15:52 IST
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.




             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

·         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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