‘Design is a differentiator'

While ‘design' per se would not mean much to most people, in industry parlance “it is not about aesthetics but a form and function that will help improve quality of life,” said the Managing Director of Titan Industries, Mr Bhaskar Bhat.

Speaking at the first Graduation Day of D J Academy of Design at Othakkalmandapam near here, he said, “design is a differentiator. The sooner companies start investing in it, the better off they will be.”

Urging students to look at design more seriously he said, “we are in a category where we don't see design make a big difference.”

Stating thus, he cited the automobile industry, where a number of cars are designed and rolled out every year, but not one designed in a friendly-manner for saree-clad women. “The car maker thinks only a male drives the car,” he said, and reiterated the need to look at the design aspect more seriously as the idea of industry-design was opening up in the country.

Mr Bhat also pointed out that kitchen in India was not designed to make it more comfortable for women. “It has the same old style. Women continue to suffer from burn injuries, cuts,” he said, adding, “design sensitivity is about understanding; it is not aesthetics, being rich or poor.”

“As prosperity increases and design sensitivity improves, the difference will be obvious,” he said.

He told students that from an industry perspective, design helped break clutter, pointing a finger to the array of products at a store.

“Design is no longer a value-addition, but has become the table stake if India has to progress in design,” Mr Bhat said and drew students' attention to certain industry demands.

He said, “there are 4-5 things that are non-negotiable, such as respecting organisation discipline, meeting delivery schedule and deadlines and connecting with the market place.”

“Be creative and practical for design is all about collaboration,” said the Titan Managing Director.

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