[Music]
hi there’s nothing that I can do that
will match that performance before me so
I’m going to talk to you about
industrial design and my journey in
industrial design it’s been a tough
journey I think it’s an area that’s not
very well known in India and commonly
misunderstood and I’m going to walk you
through a journey of how I kind of
landed up in industrial design and
something that I feel is a sweet spot of
mine but I had to explore it it’s not
something I have triggered at the
beginning of my entire journey in this
career I come from an army background my
dad was in the army and we actually
spent a lot of time in small towns all
over India and was exposed to a lot of
nature and I think a lot of these things
I believe that you do as a child really
shape you as an adult and for me I
started off painting I mean I was a
student that enjoyed science a lot
physics a lot but I used to paint a lot
I couldn’t figure out whether that be an
artist or a doctor you know I ended up
looking at studying nature and I used to
use my paintings as a method to study
nature is to study and not Anatomy I’d
study human bodies animal forms and at
that point there was nothing about
design that was known and I would just
continue doing that and I was enamored
by physics and you know the basic things
of refraction reflection this is
something I did when I was nine and I
realized that you know I didn’t want
want to be an artist but it’s something
that really touched me and I started
building models I enjoyed working with
my hands and I started figuring out this
something that’s missing I couldn’t
figure out what I wanted to do I mean I
had architecture as an option and I
really didn’t want to do architecture to
something more special as to build a
whole lot of models anyone wanted
something I’d build it for them and
started realizing that I could use my
skill to express ideas and that’s how I
kind of started moving to design and
somewhere down the line my father
actually told me about
an ID and why don’t you just take part
and see and see if we get through and I
wasn’t sure and I managed to get through
and that’s when my journey and design
started and I’ve started using that
foundation that I built up that skill
not as something to impress anybody but
just to articulate and communicate ideas
and that kind of landed me up designing
products and products is designing
products for India or something that’s
been a dream for me and it’s also dream
for me to put India on the you know on
the world map for design it’s really not
known for design and that’s a long
journey but hopefully at some point
we’ll be known for that so I kind of
started creating whole lot of products
this is the glass that has no base so
when you lift it up it has no you know
it can’t stand on its own so it kind of
amalgamated a lot of what I learned
which is mechanics physics the whole art
form of expressing and I started
creating objects and I found my journey
wearing towards Titan I worked with
Titan for about 13 years I built up
their design studio we didn’t have a
design process at all and I started just
doing deconstruction of watches that
existed so I’d make these drawings early
on in my early 20s and then kind of
study what people what the great
designers did with watches and I started
understanding the fact that there’s so
many disciplines in design that get
almost seamlessly meshed together
I found typography has a great way of
designing watches and that’s the first
method I kind of expressed to Titan and
we started formulating a way of creating
products and that’s when my entire
journey of what I did is in school which
is painting I brought that back as a
method to kind of showcase ideas to the
company and started building this up – I
started with watches I mean I learnt a
lot about understanding everybody else’s
categories which is when you’re a
designer you have to work with the whole
range of professionals and most of them
much older than you and with a lot more
depth of experience in their category so
you have to be able to have at least an
arm’s reach knowledge of
you know the expertise that you work
with so I worked on tractors and when I
was at college and then I finally
started designing complete products and
I realized that the whole thought of
building ideas is that it just not
doesn’t all stem from you it’s all about
how you can connect with consumers it’s
not an art expression for me but it’s
more how do I use an idea that I
possibly germinates in my mind but
effects a million people and that was
the vision that I wanted to kind of
create with the work that I’m doing so
this is a bicycle design for the masses
it’s designed like a assembly kit of
parts that you can put together yourself
my first job as a product designer
really was a graphic design but I didn’t
say no to it so whole whole intent of
design is to be able to straddle various
categories not worry about your
expertise but kind of transfer the
sensibilities into whatever you do so I
was given this large task of building
the brand for jewelry and now it’s a
well-known brand of course but at that
point I was just what when he to when I
built this and we had no computers we
actually I used I went back to my skill
of painting I actually create this
typography just painting these forms and
then keeping them at about 50 feet away
and kind of looking at how this logo
would come together and today they
haven’t changed this at all I expanded
it
so I started getting a little hungry
about product design and I wanted to
really see what footprint I could leave
back in this and I saw a very earlier
early on expressing my own line of
products so I’d look at melding
technology material processes and
interesting design innovations to come
up with products
I think the landmark changed for me at
Titan was when I was part of a team that
built age and it took us about four
years to create this product and I was
the youngest one there but the what it
taught me was collaboration is probably
the future for design you have to be
able to dip into everybody’s expertise
to create a product that is absolutely
seamless and it’s something that you can
credit to a large team and edge is
something like that I mean something
that the country at least created that’s
been a landmark for the watch industry
so I built a whole lot in the watch
space and kind of expressed a lot and I
think that whole journey led me to
infusing the fact that the studio that I
run now should run on collaboration it’s
all about collaboration and I started
looking at this whole idea of working
with much larger organization so we won
the bid to create the baton for the
Commonwealth Games and we were the
smallest bidder and that so I had to
actually literally put in larger teams
to kind of give me weight so when we won
this we actually started building up the
whole idea of you know it’s not just
about the end product it’s about the
entire journey that you create so we
collaborated with the army we actually
picked up soil from every state in India
and applied that with an innovative
process onto the baton we use GPS
technology you know so that’s how we
kind of put it together so we started it
was exhilarating we didn’t have a
solution that the at the beginning of
the project but we started looking at
how we can start establishing larger
processes of design this is not
interesting but India is always seen
from a perspective of the past and we
wanted to showcase the fact that India
is you know really looking ahead in the
future and we wanted technology to be
infused seamlessly so we looked at and
interesting idea of GPS being connected
with the flag colors so there we time
this baton move from one country to
another could actually change the flag
colors on its own
so it customized itself to each each
country and it kind of showcase the fact
that India is not shouting out
technology but there they have a solid
foundation that exists across that so we
created these products which really was
a landmark change for me and I kind of
started instilling that process in
everything and that is just to quickly
walk you through a little bit of what
design is all about I mean for me when
we create products we actually have to
like I said it’s about consumers you
understand the insights of a consumer
understand habits and it’s not like a
huge science but you have to use common
sense your depth of knowledge and kind
of build up thoughts it starts then and
you start building up engineering is a
huge part of it I think the we try and
push engineers to be seamless design
engineers so they understand this design
sensibilities and we get designers to do
the same the other way around so we you
we use prototypes in a big way and I
think prototypes is something that
really defines and clarifies ideas
because everything’s on a piece of paper
before that and we build our own
prototypes and we test ideas and this is
the point where you actually say you
throw all that effort out or you
actually take it for ahead a little bit
of a bird’s-eye view of that whole
process I mean like I said I think it’s
it’s the it’s not it’s it’s an
amalgamation of an art form of
engineering and great mass production we
did this for him earlier we actually
manager of a hall of emolia’s packaging
design so if you look at it we took a
simple insight in malleus about old
ayurveda formulations that have been
contemporized so we looked at x-ray
imagery and x-ray imagery is very
interesting it has a science pinned to
it but it’s about herbes so we kind of
built that as you know the entire
platform for what the brand sits on it’s
important in design the kind of you know
almost redefine boundaries you have to
take a commonplace object and be able to
give it something new that’s how you you
know the intent is not to make it new
but also to you know improve convenience
this is an interesting faucet you just
swing it around and it kind of
cool to warm water and it has the whole
semi optics of it being shut in open
unlike typical classical faucets this is
the speaker’s a speaker that uses bulb
you know power from any bulb socket and
runs it so you can wirelessly configure
speakers any way that you know so this
is a speaker come light simple things I
mean this is a very old product it’s
it’s a product that hasn’t changed for
decades and we actually took about four
years to convince the company to change
to a new product we did very small
innovations but I mean at the end of it
it’s a small engagement with the
consumer we did a small asymmetric
keyhole which is traditionally it
doesn’t exist and the whole inside there
was it should be able to be a lock that
you don’t have to use any you know it
has to be something you just place in
and open the lock without fumbling for
that Ferriero that you see in the
keyhole and this completely changed the
platform for the lock and it also
additionally benefitted from the fact
that it was difficult to copy so you had
to make new masters for guys who make
extra keys simple things like the thali
I mean the tallies exist for yours and
it’s something that we believe also can
be redefined so can we take fine dining
and and Thalys you know the whole
experience of eating and can be recreate
something in bone china so we’ve
actually built that as an interesting
proposition for a company we now are
approached by companies to Norway the
build problem but they give us a broad
perspective abroad opportunity and we
kind of work through the solutions so
whether it’s lighting weathers jewelry
it’s it’s something that is not defined
to us and we start exploring it we’ve
reached the stage where we now started
talking about design language you’ve
seen that in the Apple phones and every
every company that has a large portfolio
wants a product that you can see from a
distance and say that’s that’s the brand
it is and we are now attempting to then
it’s it’s largely about creating design
codes within products so this is how you
can see what you know one product
expands to a whole portfolio
we’ve done that for watches and of
course simple brands like Louis Philip
that is largely in the short space and
then how we’ve kind of taken them into a
completely new category there is like a
getting back to the whole bit of art
such design does have a certain amount
of expression that you can build and
we’ve done the Formula One race trophies
and I think these are interesting
expressions of how engineering design
and an art form which is culture can
come together in a very interesting
manner using very strong Indian
foundation for you know the genesis of
the era we took the chakra and the
chakra was then inspired into an
automotive form and this became the
trophy for the races we’ve then expanded
that to a whole range of trophies done
across large organizations this is a big
part of it how do you create desire and
desires an important part in product
design it’s not that you’re just solving
a problem it’s something that you must
have you must be able to seamlessly
solve a problem and I think we’ve done
that it’s there across every product
that you see that’s successful
functionality is almost solved without
it being very obvious this is a this is
a pure form created as a form of desire
because we looked at the whole soap
shape creating that sense of desire this
is a fragrance that does that if you
look at you can transfer that across
anything finally on on design
specifically we’ve started helping a lot
of companies build interesting
technology ideas and convert them to
products that are successful so design
can be an enabler it actually can create
look for an opportunity and then convert
it to very interesting you know
expression so this uses basically 3d
sculpting and we built up a bust for
Jamshedji Tata when we were given just
one picture of him you can use processes
technology this is wireless technology
we’re building chandeliers now also with
technology and design kind of seamlessly
bring in a very interesting amalgamation
design it kind of gets you to recreate
completely new expressions because of
the kind of palette that we have today
so this is a just last ending on four
elements I think the key things to
design that I believe we should have is
the first part is context context makes
this huge difference a sea of difference
I mean what where and how you design
makes enormous difference so if you see
something abroad and you just plant it
here it just won’t work it context makes
a difference the other is the whole
aspect of balance today you have to
design for the future you can’t be
designing creating waste it has to be
sustainable empathy is the most
important thing and we don’t understand
the person’s needs you cannot design and
that’s probably the most significant
part of industries and of course the
last is there is always a leap into the
future you have to be able to leap ahead
and pre-emptive thinking is a huge part
of the whole aspect of design so my
leaving this is the last slide my whole
vision today is to kind of express the
fact that I think design is not
percolated large enough in the country
you you set up your homes you don’t see
it on streets on pavements and that’s
one space that now we’re looking at
building up can we create really
beautiful experiences streets in India
and that’s something that’s our next
dream thank you
[Applause]
hi there’s nothing that I can do that
will match that performance before me so
I’m going to talk to you about
industrial design and my journey in
industrial design it’s been a tough
journey I think it’s an area that’s not
very well known in India and commonly
misunderstood and I’m going to walk you
through a journey of how I kind of
landed up in industrial design and
something that I feel is a sweet spot of
mine but I had to explore it it’s not
something I have triggered at the
beginning of my entire journey in this
career I come from an army background my
dad was in the army and we actually
spent a lot of time in small towns all
over India and was exposed to a lot of
nature and I think a lot of these things
I believe that you do as a child really
shape you as an adult and for me I
started off painting I mean I was a
student that enjoyed science a lot
physics a lot but I used to paint a lot
I couldn’t figure out whether that be an
artist or a doctor you know I ended up
looking at studying nature and I used to
use my paintings as a method to study
nature is to study and not Anatomy I’d
study human bodies animal forms and at
that point there was nothing about
design that was known and I would just
continue doing that and I was enamored
by physics and you know the basic things
of refraction reflection this is
something I did when I was nine and I
realized that you know I didn’t want
want to be an artist but it’s something
that really touched me and I started
building models I enjoyed working with
my hands and I started figuring out this
something that’s missing I couldn’t
figure out what I wanted to do I mean I
had architecture as an option and I
really didn’t want to do architecture to
something more special as to build a
whole lot of models anyone wanted
something I’d build it for them and
started realizing that I could use my
skill to express ideas and that’s how I
kind of started moving to design and
somewhere down the line my father
actually told me about
an ID and why don’t you just take part
and see and see if we get through and I
wasn’t sure and I managed to get through
and that’s when my journey and design
started and I’ve started using that
foundation that I built up that skill
not as something to impress anybody but
just to articulate and communicate ideas
and that kind of landed me up designing
products and products is designing
products for India or something that’s
been a dream for me and it’s also dream
for me to put India on the you know on
the world map for design it’s really not
known for design and that’s a long
journey but hopefully at some point
we’ll be known for that so I kind of
started creating whole lot of products
this is the glass that has no base so
when you lift it up it has no you know
it can’t stand on its own so it kind of
amalgamated a lot of what I learned
which is mechanics physics the whole art
form of expressing and I started
creating objects and I found my journey
wearing towards Titan I worked with
Titan for about 13 years I built up
their design studio we didn’t have a
design process at all and I started just
doing deconstruction of watches that
existed so I’d make these drawings early
on in my early 20s and then kind of
study what people what the great
designers did with watches and I started
understanding the fact that there’s so
many disciplines in design that get
almost seamlessly meshed together
I found typography has a great way of
designing watches and that’s the first
method I kind of expressed to Titan and
we started formulating a way of creating
products and that’s when my entire
journey of what I did is in school which
is painting I brought that back as a
method to kind of showcase ideas to the
company and started building this up – I
started with watches I mean I learnt a
lot about understanding everybody else’s
categories which is when you’re a
designer you have to work with the whole
range of professionals and most of them
much older than you and with a lot more
depth of experience in their category so
you have to be able to have at least an
arm’s reach knowledge of
you know the expertise that you work
with so I worked on tractors and when I
was at college and then I finally
started designing complete products and
I realized that the whole thought of
building ideas is that it just not
doesn’t all stem from you it’s all about
how you can connect with consumers it’s
not an art expression for me but it’s
more how do I use an idea that I
possibly germinates in my mind but
effects a million people and that was
the vision that I wanted to kind of
create with the work that I’m doing so
this is a bicycle design for the masses
it’s designed like a assembly kit of
parts that you can put together yourself
my first job as a product designer
really was a graphic design but I didn’t
say no to it so whole whole intent of
design is to be able to straddle various
categories not worry about your
expertise but kind of transfer the
sensibilities into whatever you do so I
was given this large task of building
the brand for jewelry and now it’s a
well-known brand of course but at that
point I was just what when he to when I
built this and we had no computers we
actually I used I went back to my skill
of painting I actually create this
typography just painting these forms and
then keeping them at about 50 feet away
and kind of looking at how this logo
would come together and today they
haven’t changed this at all I expanded
it
so I started getting a little hungry
about product design and I wanted to
really see what footprint I could leave
back in this and I saw a very earlier
early on expressing my own line of
products so I’d look at melding
technology material processes and
interesting design innovations to come
up with products
I think the landmark changed for me at
Titan was when I was part of a team that
built age and it took us about four
years to create this product and I was
the youngest one there but the what it
taught me was collaboration is probably
the future for design you have to be
able to dip into everybody’s expertise
to create a product that is absolutely
seamless and it’s something that you can
credit to a large team and edge is
something like that I mean something
that the country at least created that’s
been a landmark for the watch industry
so I built a whole lot in the watch
space and kind of expressed a lot and I
think that whole journey led me to
infusing the fact that the studio that I
run now should run on collaboration it’s
all about collaboration and I started
looking at this whole idea of working
with much larger organization so we won
the bid to create the baton for the
Commonwealth Games and we were the
smallest bidder and that so I had to
actually literally put in larger teams
to kind of give me weight so when we won
this we actually started building up the
whole idea of you know it’s not just
about the end product it’s about the
entire journey that you create so we
collaborated with the army we actually
picked up soil from every state in India
and applied that with an innovative
process onto the baton we use GPS
technology you know so that’s how we
kind of put it together so we started it
was exhilarating we didn’t have a
solution that the at the beginning of
the project but we started looking at
how we can start establishing larger
processes of design this is not
interesting but India is always seen
from a perspective of the past and we
wanted to showcase the fact that India
is you know really looking ahead in the
future and we wanted technology to be
infused seamlessly so we looked at and
interesting idea of GPS being connected
with the flag colors so there we time
this baton move from one country to
another could actually change the flag
colors on its own
so it customized itself to each each
country and it kind of showcase the fact
that India is not shouting out
technology but there they have a solid
foundation that exists across that so we
created these products which really was
a landmark change for me and I kind of
started instilling that process in
everything and that is just to quickly
walk you through a little bit of what
design is all about I mean for me when
we create products we actually have to
like I said it’s about consumers you
understand the insights of a consumer
understand habits and it’s not like a
huge science but you have to use common
sense your depth of knowledge and kind
of build up thoughts it starts then and
you start building up engineering is a
huge part of it I think the we try and
push engineers to be seamless design
engineers so they understand this design
sensibilities and we get designers to do
the same the other way around so we you
we use prototypes in a big way and I
think prototypes is something that
really defines and clarifies ideas
because everything’s on a piece of paper
before that and we build our own
prototypes and we test ideas and this is
the point where you actually say you
throw all that effort out or you
actually take it for ahead a little bit
of a bird’s-eye view of that whole
process I mean like I said I think it’s
it’s the it’s not it’s it’s an
amalgamation of an art form of
engineering and great mass production we
did this for him earlier we actually
manager of a hall of emolia’s packaging
design so if you look at it we took a
simple insight in malleus about old
ayurveda formulations that have been
contemporized so we looked at x-ray
imagery and x-ray imagery is very
interesting it has a science pinned to
it but it’s about herbes so we kind of
built that as you know the entire
platform for what the brand sits on it’s
important in design the kind of you know
almost redefine boundaries you have to
take a commonplace object and be able to
give it something new that’s how you you
know the intent is not to make it new
but also to you know improve convenience
this is an interesting faucet you just
swing it around and it kind of
cool to warm water and it has the whole
semi optics of it being shut in open
unlike typical classical faucets this is
the speaker’s a speaker that uses bulb
you know power from any bulb socket and
runs it so you can wirelessly configure
speakers any way that you know so this
is a speaker come light simple things I
mean this is a very old product it’s
it’s a product that hasn’t changed for
decades and we actually took about four
years to convince the company to change
to a new product we did very small
innovations but I mean at the end of it
it’s a small engagement with the
consumer we did a small asymmetric
keyhole which is traditionally it
doesn’t exist and the whole inside there
was it should be able to be a lock that
you don’t have to use any you know it
has to be something you just place in
and open the lock without fumbling for
that Ferriero that you see in the
keyhole and this completely changed the
platform for the lock and it also
additionally benefitted from the fact
that it was difficult to copy so you had
to make new masters for guys who make
extra keys simple things like the thali
I mean the tallies exist for yours and
it’s something that we believe also can
be redefined so can we take fine dining
and and Thalys you know the whole
experience of eating and can be recreate
something in bone china so we’ve
actually built that as an interesting
proposition for a company we now are
approached by companies to Norway the
build problem but they give us a broad
perspective abroad opportunity and we
kind of work through the solutions so
whether it’s lighting weathers jewelry
it’s it’s something that is not defined
to us and we start exploring it we’ve
reached the stage where we now started
talking about design language you’ve
seen that in the Apple phones and every
every company that has a large portfolio
wants a product that you can see from a
distance and say that’s that’s the brand
it is and we are now attempting to then
it’s it’s largely about creating design
codes within products so this is how you
can see what you know one product
expands to a whole portfolio
we’ve done that for watches and of
course simple brands like Louis Philip
that is largely in the short space and
then how we’ve kind of taken them into a
completely new category there is like a
getting back to the whole bit of art
such design does have a certain amount
of expression that you can build and
we’ve done the Formula One race trophies
and I think these are interesting
expressions of how engineering design
and an art form which is culture can
come together in a very interesting
manner using very strong Indian
foundation for you know the genesis of
the era we took the chakra and the
chakra was then inspired into an
automotive form and this became the
trophy for the races we’ve then expanded
that to a whole range of trophies done
across large organizations this is a big
part of it how do you create desire and
desires an important part in product
design it’s not that you’re just solving
a problem it’s something that you must
have you must be able to seamlessly
solve a problem and I think we’ve done
that it’s there across every product
that you see that’s successful
functionality is almost solved without
it being very obvious this is a this is
a pure form created as a form of desire
because we looked at the whole soap
shape creating that sense of desire this
is a fragrance that does that if you
look at you can transfer that across
anything finally on on design
specifically we’ve started helping a lot
of companies build interesting
technology ideas and convert them to
products that are successful so design
can be an enabler it actually can create
look for an opportunity and then convert
it to very interesting you know
expression so this uses basically 3d
sculpting and we built up a bust for
Jamshedji Tata when we were given just
one picture of him you can use processes
technology this is wireless technology
we’re building chandeliers now also with
technology and design kind of seamlessly
bring in a very interesting amalgamation
design it kind of gets you to recreate
completely new expressions because of
the kind of palette that we have today
so this is a just last ending on four
elements I think the key things to
design that I believe we should have is
the first part is context context makes
this huge difference a sea of difference
I mean what where and how you design
makes enormous difference so if you see
something abroad and you just plant it
here it just won’t work it context makes
a difference the other is the whole
aspect of balance today you have to
design for the future you can’t be
designing creating waste it has to be
sustainable empathy is the most
important thing and we don’t understand
the person’s needs you cannot design and
that’s probably the most significant
part of industries and of course the
last is there is always a leap into the
future you have to be able to leap ahead
and pre-emptive thinking is a huge part
of the whole aspect of design so my
leaving this is the last slide my whole
vision today is to kind of express the
fact that I think design is not
percolated large enough in the country
you you set up your homes you don’t see
it on streets on pavements and that’s
one space that now we’re looking at
building up can we create really
beautiful experiences streets in India
and that’s something that’s our next
dream thank you
[Applause]
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