June 2015

Mohammad Anas Wahaj | 30 jun 2015

In addition to 'Make in India' initiative, it would be the right opportunity and strategy for India to also promote arts, design, and other creative concepts and activities. The creative community in India holds a view that 'Make in India' campaign should be complemented with participation in international art shows and cultural reach-out campaigns and also an upgrade of India's design standards. Feroze Gujral, philanthropist and art enthusiast, says 'The world now considers India to be the most important market for art and it would be prudent to participate in art fairs and organise cultural reach-outs that would tell the world about contemporary India.' Peter Martin of APCO Worldwide considers India's soft power potential as significant and suggests that more emphasis should be given to tap it. According to Latheesh Lakshman, artist and designer, 'India needs to set up art fairs and participate in such events abroad...such events would also promote a design revamp in India. There is a significant lag in the design potential of India and the standards that are in operation today.' Product designer Satish Gokhale says, 'Make in India campaign must have a design component that will focus on making manufacturing design-centric. In India, we have not fully understood the significance of design and application of design thinking. The Make in India campaign can even change the way of green growth of our country if synced with design and design thinking.' He further points out that India's creative potential will get a boost by adding a cultural reach-out and design platforms as part of the campaign. Although national design policy was brought out in 2007 that considered a need for design overhaul in India to improve manufacturing competitiveness, there is a lot that is expected from the present government to lead India towards a design-enabled economy. Read on...

The Economic Times: Why 'Make in India' should be complemented with participation in global art shows & upgrade of design ecosystem
Author: K. P. Narayana Kumar

Mohammad Anas Wahaj | 29 jun 2015

Developing a design ecosystem in India is critical for the effective implementation of the 'Make in India' concept. Recent announcement by the Government of India regarding smart cities and housing for all by 2020 will provide a boost for the design industry. In an interview, Pradeep Nair of Autodesk, explains how his company would participate in 'Make in India' and Digital India' initiatives, what are opportunities in India in the design space and how the company plans to evolve in the Indian market in future. According to him, 'Our go-to-market strategy constitutes of having a strong and expansive partner ecosystem spread across multiple cities. With the aim of democratising technology, we provide the best of design innovation solutions to large, mid-size and SMBs. We also ensure that our partners are trained requisitely with the apt skills to provide these solutions to the customers.' While mentioning the company's focus in India he explains that automobile design, manufacturing, architecture, infrastructure and the media & entertainment sectors, will be the main thrust areas. He further elaborates, 'We have been advocating Distributed Manufacturing as the key to the Next Industrial Revolution and encouraging companies, individuals to developing groundbreaking hardware, software, materials, marketplaces and maker spaces through 3D technology.' He sees cloud as the future of design. According to him, 'Leveraging the power of cloud can help in democratising design technology and enable the future of making things. Every software provider, whether it be design or IT, is undergoing a massive transformation where users are opting for cloud as the preferred platform for computation. Pervasive connectivity enabled by software that tap into cloud, lets project teams tap expertise globally...we're seeing the digital and physical sides of products and projects become more deeply entwined. Autodesk will be playing a pioneering role in driving this evolution by harnessing the power of cloud, leverage connected desktops and cloud experiences tailored for designers, engineers, visual artists worldwide.' Read on...

The Financial Express: We see cloud as the future for the design industry - Pradeep Nair
Author: Sudhir Chowdhary

Mohammad Anas Wahaj | 11 jun 2015

Companies are targeting their product and service offerings to the growing Millennial market. Pew Research predicts that this year Millennials, with 75 million people in US under 34, will overtake the Baby Boomers. But the question is: Should the companies consider Millennials as homogeneous entity and design their products and services accordingly? Authors, Timothy Morey and Allison Schoop of frog (a global product and strategy design firm), argue that to design offerings with exclusive focus on generational cohorts will result in meaningless or potentially damaging outcomes. There is little that unites them totally. According to them, 'A better approach is to design for archetypes that are representative of certain attitudinal and behavioral traits, and then combine these with social, market and emerging technology trends-all things that transcend age or generation. Defining an ideal customer for a potential product or service using broader human themes allows you to create solutions that resonate with a larger group of people.' They further explain, 'Far too many companies take a "product-out" view of segmentation, where they essentially ask their customers to line up around their products by demographics such as age or income. They should take an "outside-in" view that orients its products around their customers' attitudes and behaviors instead. Meeting the functional and emotional needs of a group of people is much more likely to generate transformative results than targeting a generational cohort with tenuous links.' Read on...

Harvard Business Review: Stop Designing for Millennials
Authors: Timothy Morey, Allison Schoop