CII India Design eBook 2020 Copyright © 2021 Confederation of Indian Industry (CII). All rights reserved. No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted in any form or by any means (electronic, mechanical, photocopying, recording or otherwise), without the prior written permission of the publisher and/or copyright owner. CII has made every effort to ensure the accuracy of information presented in this document. However, neither CII nor its affi liates organizations or any of its offi ce bearers or analysts or employees can be held responsible for any sorts of consequences arising out of the use of information provided herein. However, in case of any discrepancy, error, etc., same may please be brought to the notice of CII for appropriate correction. Published by Confederation of Indian Industry (CII), The Mantosh Sondhi Centre; 23, Institutional Area, Lodi Road, New Delhi 110003, India, Tel: +91-11-24629994-7, Fax: +91-11-24626149; Email: [email protected]; Web: www.cii.in. FOREWORD MESSAGE Chandrajit Banerjee Deep Kapuria Director General, Confederation of Indian Industry Chairman, CII National Committee on Design Chairman, The Hi-Tech Group As the Indian economy aspires to reach an ambitious target of USD 5 trillion by The past year has grimly made us aware of a calamity, the Covid-19, which has brutally 2025, the design industry sector will play a critical role through envisioning of new impacted the globe & our lives. Even though we have a ray of hope in the form of products, innovative services and technology advancements. The 6th edition of the a Vaccine the challenges of the delivery to immunize billions of people remain. It’s CII India Design book in its digital version emphasizes key success stories of design also quite evident that as economic activity struggles on the path of recovery, we sector and its contribution to the growth of Indian economy. are already observing a structural change impacting our lives. Historically pandemics have indicated the beginning of a new chapter for the mankind, which could be very India is emerging as a global design hub and its design industry is growing at the rate true for this contagion as well. of 23 to 25% annually. The expertise of Indian designers is coveted by leading MNCs We’re clearly at the cusp of a defining era & an evolution of a ‘New Normal’. This from countries such as the United States, Germany, UK, France, Italy and Japan that ‘New Normal’, also warrants the imperative to move towards more self-reliance; it are either setting up research and design centres in India or are offshoring design might seem like a conundrum, but this form of ‘Self-reliance’ structurally embeds or work to Indian design houses. The design industry in India is currently estimated to rather thrives on cross border & international cooperation as well. be around INR 20,000 crore, and is expected to increase at a CAGR of more than The Prime Minister’s mission mode program of ‘Aatmanirbhar Bharat’ or ‘Self- 11% in coming years. The growth is being accelerated by the new wave of evolution reliant’ India would be a source of local ingenuity creating global impact. The pertinent experienced by Indian industries during the pandemic. It is worth mentioning here question could be at stage; how could we contribute rather than being a bystander in that the Design and Manufacturing sector is the second largest employer after the this endeavour & proactively participate in designing of this New Era? This presents a Agriculture sector in the Indian economy. mega domain of opportunities for Designers to engage with solutions. Some of the other essential questions to be asked of the Design community would be: The Confederation of Indian Industry (CII) has been deeply engaged in strengthening • How can the Design help accelerate the Digitalization of the Economy? the innovation culture and design aspirations of India over the years. Various • How would one Bridge the digital divide, making it more inclusive & providing initiatives have been taken by CII for promoting the vital role of design in making all strata of society equitable opportunities? businesses more competitive and public services more effective as well as raising This is important to help Remote education & basic health care reach vulnerable awareness and capacity in the sector. section of society, which has been impacted the most in the current crisis. It would mean a focus on Human-Centric Design as the basic approach to solve Societal & As the Design Industry moves forward, it becomes increasingly crucial to document Environment Challenges. and present the state of design in India. CII had initiated the CII India Design Year Opportunity lies in fusing advanced technologies with design thinking. Book in 2013, and it has become the only annual compendium in the country The designers have a mega opportunity to bring forth numerous innovative products that presents contemporary work from myriad design disciplines and showcases and services riding on digital platforms. It could also mean help rejuvenating innovative solutions and vital advancements. The CII India Design book also covers traditional crafts and skills through deign-led technological innovations. key areas where design has left its mark, by presenting case studies of Indian products and services. This could very well be the time design gets the recognition, it truly deserves. This publication is a window to Indian design ethos and its capabilities. The book features contributions from the leading design consultants and design led companies, This book is an essential compilation of case-studies of Indian success stories in whose experiences and insights would prove invaluable to many. It unfolds many design. I wish the readers an exciting and delightful experience in learning more evocative stories of symbiosis between design and manufacturing. I have no doubt about the aspirations, journey and success stories of the Design Industry of India. that this edition showcasing detailed case-study of product/service design of the book will serve as a formal source of reference for design excellence in India. On behalf of the CII National Committee on Design, we are honored to present this publication to the practitioners and connoisseurs of good design. I am sure that the work curated and presented in these pages would go a long way in igniting readers’ appreciation for design. I hope that you will enjoy learning about many aspects related to design and bestow emphatic support this dynamic and progressive sector. In closing, I would like to thank wholeheartedly all the contributors for their engagement. 2 3 29 COVID-19 – PANDEMIC RESPONSE 36 SAMARA 82 CONTENT PRODUCTS 68 37 STYLUS 84 30 CRABTREE SMARTH AUTOMATION 38 TCS INTELLECTUAL PROPERTY (IP) RANGE 70 ON A WALL 86 31 DESIGNED FOR SOCIAL DISTANCING 72 39 UPBEAT WORK DESKS 88 COMMUNICATION DESIGN 32 EFFIMAX 74 40 WALLY 90 33 HUMAN CENTERED AI DESIGN 41 WHIRLPOOL 360 BLOOMWASH PRO 92 FOR DAMAGE DETECTION 76 1 ‘FRIDAY SHARING’ 8 5 QUANTUM SERVICE AND UX DESIGN- 16 42 WHIRLPOOL ICEMAGIC PRO 34 PIECE BY FOLEY DESIGNS 78 2 MADHYA PRADESH-INDIA’S 6 USHOP APPLICATION DESIGN 18 DIRECT COOL REFRIGERATOR 2020 94 35 PRODUCT EXPERIENCE (PX) EMERGING ECONOMIC TIGER 10 7 WEDA 20 43 WHIRLPOOL INTELLIFRESH PRO 96 BRANDING PHILOSOPHY 80 3 MEDTRONIC- VLEX 12 8 WIPRO AUTOINSIGHTS 22 44 WIPRO LEVITATE 98 4 NITI AAYOG - TRANSFORMATION OF 9 YULU BIKES 24 ASPIRATIONAL DISTRICTS - 10 YUYIII 26 GUIDE BOOK 14 SOCIAL IMPACT MOBILITY DESIGN 45 INNOVATION QUOTIENT TEST 102 48 SUNVILL WATM: SOLAR WATER-ATM, 46 LEARNING TO DESIGN FOR SOCIAL SANITATION & HYGIENE FOR CHANGE 104 SUNDARBANS’ VILLAGES 108 11 AUTOMATED MOBILE WATER 16 TATA NEXON & NEXON EV 40 47 PENPALS – WRITING A REVOLUTION TESTING LABORATORY 30 17 TATA PRIMA 42 WITH DISCARDED PLASTIC PENS 106 12 TATA ALTROZ & ALTROZ EV 32 18 TATA SIERRA EV CONCEPT 44 13 TATA HARRIER 34 19 TATA TIAGO 46 14 TATA HBX 36 20 TATA WINGER 48 15 TATA INTRA 38 SPATIAL DESIGN 49 AW DESIGN 112 51 QREATIVE QICK 116 50 SIMPLY WISH’S SPATIAL DESIGN PRODUCT DESIGN TAKES A LEAP WITH DREAMS 114 21 AARAMBH BY TANISHQ 52 26 BLUARMOR BLU3 E20 HELMET 22 ACURA 54 COOLER 62 23 ANT BENCH 56 27 CARIBOU CHANDELIER 64 24 AO SMITH PROPLANET P3 and P4 58 28 CII DESIGN EXCELLENCE AWARDS – THE TROPHY 66 25 ARIZOR 60 4 5 ‘Friday Sharing’ Event video & poster design The Brief Looking Back ‘Friday sharing’ is a much anticipated weekly ritual at De- The Friday Sharing event has been consistently engaging not signit’s studio in Bengaluru for which we come together to only organisation wide audience but external audiences also dedicate an hour to share knowledge, collaborate or just take over the last 3 years with more than 160 session so far. The some time off to have some fun. The idea was to create a unique poster & promo video design has created a lasting video celebrating of the studio culture, its collaborative prac- impression on the audience enabling global participation, tices and its focus on doing creative work apart from our even more now since the event is conducted virtually. client engagements on the occasion of its 150th anniversary The event is an impactful initiative in spreading the reach celebration. and awareness about topics related to design, innovation, socio-cultural initiative that have transformed business & The Solution people’s lives. The posters & promo video design has helped in promoting this core idea of the initiative & successfully ‘Friday sharing’ acts as an internal community platform with- brought people together as a cultural change. in Wipro to share knowledge, stories & learn together on variety of topics- art, travel, culture, design, innovation, new member intro etc.