Understanding Food: Anthro-Design Research

Understanding Food: Anthro-Design Research in the DCC class at Bangalore
Prof M P Ranjan
Quoted with permission from "Design Concepts & Concerns" blog

Image 1: Presentation by the Tamilnadu group in session at the NID Bangalore Centre. The group chose to build a flow chart of their understanding and the presentation uses a “story-board” that was represented like a film strip from the Tamil cinema story as shown in the illustration below. The storyboard was personified by the image of “Annaswamy” their man from Tamilnadu, from childhood to old age, and the food for all seasons brought into sharp focus by the overlapping threads of their story.

The first assignment at NID Bangalore dealt with mapping ones own knowledge about food and each group had a particular bias from which their knowledge was to be mapped and shared with the rest of the class. As describer earlier this thematic bias plays a strong role on how the subject is addressed and it even shapes the perception of the situation and this was quite evident in the various interpretations that were exhibited by the groups, each working with Climate, Region and Culture, as their given bias for investigation and articulation. While I did not specifically tell the students that they were not expected to do elaborate research on their subject of food with the bias assigned to each group, they did not have the time to do such research and all the teams had to fall back on their well of knowledge that resided in their collective memories and from which they drew quite liberally through a process of brainstorming, categorization and articulation to show their models and constructs on the given subject FOOD – with the bias of Climate, Region and Culture.

Image 2: The ‘story board” shown by the Tamilnadu group who used the persona of a young Tamil software engineer to represent their understanding of the chosen theme of “Food from Tamilnadu” shown here as a life time story, a journey from the cradle to a ripe old age, very interesting indeed.

The Second assignment saw the groups fanning out to various places in Bangalore to carry out direct contact research in the mode of “anthro-design” with each group being assigned to a particular region State of South India. The assigned States were that of Tamilnadu, Andhra and Karnataka, each assigned through a draw of lots, which was done on behalf of the group by their student coordinator. The group members then went into a huddle and made a plan for gathering information and this information strategy played out over the next three days with the groups meeting and exploring Food and eating places in Bangalore, each looking at their respective State issues and trying to make sense of the vast field that could be covered by the omnibus assignment with very low definition and broad interpretation. As designers they were to investigate the subject directly from the field in live contact with ‘experts” and ‘stakeholders’ from whom they could get valuable insights about their assigned subject – FOOD from one of the three chosen States of South India.

Image 3: The Karnataka group looked at the business of Food and explored the various dimensions of Karnataka cuisine as well as the typical resources of the State as they had discovered through their engagement with their contacts and eating-places across Bangalore city.

The Udipi café, MTR – “Mavali Tiffin room” and Café Coffee Day success story played strongly on the minds of this group and shaped the story that they had to share with the class through their wall size model and their mega success stories of food and the potential for a revolution from the State of Karnataka to the world at large. Their presentation was located in the basement workshop space of the NID Bangalore Centre and they impressed with their scale and sense of structure that was achieved in their model.

Image 4: The Andhra group was shocked by the stories of poverty and distress that came from many of their contacts across the migrant labour now in Bangalore. Their installation, which is the appropriate term that can best describe the assembly of objects, sarees and posters that the group assembled to tell their story, was colourful and then filled with coloured light and everything turned red….

Making contact with live sources of informants in the field is so important for design students since it is important for them to learn that what they need is not knowledge of the kind found in books as much as getting a feel of the situation and in picking up specific insights that would give them a sense of direction and a glimpse of the way the trends shaped up in their area of investigation. It is here that anthro design as a subject area gets appreciated and some degree of competence is built up in handling such research where book based knowledge would certainly not fill the need. This kind of experience would be useful for design students and through these experiences they would also learn about research strategies to be used in the field and the whole range of processes of making contact, making observations, meetings and interviews as well as processing the rich data from the field in order to glean insights about latent needs and future possibilities are all critical for design education.

Prof M P Ranjan

Food and AnthroDesign: Approaches and Attitudes for India

Image: The Indian “Thali”, a platter with a mixed set of offerings that are balanced and cooked to suit the occasion and the season, each region has its own varient and the exquisite food can be served on a leaf plate or all the way up the ladder in a silver one. Pictures sourced from Google image search for Indian thali.

This year the theme for the Design Concepts and Concerns course at NID Gandhinagar, Paldi and Bangalore deals with food. With rampant food inflation that has hit the economy over the past nine months and the looming threat of a runaway price of oil which has slowed down the world economy is a context in which we felt it would be prudent to see if a bit of applied imagination could help find new ways out of these pressing dilemmas. Indian food comes in a huge variety across many regional and climatic zones as well as cultural and social categories that has a long tradition behind the form and pattern of consumption by the people of these places. While there are many similarities across zones, the differences are palpable and give a sense of distinction through both form and flavours. These are influenced by a huge variety of factors both local as well as global, and the change in both tastes and habits are rapid as they are deeply protected by the same people across all age barriers. Can we understand these dynamics and apply this understanding to discovering new ways forward that can help the economy, the health of the population and solve many associated problems such as poverty, malnutrition and hunger in our society? We do believe that design and innovation can not just solve some of these problems but also address the larger threats of climate change and political inequity through a better understanding of food surplus economy and access to healthy food to all humans across the planet.

Image: Fruits and vegetables on the streets of Bangalore captured by an avid photo documenter, Rajesh Dangi, who shares his pictures on flickr rajesh-dangi’s photostream and on his blog called Bangalore Daily Photo.

Having said that, we can now look at the micro details of food production, distribution and consumption in our own locations and juxtapose these with global trends and changing aspirations of people. The tools that are used by designers are many and one of the significant new tools is called anthro-design or design-ethnography which helps us understand the finer aspects of human aspirations and behavior which determines to a large extant the choices that will be made by people to satisfy their needs. These can also help us understand the facts and fiction, myths and realities that we have to confront in the process of shaping alternatives that can be then decided through the group processes of politics and social and economic negotiation. The texture of reality is very important in design thinking and action and that is why designers need to go out and look at the reality even if a whole lot of information is available in the form of socio-economic study reports and market statistics. Imagine if someone told you that a street vendor made a living selling a few kilos of guava, mangos, or cucumber by offering a service of slicing the fruit with a knife and a sprinkling of salt and masala, a subsistence living that is. Where does the value come from which he can make a living? A service offered where it is needed and appreciated and that which is informed by the local knowledge of seasonality and local preferences for taste and nutrition and of course the economic reality that fruit is expensive in India and not affordable to most but desired by all. You will not find many market survey reports on these guys but they are all over our streets if we care to look. Rajesh Dangi,s pictures give us an honest view of this reality on the streets of Bangalore.

Image: Series of images from the Time Magazine story about What the World Eats. This is based on the research in the book titled “Hungry Planet: What the World Eats” by Peter Menzel, Faith D'Aluisio

The champions of anthro-design are growing in India and around the world and many new design companies and institutes are offering real research services to help understand the mind of the diverse user of services and products that is the foundation for any design and innovation programme. The discussion list called anthrodesign at yahoogroups.com is an active list that debates and shares insights about the skills and tools of the emerging discipline. Dori – Elizabeth Tunstall teaches the subject called Design Anthropology as an Associate Professor of Design Anthropology at University of Illinois at Chicago . Her blog Dori’s Moblog, is full of insights and very informative podcasts about the subject. Our own graduates have been offering this kind of research as a service to their corporate clients both in India and overseas. Uday Dandavate, an NID alumni, had set up the company called SonicRim along with his teacher, Liz Sanders from Ohio State University. Manoj Kotari, founder of Onio Design, Pune offers trend research to their clients as does Locus Design, Pune handled by three NID graduates, Chandrashekar Badve, Milind Risaildar & Siddharth Kabra and in the South, in Bangalore the IDIOM, which is the biggest design office in India, offers these services with a focus on retail business services. IDIOM is founded by NID graduates Sonia Manchanda, Jacob Mathew and Anand Aurora working in concert with Kishore Biyani, the retail mega star in India, the founder of the Big Baazar and Pantaloon and the Future Group in India.

Image: Nokia Mobile Development Report prepared by Centre for Knowledge Societies in Bangalore. The digital version of the report can be downloaded from this link here as a 15 mb pdf file.

In Bangalore there is another compelling presence in this business which is the Centre for Knowledge Societies which was founded by Dr Aditiya Dev Sood. CKS offers such design research insights into local markets and populations by mapping their aspirations and visually capturing the fine texture of the local along with statistical parameters that can inform innovation and design action in a variety of industries. The CKS report for NOKIA on the Mobile Telephones in India and more recently their “Emerging Economy Report: Societal Intelligence for Business Innovation” that offers insights on populations in Brazil, China, India, Indonesia, South Africa, Egypt and Keneya. This report is however a professional offering that can only be afforded by the multinational corporates however some information is available on the website. CKS has been in partnership with the Doors of Perception in assisting John Thackara in managing the DOORS events in India and this puts them in very good company indeed. John has been a impassioned advocate for design use at the local level and in his path breaking project DOTT07 with the Design Council, London took up Food as one of the thrust areas and his Doors of Perception too continues to promote the idea of local food and sensible consumption. Jogi Panghaal, an NID graduate and member of Doors, was the first design guru who sensitised us to the finer sensibilities of food in human society with his course offering called "Ways of Eating, way back in the early 90's.

Well, we now know that anthro-design both meaningful and also draws big money, and it is a way forward to sense and find attitudes and aspirations that lie below the surface and something that can provide us with design insights that no amount of hard facts and knowledge that science can provide. AnthroDesign is also something that designers do all the time to make sense of the world around them and to get an insight into the minds and emotions of the users that they wish to serve.

DCC2008 Theme Food: Design with participation and discourse

Food, Inflation and innovation in India

Image: A macro view of the Food constituency as a system of related influences and opportunity areas, which is by no means a complete picture. Students from many parts of India will work together and fill in the gaps and unfold hidden possibilities with their experience and their imagination

The Design Concepts and Concerns course which is taught at NID helps our students take the macro-micro design exploration route in their study and journey through the various pressing design problems and opportunities that we find in the Indian economy and that which is affecting the people most at the time when the course is being conducted are chosen each year. Design is always to be understood in context with a particular setting if we are to derive any meaning from the activity otherwise the meaning will be provided by the observer and this may not be the intended approach of the designers, in which case it is usually back to the drawing board. This year we have chosen to focus on “Food and Inflation”, two major issues that threaten the continuance of the Government of India if it is these concerns are not managed well enough and the global cues are not very helpful either, what with oil hitting the 145 USD mark over the weekend and with experts talking of a 200 USD level by the year end before things may start to cool off a bit, if at all.

The Indian Government at the Centre, is led by the Congress Party, which is a historic cousin of the Indian National Congress that brought Independence to the country, and in this avatar it is having its own set of problems with its coalition partners, particularly on the contentious issue of signing the nuclear non-proliferation treaty with the USA and the international partner members which will give India some degree of energy security in the age of exploding oil prices. Energy is one of the key drivers of the Indian economy as it is the worlds and with rising oil prices all nations will have to address their energy security, especially if they are as dependent on imports as India is in its efforts to keep growth of the economy at a healthy 9 percent plus for the next few years. Here again it is not clear if going nuclear is the only way forward with a country that is endowed with plenty of sunshine and wind along its coastline, many possibilities could emerge if only we tried. Inflation kicking in at over 11 percent in the last week puts paid to all claims of sustained growth and in a democracy heading towards an impending election across the country the Government is pulling out all stops to help stem the inflation tide, particularly in the very sensitive food price front, which hits the common man in the street the most, and therefore would be a sore issue at the hustings. The search for stability is hard to find in a shaky coalition when the partners are unwilling to budge from the nuclear stand. During the last budget the Indian food situation came into sharp focus this year with many instances of farmer suicides in many parts of the country, especially in the Vidharbha region, and the Government made a magnanimous gesture of waiving all farm loans of small and marginal farmers and promised to support the banks through fiscal supports to provide them the safety net needed. This gesture ran into several tens of thousands of crores, and according to The Hindu, about Indian Rupees 60,000 crores (one crore is equal to ten million Rupees) when it was first announced in the budget speech by the Indian Finance Minister and later modified to a much higher sum, very generous indeed, but the problem that lies at the heart of this dilemma still remains unchanged.
“Loan waivers are at best temporary palliatives to the problems facing rural India. Regrettably, the powers that be and the powers that want to be have rarely been willing to confront the difficult and complex problems.”
A. Vaidyanathan

Image: A Vaidyanathan in The Hindu, Thursday, Mar 06, 2008. (Read on here)

I wonder what would be the impact if even a small portion of this humungous sum of money were invested in the area of innovation in the food and agriculture sectors with a slightly longer term view, rather than by just looking down the barrel of the next General Elections a few months away? The use of subsidies when there is a political and economic crisis is quite commonplace but making investments in basic innovations that can provide long term answers to wicked problems is not seen as a practical move in our land of five year terms of public office and short term politics. Can we continue in this strain for long with all the negative cues coming from the global warming front and the economic downturn that is raising its head from the rising oil prices and to top it all the social unrest unleashed due to pressures of change and transformation like the opposition to the SEZ’s at Nandigram and Singur where the local farmers are up in arms against the TATA Nano project?
The Hindu Business Line, Monday, Jan 21, 2008: Bengal verdict on Singur
The Hindu Business Line, Friday, Jan 11, 2008: Inclusive innovation

Image: University of Industrial Arts, Helsinki’s historic building, the tram that is a sustainable tradition of the city and the Rector, Yrjö Sotamaa speaks out in favour of innovation of a softer kind. (Read more here)

These are not simple problems but we do believe that the boundaries of these problems can be explored through the use of design rather than on the streets through negotiations between adversaries from opposite parties. Design can if given a chance can indeed find and show alternate models that could then be presented to all stake-holders for a negotiated settlement of the conflicts. This form of innovation and change is at the heart of the future of politics and many countries are now beginning to recognize this power of design visualization and a recent example is the Helsinki event that merged three major Universities to form the new Innovation University which has been christened the Aalto University after the great Finnish architect and designer, more about this in my previous post on this subject.

We will not wait for the Government of India to change its policies about education and innovations in India but forge ahead instead with some basic explorations that can be done on our own in the classrooms at NID with the creative human capital that is available in the motivated students who have come to learn design at our school. In my paper titled “Creating the Unknowable: Designing the Future in Education” that I had presented at a peer reviewed design conference, EAD06 in Bremen, Germany in 2005, I have given an outline of the course called “Design Concepts and Concerns” that has been offered to NID students of all programmes over the past fifteen years. The blog that was set up last year to document this course in a contemporaneous manner can be seen at this link below and last year the theme was Water, which happens to be the most contentious issue across India and the world, which is getting worse by the day. Here we looked at the macro-micro design analysis of the context to understand the situation at a personal level of each student participant and then went on to build alternate models to address these issues through design imagination and innovative offerings. The course ended with a long list of design opportunities and some of these were selected by the groups of students to be visualized as scenarios that could make the imagined outcomes more visible and tangible for decision making processes that would be political and participatory, both people and the Government could be stake holders along a long chain of interest groups, al of whom could have an informed say in the matter that would affect all of us. Take a look at what they had to offer and give your comments and feedback for this year’s theme, FOOD & Inflation.

More at the Design Concepts and Concerns blog here.

Poverty and Design Explored: Context India

Image: Dr Sam Wong speaking to students at NID in the DCC class about design for sustainable development

Poverty and Design Explored: Context India
Last week we had a couple of visitors to NID, both looking at the macro issues of design and development as well as how we at NID looked at these same issues from our perspective of many years of experience of using design for situations that addressed rural poverty and design policy at the national level. Dr. Sam Wong from the School of Earth and Environment who asked us a question about our methodology for village intervention with design for sustainable living. Dr. Wong is on his way to Rajasthan to conduct a first hand study of development opportunities in rural areas and to look at the various roles for design in that process. This gave me an opportunity to reflect on the various projects done at NID over the years from the Jawaja project, through the Chennapatna toy project to numerous textile design projects such as the Dhamadka Block Print project and more recently to our “Katlamara Chalo” project that integrates bamboo cultivation with product manufacturing as a means to alleviate rural poverty using local skills, resources and local enthusiasm as the primary resource. In my reflections we were able to discuss and build a more generalized sketch model (shown above) that explained the process leading to the selection of the village through research and the building of an understanding of the context from which a number of design opportunities are identified and modeled before they are taken through a participatory development process that used the local strengths and resources in a sustainable manner, all with a design strategy layered with design thinking and action that is aimed at creating the product innovations and business models that could bring self reliance and sustained development to that particular situation. This process has been repeated many times by our students and faculty teams at hundreds of village centres across that country in numerous crafts pockets with a great deal of success. Unfortunately not many of these projects have been published although they are all live examples of success of such design interventions in the field in a very complex social and economic milieu that makes up the India village situation.

Image: Gisele Raulik and Darragh Murphy speaking to NID students in the DCC class about National Design Policies and their research in India and elsewhere.
The second visitor was Gisele Raulik Murphy, a design researcher from the SEEdesign Programme of Design Wales at Cardiff who is visiting India to examine the contours of the Indian National Design Policy and compare it to those of Finland, Brazil and South Korea. Gisele and her designer husband, Darragh Murphy, had an occasion to talk to my students in the DCC Foundation class about design policy, design promotion and design support programmes in many countries that they are researching just now. Gisele had invited me to the conference that she had helped organize on Design Support that was conducted by Design Wales in 2004. My paper on the status of design business in India can be downloaded from this link here. (conference paper 39kb pdf and visual presentation 573kb pdf) Her current visit to NID and India gave me the opportunity to share our thoughts and ideas about design policy and on my personal views about its larger role in India. I am eager to see her interactions with Indian designers and design administrators compiled and discussed in her forthcoming report and to review her insights through her extended study of a comparative analysis of numerous design policies across the world.

The way economists use the term planning today it seems that they do not take into account the various processes that we consider to be at the core of design as explained above, particularly, that of the core design ability of visualization through which design intentions are made visible to all stakeholders before the matter is taken up for sustained implementation with zeal and local participation. The economists prefer to use statistical and mathematically modeled projections and verbal constructs which do not touch upon the core areas of realisable innovations and this is an area that I think that design can help in bringing about a better understanding of even statistics itself. The work of people like Richard Saul Wurman and others in the field of information architecture and data visualisation have touched upon this use of a specific design ability to make visible, structures and forms of processes, situations and happenings, all explored in many complex manifestations. There are many other areas that design can be used in the planning and decision process of governments and industry where it is not used today and this is very evident to me each time i look at the work of our Indian Planning Commission and its publications. These bodies are filled with economists but at many times they seem to have very little faith in imagination and the creation of new and innovative offerings that the situation really affords, at least in my mind this is true. I do believe that these are not adequately addressed due to lack of understanding of what design can do in such situations by being a part of the process from the inside and designers too have not taken on the task of making all these possibilities visible by their own work due to lack of involvement, engagement and of funding at one end and stark apathy at the other. Many designers have taken the easy path of doing what they are told to do by their corporate masters who use their skills to slick up annual reports or company brochures.

I do feel that we need to raise this debate and explore the various roles of design and its potential application that is today ignored by design education and practice alike, including my own school, and we may need to raise that debate at a global level so that a new sense of commitment is brought into the use of design in areas far outside industry and business, and that is one of my objectives in setting up this 'Design for India" blog in order to create a platform from which I can share my thoughts on the possibilities that I see. I also find the peer review system of the research publications as not so perfect although it does work wonders for science analysis and knowledge creation but it may be extremely defective for design demonstration since the idea of “design opportunity”, a very specific term, as a combination of perception and imagination, excludes the viewer or reader from "seeing" the imagination part of the designers statement and therefore it compels the designer to take the idea far down the visualisation path before it can even dawn on others that the idea is truly credible. This means that we may need to create a platform or even many platforms for design incubation and development that can be accessible to many across numerous areas of application and need and these kinds of platforms just do not exist in India today, or if it does, it is dominated by administrative controls that stifle innovation and exploration which is critically needed to make the demonstration. Even at NID, our policies for faculty research and action are very restrictive and the sanction mechanism through administration is very stifling indeed. Some of us have had to battle hard to achieve a small degree of autonomy of action and this is not a good climate for addressing these complex problems which surround us here in India in an effective manner.

Jeffrey Sachs, author of “The End of Poverty: How we can make it happen in our lifetime” and Director of The Earth Institute, is an economist and a respected guide of many International programmes but I fail to see any signs of his deep understanding of design and innovation as we understand it today and here we, as designers and design teachers, have the task of educating our economists and the United Nations and World Bank statesmen, about the possibilities of design use just as the science community has managed to do over the past few hundred years of demonstration and application, their message to the world. This is where I feel the design policy of nations need to be directed to look at areas of real value and I am trying to get the attention of the Government of India to this possibility and to its potential in India and thanks to the internet we can make these statements directly today through our blogs (if managed properly) and I am aware that these have an impact, almost as much as any message in a peer reviewed journal such as the Design Issues or some other such respected platform with a claim of being scientific, but the challenge and problem is located in how we can get the people who need to listen to this to come to the table when the dominating theme in India and the world over is still science and technology and also management top a large extent, while design is not at all a part of that agenda at the level of discourse at the policy level in our nation. Most people, including Sachs, seem to believe that giving “development aid” is the way forward to poverty eradication and the whole aspect of building self reliance is often underplayed or even forgotten altogether. Many NGO’s turn out to be self serving agencies where the dependencies that are built between the donor and the recipient gives the donor a life long kick that they are doing some good in the world as good samaritans while they are in actually serving themselves and their ego needs. It is here that Ravi Matthai’s advise that the interveners must be completely dispensible in the process of building self reliant communities becomes relevant as he had advocated when we entered the Jawaja Project in the early 70’s.

Poverty and the Village Economy: Design Strategies for India

Image: Models prepared by systems design students from Product and Graphic Design after their recent visit to Jawaja in Rajasthan.

Poverty and the Village Economy: Design Strategies for India
This year the Design Concepts and Concerns course offered to the Foundation batch at the NID is looking at how design can help address some pressing needs of our villages, particularly in dealing with the problems associated with systemic poverty and how design thinking and action can help the people help themselves. The theme of this year’s course is water and its numerous manifestations and applications and the students have explored this space through mapping out design opportunities while trying to understand the needs of the five selected regions that have been assigned to the groups for their study and action. The Government of India has all but admitted that they have failed to deal with the huge problem of rural indebtedness and failure of agriculture and the only thing that they could think of was to give sops (as usual) in the form of a Rs 60,000 crore farm-loan-waiver scheme which addresses the symptoms and not the cause. I wonder what would happen if such funds were applied to the creation of imaginative solutions that are specific to each location through the use of design and through local participation? The massive and repeated occurrence of farmer suicides that have been reported from many parts of our country are the symptoms for a deep seated malaise that Government with all its massive investments in science and technology programmes on the one hand and in numerous financial and management schemes on the other, all of which have come to no real solution to this endemic problem.

This magnanimous gesture on the part of Government was further compounded by another show of opulent entertainment through a lavish indulgence that was exhibited by a group of corporate leaders and their wealthy and loaded counterparts from the entertainment world in a weekend bash at Jamnagar, all in a land of farmer suicides and abject poverty that is a real concern across thousands of villages that make up much of India. Mukesh Ambani is reported to have spent upwards of Rs 400 crores for this three day bash and I wonder if other rich farmers and our feudal zamindari system in rural India will try to emulate this act in the days ahead, some leadership, great role model!! Not that designers are far behind if one examined the luxury based projects that they carry out regularly with great aplomb and an uncanny disdain for any form of poverty that surrounds us in India, all while working for their corporate masters in the form of opulent trade shows, glamour events and branded experience merchandise and lifestyle products for the very very rich. Design itself is unfortunately seen as an activity aimed at the very rich and rarely as a process and an activity that can address the pressing needs of our country and its needy poor, which is a whole world apart.

Dr. Verghese Kurian, the great Anand milkman and founder to the Dairy Cooperative movement in India, has been calling repeatedly for the creation of rural support systems and educational institutes such as the IRMA, the Indian Institute of Rural Management, across several geographies in India but the Government continues to bash on with the setting up of more IIM’s, the Indian Institute of Management, that address the needs of corporate India when these particular entities are quite capable of looking after themselves, or should be doing so by all the means available to them. Some of us have been calling for an increased allocation of Government funds into the design education sector as well since we believe that this would help solve many of our human resource imbalances that are due to the excessive leaning towards science and technology on the one side and on corporate kind of management on the other hand, particularly at the higher education levels. This year the national budget has earmarked funds for yet more IIT’s and IIM’s while continuing to ignore the dire need for design schools as well as rural management schools that Dr Kurian has been talking about. The late Prof. Ravi Matthai, the founder Director of the IIM Ahmedabad had initiated a visionary programme for experimenting with rural education called “The Rural University Project” in the early 70’s and through this initiative he had inspired faculty and students of the IIMA and the NID Ahmedabad to cooperate in the field and build solutions for the rural poor. The Jawaja Project, as we called it at NID, had many initiatives that took design teachers and students to the villages of Rajasthan and Nilam Iyer through her Diploma Project had developed strategies as well as products using the skills and materials of the leather workers of the Jawaja village cooperative. The NID-IIMA involvement continued for many years and the stated objective of the Jawaja team led by Prof Matthai was to make the interveners dispensible completely through the building of the self reliance of the village people. This was indeed a very wise piece of advice when we look back at Jawaja after a period of 25 years. Ashoke Chatterjee in his 1997 interview with Carolyn Jongeward talks about the design journey with conviction and satisfaction. The interview was later published in Seminar magazine and can be seen at this link.

Image; Model and metaphor of the Raigar system of product based entrepreneurial venture prepared by the student team to understand the system.
The Raigar community, the Dalits of the region, were the poorest of the lot, and today they have gained the self confidence and the means to make their own living from the craft of making leather products which the are able to market in India as well as to many locations overseas. It is a confirmation that design support and local entrepreneurship can transform a communityt from being dejected and helpless to become confident and self reliant through a process of hand holding and encouragement which could induce local sustained action. It seems that the strategies that were developed and embedded into the design offerings for the Jawaja community has worked at many levels of complexity and today when a team of senior Product Design students from NID make a presentation of their field visit and findings from the Jawaja region, the message is very clear, that the design interventions have worked so well that the Raigars are the most financially secure community in the region today. These field studies were done as part of their systems design class at NID in their search for meaningful occupations for design in India today. It shows that design works and should indeed be used locally in each and every development situation to get the “Jawaja effect” to spread all over the country. Is the Government of India listening? I do hope so.

This strategy has been tried time and again by the NID faculty and students across numerous crafts communities all over India with a great deal of success. Paul Polak in his book “Out of Poverty: What works when traditional approaches fails”, tells us that his own experience with dealing with poverty in agriculture has used entrepreneurship and design strategy at the grassroots level to help eradicate poverty in many places across the world. His work and that of his organization, the International Development Enterprises, can be seen at their website link here.

Making of a design entrepreneur: Learning from peers

Image: Pankaj Varma and Julie Bose talking to Foundations students about their business experience of setting up a new brand called “Namo”, a series of Devotional Accessories as a design offering in the Indian marketplace.

Learning about business processes and business models has a two fold role in the making of a designer in India. The knowledge will hold them in good stead when they actually start practicing design and some of them will become entrepreneurs in their own right, by getting involved in start-up businesses using their design skills and entrepreneurial urge just as many of our graduates have done in the past. Many of such businesses have grown over the past ten or fifteen years and in my recent reflections in conversation with colleagues and students in the DCC class at NID we have identified several classes of such businesses that have been set up by our young designers who have graduated from our institute. The second aspect of business is the understanding of the channel through which the design solutions developed during the design journey are delivered to the public in an extremely competitive space of the marketplace. Many a time great design solutions get sidelined due to some other factors that are usually beyond the control of the manufacturer, promoter or even the product creator. These could be factors in the legal space, the financial strategies employed or even in the layers of branding and positioning that may have been adopted by the marketing team. It is clear that even these offerings can be designed and explored to both reduce risk as well as to respond to current aspirations of users as well as conditions in the market that may call for a revision of the offering in line with the time and place in which it is being made.
Image: The Namo design collection launched by designer entrepreneurs Pankaj Verma and Julie Bose

Making of a design entrepreneur: Learning from peers
I have asked the Foundation students explore the field by contacting our graduates in the field in order to find role models for themselves to emulate when their time is ripe for action in the field. India has been a particularly hostile territory for young design aspirants since we have had a protected economy for so many years and design and the risk that it entails was far from the minds of the trader manufacturers who managed our industrial empires as well as the Government that was more interested in control through standards and laws and taxation and special privileges and subsidies rather innovation and market excellence. In my presentation at the Conference on Design Support at Design Wales in 2004 I had the occasion to reflect on the Indian Design landscape and offer a number of categories for design businesses in India. This conference paper (pdf 39kb) and visual presentation (pdf 573kb) show the categories and these can be downloaded from my website at the links provided here. In order to give our students a framework to do their own research about their peers in the design business in India I offer a broad set of categories below which is in no way exhaustive but can give them a head start to look at this space and fill in the details for themselves as we go forward with their education.

Design schools and their curriculum has been focused on the creation of skilled personal for industry but many of our products, our graduates from the design programmes, end up being self employed and very happy indeed in that self appointed space. The journey may be traumatic for some or just as easy for others, but the lessons of the street food vendors that was explored by the DCC class would I am sure give our young aspiring designers some insights about how they too can survive in a hostile business environment which is not too supportive of design and the design activity in India has been just that over the past fifty years since the modern design movement started at Ahmedabad with the writing of the Eames India Report in 1958 (pdf 359kb). Perhaps this has something to do with the nature of design itself and only time will tell. The National Design Policy too is perhaps barking up the wrong tree and trying to create designers to serve industry masters, but are they ready to listen? We need to look at other models where designers can work directly with people who need their support and the policy frameworks could be moulded to facilitate such a direction. Here I would draw the attention of my students to the experiments in the Northeast of England where the Design Council UK has carried out the DOTT07 initiatives with John Thackara of Doors of Perception fame as the design leader. Their book, publications link and online documentation pdf (5454kb) of this live one year long initiative is very exciting indeed and could be a model for decentralised design action in India as well. Design schools may need to reexamine their curriculum to ensure that entrepreneurship is included in their mandate and this may bode well for design profession in India going forward.

The broad categories that we identified for design action in India are listed below:
1. Design Consulting Offices (DCO’s) (a few names in each category)
Design Directions: Satish Gokhale and Falguni Patel (Product & Graphic Design)
Ray & Kesavan: Sujata Kesavan (Graphic Design & Branding)
Incubis: Amit Gulati and Sabyasachi Paldas (Product Design, Architecture and Branding)
Korjan Design Studio: Dinesh and Rashmi Korjan (Product Design)
Elephant Design: Sudhir Sharma and colleagues from NID (Graphic, Branding, Exhibition etc)
Idiom Design Studio: Sonia Manchanda, Jacob Mathew et al (Branding, Graphics, Retail)
Design Workshop: Devashis Bhattacharya (Graphics, Branding & Exhibitions)
Icarus Design: George Mathews (Product Design)
Whisper Design: Niladri Mukherjee (Product Design and Branding)
Lopez Design: Tony Lopez (Graphics, Branding)
Lokus Design: Chandrashekar Badve, Molond Risaildar & Siddharth Kabra (Design, Architecture and Branding)

2. Designer Producers (DPO’s)
Quetzel: Sandeep Mukherjee and Sarita Fernandez (Furniture and Architectural Accessories)
Dovetail: Sunder S and John Mathew: (Furniture and Architectural Accessories)
Bodhi: Mala and Pradeep Sinha (Textile and Fashion products)
Designwise: Mukul Goel (Hand Crafted Metal artifacts and accessories)
Namo: Pankaj Verma and Julie Bose (Devotional Accessories)
Curiosity Workshop: Mala and Bela Shodhan (Soft Toys and Furnishings)

3. Designer Producer with Retail outlets (DPR’s)
Abraham & Thakore: David Abraham and Rakesh Thakore (Textile and Fashion products)
Tulsi: Neeru Kumar (Textile and Home Furnishing)
Bandhej: Archana Shah (Textile, Fashion and Accessories)
The Design Store: S Sunder, John Matthew, Jacob Matthew & Anand Aurora (Furniture & Accessories)

4. Interior Design and Exhibit Design services (IED’s)
Design Habit: Amardeep Behl: (Exhibition Design)
Design Core & Design Laboratory: Vikram Sardesai and Surya Gowda (Exhibition Design)

5. Design Research Services (DRS’s)
Onio Design: Mahoj Kotari (Product Design and Trend Research)
Variations Art Gallery & Freedom Tree Design: Latika Puri Khosla (Colour Research Services)
Sonic Rim: Uday Dandavate (People oriented Trend Research)

6. Design Led Institutions / NGO Activists (DLI’s)
Riverside School: Kiran Bir Sethi (Primary and Secondary School)
Khumbam: K B Jinan (Craft Based Production of Terracota Murals)
Industree: Neelam Chibber (Grass based village and artisanal initiatives)
Daily Dump: Poonam Bir Kasturi (Organic Waste management system)
Vikalp Design: Laxmi Murthy (Communication for Rural Health)

7.Interaction and Interface Design (IID’s)
Codesign: Rajesh Dahiya (Interface Design and Graphics)
Edot Solutions: Sanjay Sarkar (Information Design Software)

8. Corporate Design Intrapreneurs (CDI’s)
Atmosphere & Himatsingka Design Studio: Jayshree Poddar (Silk Furnishing)

I am sure that we can think of many more such initiatives and see that these are not exhaustive in any way. However, with the creation of the Design Business Incubation Centre at NID with support from the DST perhaps more alternatives will be explored in the days ahead. Perhaps the practicing designers in India can share their experiences and disclose closely held business strategies to design students so that it would encourage several of them to think of taking the entrepreneurial route when the time is right. Data on their business turnover and what they do and how they operate is rarely available since the whole area of design journalism is so poorly operated and structured in India today. I hope that this too will change in the days ahead.

TATA Nano and Design Education Challenges for India

Image: NID students and faculty at the Auto Expo 2008 send back images of TATA Nano.
The TATA Nano is sexy and cheap; a potent combination when taken to market and that is exactly what Ratan Tata has done. Consumers and designers alike are enamored by the offering. Many designers on the DesignIndia list have chosen to praise Ratan Tata for achieving the price sensitive Nano which was unveiled at the Auto Expo 2008 in New Delhi. I too admire the achievement in a qualified sort of way, particularly in automotive design, engineering and marketing and Ratan Tata has taken a step ahead of the Japanese car makers in offering a competitive price point with quality and having met the existing benchmarks for cars of this kind. The will surely be a different place from now on.

However I am afraid that at another level this will contribute to the growing mess that is now our Indian city and I would hold Ratan Tata just as responsible for that since he is among India's business leaders who has the means to make a real difference by working at the systems level and in influencing government to act responsibly as well. In the emerging world of Web 2.0 all of us are responsible and the clear cut separation of responsibilities that have been carved out for each in the era of industrial specialization, the separation of church and administration, and later the separation of industry and governance, have all but blurred to give us an online community that responds in an online democracy in real time responses. The theories of economics from the industrial era all hold that the consumer and market responses will somehow shape the events that flow in the free-market but I have some counter arguments for that and we are at a stage when we need to rethink our macro-economic theories and bring in innovation and design into the equation which is not being done nor has it been done at anytime in the history of man. Innovations were seen as individual pursuits or as business activities of individual companies that would need to be therefore protected by law so that future inventions could be encouraged in society. This may be so in the pre-internet era of poor communication but today we need a new paradigm and the open-source movement and the creative commons are helping rewrite the way innovations happen in our society but business still goes on as usual and countries compete, companies compete and individuals compete as if this is the only way forward for society since we are all victims of the Malthusian beliefs and the theory that he had proposed and we are not able to operate at any other level of imagination. I believe that we are entering an era of massive cooperation where our notions of competition will be challenged and will need to be replaced by new attitudes that foster a dialogue between the players and a whole new way of creating our future.

We need to explore ways in which we can get business leaders and politicians from all parts of India to listen to some of our dreams as well and the design vision can then be a driving force for the shaping of tomorrow’s cities. I have been working in bamboo for many years and we have several break-through innovations that promise to give a good future for our rural folks and we have numerous failures from which we have learned a lot about the material as well as about human behavior. Design for social good is a mission that can be achieved but too little is being invested into that direction because we do not have faith in that direction since it is not yet a measurable offering as science, technology and market offerings are in labs, tests and the market with a look at the bottom-line only. Companies such as Infosys are among the most respected ones in India, in my personal view, since they have exhibited extremely high ethical standards in all their operations but several other large companies in India cannot be included in their league of ethical operation even when the government itself is moving onto a regime of extreme transparency with the new Right to Information Act. Design is an act of faith and a matter of judgment. Faith by itself is not a bad thing if we can support it with insights drawn from experience in the real world and from our imagination of what can be achieved and what needs to be achieved. Blind faith, on the other hand, is to be feared since it fosters fundamentalism and extremism as a reaction. However, design thought comes in the first category, faith based on experiential insights and on informed intentions but it can never be subject of reason unlike science and technology. Therefore design looses out on every engagement that requires proof before it is accepted and in India huge investments are made in Science-Technology schemes while design has been left out and this cannot be the responsibility of the design community alone, especially since design can indeed offer real solutions if only we tried. Design good cannot be proved but it can be sensed and modeled or simulated and tested through that route, if only the necessary investments are made in that direction and when sufficient time is given to create the models that could be appreciated and apprehended first conceptually and then in more rigorous ways.

Image: NID stall at the Auto Expo 2008 in New Delhi.
I have moved some distance in my journey in understanding design and I am now convinced that we need to take our arguments to the business and government without being apologetic in any way. Design is complex and while I can admire the engineering achievement of Ratan Tata and his team I bemoan the huge catastrophe that this will portend for all of our society and us in the days ahead. I have been thinking about the directions that we have chosen to take in our educational ventures and sometimes I feel that we need to stop and think a bit about both direction and speed. While a hyper-fast "mind to market strategy" may be a desirable activity for business success it could also be a sure sign of disaster for society if the direction of movement is wrong for the context in which it is applied. Speed and efficiency need to be tempered with relevance and direction that is desirable if we are to benefit from the speed and efficiency that is on offer by raising the bar and coordinating our efforts. I would have liked to see some imaginative public transport solutions rather than just some more sleek automobiles being exhibited at the Auto Expo 2008 in New Delhi. Perhaps we need to take systems design more seriously and get all our disciplines to work together in the final years to show India just what can be done by a determined young team of designers, all moving in the desirable direction. This direction should come from our analysis of the Eames challenge that he had set in 1958, "what qualities does India and Indians consider to make a good life?"

The TATA Nano has raised many questions which need to be answered in this context and as the premier National Institute of Design we are just as responsible for our actions as is Mr. Ratan Tata as the senior Industrialist and businessman of India in the 21st century. I do hope that these matters are discussed at the Institute and in the design community in India since design at the systems level, which is being ignored by both industry and government for over fifty years now, since the Eames India Report was written and which led to the establishment of the National Institute of Design in Ahmedabad, needs to be reexamined in the light of our current needs and aspirations as well as in the context of global warming and social conflicts of the day, for us to find direction forward from here.

There has been much debate about the Nano in the DesignIndia forum and the note by Sagarmoy Paul that Arun Gupta has so kindly shared with all of us at NID and it is just one such debate that is in progress there which can have a wider participation within design schools across the country.

Image: City Tablet – A concept scenario for socially accessible transportation for our cities by NID student Varsha Mehta in the DCC class.

Image: Water Focus – A concept scenario of water based alternate transport for Indian cities by NID student Vinay Jois.
I would like to share here two design opportunity visualizations that were prepared by two of our students in the last semester as part of their Design Concepts and Concerns course at NID. They were looking at mobility options in the city and came up with scenario visualisations based on the insights that they had garnered in their group brainstorming and research in this very short foundation course in design. I propose that such socially relevant challenges be taken up at the systems level in senior years in our design schools and that these be funded and supported by our industry and government agencies who are looking at the whole area of transport design in India. Such assignments could be conducted in a collaborative space that is carved out from a new partnership between design, engineering and management schools in the same city and there may be other possibilities to get several multi-disciplinary teams together, if there is a will to do so.

Will the design community pursue the government and industry to make this happen? I do hope so for the good of all of us. Perhaps it is also time to explore new theories of economics that is informed by the possible use of disruptive innovation as a way forward not just as a market driven mechanism of competition between nations, companies and individuals in the WTO framework but a new order that is based on open-source ideology of cooperation and community based innovation particularly for innovations of objects, services and infrastructure for public and social good. This can only happen if we are able to take the understanding of design and layer it with a new theory economics and politics of innovation that can be set in motion in a cooperative framework going forward. Design schools have a role to play in shaping these frameworks and much of the initial explorations that are needed by society can happen within the classrooms of the future and these in turn will help us build scenarios that will be moderated by the community to actually build a desirable future for all of us.

TATA Nano and the Indian Cities in the Creative Age

Image: TATA Nano that promises to grid-lock Indian cities by 2010…IMHO
Richard Florida in his book “The Flight of the Creative Class” examines and defines the shift of activities to urban centres around the world that provide supports and sustenance for the creative community and as these centres grow they tend to attract more such people. At the end of the Industrial Revolution the availability of material resources and expertise by way of knowledge held sway over the production of wealth in the cities and centres of high production. However now it is sharply veering towards services and these are based on knowledge and expertise and those cities that are able to attract the young performers is able to grow rapidly and far outstrip the growth of the former industrial giants. These centres of power and productivity are moving towards yet another shift which is being driven by the growth of the creative industries and it is only those cities that are able to attract the creative professionals who work in these industries are able to show signs of very high growth and the creation of wealth. Richard Florida is now a professor of management at the Rotmans School of Management, Toronto that is also well known for using design and innovation as a driver for management education and is now rated among the top 10 management schools in the world by leading international business magazines. The school is headed by the visionary Dean, Roger Martin who shifted the focus of management education to design and innovation in 1998 and these shifts are well documented in the Rotmans magazine available as pdf files and is published thrice a year.


Image: The Tata Group chairman, Ratan Tata, with the "Nano" on Thursday at the New Delhi auto show. (Adnan Abidi/Reuters)
The creation of the TATA Nano, which is no doubt a great feat of engineering and market prowess raises many questions about the systems level relevance for our cities as they are now and in today’s accepted value system in the business domain it seems that it is not Ratan Tata’s problem at all but that of the government or some other unnamed body to sort out the mess that will surely follow by way of congestion, pollution and road rage that are sure to follow, to name only a few anticipated fallouts of this much heralded innovation. Ratan Tata has shown that it is possible to build a car for less than one lakh of Rupees but he has however failed to show us how this is a desirable option for India. The creative cities are characterized by several features that are attractive for the young creative professional and these include both work related facilities as well as those that support community of creative professionals as well as provide sustenance fro a host of creative activities across a large number of interest areas. These features would include I believe a realm of peace and safety, a place for work and relaxation as well as time away from commuting and the so called rat race, all contributing to the flow of creative juices that will make the whole experience one that is exhilarating and satisfying. The infrastructure for these activities are an essential part of what these cities have to offer and along with these the attractive elements would include high quality accommodation, travel and transport facilities and centres of activities that offer a wide range of creative interests. It is in order to explore and articulate the renewal of our cities by the imaginative use of design that we have included these topics as part of the Design Concepts and Concerns course at NID in the last semester.

The task assigned to them asks the students to examine through brainstorming, categorization and modeling the issues relating to the empowerment of the city populations to make them both interested and capable of contributing directly to the four chosen areas of city life with the intention that we need not wait for governments to act while the city population could take up some of these planning tasks on their own initiative and use the government systems as a key support mechanism. The specific areas assigned to the four groups were to explore and discover design opportunities for the empowerment of local populations to initiate the design and creation of new infrastructure, services, facilities and activities in the four broad areas listed below in the public spaces that could be extracted from our cities by collective action:

1. Healthy Sports
2. Art & Infrastructure
3. Public Education
4. Festivals and Culture

Our cities are already chock-a-block full of cars and bikes and parking space takes up all the free space around houses and offices leaving very little for any imaginative use in play for children and in relaxation for the adults and the elderly, who just refuse to go away. However, we do see that with the application of a little bit of imagination and the creation of new norms and laws we could help transform of cities into robust centres of creativity and then we should be able to expect a very high growth in these cities that are in line with Richard Florida’s assessment. This will not be achieved by the TATA Nano by any stretch of our imagination and on the other hand we believe it is going to add to the chaos and confusion that is the way of life in our Indian cities today since we are aping the American dream of one car, nay two per Indian family, and an infrastructure boom that would build fly-overs in the sky. Such poverty of imagination that would surely make Charles Eames turn in his grave fifty years after the submission of the India Report in 1958. We need to create space for our festivals and parks, for our playgrounds and pavements, for our public facilities and art installations, all in the space now occupied by cars, and this can be achieved with a little bit of imagination and a lot of determination at the political level.

Image: Bus Rapid Transit System in Curitiba, Brazil: A success story that was homemade with local political will.
One city in Brazil has shown us what can be achieved if only we try. Take a look at what the Bus Rapid Transit System has helped Curitiba, Brazil achieve in just three years of determined public action and with an inspired leadership. I quote from the Curitiba story from the Race, Poverty and Equity issue a case study on “Curitiba's Bus System is Model for Rapid Transit” by Joseph Goodman, Melissa Laube, and Judith Schwenk – I quote...
“The BRT—A Success Story:
The popularity of Curitiba’s BRT has effected a modal shift from automobile travel to bus travel. Based on 1991 traveler survey results, it was estimated that the introduction of the BRT had caused a reduction of about 27 million auto trips per year, saving about 27 million liters of fuel annually. In particular, 28 percent of BRT riders previously traveled by car. Compared to eight other Brazilian cities of its size, Curitiba uses about 30 percent less fuel per capita, resulting in one of the lowest rates of ambient air pollution in the country. Today about 1,100 buses make 12,500 trips every day, serving more than 1.3 million passengers—50 times the number from 20 years ago. Eighty percent of travelers use the express or direct bus services. Best of all, Curitibanos spend only about 10 percent of their income on travel—much below the national average.”
Download the full article as pdf file

Amazing statistics, and amazing results are just as possible in India as it was in Brazil, if only we tried. I am not advocating that we now start importing Brazilian ideas by dropping the American dream. Far from it, but I do call for an application of local imagination in each of our cities to tailor new solutions that are appropriate in each case and then use of community processes that were called for in the Eames India Report that use design imagination and articulation to discover what India and Indians believe is a good life going forward. While science and technology and engineering are the “Art of the Possible” we must understand that design and politics can be seen as the “Art of the Desirable” and the debate must begin here with an application of imagination which is the “Design Way” and not just with street level opposition and arguments, which is the “Political Way”, whieh is something that we see exercised daily in our very democratic nation. However the "Design Way" must be given its due soon if we are to find the solutions from here. One positive outcome of all the Shingurs, Nandigrams and the grid-locks in our cities will be the possibility of a rethink when we too will look at design scenarios as a way forward and I do hope it is sooner than later.

Systems Design: The NID Way

Image: Systems Design: The NID Way _ a Four stage model for dealing with complex situations. (click image to enlarge)
There is a lot of interest around the world for models of design action that can be both responsive to complexity as well as be effective as a vehicle for social transformation which is much needed in the era of massive change and an era of massive concerns for global warming and social equity. Take a look at the attached model that I have called the Design Systems Model - the NID Way. There are four parts at which the work can start but these would need to be explored across all of these as we progress and each provides new insights that help us take the decisions to go forward and each uses a different designer ability and sensibility but we need to be flexible to move from one to the next in quick succession if we are to be able to use this model with telling effect. I have been using this model in my classes for design students at NID ever since it was first articulated in 2001 as part of my presentation to the National Design Summit in Bangalore in my lecture called “Cactus Flower Blooms in the Desert: Reflections on Design and Innovation in India”. You can download the full text paper from here (Design Summit_txt_MPR2001.pdf file size 128 kb) and the two part visual presentation from here below:
(DesignSummit_pic1_MPR2001.pdf file size 3.6 MB and DesignSummit_pic2_MPR2001.pdf file size 4.6 MB)

To support this process of design one would need to find a user or user group and here one can have several alternatives and these could be explored as scenarios of application and come concepts could be developed in order to see how the business side of each offering can be supported. These are all simultaneous processes and iterative processes and not to be seen as being done one after the other. However as we move forward our conviction about what is the correct direction will get better and better till we take some final decisions that can be supported and justified and tested through investments in prototypes and field trials. Try it and see, it is what I teach at NID and I call it the NID way since all students from all our disciplines at NID are introduced to this form of thinking and it does set them apart from the other schools in the world in their approach to design thinking. This is not easy but you can try and get into this way of working and thinking at each stage and you will need to support this process with visual documentation that can be re-examined in the next iteration and recorded as new ideas emerge and are captured on The Design Journey. The key effort would be to see if one can spell out possible outcomes in each of the four areas and discuss it with colleagues and partners in the field with a sharing of the supporting sketches and visual evidence of use situations along with a description of macro and micro details of the imagined situations.

I decided to make this post since I was asked by a student from a school in Nasik to advise her on her project directions from a distance. The advise that I gave her formed the seed of this post and it is perhaps a way of sharing our know-how with a wider audience in India and elsewhere since the design culture needs to spread quite rapidly if we are to meet the challenges of the massive change that is inexorably bearing down on all of us. I am reminded of a great book that gave me my first insights about the nature of design when I first started looking at design theory in a formal sense as a student at NID in the late sixties and early seventies. “What is a Designer: education and practice” by Norman Potter was a fantastic introduction to the emerging concept of design theory for me and it was published by Studio Vista in 1969 as part of a wonderful series of introductory books on design which found its way to the NID library in those days. I was given a task of reading a book as part of a course titled “Rhetoric” where each student had to select one book which they would read and then present to the rest of the class in an open session at the institute. The book that I had chosen was another from the Studio Vista series called “Transport Design by Corin Huges Stanton. After reading this book my attention was drawn to the rest of the series of very smartly designed books which were not intimidating to the novice and this led me to a wonderful journey of research and discovery, all on my own.

I must thank my teacher Prof. Kumar Vyas for having offered this assignment as part of our programme at NID. Kumar as we all call him is now retired from NID but very active in teaching at a number of design schools and he is presently the Chairman of the Governing Council of the new school, the MIT Institute of Design, Pune. I wonder if Rhetoric was also offered at the Ulm school of design in the sixties or if it was created at NID as part of our own experiments in design education, we will need to do some research to check this fact, but in any case it is a great assignment. However several of my student colleagues failed to either read their designated book nor make their presentation which was a great loss for all of us. I was to learn later over several; years of being a teacher at NID that this was a normal behaviour for our design students as well as our teachers who showed an uncanny contempt for both reading and writing that I quite fail to understand to this day, but I have realized that this is the accepted way in many design schools, at least till now, very sad indeed. At NID this has resulted in very few of our courses being documented and discussed in a critical framework of academic discourse although some extremely interesting design education experiments have been conducted here we unfortunately do not have the benefit of the critical documentation which will permit us to carry out an in depth analysis and evaluation of the validity and impact of these explorations.

Design education is fortunately changing and the deep seated contempt for reading and writing seems to be melting away slowly with the “wikipedisation” of our research but along with this we also seem to be loosing our contact with material exploration and free-hand drawing that were at the heart of design education in the pre-computer era. I wonder when we will finds the balance between the Arts and Crafts style of thought and action and the other extreme of the Science and Technology centric approaches and discover a middle path that is truly the “Design Way” as described by the great book with the same title by Harold Nelson and Eric Stolterman. At NID our beautiful wood and metal workshops were all but destroyed to make way for the new IT enabled visualization and modeling facility called the “Design Vision Centre” and the distancing of the hand with the promise that the mind is faster to the market is a deep change that only time will show what could be the long term consequences to design education at NID. I do not believe that this is an “either – or” situation, where one can easily replace the other, since if we look at the model of the Systems Design - the NID Way, one will see that we will need to be flexible to move from one mode to another in a seamless manner if we are to make the disruptive innovations that are needed in the face of massive change that we are experiencing today. If we are to ward of the massive disruptive revolutions of a political nature which are sure to follow in the wake of massive change that is not met with an adequate and sensitive effort and if we do not in this process manage to invent the alternatives to meet the challenges ahead. Design is therefore a critical resource for human society and this was my core argument when responding to the lecture made at NID auditorium by two design teachers from the Konstfack University, Repartment of Interdisciplinary Studies, Sweden yesterday when they spoke about trends in society and the lessons that they see from Charles Eames and his India Report of 1958. I will elaborate on this discussion in another post since I intend to explore these ideas as we go forward in developing our understanding of design today. In the context of the current model, Systems Design – the NID Way, it is sufficient to see that these explorations in the real world are paralleled by inplorations in the imagination of the designer and all the four stages are explored – implored to arrive at the insights that lead to deep conviction, and it is this conviction that would give us the courage and determination to create a desirable future for all of us. This journey is described in the paper titled Design Journey: Styles and modes of thought and actions in design” which can be downloaded from this link here (pdf file size 270 kb)