Our Bureau

Bangalore, Sept. 7

Workstyle, a new slang for the changing face of our daily work routine, is getting updates with initiatives in product design from Indian firms. TopUPS, a new `utility' un-interruptible power supply (UPS) system, is an example of the innovations that will bring new meaning to desi product designs.

The Bangalore-based management consultant Shining Emotional Surplus has designed an UPS system called TopUPS for WeP (previously Wipro e Peripherals).

Product design has so far been the forte of western countries, but paradigm shifts in product design are now being seen. Engineers in India don't have the sensitivity and consumer connect that is required for scientific and sensoral product design. This requires research on consumer behaviour and following a scientific design path, said Mr Shombit Sengupta, Founder, Shining.

His philosophy of `microtone' marketing involves the understanding and orchestration of consumer behaviour to achieve a user-friendly product.

Other projects

Shining is also working on product design in automobiles, consumer electronics, mobile handsets, farming equipment, consumer durables and FMCG. The firm is involved in a corporate transformation for WeP. "We are trying to make peripherals central to the life of consumers," said Mr Sengupta.

Enhanced features

From engineering to features, the UPS has several changes that is expected to bring the neglected piece of computer equipment from its conventional spot below the desk to become a desktop accessory.

Redesigning the components of the UPS by placing the transformer and battery adjacent, said Mr Sengupta, achieved a 27 per cent reduction in footprint. Incorporating a mobile phone charger, a clock, CD rack, universal plug point and even a light, this UPS has been designed so it can be lifted and moved around easily. It took six months to design and will be marketed throughout India.

Priced at Rs 5,000, the UPS is already available in Mumbai, said Mr Mrinmoy Mukherjee, Chief Operating Officer, Shining. The firm has an office in Paris and employs 45 in Bangalore.

(This article was published in the Business Line print edition dated September 8, 2006)
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