With design emerging as a dynamic sector in India today, the India Design Report released by CII captures critical developments across several design disciplines. The report includes the results of an in-depth online survey conducted by CII among design businesses, businesses using design and design schools. This is the only report covering the vital sector of Design. It also presents a comprehensive discussion on the design landscape, design disciplines, design education and the way forward for the sector. The survey, which had 260 respondents, paints a positive picture of the sector with many young, dynamic firms operating in the sector and optimistic about their future. According to the survey, 54% of design businesses reported annual revenues between Rs. 10 lakhs and Rs. 5 crores with an overwhelming majority of respondents saying that average project value, number of clients and financial performance have increased over the previous year. Nearly all are likely to hire new staff. Businesses using design see an increasing role for design in their enterprises. Manufacturing industry is the biggest design user, closely followed by consumer goods and retail.
According to the report, the Government should integrate design in its mission and objectives such as Make in India, Digital India and Smart Cities. For example, design needs to be an integral element in the overall manufacturing value chain. The report suggests that the Government could initiate funding programmes for design stakeholders. The CII, which has worked incessantly to promote design over the last 15 years, could provide organizational and promotional support.
The report suggests several ways in which the government can encourage a design culture including the following:
· Establishing design hubs, responsible for building design capacity, knowledge and innovation.
· Providing tax incentives in the form of a tax deduction to companies on their design expenditure.
· Giving preference to products with the Indian Design Mark in their procurement policies
· Establishing a design grant programme to assist mid-size companies operating in the manufacturing sector.
· Creating a fund for promoting design by showcasing design in national trade fairs and international trade shows.
· Establishing a design-led manufacturing accelerator to provide seed funding, investments and mentorship for design ideas.
Reiterating the importance of developing design capability in today’s scenario, Mr. Chandrajit Banerjee, Director General, CII, said that “In today’s global economy, competitive advantage belongs to those who innovate”.
2nd December 2015