Designed in India
"The first priority should be to transfer the outstanding abilities in the field of software design to all other products."
Evolution of industrial design in India
It must be the goal of every manufacturer to make the dream of "Designed in India" on each and every product come true and work towards it. But this is not an easy task to achieve. The first priority should be to transfer the outstanding abilities in the field of software design to all other products. The best products are the ones that are able to conquer the world, and one instance of succesful product in India is Tata Nano.
Barriers to innovation and ways to overcome them
The companies aspiring to achieve design success are faced with a multitude of barriers. These include:
SMEs in India have huge potential to create innovative products and move towards global markets. The latest trends in design that can drive the growth of Indian SMEs are simple products for meeting growing demands of Indian and other emerging markets, for instance goods catering to the rapidly growing middle income population. Regionally adapted or best-suited products for market segments, which are currently offered by international competitors without adaptation to specific market requirements, should be among the areas of focus. Design that is based on specific customer usage and different from world market standards in terms of performance, convenience, economic value, environmental, health and safety standards in India and other emerging markets needs to be developed. The product concepts must be based on adapted product characteristics, simple product architecture, modularisation with low number of variants and use of "industry kits", high level of functional integration, installed cost-driven approach (manufacturing, assembly, logistics, etc.). In addition, prduct development should be based on low degree of vertical integration, use of low-cost engineering resources, strong front loading, lean engineering approach and there should be no duplication of work between OEMs and suppliers.
It must be the goal of every manufacturer to make the dream of "Designed in India" on each and every product come true and work towards it. But this is not an easy task to achieve. The first priority should be to transfer the outstanding abilities in the field of software design to all other products. The best products are the ones that are able to conquer the world, and one instance of succesful product in India is Tata Nano.
Barriers to innovation and ways to overcome them
The companies aspiring to achieve design success are faced with a multitude of barriers. These include:
- Regional and cultural distance from world markets/Western customers, i.e. knowledge of customer requirements
- Technology gap/lack of access to high-tech technology in a number of areas
- Lack of presence in Western markets (small marketshares, etc.) e.g. with sales and service network/partners
- R&D infrastructure/universities, research institutions, etc. not yet on par with and cultural strengths, customer requirements/market specifics and so on
SMEs in India have huge potential to create innovative products and move towards global markets. The latest trends in design that can drive the growth of Indian SMEs are simple products for meeting growing demands of Indian and other emerging markets, for instance goods catering to the rapidly growing middle income population. Regionally adapted or best-suited products for market segments, which are currently offered by international competitors without adaptation to specific market requirements, should be among the areas of focus. Design that is based on specific customer usage and different from world market standards in terms of performance, convenience, economic value, environmental, health and safety standards in India and other emerging markets needs to be developed. The product concepts must be based on adapted product characteristics, simple product architecture, modularisation with low number of variants and use of "industry kits", high level of functional integration, installed cost-driven approach (manufacturing, assembly, logistics, etc.). In addition, prduct development should be based on low degree of vertical integration, use of low-cost engineering resources, strong front loading, lean engineering approach and there should be no duplication of work between OEMs and suppliers.
"Design success can be achieved by identifying features that the customer values" - Axel Schmidt, Partner
Ingredients to create a successful design
Talking about industrial design, the perfect mix of superior technical properties (e.g. performance attributes) and design newness will help create a winning design. Other factors include differentiating product offerings from that of competitors, creating a new market niche and matching products with customer expectations, i.e. fulfilling the functional objectives of the customer in a better manner. Design success can be achieved by identifying features that the customer values and is willing to pay for. All these factors can provide a distinct advantage to companies.
Industrial design in India
Design in India is gaining pace slowly and steadily. The factor that would make India design hub of the world is globalisation of R&D. According to a recent study, depending on the nature of the industry, companies globalise based on key parameters such as technology access (e.g. pharmaceuticals industry) or market access (e.g. consumer goods, automotive suppliers, engineered products). Thus, for industries where technology is crucial, India needs to adopt state-of-the-art machineries. For industries where market access is crucial, India needs to convince global companies of the attractiveness of the Indian market and the need to design or customise its products locally at a competitive cost. This will be possible by creating awareness about the competitive advantage in India compared to other emerging/potential global R&D locations such as China, Eastern Europe, Brazil among others.
Advent of materials in Design
New materials enable the development of different forms and designs as well as functionalities. One example, I would like to refer, is the lightweight aspect pursued in the vehicle construction industry through the use of aluminium and plastic materials. Flexible design would not have been possible with traditional materials.
Design philosophy to success
Our design philosophy to success revolves around differentiating our products from that of competitors by way of superior technical properties (e.g. performance attributes) and design newness. Of course, this has to match with customers' expectations and offer them what they need.
Talking about industrial design, the perfect mix of superior technical properties (e.g. performance attributes) and design newness will help create a winning design. Other factors include differentiating product offerings from that of competitors, creating a new market niche and matching products with customer expectations, i.e. fulfilling the functional objectives of the customer in a better manner. Design success can be achieved by identifying features that the customer values and is willing to pay for. All these factors can provide a distinct advantage to companies.
Industrial design in India
Design in India is gaining pace slowly and steadily. The factor that would make India design hub of the world is globalisation of R&D. According to a recent study, depending on the nature of the industry, companies globalise based on key parameters such as technology access (e.g. pharmaceuticals industry) or market access (e.g. consumer goods, automotive suppliers, engineered products). Thus, for industries where technology is crucial, India needs to adopt state-of-the-art machineries. For industries where market access is crucial, India needs to convince global companies of the attractiveness of the Indian market and the need to design or customise its products locally at a competitive cost. This will be possible by creating awareness about the competitive advantage in India compared to other emerging/potential global R&D locations such as China, Eastern Europe, Brazil among others.
Advent of materials in Design
New materials enable the development of different forms and designs as well as functionalities. One example, I would like to refer, is the lightweight aspect pursued in the vehicle construction industry through the use of aluminium and plastic materials. Flexible design would not have been possible with traditional materials.
Design philosophy to success
Our design philosophy to success revolves around differentiating our products from that of competitors by way of superior technical properties (e.g. performance attributes) and design newness. Of course, this has to match with customers' expectations and offer them what they need.
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