The Budget needs to invest more in ‘Make-in-India’ and ‘Design-in-India’ while ensuring that both get supported by a renewed emphasis on the creative industry and education sector
The Union Budget is the most anticipated event for every sector. While the pandemic hit the economic growth of the country in 2020, it taught us lessons in self-reliance also. To achieve this self-reliance, the forthcoming Union Budget needs to invest more in ‘Make-in-India’ as also ‘Design-in-India’ besides ensuring that both get supported by a renewed emphasis on the creative industry, education, vocational training and development of universities. The creative industry hopes to see improved grants from the Government in the field of design education. This is because design assists innovation, the most powerful engine of economic growth, the future of a new-age India.
Design is an important as well as much sought after aspect in the current scenario owing to the shifting consumer trends. The trend has shifted from mere functionality to aesthetics and user-friendliness of products. It is natural at the moment to expect more measures to be taken in the forthcoming Union Budget in the domains of innovation, research and technology. This will benefit the basic infrastructure of an autonomous nation and will result in India not depending upon imports from vigorously growing manufacturing giants like China and smaller ones like Vietnam, Myanmar and so on.
When Prime Minister Narendra Modi gave the clarion call to the nation to kick-start the ‘AtmaNirbhar Bharat Abhiyaan (Self-reliant India campaign)’, he was taking his ‘Make in India’ flagship campaign a step further. As the campaign website clearly states, ‘Make in India’ is devised to transform India into a global design and manufacturing hub. Modi himself has been underlining the need for design at many forums, stressing that ‘Design in India’ is as important as ‘Make in India.’
Design is the critical ingredient required to succeed in positioning India as a global manufacturing destination. Design is horizontal among all verticals as it assists innovation, the most powerful engine of economic growth. A case in point is that of South Korea, where the Government connected big industry with the design community, leading to the creation of several global design-led consumer brands like Hyundai, Samsung, Kia Motors and so on. Major companies from diverse sectors are making a beeline for premier design schools to hire fresh creative talent.
From apparel brands to computer giants, from heavy manufacturing industries to FMCG bigwigs, the growing list of corporate majors arriving for recruitment shows the growing importance of design in the business world. Wipro, Whirlpool, the Titan Group, Tanishq, Toshiba, Philips, Adidas India, Adobe, Ashok Leyland, GE Healthcare, General Motors, Godrej Industries, Hindustan Unilever, HP Labs, IBM India Research Lab, Infosys, Oracle, JP Morgan, LG Electronics, Glaxo SmithKline, Honda India, Mahindra and Mahindra, Renault, Tata Motors, Maruti Suzuki India, Nokia Research, Ebay, Myntra, Relaxo Footwear, Welspun, Zomato and so on, have emerged as the leading recruiters scouting for talent at design schools in the country. The reasons for this unprecedented quest for designers are the changes taking place in India as a market. It has reached a critical mass, becoming the largest consumer market after the US and China. Indian consumers today are aware of trends and advancements in technology and they demand similar sophistication. More important, they want products built to their needs. That means not just automobiles, household appliances and consumer electronics, but also mobile phones, foods and apparel. Redesigning a product or introducing a new one helps a brand reach out to an additional local consumer. Frequent software updates on our mobile handsets are a classic example of how companies are reinventing themselves. The rewards for a well-designed product customised for local use, are huge. Take the case of Nokia 1100, launched in 2003 as an entry-level mobile handset that was specially designed for India. It became the best selling consumer electronics device and more than 200 million units were sold.
More and more multinational corporations (MNCs) are now selling products that are not just made in the country, but are also designed for it. For instance, Whirlpool India designed washing machines that restart automatically after a power failure. LG and Samsung designed refrigerators that keep food cold for four to five hours without electricity. In South India, microwave ovens have an idli-mould as a starter kit. Tupperware sells a spice box designed and manufactured here. Brands like Miniso, Uniqlo and Muji have put together complete design teams to customise their offerings for India. Uniqlo aims to offer innovative apparel that draws on the nation’s distinct culture and traditions. Many products designed for the Indian market have gone global, finding takers outside the country, especially in the subcontinent and West Asia. For instance, many of the offerings created for India by McDonald’s are popular all over west Asia. Philips India’s UV intelligent water purifier, a product designed especially for India is now being exported to Eastern Europe, Thailand, Turkey and Brazil.
Till recently, the design of white goods had a relatively limited impact on the consumer’s choice. Marketing strategies tended to promote white goods by focusing on price and energy efficiency, rather than on branding or iconic features. This has changed. Manufacturers are now using bright colours and iconic designs to make their products status symbols. This allows the consumer to make a visual statement about their lives. Take the case of Symphony air-coolers. Investing in design has made a bankrupt manufacturer a Rs 8,000 crore company. Design is now deeply integrated into their business model.
The automotive sector is one the world’s most important industries with a value of over £1.3 trillion a year, surpassed by only four economies. Changing consumer demand for connected smart and autonomous vehicles is creating a huge demand for design inputs. It is now felt that the Indian automotive industry, especially the auto component industry should focus on localising automotive designs, which combined with India’s frugal approach to production, will allow it to take on the global supply chain.
With every passing day automatic cars become more of an accepted way of transport than something which was an optional or additive feature a few years ago, not belonging to the mainstream fleet of cars. Already there is a growing preference for an automatic gear box over a manual one, for an easier driving experience, which is leading to an increase in the number of automatic cars being manufactured today.
That said, for the design industry to grow and flourish, it would need more than the jump in demand and sprouting of design departments in companies. It needs support from the Government in the form of formulation and implementation of promotional and developmental measures for growth of the design sector. Government intervention will help increase knowledge, develop design capability, encourage businesses to use design and drive value creation through design. The benefits of successful promotion of creative industries cannot be overestimated as investing in them drives economic growth. And, unlike other segments of the economy, the creative arts also contribute to cultural identity and social cohesion.
Smart governments recognise that different creative industries have specific needs. Creative industries encompass a broad set of companies that bring together everyone from engineers and management professionals to artists and designers. The Government needs to recognise the financial viability of creative careers and to generate demand for local creative output.
Design education, too, requires a financial thrust to support a better and world-class infrastructure, further leading to advancement in gaining knowledge and competing with global D-school giants.
We are living in a brave new world. Paradigm shifts are poised to change the nature and future of work. As a consequence, designers are finding a bigger role to play in the new order. They know how to evolve and bring something new to life. In the coming decade commercial, product and industrial design jobs are set to experience huge growth and spurt in demand.
However, this cannot happen unless the Government gives its support to creative education and industries in the country. The forthcoming Union Budget is an opportunity for the Government to do just that and give a boost to a vibrant and self-reliant Bharat.
The writer is Vice-Chancellor, World University of Design. The views expressed are personal.
