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The
vision for a National Design policy envisages the following:
i.
preparation of a platform for creative design development,
design promotion and partnerships across many sectors, states, and regions for
integrating design with traditional and technological resources;
ii.
presentation of Indian designs and innovations on the
international arena through strategic integration and cooperation with
international design organizations;
iii.
global positioning and branding of Indian designs and making
“designed in India” a by-word for quality and utility in conjunction with “Made
in India” and “Served from India”;
iv.
promotion of Indian design through a well defined and
managed regulatory, promotional and institutional framework;
v.
raising Indian design education to global standards of
excellence;
vi.
creation of original Indian designs in products and services
drawing upon India’s rich craft traditions and cultural heritage;
vii.
making India a major hub for exports and outsourcing of
designs and creative process for achieving a design-enabled innovation economy;
viii.
enhancing the overall tangible and intangible quality
parameters of products and services through design;
ix.
creation of awareness among manufacturers and service
providers, particularly SMEs and cottage industries, about the competitive
advantage of original designs;
x.
attracting investments, including foreign direct
investments, in design services and design related R&D; and
xi.
involving industry and professional designers in the
collaborative development of the design profession.
The strategy to achieve
this vision would focus on strengthening quality design education at different
levels, encouraging use of designs by small scale and cottage industries and
crafts, facilitating active involvement of industry and designers in the
development of the design profession, branding and positioning of Indian design
within India and overseas, enhancing design and design service exports, and
creating an enabling environment that recognizes and rewards original designs.
ACTION PLAN
The Action Plan
for implementation of the National Design Policy will have the following
components:
(i)
Setting up of specialized Design Centres of “innovation
Hubs” for sectors such as automobile and transportation, jewellery, leather,
soft goods, electronics/IT hardware products, toys & games which will
provide common facilities and enabling tools like rapid product development,
high performance visualization, etc. along with enterprise incubation as well
as financial support through mechanisms like venture funding, loans and market
development assistance for start-up design-led ventures, and young designers’
design firms/houses.
(ii)
Formulation of a scheme for setting up Design
Centres/Innovation Hubs in select locations/industrial clusters/backward
states, particularly in the North East.
(iii)
Preparation of a plan for training of trainers and for
organizing training programmes in specific processes/areas of design and
continuing education programmes for practicing designers from Design
Centres/Innovation Hubs.
(iv)
Preparation of a mechanism for recognizing and awarding
industry achievers in creating a brand image for Indian designs through the
award of a India Design Mark on designs which satisfy key design criteria like
originality, innovation, aesthetic appeal, user-centricity, ergonomic features,
safety and eco-friendliness.
(v)
Encouraging Indian firms and institutions to develop
strategic alliances with design firms and institutions abroad to gain access to
technology and know-how improving Indian design.
(vi)
Creating mechanisms for sustainable quality improvement in
designs in India.
(vii)
Laying special focus on up-gradation of existing design
institutes and faculty resources to international standards, particularly the
National Institute of Design (NID) and its new campuses/centres. With a view to spreading quality education
in designs to all regions of India, four more National Institutes of Design on
the pattern of NID will be set up in different regions of the country during
the 11th Five Year Plan. The
possibility of new models for setting up of such institutes, in keeping with
the current economic and educational paradigms, will be explored. In this context, the public-private
partnership mode could also be an option.
(viii)
Initiation of action to seek “Deemed to be University”, or
‘University’ under section 3 (f) of the University Grants Commission Act,
status for the NIDs, so that they can award degrees of B.Des and M.Des. instead
of just diplomas as at present.
(ix)
Encouraging the establishment of departments of design in
all the Indian Institutes of Technology (IITs) and all the National Institutes
of Technology (NITs) as well as in prestigious private sector Colleges of
Engineering and Architecture.
(x)
Upgrading quality of engineering design, machinery design,
process design, design materials, environmentally sound and socially and
culturally relevant designs.
(xi)
Encouraging the teaching of design in vocational institutes
oriented to the needs of Indian industry, especially small scale and cottage
industries, in primary and secondary schools as well as tertiary educational
institutions.
(xii)
Introducing short-term training courses and continuing
education programmes by NID and other design institutes targeting on needy
sectors and catering to the diverse sectors including agricultural and
artisanal sectors.
(xiii)
Organising workshops and seminars to create more awareness
than at present among industrialists, particularly in small scale and cottage
sectors, in different parts of India especially on the intangible aspects of
design processes.
(xiv)
Sustaining and strengthening India’s traditional knowledge,
skills and capabilities while being sensitive to global heritage so that our
shop floor workers, craftsmen and artisans could be engaged in manufacture of
innovative products and contemporarisation of traditional crafts for broad
spectrum of uses and niche markets.
(xv)
Facilitating the establishment of a Chartered Society for
Designers (on the lines of the Institution of Engineers, the Institution of
Architects, the ‘Medical Council’, the Bar Council, etc.), to govern the
registration of Design Professionals and the various matters relating to
standard-setting in the profession.
(xvi)
Setting up an India Design Council (IDC) with eminent
personalities drawn from different walks of life, in particular, industry,
whose functions, inter alia, would be as follows:-
·
Undertake design awareness and effectiveness programmes both
within India and abroad;
·
Act as a platform for interaction with all stakeholders;
·
Undertake R&D and strategy and impact studies;
·
Accredit design institutions;
·
Develop and standardize design syllabi, etc. for all
institutions in India imparting design education;
·
Conduct programmes for continuous evaluation and development
of new design strategies;
·
Develop and implement quality systems through designs for
enhancing the country’s international competitiveness;
·
Coordinate with Government to facilitate simplification of
procedures and systems for registration of new designs;
·
Assist industries to engage the services of designers for
their existing and new products;
·
Encourage design and design-led exports of Indian products
and services including outsourcing its design capabilities by other countries;
·
Take effective steps towards “cradle to grave
environment-friendly approach” for designs produced in India so that they have
global acceptance as ‘sustainable designs’;
·
Enable the designers in India to have access to global
trends and market intelligence and technology tools for product development and
innovations;
·
Encourage close cooperation between academia and industry to
produce proprietary design know-how while encouraging creation of new
design-led enterprises for wealth creation; and
·
Encourage and facilitate a culture for creating and
protecting intellectual property in the area of designs.
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DS/LV/CS
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National Design Policy
