbai
Design & Branding, Operations Engineering,
India Design Organization
23

In house
Design Units.
With the increasing focus on designed offerings,
the role of inhouse design departments
has evolved from being just a redesigning or
adapting outfit to a department which plays
an important role in the organizations overall
strategy. The number of inhouse design departments
is growing, signifying increasing importance
of design. The inhouse design departments
are prevalent in companies dealing with
products, automobiles, fashion and accessories,
software and hardware, furniture design. From
our survey maximum number of inhouse departments
are in the industrial, automotive &
retail design domain. This can be attributed to
the huge involvement of design in every part
of their processes. Following is the representative
list of companies (discipline wise) having
inhouse design units.
Fashion, Textile, Leather and Jewellery
• Hi Design
Graphic Design
• Sodexho pass ho
• Styling Studio, Ashok Leyland technical center
• Tata Elxsi
• Tata Interactive Systems
• Philips India
• SABIC Innovative Plastics (GE Plastics)
• Styling Studio Ashok Leyland Technical
Center
• Tata Elxsi
• Tata Motors
• Usha Sriram
• Whirpool
Human Computer Interaction (HCI)
• Capgemini India
• Genesis Usability
• Geometric
• Infosys
• Mind Tree
• Persistent Systems
• Symantec
Multi nationals like LG Electronics, Whirlpool,
Philips, General Motors, Renault, AMD, Google,
GE, Microsoft, Nokia, Motorola, Yahoo & Oracle
have all set up their own in house design units
in India. The inhouse design departments of the
MNC’s cater to creation of India specific offerings
with an aim to create a niche position in the
Indian markets. At the same time they also cater
to the needs of other markets utilizing the
world-class expertise of Indian designers.
Animation, New Media Design
• Tata Elxsi
Industrial, Automotive and Retail
• Bajaj Auto
• Bajaj Electricals
• Flextronics
• Forbes Marshal
• Geometric
• Intel
• LG Electronics
• Mahindra Composites
• Maruti Suzuki
24
December 2018

Who are the
Design Users?
The use of design (i.e either in-house design
activities or the purchase of specialized design
services) by Indian firms is spread across many
sectors. FMCG companies, automobile, retail,
IT/communication, fashion industries have a
particularly large use of design. The typical buyers
of design services include appliance manufacturers,
machine tool manufacturers, automotive
industry, furniture manufacturers, retail
industry, hospitality industry, Telecom and IT
industry, FMCG companies, banking and insurance
companies, publishing companies, apparel
and footwear companies, pharmaceutical industry
etc. Domains such as education, NGOs,
institutions, real estate, government, etc. sporadically
use design
services. Overall design utility is viewed in a
very limited perspective by Indian industry.
Design is an underused activity in most Indian
businesses.
Design is often seen as an expense item reserved
for large companies thus keeping small
and medium sized companies out of the design
users list. Nonetheless design is evolving to become
more strategic in nature. It means that
businesses use design across the length of their
development process as also they use design to
find new areas of business. Companies use design
in different ways. Some use it as strategic
tool and some relegate it to be used at the end
of the development process for styling purposes.
A handful of Indian companies use design
strategically.
Major Indian organizations like Tata Group, Tata
Consultancy Service, Indian Space Research
Organization, automobile companies operating
in India and many others have embraced design
successfully in their products. Many others like
GVK Industries, Titan, Art d’inox, Ergo, Future
Group, Ginger Hotels, Godrej Interio, Larsen &
Toubro, Nirlep and Philips use design as a differentiator
to gain competitive advantage.
India Design Organization
25

Critical Analysis
of the System.
Though Indian Design has come a long way
through the past few years, with many design
schools and institutions, design companies, faculties,
Design gurus, free-lancers being in the
picture, a few critical problems have been identified.
1. Accreditation of Design Schools
2.Lack of Qualified Faculties
3.Support for recent graduates
4.Maintaining a balance between Traditional
Design and Modern Design
5.Exposure of the students to the real world
problems
6.Formulating the admission process for different
design schools
7.Building an ideal design school
8. Mintainence of Design Schools
9.Designing for the right cause and right people.
26
December 2018

How Design must impact
Design Education.
Higher design education has so far been linear
extension of the undergraduate design education
and has laid emphasis on visual design
and visual harmony. Probably it was necessary
when the foundation of such programs was laid.
Now the situation has changed radically. There
is a proliferation of new technologies. Millions
of people throughout the world are fiddling
with new machines and systems and loosing billions
of hours trying to figure out how these can
be put to use and used.
This can easily be termed as design failure.
With increasing number of these products and
their increasing complexities, the problems of
interaction are to grow many fold and with it
the chances of design failure. Majority of the
design professionals, have been so far working
in the areas where cost of error is low. Now the
cost of error is increasing with the use of new
expensive technologies at all levels. How should
the education and training of designers be revamped
so that they are ready and fit to work
in these high-risk areas and how well they can
cope with the problems of working as a part of a
big design team?
A rethinking needs to be done about the role of
designer in this changing technological situation
and the complex interactions that are likely
to take place in future between human beings
and their living and working environment.
whose decisions and actions will then change
our society for the better. Today’s students of
design education will be designers of tomorrow
whose designs will have implications day after
tomorrow and the day after.
To fulfill the design requirements of our future
society we must be able to foresee these requirements
and tailor our education programs
accordingly. We must also look at our past mistakes
so that we can take corrective measures.
Currently, the world has been conquered with
mobiles, laptops, cameras with the latest technology
and interfaces. We are even seeing
drones and robots. What next? If we have an
answer for that, it means we are heading the
right path. If you can, then we all know what
the next gadget is going to be. So if we try to define,
the future is really sum total of our present
thoughts, concepts and aspirations multiplied
by the efficiency of implementation
The current Design Education has yet not seized
the problems. It is yet preparing the future generation
of designers to tackle successfully the
growing complexity of relationships between
man and man-made objects and systems.
What we design now will manifest only in future
and it is only then that it can affect the society.
Yesterday’s designs are shaping our societies
today. So in design we have to see one step
ahead. Design education is closely linked to the
future. Its aim is to train people for the future
India Design Organization
27

Aim of
Design Education.
At present, the concepts of design are seen as a
functionally efficient and experientially satisfying
structuring of process and product towards
a pre-determined end. However, the objective
of a design education and practice should not
just be a structurally efficient response to a
given problem; it should be transformative in
terms of both problem perception and definition
in the search of equitable and sustainable
solutions. This calls for imagining, planning, preparing
and disseminating design education as a
holistic entity: as applied knowledge and skill,
as theoretical apprehension and underpinning,
drawing on the cognitive aspects of science and
technology, and the social and anthropological
aspects of the arts and humanities. Such an Endeavour
may require highly porous boundaries
between established disciplines and design, and
an innovative academic process capable of reflexivity
and self interrogation. What is needed
is to position design thinking as a cognitive process
central to all disciplines.
It must draw on methods from engineering and
design, and combine them with tools from the
social sciences and arts for solving real world
problems. Design institutes need to cooperate
extensively with other domains of study such
as business, social sciences and technology.
Designers today are expected to think beyond
mere artifacts and be more strategic in their
work.
Execution of Interdisciplinary Projects
Projects must embrace collaborative and participatory
methods of problem solving that span
across disciplines and courses. The disciplines of
Humanities, Management and Technology can
and must be brought together. It is important
to introduce participatory and critical methods
for designing products, systems, policies, then
carrying them through into the real world in effective
ways to alter social practices and public
life. Whether it is slum design or heritage building
refurbishment, a resource management
system or infrastructural access, actual design
situations offer project opportunities that are
too large to be conceived and handled by a single
person. Solutions depend on the coming together
of skills and understandings of a number
of people, and from a variety of disciplines. It is
not possible to teach all required skills and processes
within the design programme
So a place for higher design learning should
not only equip the student but also conduct
research to invent new methodologies. We
may have to pick methodologies from other
disciplines and induct them into design like investigative
methodologies used by physical
scientists or abstract methodologies used by
mathematicians. It should be a nodal hub for executing
and facilitating the execution of interdisciplinary
projects and for disseminating core
design skills into the education process. Or else
a Design Hub with dedicated faculty members
and a floating pool of design professionals can
be created.
This shifts the locus of design education from being
merely instrumentalist (a set of alternative
choices of technique/process/form) to something
empowering (a correlation between form
and function informed by unethical consciousness,
aesthetic in experience and productive
in its impact). Institutes of technical education
need to rethink spaces for such transformative
design thinking, which is capable of engaging
with and informing policy, reshaping values we
live by.
Design Education for Development in India
The power of design in an Indian context is
magnified with the large population that needs
design solutions. Beyond aesthetics, design has
the power to bring change in the lives of people
28
December 2018

and be an integrator of values, aspirations and
culture.
Design needs to be used for implementing strategies
for building systems in the context of markets,
governance, social and cultural processes,
and knowledge bases. This would advance the
cause of equity and justice in ways both individual
and environmental, help create dynamic,
participatory institutions in a thriving democracy,
and even, ambitiously, aid the aspiration
for a sustainable society and civilization. In the
Indian context today, grounding and centering
of national development goals and challenges in
design education and research will provide a
powerful impetus to innovation, entrepreneurship
and policy systems.
Increasing number of laws and policies have
been worked upon for the ever-growing population
of India. The laws aim to reduce the
disparity of access and resources, such as the
Right to Information, Right to Education, Right
to Food Security. Though the population is constitutionally
empowered, the country is yet to
build resources to make these rights accessible
in a meaningful manner. Design efforts concentrating
in these areas of constitutional empowerment
will play a key role in delivering these
targets. If different forms of design and technology
are suited to distinctly different forms of
social and political existence, then a suitable fit
between the two should be sought, compatible
with conditions of freedom and social justice.
Design should help create innovative technologies
that promote a civic culture of democracy
Technology and policy can together create appropriate
designs to respond to these new development
challenges and opportunities
Designing for the right audience
Design for tapping the productive potential at
the ‘bottom of the pyramid’ - It is estimated that
India is home to one third of the world’s poor.
According to 2015 data from the United Nations
Development Programme, an estimated
29.8% (276 million people) of Indians live below
the country’s national poverty line. Indian Design
is easily influenced from the western world
and most products designed are examples of
the same.
Thus the poorest populations raise a prodigious
new managerial challenge for the world’s
wealthiest companies: selling to the poor and
helping them improve their lives by producing
and distributing products and services in culturally
sensitive, environmentally sustainable, and
economically profitable ways.
The diversity of the Indian design scenario is its
boon and bane. It opens up a plethora of opportunities
for design intervention but also constrains
its use. In India, design and technologies
die a slow death because there is always a user
segment that has not yet upgraded due to financial,
cultural or other impediments. If Design
has to be inclusive of such varying levels of user
abilities, it requires forward and backward integration
of technology to maximize its relevance.
Developing a design spine in Engineering
Education and vice - versa
Indian design must seriously aim at changing
existing situations into real- preferred ones. It
must equip students not only with an ability to
raise and answer questions related to the matters
of the world, but also the disposition to do
so. Design education must be seen as an epistemological
concept, not just a technical, or even
a cognitive or perceptional training involving a
limited skill set.
India Design Organization
29

Create and Maintain an open source collaborative
spaces of Learning
Asynchronus teaching platforms for increase
accessibility to diverse information- Spaces
both virtual and physical for sharing and improvising
ideas, tools and worktables for problem
solving. Networks can be established through
which experts train students, not necessarily in
physical classrooms but partially through virtual
classrooms and partially through internships.
These centers would be about traditional knowledge
dissemination as much as they would be
about imparting skills and expertise in cutting
edge technology. Running sessions simultaneously
at premier institutions as well as within
industry, learning residencies in remote parts of
the country, city classrooms and village centers,
could all create a fountainhead program that allows
people to up-skill their knowledge through
practical, hands on experience with the best in
the industry or in academia per a learner’s requirement
rather than the diktat of a degree
education. Each learner chooses his or her own
path, in a manner of speaking. Therefore, design
education should be conceived for synchronous
and asynchronous platforms of learning.
Linkages with the Industry
It is important to assist and expedite the incubation
of ideas into products. Academic linkages
with industry and the social sector across domains
should be strengthened through participation
in live projects. A dedicated position of
a facilitator/liaison official to interface between
industry and academia can reduce the effort for
searching and matching requirements to meet
expectations at both ends. This could also be
manifested in the form of in-house industrial
training within industries/ organizations.
Design incubation Stewardships: Some of the
designs arrived by students which have potential
to reach people/industry/society should be
provided additional resources and mentorship
by instituting fellowships specifically for this
purpose.
Design Education to preserve traditional
knowledge
The enormous wisdom lying in the hands of the
traditional master designers in craft communities,
with indigenous architects, metallurgists,
natural dye makers and others can and must be
tapped not only to preserve traditional knowledge
but also to supplement the increasing
shortage of experienced teaching staff in most
Institutes. This can further be possible through
compulsory internships, apprentinceships and
Research Report Writings. Design Gurus may
also take an active role in preserving traditinal
knowledge.
Augment Problem based learning with experimental
learning
Learning by doing’ does two important things:
it allows us to immerse ourselves in the environment
in which work is to be done, so we can
understand the values and expectations of our
(target) society; it enables a fresh look at problems,
not only at the ways of defining them, but
also at the skill-sets that are required to address
freshly analyzed issues. A shift from problem
based learning (acquisition of knowledge)
to project based learning (application of knowledge),
where the projects are grounded in problems
outside the workshop and labs in everyday
scenarios, will involve students in reality, and
reality in education
Field Trips and Case studies can help and increase
the possibility of connecting with issues
and people, allow the opportunity to understand
and define problems within local contexts,
avail of input from affected populations,
and seek and refine solutions alongside users.
30
December 2018

They sensitize the designer to a collaborative
search for solutions within a social and cultural
context, which also creates a sense of purpose
and participation amongst those who benefit
from the design, affecting both the efficacy and
longevity of solutions
India Design Organization
31

Role of
Design Educators.
New faculty will be needed to introduce and
sustain design thinking in the larger educational
sphere for all the design initiatives being
planned, and new ways will have to be employed
for their training and development. Innovative
systems should be conceived to make our
schools – new and existing – attractive for the
design talent that is now dispersed and needs
to be tracked and brought into the educational
mainstream in India.
Design professionals with industry experience
must be valued as faculty members. The excessive
emphasis on PhDs skews the balance
between academic credentials and real-world
problem solving experience that is necessary
for both engineering and design. We must redress
this imbalance if we are serious about
transforming design education
They must support and act as the bridge between
the college and the students.
Peer-to-peer learning can create a framework
between faculties from various streams and
design schools and can facilitate and support
co-development of new teaching practices.
Design thinking and digital technologies are
increasingly introduced in design education
today. This shift demands a change in teachers’
mindsets, capabilities and approaches to design
and technology as well as new teaching practices.Thus
it is extremely important for the design
educators of today to be able to understand
the technologies and softwares that design demands
today.
Senior and retired faculty members from established
schools of design may be given the mandate
to conduct Teacher training programs to
mentor young faculty into Design Education
Published research in the field of design in India
is miniscule and publications by faculty are
rare. There are no design research journals that
get published in India. Barring a few exceptions
there have been no conferences held in India
where papers are invited, peer reviewed and
then published. There is no central body which
looks after design education. As such, the funding
for research is limited to individual institution’s
internal resources. There is also a lack of
awards and recognitions for faculty in design.
Design educators must help and guide the students
get involved in collaborative projects
which must include the understanding of different
streams such as Engineering, Political Sciience
, Humanities etc.
32
December 2018

Role of
Design Students.
Quick learning and Selective Learning
What is important is development of attitude
of quick learning by finding answers to relevant
and not redundant questions. That means not
only one should be armed with the methods of
quick learning but also selective learning. However
this does not mean there is no in-depth
study of the concerned topic. He/she should
also be imbibed so that when confronted with
such a situation of unfamiliarity or partial familiarity
he should take recourse to this method.
It is important to develop the mental skills required
for design.
Dealing with higher order complexities
Organized and Focused creativity
Team Work
He should have the skills of inter-professional
communication and be able to work with other
specialist professionals as a
team member. Teamwork becomes easy if the
designer has inculcated professional respect It
is important to understand whether the inculcation
of this quality be one of the mandates for
design education.
Skills to invent methodologies
Another problem designers have to face is the
lack of information in certain situations and understanding
and critically analysing the excess
of information provided. One needs to verify
the information. He needs different strategies
to deal with different situations. He has to develop
skills to invent methodologies or choose
appropriate ones from the existing stock and
skills to modify these methodologies to suit the
design situation.
Abstract Modeling Skills
Understanding Interrelationships
India Design Organization
33

Government of India
Initiative
34
December 2018

DIndia
Design
Organization
India Design Organization
35

Formulation of
the IDO.
IDO - India Design Organization
The IDO is the Indian Government’s advisor
on Design. It is supported by the Indian Government
and focuses on creating an ecosystem
in India where the role and value of design is
recognized as a fundamental creator of value,
enabling happier, healthier and safer lives for
all. It is a national strategic body for multi-disciplinary
design and is involved in promotion
of design to ultimately make India a design enabled
country.It is a statutory body of the Government
of India for the coordination, determination
and maintenance of standards of design
education in India.
It was established on July 1st 2018 with its
headquarters in New Delhi.
IDO’s vision is to be a network representing
professional interests of Indian Design community,
creating a meaningful interface between
design professionals, people as users, the industry,
education institutions and the policy makers.
Membership to the IDO signals that at each
level of the system you have been recognized by
the professional body as practicing to the highest
standards.
36
December 2018

Philosophy.
IDO is committed to building an ecosystem that
promotes the best practices in design in India. It
is also responsible for amplifying and presenting
a unified voice to influence public policy, shape
the industry and benefit the people at large.
Thus it aims at impacting the National Policies
as well as way of life in a positive manner.
India Design Organization
37

Objectives.
At the first step, IDO is aiming towards being a
Design-action Hub with the Director being the
President of the organization, the Head of the
Organization, who decides the National development
goals which the organization and the
whole system can engage into, leveraging their
own strengths, skills, management and available
resources.
•To reposition the framework of design education
to develop the needs and opportunities of a
developing nation.
•To assimilate all forms of Design Thinking
across disciplines by collaboratively working on
real world problem.
•Create a strong network of designers, design
schools, gurus, students, facilitators, artisans,
enthusiasts, parents etc.
•Help in building a relationship with national as
well as international bodies related to the design
profession.
•Become a national strategic body of the design
professional community advising at government
and policy level - acting as an independent
professional body.
•Lead the design community towards better
quality of service, responsible design and
smooth interface with the industry.
•Involving Industry and Professional Designers
in the collaborative Development of the Design
Profession
•To steer, plan and disburse funds for design activities
annually.
•To create an ‘open - source’ platform for learning
- This would make it possible for anyone
who sees a relevant design problem to intuitively
create an online process that intelligently
allows collaboration with experts, collation of
appropriate knowledge bases and creation of
joint design solutions.
•Presenting Indian Design and innovations on
the international platform through connections
with the International Design Organizations.
•To accelerate the interventions of the Indian
Government in the field of Indian Design
.
•The IDO is a body responsible for the Accreditation
of the design programmes in Design
Schools
.
•Serves as a vital link between the Government
of India and the Institute of Higher Design Education
.
•To honor faculties, design gurus and others for
their prominent contributions in the field of innovation
and design.
•Create awareness of “good design” amongst
the “people” and “industry”, through out - reach
programs, publications, events & installations.
•To encourage and monitor Education in Design
Schools and Institutions and also raising Design
Education in India to global standards of excellence
.
38
December 2018

Action Plan.
Develop and standardize design syllabi, for all
institutions in India imparting design education
Coordinate with Government to facilitate simplification
of procedures and systems for registration
of new designs
Assist industries to engage the services of designers
for their existing and new products
Encourage close cooperation between academia
and industry to produce proprietary design
know-how while encouraging creation of
new design-led enterprises for wealth creation
Conduct programmes for continuous evaluation
and development of new design strategies
Encourage students to work with artisans and
craftsmen to help in the growth and expansion
of the traditional designs of India.
Publish design reports by eminent Design Gurus
from time to time, such that it can reach a
wider population.
Introduction to Design Education at the secondary
levels at schools.
India Design Organization
39

The Governing
Body.
“Ideal” Design School
Admission Process
Training Sessions
Smooth Functioning
Financial Support
Promote Design
Growth and Exposure
Role
Constitution
Governing Body.
Members
Administration
Design Colleges
Design Gurus
Practitioners
Design Colleges
Recent Graduates
Investors
Freelancers/ Design Ethusiasts
Design Studios
Faculty-Abroad
Jury
Investors
Government
Staff/ Officials
40
December 2018

The Hierarchy.
The India Design Organization is headed by the
President. The President is responsible for the
final decisions taken by the India Design Organization.
The Presient with the help of the Vice
President decides on all the laws and events
that have been formulated under the body of
the IDO. The Board of Members consist of the
one or two faculties from each of the member
colleges and few people from the industry. This
team further selects on 10 to 15 members that
constitute the the Council. The Design Gurus
are those people who are experienced in the
field for more than 25 years and have remarkably
contributed to the design organization.
The student Association Committee and the
Parents Association Committe are other strong
forces of the organization.
The other members include affliates,Investors,
Design enthusiasts, Graduates, Students, Design
studios and Committees.
India Design Organization
41

President
Vice President
The Council
Board of Members
The Gurus
Members and Committees
Students Association
Committee
Design Schools
Design Companies
and Studios
Investors
Graduates
Affliates
Students
Parents
Association
Committee
Freelancers
Enthusiasts
Faculties
Educational
Institutions
42
December 2018

The President.
The President is the highest power of the India
Design Organization. He is appointed by the
Council of Members for a term of 2 years. The
President appointed may be faculty member
of a design school, a design guru, person from
the management or anyone who is credited resposible
for the role.
The President along with the support and advice
of the Vice President takes important
decisions regarding the IDO and other matters
related to it.
The Council of Members has the power to dissolve
the President in terms of any misconduct
during the tenure. The President can also retain
the role for 2 consecutive years if elected by
the Council.
Angad Rao , President IDO
In the absence of the President, the Vice President
can take the necessary actions and decisions
required.
The current President is Prof. Angad Rao - previously
Director of NID 2012. He has actively
participated in contributions to Indian Design.
India Design Organization
43

The Vice President.
The Vice President is the second highest power
of the India Design Organization. He is appointed
by the Council of Members for a term
of 2 years. The Vice President appointed may
be faculty member of a design school, a design
guru, person from the management or anyone
who is credited resposible for the role.
The President along with the support and advice
of the Vice President takes important
decisions regarding the IDO and other matters
related to it.
The Council of Members has the power to dissolve
the Vice President in terms of any misconduct
during the tenure.
In the absence of the President, the Vice President
can take the necessary actions and decisions
required.
Shilpa Deshmukh , V.President IDO
The current Vice President is Prof. Shilpa
Deshmukh, Faculty, D J Academy of Design
44
December 2018

The Council.
The Board of Members elect 10-15 reponsible
candidates from among themselves to constitute
the Council. The Council is the most important
body of the IDO.
The Council of members prepare reports and
presentations that help the President and Vice
President suggest important implications. They
are also the voice of the Members of the IDO
that reaches the President and Vice President.
They are also responsible for important decisions
and suggestions regarding the affiliation
of colleges, procedures for entrance examinations,
curriculum of design schools, forulating
the question papers for the entrances.
They also prepare a rough draft of the curriculum
anually after multiple meetings and discussions
with the board of members and the design
gurus. They serve a period of 2 years. Any memember
can be dissolved by the combined decisions
of co- members of the council and the
Board of Members.
They also prepare the India Design Report every
two years which provides information about
design schools, curriculum, events and trends of
Design in India.
The Council consists of design faculties, design
gurus, practicing designers, professionals such
as businessmen, engineers, architects etc.
India Design Organization
45

The Board
of Members.
The Board of Members constitute one or two
faculties of various member colleges in India
across different streams such as design, architecture,
engineering etc. It also includes design
professionals who are currently practicing design.
The Board of Members from different cities
plan out the events, exhibitions and workshops
in their respective cities or colleges.
They form an important body that helps bring
up important matters of discussions to the
Council.
They must also be the guardians to various
Craftsmen groups and actively publish Research
reports from time to time. They also act
as a bridge between the Student Association
Committee and the higher levels of the Organization.
46
December 2018

The SAC.
The SAC ( Student Association Committee)
consists of the Head of the SAC members from
the member colleges.
This committee is responsible for the smooth
communication and is the voice for the students
in various colleges to the higher levels of the
oranization.
The SAC also has the power to arrange for
meetings, social events, exhibitions and competitions.
The SAC can be re elected every two
years.
India Design Organization
47

Membership.
Individual Memberships
Professional Membership is available to any
person of Indian origin or permanent resident
of Republic of India who has at least an undergraduate
degree in Design or a related design
discipline, and appropriate professional experience
of at least 3 years, and whose primary professional
responsibility as a practitioner or educator
is design of products, services, packages,
transportation, environments, information
systems, communication systems , research or
related design services.
Affiliate Membership
is available to any individual not eligible for
other forms of membership yet are related
to design field (serving the design industry,
non-designers working for design firms or corporations,
design managers, trade members,
vendors, model makers, skilled artisans, media
people etc.).
Individual Student Membership
is available to Indian students attending any
college or university in the world for a undergraduate
or post graduate design course or
program recognized by the IDO. This is a onetime
membership available post review by evaluation
committee and carries a one time fee for
the entire duration of the course.
Student membership
is for the entire duration of the design education
of the student. This is a one time membership
available post review by evaluation committee
and carries a no fee for the entire duration of
the course of the member colleges.
Life Membership is available to any individual
professional or affiliate member who has been
a Professional / affiliate member of IDO for at
least 3 consecutive preceding years and has
paid the appropriate one time membership fee
for the category.
Corporate Membership
is available to any company or studios based
in India. The company can be a manufacturing,
service, marketing or a design organization
and must be actively engaged in use of design
services towards design of products, services,
equipment, packages, transportation, environments,
information systems, communication
systems , research or related design services.
The membership application will reviewed by
evaluation committee and membership will be
granted on its acceptance and payment of membership
fees as per category.
Education Membership
is available to any Design or related education
institute based in India. Membership allows accreditation
of the institute by IDO. The membership
application will reviewed by evaluation
committee and membership will be granted on
its acceptance and payment of membership
fees as per category.
Other Memberships
Honorary Fellow Membership is granted to
Members who have by their professional standards
and behavior, demonstrated their eminence
in their respective design field or design
related fields. Candidates must be nominated
by at least three members of the Council for
consideration. In certain cases, the Council may
propose a designer outside of the Organization
whom they feel have made a significant contribution
to design in India.
Donor Membership
is granted to Members who have financially
supported IDO. Donors will be evaluated by the
IDO evaluation committee for his / her / its appropriateness
and value of support.
48
December 2018

Conclusion
This transformation of the education process in
the institutions of technical education based on
design pedagogy will require the active participation
of all sources attached to education in
India. Such a vision engages into design as an
overarching framework for steering education
and research towards social goals and economic
aspirations.
From a design perspective, the end product (intellectual
property) must have a demand that
can generate revenue. With the recognition of
the creative industries and its impact on the
economy, the role of designers should be reconsidered.
Besides designing according to instructions,
designers should strive to respond
to the creative industries by creating viable
design outputs that can eventually become a
successful brand. However, the common trend
of design education is still focusing on the training
of design skills as a means to solve problems.
Education providers should actively look at how
they can rework their current design syllabus to
include design thinking capabilities. For designers
who have left education and entered the
workforce, several top universities are releasing
their teaching material for free to the public.
The strategy to achieve this vision would focus
on strengthening quality design education at
different levels, encouraging use of designs by
small scale and cottage industries and crafts,
facilitating active involvement of industry and
designers in the development of the design
profession, branding and positioning of Indian
design within India and overseas, enhancing design
and design service
exports, and creating an enabling environment
that recognizes and rewards original designs.
India Design Organization
49

DIndia
Design
Organization
www.indesigndorg.in
December 2018