The many faces of ‘Design Evangelism’ in India

I was invited  this week, by a private university in Gurgaon, to address their Engineering faculty and students on the subject of ‘Design & Innovation’. Another opportunity I quickly utilised, to spread the message of design.

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India’s design-aware population is really small. Considering the fact that a few hundred designers graduate and set out into the profession, to cater to a billion-plus population, you get an idea about how difficult it is to make inroads and make a difference by design. Early on in my career, I understood the need for creating design awareness amongst potential industries which I thought can be converted to buy design services. Whenever and wherever, an opportunity presented itself, I utilsed it to educate potential clients.

NID, my alma mater, had taken this role of design evangelism, quite seriously.  The senior faculty were educating people on design inside the campus and outside. I caught the bug, too and has been one of the foot soldiers that contributed to this movement.

This habit has helped me personally and professionally.

It helped me in my role as a design educator. It also helped in creating a huge, design-aware, constituency.

While this constituency is growing, a lot of evangelism is visible and effective in India, today. In new formats as well. A book on design was recently launched in Delhi’s Max Muelller Bhavan, called : DEKHO. It presented work done by a few professional designers in India. What is delightful is that this is a private initiative by a design company, CODESIGN that decided to spread the good word on design. The design firm is quite involved about its role as a design evangelist. Besides the book, they also organise a quaint design event called the UNBOX festival, that is fast gaining international attention. Rajesh & Mohor Dahiya, the designers who run CODESIGN, are graduates of NID and are quite fired up about the cause of design.

529588_10151388081742169_69242332_nPicture Courtesy : CODESIGN

If festivals are the way to promote the cause of design then, the private initiative of Transasia Papers’ Rajesh Kejriwal deserves mention for their annual design festival : Kyoorius Design Yatra. Held every year in picturesque Goa, in India, this festival brings the Indian and international speakers to an eager audience and sells the idea of good graphic design to design firms and design users. It is also hugely popular with the student designers.

Another altruistic effort in showcasing Indian design to a global audience is Ruchita Madhok’s blog : Perch.  Along with Aditya Palsule, they have created a blog that not only feature design events and projects, they also critique Indian design, the way  no one ever does. The blog has managed to catch the attention of the design community, in India and abroad.

But in the forefront of blogging on design is M P Ranjan. A design thinker and a much-respected designer by his peers and students the world over, his blog not only documents design events in India, it is almost always the first stop for a global audience that is keen to understand the Indian design story.  He takes his role of a design educator so seriously, that he does not miss any opportunity to educate. Ranjan’s writings manages to inspire designers of all hues and promotes the message of Indian design to all cocerned.

THis post will not be complete without mentioning Sudhir Sharma. He is one person who has managed to promote the cause of  Indian design, almost single-handedly. Sudhir Sharma is an alumnus of NID who has grabbed every opportunity to promote design in national and international forums. He also set up POOL magazine that celebrates Indian design in all its myriad forms. The magazine is fast becoming the repertoire for Indian design efforts.

POOL28-cover.jpg.pagespeed.ce.M7E3yx29b_These are people I am aware of. There must be many more who do their bit of evangelisation. Speaking to school students, speaking to industry associations, addressing special interest groups and influencing them. There is also an urgent need for more designers to join this movement.

When there is a constituency that is aware about design, the whole society benefits from the merits of good design.

Design Social

Nov 2016. Here’s an update: Neelam Chhibber is now collaborating with IKEA, using her design and social entrepreneur skills to carve a new niche. Her story here:

There is a buzz in the design community these days ever since Sam Pitroda, Adviser to the Prime minister of India, announced thee impetus to set up design and innovation centres all across the country, to address the problems of the people in the bottom of the pyramid.

Designers in major Indian cities are putting their heads together to come up with concepts for innovation centres that will help meet the social and development targets, use design thinking to address the needs of the people who matter and kick-start a movement that will see the intersection of academia, industry and social organisations like never before.

Designers in India are most eligible to address the needs of the needy. Every designer who have gone through formal design education has either designed products for health, living and public use, or worked with artisans and craftsmen to create better products as well as generate livelihoods or worked on communication to put across basic concepts of social importance to a simple rural audience or the illiterate.

Not very long ago, NID alumnus and Industree Co-founder, Neelam Chhiber was awarded as India’s Social Entrepreneur of the year by Schwab Foundation of the World Economic Forum. It rewards and finally recognises Neelam’s untiring efforts in bringing livelihood opportunities to thousands of rural artisans of India. It also is an award that puts Design in the spotlight. Design thinking has a huge role to play in making life better and social entrepreneurship is only one of the many ways designers can contribute.

Neelam has quickly acknowledged the fact that this is also an award for design. How true! Design is potent enough to change lives as much as churning out pretty products. And happily for Neelam, she does both with style.

While focussing on making products that appeal to an international audience, she made sure that the artisans are organised, paid well, looked after and most importantly, remained in their rural environs. Industree managed to make rural employment schemes fashionable.

Coming soon after Kiran BIr Sethi’s  INDEX Award, this too illustrates the capabilities of designers in harnessing design thinking to make lives better. Kiran has successfully leveraged design thinking in not only educating her own school children at Riverside, Ahmedabad but also managed to create a generation of sensitised children all over the world through her ” Design for Change’ programme.

NID Ahmedabad, rated as one of the best schools in the world, has had a large role to play in moulding the thinking of the students.  There are many more examples.

Poonam BIr Kasturi another NID alumnus has set up Daily dump that addresses the problems of waste and comes up with a beautiful solution that is both sustainable and appealing.

(Pic Courtesy : Daily Dump.org)

Lakshmi Murthy, a designer based in Udaipur, works in the area of rural communication and has successfully implemented health and hygiene projects that affect the majority in rural India.

Sandeep Sangaru, a furniture design graduate of NID, brings never-before elegance to cane and bamboo furniture by partnering with artisans of the North East.

My own team at January Design is working with grass-root level innovators recognised by the President of India and helping their innovations better by introducing design concepts into their processes. We are doing this with National Innovation Foundation, the country’s premier organisation dealing with innovation.

Designers all across India are realising the potential for harnessing their design capabilities to make our country a better place.  This has been possible, largely because of the education at NID Ahmedabad.

While the powers that be is putting together a concept for setting up new Innovation centres or new NIDs, it is hoped that they would remember to build this soul into the proposed new programmes.  And this way, it will ensure that design travels to where it impacts most, from the top of the social milieu to the bottom of the pyramid.