Design as a Brand Strategy and National Policy?

Merry Christmas all of you. Today, I was really surprised and immensly happy to know about India’s Design Policy (can you believe your eyes! 8-o) at Core77.

More about the policy can be read at the Design India website.

You can also download the pdf and read it. Here are the main points in the document from my point of view (ones I think are really important are in bold and my comments in italics)

Vision and Mission

  • To spark interest in creative and cultural industries so that designers can draw upon India’s rich cultural heritage for inspiration for novel and distinctive designs.
  • To enable India to become hub for exports and outsourcing of designs.
  • To position “Designed in India” a by word for quality and utility in conjunction with “Made in India” and “Served from India”.
  • To emphasise on creation of original Indian designs in products and services and thus create a design enabled innovation economy.

Thrust Areas

  • Design Education
  • Use of Designs by IPR environment
  • Branding and positioning
  • Design Exports
  • Quality of Life


Sustaining and strengthening the traditional knowledge, skills and capabilities while being sensitive to global heritage so that our shop floor workers, craftsmen and artisanal workforce could be engaged in manufacture of innovative products and contemporarisation of traditional crafts for broad spectrum of uses and niche markets.
(too long but I think we can understand the need to find a balance between tradition and innovation)

Organising workshops and seminars to create more awareness than at present among industrialists particularly in small scale and cottage sectors in different parts especially on the intangible aspects of design processes including senses, feelings, emotions, culture, aesthetics etc. associated with design.

The Designs Act 2000 (wow! I never new one existed …) has put in place a framework for documentation, classification, representation, registration, acceptance, inspection, cancellation, certification and on legal redressal.

Major Initiatives

  • Sectoral initiatives through Design Centres
  • Branding “Indian Design” and Design Marketing
  • Domestic Design thrust through Good Design Mark
  • Setting up of India Design Council

In conclusion, the Government is committed to realising a pro-active and congenial environment to enable design-led Indian enterprises, Indian brands and creative industries including traditional and crafts industries with high design and product value, growing IT enabled service sectors, to achieve global excellence and to fulfil its obligations to different sections of the society.

In short, I am impressed. My comments on the document, as the document is pretty bland to read. Given the fact that its a document for Design Policy, atleast that could have been made nice to see and read i.e more indian touch, colour and design. I hope to see in future, soon, a lovely ” Designed in ‘India’ “product. One the lines of ‘Designed in California (mind you not US!)’ on the back of the iPods :-). Lets, see how it goes, someday I hope to have my own ‘Design’ company on the lines of ‘IDEO‘. Just keeping my fingers crossed!

Also to end the post check out Mi-SUsometimes form does come before function! Especially in the matters of certain ‘important’ things 😉 he he! Can you take a guess first before going to the site what this product is?

Published by: vinu

My life - BREESY! :-) :D Beautiful Random Enjoyable Eventful Simple Yellow Places I have lived (chronological): (country) (- state) (-- city) India - (Orissa) -- Cuttack (2yrs) -- Bhubaneshwar (3yrs) - (Maharastra) -- Bombay/Mumbai (8 + 1 yrs) - (TamilNadu) -- Madras/Chennai (6 yrs) - (Pondicherry) (1 yr) United States - (California) -- Berkeley (3 yrs) Education : IIT Madras 02, UC Berkeley 05 Work Experience: Mechanical Engineer at FORD Motor Company, India; Management Trainee at Datamatics Technologies Ltd.; Wireless Programmer at TeleCommunication Systems Inc. Passions (currently as of Dec 2005): Family, Media (visual / audio), Mobile Systems, Internet, Design Interests: Music, Movies, Photography, Enjoying nature, Playing Violin, Graphics, Business / Entrepreneurship / Managments, Spirituality, Design, Technology, Mobile / Wireless

Categories design, engineering, future, india, technology1 Comment

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