Designing transformation

The varied manifestations of good design, affect everyone’s daily life, impacting our culture and identity. On the occasion of World Industrial Design Day, Prof Pradyumna Vyas (Member Secretary-IDC & Director-National Institute of Design) and Hrridaysh Deshpande (Consultant Advisor - India Design Council), in partnership with Department of Industrial Policy and Promotion, Government of India hosted an exclusive session on ‘Make in India = Good Design = India Design Mark’, recently at India Habitat Centre, in the national Capital. 

Design creates fresh nuances by transforming an existing situation, to respond to a need, within a set of constraints, where each design holds the potential of an opportunity to achieve social, economic and environmental benefits and contribute to enhancing the quality of life. 

In his keynote address, chief guest Ramesh Abhishek, (IAS Secretary, Department of Industrial Policy & Promotion, Govt of India) said, “We are waiting to partner and support the design community. Give us suggestions and we will offer support. The ‘jago grahak jago’ campaign which is a very popular advertisement can be clubbed with different avatars of design awareness to spread the word through wider audiences and stakeholders.”

An invigorating exchange of ideas took place, where the patrons of design and renowned members of the national Capital’s design fraternity shared, a possible route plan for achieving design excellence and design leadership in today’s climate, with access to a plethora of resources.

 Prof Pradyumna Vyas emphasised, “We believe that the India Design Mark system and process is very relevant to the Make in India, initiative, as it communicates design excellence, along with establishing the quality of manufacturing.

Many Asian nations such as Korea, Taiwan, Singapore, Thailand and Philippines have now adopted this process to boost design, manufacturing and exports.” Suresh Sethi articulated, “I believe that what should concern us, is how the expressive need and energy so delicately enshrined in the culture, can now find a new vehicle for design.

 The vision should be the symbolic relationship with our times and should be directed towards a positive change for society and world at large. Change comes from encounters, conversations and dialogues of people.” 

Suhas Kulkarni (Associate VP and Head of R&D Appliances Godrej and Boyce Manufacturing Co. Ltd.) elaborated on ‘The I Mark Experience’, while Hrridaysh Deshpande (Consultant Advisor, India Design Council) spoke on ‘India Design Mark’ and at the end, presented the closing remarks.

 

On the occasion, the India Design Mark 2017, the India Design Mark Catalogue 2015-16 and a compilation of projects executed by National Institute of Design for the Government, were launched. ‘India Design Mark’ provides a strong differentiation and market positioning as a Design and Innovation leader.

 It acts as a brand extension and imparts a 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. 

All types of mass-produced products are eligible for the ‘India Design Mark’, including consumer electronics, computer and communication products, machine tools, construction machinery, lighting systems, white goods, household appliances, capital goods, medical equipment, toys, vehicles, agricultural machinery, etc.