India must have design culture: CII

India must have design culture: CII

New Delhi: Product design has to be focused around customer care and concepts should be driven by the market, especially when customer perceptions are changing and product life cycles have been shortened.

At a seminar on “New Product Development Tools: CAD–CAM–RP–CAE" organized by CII experts from the industry deliberated on the design culture prevalent in the country and the kind of potential it had. Cost to customer, style and right time to market a product were identified as key elements that need to be factored in while designing a product.

India must develop the design culture in India, said Professor L K Das, Head – IDDC, Indian Institute of Technology, Delhi. He emphasized need for HRD and for Indian industry to invest on design manpower as much as it spends on designing software and packages. It needs to fasten up the process of developing design characteristics and entrepreneurship.

Critical areas that need to be developed

* India can be a key contributor to the prototype business with a current growth of 37%: N Venkatesh, ANSYS SW Ltd.

* Companies must have access to technology and people who implement technology to reach users.

* Simultaneous engineering will reduce time for developing prototypes and enhance ability to create efficient products.

* Designing technology must reduce time taken for the product to reach the market from the concept stage.

* Initial quality control in design stage is important and first three months crucial for any original equipment manufacturer to ensure zero tolerance of customer.

* Designing tools have become inexpensive and can address ‘need for speed’. Customer satisfaction begins with right kind of tool to design and shape the right concepts:Kiran Deshmukh, COO, Sona Koyo Steering Systems Ltd.

* Validation of virtual prototyping will increase reliability of final product: J S Rao, Chief Science Officer, Altair Engineering.

* ‘Topology Optimization’ has revolutionized entire design concept of a product and virtual prototype is becoming a reality in modern advanced structures and rotating machines.

*Cast metal prototypes are cost efficient and provide a direct way to get complex metals. Assembly is not required for prototypes, which reduce cost and time of the testing process.

*Consumer design process should be viable, desirable and possible: Hari Nair, Global Director, Whirlpool.

* Scope of consumer design are user needs, ergonomics, perceived quality and user experience. Visual brand language, form and style are an integral part of designing consumer products.

* ‘Need analysis’ through market insight and visual environmental scans should be considered before designing the product.