by A Balasubramaniam

Design Policy 2.0 for India.

Another upgraded version of the India Design Policy is scheduled to be released on the next Independence Day. What should it aim at? What should it have? Who will benefit from this? I have put together a few bullet points just as ADI, the professional body of Designers, is putting together details. I would be happy to present this to the ministry as President of ADI-NEC, but there are some personal favourites of mine which may not reflect the majority view. So, here goes my wish list:

  1. Promoting the value of design. 
  2. Creating a more supportive environment for design. 
  3. Empowering designers. 
  4. Promoting design entrepreneurship. 
  5. Celebrating design excellence. 
  6. Connecting designers with businesses and projects.
  1. The India Design Policy announced in 2011 was good for a profession getting up on its feet. But it has become mostly dated and needs a fresh look at the definition of Design itself. Design has moved on from being just a profession making pretty products and communication and we need to define the description and the impact as to what Design can do.
  2. The India Design Council is now practically defunct and needs new infusion of people. and finance. It should be also given teeth and muscle. This will come only if the council has relevant, well-meaning design professionals are given an opportunity to serve in it.
  3. There is a need to promote the value of design in India. Many businesses and organizations still do not understand the importance of design, and this can hinder the growth of the design industry. Design needs to be seen as a strategic investment that can help businesses to improve their products, services, and bottom line.
  4. The new NIDs that have come up as a result of the recommendations from the DESIGN POLICY 1.0 need to be upgraded and must be brought to par with NID Ahmedabad. A revamp of course contents and new programme disciplines should be advised to NID Ahmedabad.De
  5. The profusion of Design schools in Universities all over the country is a case for celebration and doubt. The reason why it’s professing is because it is being seen as the ‘flavour of the season” and it does not have any regulators. Getting a new regulator is like shooting on your foot. You are exposing yourself to interference and inspection. It will be like returning to the license Raj’. How about a self -regulating body of educators, professionals and officials from the ministry who will rule on them? It will have the blessings of the admission-seeking aspirants.
  6. Govt of India needs to invest more in design education and research in order to produce a skilled and innovative workforce. This could be done by establishing research centres in design institutes like Atal Incubation Centres and by providing financial support for design projects.
  7. The Good-Design Mark should have more new categories and expanded, qualified and sensible. It should have a budget for publisizing the event.
  8. The policy should mention the fact that there should be an autonomous body or a ministry of design that would contribute to the projects and strategies that the government proposes. Just as the environmental ministry is a consultative minitysry that sanctions clearances for mega projects.
  9. Designers should be able to negotiate a better tax regime for design consultancies. A reduced GST for professional design projects, a tax-break for design-led industries and a mega fund for subsidising design projects.
  10. The govt must encourage international collaborations in Design and make it easier for designers to get global connections through the offices of the external affairs ministry and help in visas and work permits.
  11. The government could create platforms that connect designers with businesses. This would help to ensure that designers have the opportunity to showcase their work and get their ideas into the marketplace.
  12. Design for industry and economy cannot be the only yardstick for measuring the success of design intervention. Social impact through design must be included as well.
  13. The government must encourage creating Indian designer brands that can go global, Potential brands / designers must be identified and encouraged by subsidising exports etc,,
  14. Designers should be called upon to work on global issues like climate change, sustainability, waste management, health, etc., and should be ably supported by the government.
  15. The government could create design awards and other initiatives to celebrate design excellence. The Padma awards need to consider designers for thisThis would help to raise the profile of design in India and encourage more people to pursue careers in the field.
  16. Industries that produce products that contribute to pollution should be mandated to take on designers on their payrolls and make changes in the design and manufacturing.

These are from my own Wishlist in no particular order, as they should have been. But this will hopefully reach the right corridors of power to be considered when putting together a brand new policy document.

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