Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
November 2016
www.britishcouncil.in
In partnership with:
India Design Council
C/o National Institute of Design
Paldi
Ahmedabad 380 007
India
We work with over 100 countries across the world in the fields of arts and culture, English
language, education and civil society. Each year we reach over 20 million people face-to-face and
more than 500 million people online, via broadcasts and publications. Founded in 1934, we are a
UK charity governed by Royal Charter and a UK public body.
In the year 2007, India became one of the few countries to adopt a National Design Policy. To
enable the policy implementation the Indian Government announced establishment of Indian
Design Council (IDC) in March 2009.
The India Design Council is spearheading the national design direction and is working with other
government agencies, the design community, industry and education institutions to promote
design in business, society and public services and developing design excellence.
Executive Summary 6
Introduction 7
Design in India 9
Glossary 33
Acknowledgements 34
I am delighted the British Council India is experiencing a similar releasing it during the India-UK
and India Design Council are growth in design and, as this Tech Summit in Delhi alongside
publishing this report into the report shows, will need more the visit of the British Prime
growing impact of design in than 60,000 designers by 2020 Minister to India.
India, the role of international working in a market of potentially
collaborations for the sector and INR 188.32 bn (£1.43 bn). We
the role and impact of Indian believe that partnerships with UK
Government policy to support educational institutions can be a
and promote its growth. key way to help the Government
of India respond to the demand
The UK is known as a world- for qualified designers alongside
leader in design education. its increased support for design
British designers are developing education through new National
products that improve the lives Institutes of Design.
of tens of millions of people –
from the smartphone to smart Drawing from real experiences of
drug delivery systems. Recent design institutions and industry,
research by the UK’s Design this report provides up-to-date
Council shows that design information and analysis of the
contributes £71.7bn of value to changing landscape of the design
the UK. Design has created jobs at sector. I am very pleased we are
three-times our national average
and employs 1.6m people.
Alan Gemmell, OBE
Director, British Council India
We already know the value of This is a comprehensive report I sincerely hope that the readers
design as a vital component about design education in India will find it illuminating, informative
of economic development to date. It brings together, in a and useful.
and social well-being. India’s single document the information
competitiveness as a global needed to understand the design
economy hinges on our ability to education landscape. With
harness that power of design. data, analyses and information,
it covers all aspects of design
Design education in India is education in India and represents
a valuable asset, which must the views of the design industry
be nurtured so it can go from and institutions.
strength to greater strength.
We need a sufficient number of The report provides an important
designers to drive the industry source of information and basis
and to devise solutions to for further dialogue between
face up to challenges such as Indian and international design
sustainability, smart cities, clean institutions, especially the UK.
India, and effectively delivering This report, a collaboration of
public services. We also need the the British Council in India and
methods of design education to India Design Council, provides a
inform the pedagogies of other number of recommendations on
faculties of learning. In order to areas in which the international
secure intellectual leadership of community could collaborate with
Pradyumna Vyas
the future and to enhance the Indian design institutions.
Member Secretary
innovation capacity of the nation,
India Design Council
we need to invest more in design
education.
The key findings of this report fall the design potential is fully 7. There exists a trend of
under three broad headings: the realized. Currently there forming international
increased demand of design are approximately 7,000 partnerships to initiate
in the country and its knock- qualified designers in the a new design institution.
on effects, the importance of country and approximately The success of these
international collaborations 5,000 students in design partnerships is an excellent
identifying key opportunities, education. benchmark for more such
and finally, the role of Indian collaborations.
International Collaboration
government interventions.
Opportunities Government Interventions
Growing Impact and 4. The United Kingdom is 8. The Government of India
Importance of Design followed by the United has offered increased
Education States of America, Italy and support for design education
1. Design in India has matured Netherlands as favoured by announcing and
over the years and is countries for international implementing initiatives such
booming. By 2020, the collaboration for Indian as new national institutes of
potential market for design institutions. USA followed by design, design innovation
in India is expected to be the UK, is the top destination centers, Design Education
INR 188.32 billion (GBP for Indian design students to Quality Mark and national
1.43 billion). Only a fifth study abroad. aptitude test for design.
of the design market is 5. Greater opportunities for 9. The Indian government
currently tapped. international collaboration acknowledges the role
2. From a handful in 2010, the are in the area of of foreign universities
number of design institutions developing and delivering in achieving its mission
has grown to over 70 by niche programmes in the of transforming India into an
2016. emerging domains of design. Asian higher education hub
Introducing more master’s and there are positive signs
3. Given the positive programmes and Ph.D. of a major policy initiative
demographics, rising programmes will further in this direction coming
educational aspirations, increase opportunities for through.
openness to pursue alternate international collaboration.
careers, employment
opportunities and increased 6. International collaborative
affordability of higher programmes do not pose
education, the number of a big challenge for Indian
design aspirants is increasing design institutions. Students
every year. The number have shown an increasing
of designers required by interest in international
2020 in industrial, graphic, mobility and other aspects of
communication, packaging collaborative programmes,
and other design domains while legislative constraints
will be 62,000, provided have been reported to be
only marginally challenging.
The research draws from real This was supported by desk curriculum, student numbers
experiences of design institutions research and sourcing literature and quality, and industry institute
in India and provides up-to-date available from open sources. The collaboration.
information and analysis of the responses from the survey were
opportunities for international compiled and weighted averages The Design Industry Survey
collaboration to promote and were reported. covered aspects related to
strengthen design education recruitment patterns, industry
and research in India. It also Academic Institution Survey satisfaction with design
factors in the opinions of the explored trends in student graduates, industry participation
design industry about the state enrolment scenarios, pathways of in design education, internships,
of design education in India. The the graduates, faculty salaries and understanding of the levels of
design domains considered for availability, teaching and learning critical skills and attitudes among
the report are–furniture design, practices, internationalization design graduates, and salaries
graphic design, motion graphics, strategies and perceived choices offered to graduates at entry
animation and new media design, of students for international study. level. Survey questions also
industrial design, automotive The survey sought qualitative included satisfaction levels with
design, toy design, exhibition inputs on the present situation of design curriculum, quality and
design, lifestyle product design, the study of design in comparison quantity of students and industry–
retail design, and HCI / UI / UX. to the last six years and also institute collaboration, future
about the future of design pathways for design education
The findings of this report are education in India with respect and how current programmes
based on the survey conducted to academic staff, infrastructure, are responding to the changing
with the design education landscape.
institutions and the design
industry representatives. 33 of
the 66 institutions and 12 of the
80 companies responded to the
survey.
Design Innovation Centers Design Education Quality sector, and at all levels of higher
Mark education qualifications.
Ministry of Human Resource
Development has announced The India Design Council has The Design Education Quality
a National Initiative for Design evolved a quality code for setting Mark has been formulated
Innovation. Under this initiative, and maintaining academic with the main idea of creating
20 new Design Innovation standards, programme design a comparable, compatible,
Centers (DIC), one Open Design and approval and programme coherent and recognizable
School (ODS) and a National monitoring and review for design system of Design Education within
Design Innovation Network education institutions in India. the framework of Quality Code.
(NDIN), linking together all It has also evolved a Higher
these schools, would be set up. Education Review Process to The Quality Code and the
ODS would ensure maximum implement the benchmarking Quality Mark will ensure a quality
reach of design education system in adherence to the design education system within
and practice in the country quality code. the country, promote mobility
through various collaborative of students nationally and
education programmes (linking The India Design Council has internationally, introduce a credit
a broad spectrum of educational collaborated with the Quality system for the assessment of
institutions) and free sharing of its Assurance Agency for Higher study performance and recognize
courseware through the Internet. Education, UK (QAA). The British levels of qualification offered by
Council in India helped and the design educators.
NDIN would be a network of supported this collaboration.
design schools that work closely The Design Education Quality
with other leading institutions The India Design Council believes Mark will:
of industry and academia, in the principle of institutional
NGOs and government to autonomy and, as such, believes • help to promote confidence
further the reach and access of that the primary responsibility of students, parents,
design education, to promote for quality assurance in higher employers and society in the
design innovation in all sectors, education lies with each quality of design education
and to develop wide-ranging institution itself. The Quality • assist design institutions in
collaborative projects between Code represents this underlying enhancing the quality of their
institutions. ODS and NDIN would principle and will serve as an programmes
also raise the standards of agreed point of reference for
• improve the quality of
design education and innovation continuous enhancement and
academic programmes
in the country through various for aspiring towards international
for students and other
initiatives, including the creation best practice. It represents a
beneficiaries of design
of fabrication labs and digital system that is reasonable, reason-
education
media zones across educational based, and peer-sanctioned.
institutions on a large scale. More • ensure that there is clarity
information about this initiative The Quality Code and the review and transparency in quality
can be accessed at http://mhrd. process are applicable to all kinds assurance processes and
gov.in/national-initiative-design- of design education institutions, outcomes
innovation-0 whether from public or private • encourage a culture of
quality improvement
The next five years are extremely required in industrial, graphic, into a discipline, replete with
crucial for the Indian design communication, packaging tools and frameworks. There is
industry, as there has been a and other design domains is a growing focus on systematic
phenomenal growth in each approximated at 62,000 provided and methodical incorporation
sector along with the growth the design potential is fully of user experience in design,
in demand for design. There is realised. which entails the involvement
expected to be a huge demand of competencies in marketing
from the market for professionally The design institutes in India need research, consumer behavior,
run design companies, as well as a transformation. There is a need technology, anthropology
professionally trained designers. to increase emphasis on research and psychology in the design
and doctoral education. Design processes. It is important
The potential market for Industrial institutes need to cooperate for Indian design institutions
Design in India is pegged at extensively with other domains to embrace these new
approximately INR 50 billion of study, such as business, developments.
(GBP 612 million) and by 2020, social sciences and technology.
it is expected to grow to INR Designers today are expected to Globally, design companies have
110 billion (GBP 1.34 billion). think beyond mere artefacts and developed a suite of services
The graphic, communication be more strategic in their work. using design thinking and design
and packaging design industry The boundaries within known methods. Different kinds of design
potential is INR 56.2 billion (GBP design disciplines are blurring services developed globally are
688 million). Other domains of and there are several other design of services, design of
design constitute a market of INR disciplines that are practicing public services, green design,
10.62 billion (GBP 130 million). design. Design has become etc. India needs these capabilities
The present size of the design pervasive and hence the nature especially to contribute to the
industry is estimated to be INR of design education also needs a national missions announced
21 billion (GBP 257 million) with change. A new way, marked by an by government of India. Design
a potential of INR 116.81 attitude of openness, cooperation management and strategic design
billion (GBP 1.43 billion) and and exploration is needed to are other two areas where India
future potential of INR 188.32 change the way design education needs to evolve its capabilities.
billion (GBP 2.30 billion) by 2020. is perceived.
Under the present circumstances, The opportunity here for the
against a potential of INR 116.81 Niche Programmes British universities is to bring in
billion (GBP 1.43 billion), the Design is now branching out their experience and expertise
realised marked is only INR 21 of its core roots to newer in the areas suggested above
billion (GBP 257 million) meaning applications and utilities. Areas and similar such niche areas
only one fifth of the potential is such as interaction design, and take advantage of the new
yet realised. service design, transformation opportunities along with their
design, and instruction design partner institutions.
There are approximately 7,000 are establishing new paradigms.
qualified designers in the country Continuing Education
New tools and methodologies are
and approximately 5,000 in the and Faculty Development
being developed.
various campuses pursuing Programmes
design education. By 2020, From being an intuitive The number of institutes
the total number of designers discipline, design is growing providing design programmes
Note: Exchange Rate (1 GBP = 81.70 INR) has been used throughout this report
Amaresh Chakrabarti
Professor and Chairperson
Centre for Product Design and
Manufacturing
Indian Institute of Science
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