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Acknowledgement
Apart from the researchers efforts, the success of any project depends largely on
the encouragement and guidelines of many others. We take this opportunity to
express our gratitude to the people who have been instrumental in the successful
completion of this project. First and foremost we would like to thank Ms. Bharti
Moitra, our faculty guide for guiding, motivating, encouraging and supporting us
all through the project. Her prompt reply to our queries and valuable suggestions
contributed tremendously to our project.
We arealso grateful to the 1st year students of MFM department, NIFT, Kolkata
who showed their serious attention to the survey.
Abhinow Kumar
Ambica Beri
Kirti Dhingra
Richa Sinha
Alino Abonmai
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Table of Contents
TOPIC
EXECUTIVE SUMMARY
INTRODUCTION
RESEARCH PURPOSE &OBJECTIVES
DESIGN IN INDIA
DESIGN INDUSTRY STATISTICS
DESIGN EDUCATION
SCOPE OF THE RESEARCHHISTORICAL BACKGROUND
SOURCES AND METHODS OF COLLECTING INFORMATION
FINDINGS AND OBSERVATIONS
CONCLUSION
BIBLIOGRAPHY
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ExecutiveSummary
Design activities in India are carried out by in-house designers Employed bybusinesses. Another component is the consultancies /studios offering
specialized design services i.e. the Design Industry. The report presented
here focuses on the design industry.
The design domains considered in this report are FashionDesign , ApparelDesign +Textile + Jewellery + Leather Design, Graphic Design (Digitial)
&Newmedia design, + Retail Design.
From the survey forms for many companies from the design industry.Inaddition to the survey we collected a lot of information through Primary
Data ( asking questions from individuals ) secondary data like ( books ,
magazines, internet etc)
Design industry is characterized by small to medium sized firms. Many ofthem are one to five people operations. Of these many are founded recently.
There are a few well organized design companies with higher employmentrate. These firms offer multiple specialties and serve moreor less as one-
stop-shop for design needs.
Majority of design activities is focused in 4 cities viz. Mumbai,Delhi,Bangalore and Pune. Design activities are urban in character.India is
one the few countries to have formulated and adopted aNational Design
Policy. It recently constituted an India Design Council to implement the
major provisions of National Design Policy.
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Design education has seen a spurt of growth in the last 5 years or so withmany private institutions getting initiated. Till before 5 years,the design
education landscape was characterized by Government supported institutions
only, which were few in numbers for a country aslarge as India.
Lately the Indian Design companies have been entering into collaborationwith foreign design companies. This number is minisculeat present, but the
trend is visible.
Many foreign design companies are setting up offices in India on their own.There are a few already here, mainly in the area of branding and
communication.
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Introduction
We live in interesting times defined by exponential change. We have
increasingly learned to adapt to this change, but are yet to fully learn to
accept it. This has lead to massive economic and social upheavals during
current times. In our quest for industrialization followed by knowledge
and service commoditization, we nearly forgot society. People who are
still impoverished, people with special needs, people with low incomes
are still unsaved, causing anxiety and extreme reactions. Design is a
perfect response to bind people together and to elevate human life
through harmonious synchronization of needs and solution. Design is
something that makes business and social sense at the same time. In the
present and forthcoming scheme of things design certainly has a very
important role to play by helping companies and societies to accept and
adapt to the changing climate and to capitalize on the change by turning
it into an opportunity. Design has evolved from being a vocation dealing
with form and function to a new approach of developing business
models. Design has also evolved over the past years from being a mere
function of styling or aesthetics (where form and function are the focus)
to design as a process (where design thinking is integrated into the
development process). Today it has become a strategic element and an
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innovation leading process. From modest beginning Indian Design
Industry is on a maturity curve now. At this juncture it needs a strategic
and long term direction to fortify the gains already made. Even though
the design industry in India is very small at present, its economic impact
is quite high as it helps major industry sectors by augmenting their
business value and competitiveness
Research & Purpose
The current size of Indian fashion industry stands at around US$ 58Million (2008), is largely unorganized & accounts for barely 0.3 per centof the international industrys net worth.
However, the industry is one of the fastest changing and most dynamicIndustries in the world today. With Indian consumer becoming moreFashion conscious, it is the gigantic Indian fashion consuming publicthat will continue to set the growth trends for its fashion industry.
The Industry is expected to more than double &reach US$ 150 millionby 2012.
The Industry is expected to create additional employment opportunitiesFor over 50,000 skilled professionals like fashion designer,merchandiser etc by 2012.
Major disciplines of the industry includefashion design, textile
design, leather design, accessory and jewellery design.
From our survey, out of the total number of designers working in theCountry , this discipline accounts for nearly 1%.
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According to our survey more than 3000 students are beingenrolledinto these courses.
One of the institutions has more than 100 centres across India as
Franchised centres. There are others also offering training franchises inthese disciplines.
Some of the challenges being faced by the Industry include dearthof literature on Indian fashion and textiles, industry is still mostlyunorganized, less number of designers developing signature styles.
Historical Background of Indian Designers
1) Manish Malhotra :- is one of India's most successful fashion designers.
Malhotra has designed for many leading actresses in Bollywood. He is known in
the Indian film industry for his different style and his ability to envision a 'look' for
the character. He is known for designing the costumes forUrmila Matondkarin the
film Rangeela. Stars including Kajol, Karisma Kapoor, Kareena Kapoor, RaniMukherji, Aishwarya Rai Bachchan,Priyanka Chopra, Katrina Kaif, Sonam
Kapoorand Preity Zinta have worn his designs. Although he usually designs for
women, he designed forShahrukh Khan inMohabbateinand Imran Khan inI Hate
Luv Storys. He was also asked to design clothes forMichael Jackson when he
visited India for a Bollywood show.
His designs have been seen in films such asRaja Hindustani,Dilwale DulhaniyaLe Jayenge,Kuch Kuch Hota Hai,DhadkanandKaho Naa... Pyaar Hai.
Manish has trained fellow designerSurily Goel, who made her debut at Lakme
Fashion Week 2006.
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In 2005, he began a talk show named The Manish Malhotra Show.
2 )Ritu Kumar :- is one of Indias foremost designers. She has developed a unique
style of her own, reflecting the ancient traditions of Indian craftsmanship in acontemporary vocabulary. With a background in an art history and museology,
which has enriched her horizons, Ritus understanding of ancient designs and the
innovative use of traditional crafts has created a new classicism.
Ritu, who began her work with four hand-block printers and two tables in a small
village near Calcutta forty years ago, was the first woman to introduce the
boutique culture in India under the brand name Ritu. Today she has outlets in
14 cities in India. Ritus boutiques feature a multifaceted showcase encompassing
the very best of Indian design, with specially produced range of high fashion
garments and accessories using silk, leather and cotton. Ritus range of western
and Indian apparel is all about traditions and individual talent, and women across
the continents can easily identify with her vision of design.
She also is credited as being one of the first Indian designers who was catalytic in
bringing a contemporary idiom to several ancient skills and has been a strong force
in marketing them to a dynamic modern India. Over the years, Ritu Kumars work
as a fashion designer has shown a progression, which has matured beyond textile
crafts. She has a unique ability to evolve with each collection into creative styling,
translating textures and embellishments into refreshingly new and unexpectedly
contemporary silhouettes, making her work particularly relevant from Indias
fashion point of worldview.
While Ritu Kumars forte lies in traditional Indian clothes that draw heavily on the
textile and embroidery heritage of India, she has also evolved another style for the
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young buyer, a collection that in her words has redefined traditional handwriting
to meet the changing needs of the new generation. The inspiration of these
garments is basic Indian motifs, prints and embroideries but with the usage of a
wide range of western silhouettes mingled with Indian styles.
In 2002 Ritu Kumar, joined by her son Amrish, launched a sub brand Ritu
Kumar, LABEL. LABEL uses the established forte of traditional Indian design and
converts it into a fashion oriented international product. This is aimed at the young
global Indian woman with a contemporary lifestyle. LABEL retails from most Ritu
Kumar stores as well as some stand alone stores.
Her book Costumes and Textiles of Royal India published by Christies in
October 1999 chronicles the history of textiles and art design in India.
Ritu has recently been awarded the 'Indira Gandhi Priyadarshini award' for her
achievements and contribution in the field of fashion. Mother Teresa, Birju
Maharaj, Pt. Hari Prasad were previous recipients of this prestigious award.
To add to her achievements the French government has bestowed the prestigious
award of "chevalier des arts et des lettres (knight of the order of arts and letters) on
veteran designer and revivalist Ritu Kumar. The award is recognition of her
contribution to Indian textile crafts, and traditional techniques. In the past, this
award has been conferred upon Shahrukh Khan, M Balamurali Krishna, Merryl
Streep, Daneille Steele, Leonardo Dicapio, and Anjalie Ela Menon amongst others.
Ritu Kumar, has also been awarded the Padma Shri Award 2013, the country's
fourth highest civilian award for her exceptional and distinguished service in the
field of fashion, textile and craftsmanship.
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3) Sabyasachi :- Summer of 1999, Sabyasachi Mukerjee graduated from
theNational Institute of Fashion TechnologyIndia with three major awards. Four
months later, Sabyasachi started his homonymous label which began with a
workforce of three persons. Over the years, he has built a clothing brand which has
a strong social perspective.
In 2001, Sabyasachi won the Femina British Councils most outstanding young
Designer of India award, which took him toLondonfor an internship
withGeorgina von Etzdorf, an eclectic designer based inSalisbury. Returning
home with edgier ideas, Sabyasachi started retailing at all major stores in India.
2002, Sabyasachi participated at theIndia Fashion Weekwhere his debut
collection earned him positive reviews from the national and international press.
On a cover byWomen's Wear Daily, he was reckoned as the future of Indian
fashion.[citation needed] Spring of 2003, Sabyasachi made his debut on the international
runway, with the grand winner award at theMercedes BenzNew Asia Fashion
week inSingapore, which paved his way to a workshop inParisbyJean Paul
GaultierandAzzedine Alaia. His collection "Kora" at theLakme Fashion
Week2003 won him laudatory reviews where he used unbleached and hand woven
fabrics withKanthaand other hand embroideries. He was declared the best
Designer of India at theMTVLycra style awards and won the Society Achievers
award for the best new Indian designer.
In 2004, Sabyasachi took a step ahead withKuala LumpurFashion Week and
TheMiami Fashion Week[10]with a bohemian take on Indian textiles and his
collection was called "The Frog Princess". His significant achievements included
his coveted showing in Browns earning him a retail place at the tiny London store
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voted byVogueas the best shopping destination in the world, thereby establishing
himself as one of the most promising young designers for years to come.
He earned the distinction of being the only Indian designer to be invited to
showcase at theMilan Fashion Week2004 facilitated by Indo-Italian Chamber Of
Commerce. Along with accolades, he was also voted by Asia Inc.
aSingaporebased Business magazine as one of the ten most influential Indians in
Asia, alongsideAishwariya Rai,Priyanka Gandhi,Sabeer Bhatiaetc.
In 2005, his spring-summer collection, "The Nair Sisters" was inspired byhand
block printing,embroideries,bagruprints and the extensive use of cotton and other
hand woven fabrics. The collection was sold at Browns &Selfridgesin London.
He was requested to showcase his collections at the prestigious Oxford
Universityannual black tie charity dinner fashion show.
2006, Sabyasachis debut Spring Summer collection07 atNew York Fashion
Weekearned him critical acclaim and his label started selling world-wide. The
essence of this collection was based onfolklore,glamour, simplicity, modern
architecture and intricate detailing. There was a marked influence of paintings
from the seventeenth and eighteenth century likeBrueghel[disambiguation needed],Claude
Monetand others. He used dark jeweled colors with muted shades accentuated
with subtle texturing and indigenous embroidery. He is the only Indian designer to
be a part of all three leading fashion weeks: New York, Milan and London.
Sabyasachi believes that the unique positioning of Indian designers is due to the
exclusivity of his homeland with its rich history and culture. He believes thatIndian designers bring a flavor to the west that is no longer perceived as only
exotic but also a rich blend of individuality and sensitivity.
2007, Sabyasachi participated at the New York and at the London Fashion Weeks
plus Bridal Asia 2007, Lakme India Fashion Week and the Vogue Launch event in
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India. His Sanctuary collection showcased at Lakme Fashion Week Fall Winter
08 received positive reviews from the fashion editor of theNew York Times,Suzy
Menkes.[11]
The designer made his debut to theCannes Film Festivalin the year 2011.[12]
Sabyasachi closed the third edition of PCJ Delhi Couture Week (August 812,
2012) with his New Moon collection inspired by the flavours of five cities of the
world- straitjacket discipline of New York, the nostalgia of the British Raj in
Kolkata, the subversive decadence of Berlin, the romanticism of Paris and
bohemian flair of Barcelona. Bollywood starSrideviwas the showstopper &
walked the ramp for the designer in a sari.[13][14]The designer is showcasing this
collection in UAE as well.[15]
Recently, the designer styled a calender for which Bollywood actressNeha
Dhupiadressed up as famous painterFrida Kahlo.[16]whose has been the designer's
inspiration for the Grand Finale at WIFW Autumn-Winter 2011 where the models
walked the ramp wearing Frida Kahlo-esque rose headbands and wire-rimmed
glasses.[17]
4) Rohit Bal :- Bal started his career with his brother Rajiv Bal in New Delhi in
1986, and started his own first independent collection in 1990.[1]
Bal was also chosen by the Khadi Gram Udyog, the largest handloom textile
operation in panchkula, to work with them. Bal won the 'Designer of the Year'
award at the Indian Fashion Awards in 2006. He was also won 'Designer of the
Year' at the Kingfisher Fashion Achievement Awards in 2001.[1]He was
announced as the Lakme Grand Finale Designer for 2012.[3]
Bal has designed for the game showKaun Banega Crorepati.[1]
http://en.wikipedia.org/wiki/New_York_Timeshttp://en.wikipedia.org/wiki/New_York_Timeshttp://en.wikipedia.org/wiki/New_York_Timeshttp://en.wikipedia.org/wiki/Suzy_Menkeshttp://en.wikipedia.org/wiki/Suzy_Menkeshttp://en.wikipedia.org/wiki/Suzy_Menkeshttp://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-11http://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-11http://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-11http://en.wikipedia.org/wiki/Cannes_Film_Festivalhttp://en.wikipedia.org/wiki/Cannes_Film_Festivalhttp://en.wikipedia.org/wiki/Cannes_Film_Festivalhttp://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-TOI_2-12http://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-TOI_2-12http://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-TOI_2-12http://en.wikipedia.org/wiki/Sridevihttp://en.wikipedia.org/wiki/Sridevihttp://en.wikipedia.org/wiki/Sridevihttp://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-ht1-13http://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-ht1-13http://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-ht1-13http://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-tn50-15http://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-tn50-15http://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-tn50-15http://en.wikipedia.org/wiki/Neha_Dhupiahttp://en.wikipedia.org/wiki/Neha_Dhupiahttp://en.wikipedia.org/wiki/Neha_Dhupiahttp://en.wikipedia.org/wiki/Neha_Dhupiahttp://en.wikipedia.org/wiki/Frida_Kahlohttp://en.wikipedia.org/wiki/Frida_Kahlohttp://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-TOI_6-16http://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-TOI_6-16http://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-TOI_6-16http://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-vogue1-17http://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-vogue1-17http://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-vogue1-17http://en.wikipedia.org/wiki/Rohit_Bal#cite_note-Explosive-1http://en.wikipedia.org/wiki/Rohit_Bal#cite_note-Explosive-1http://en.wikipedia.org/wiki/Rohit_Bal#cite_note-Explosive-1http://en.wikipedia.org/wiki/Rohit_Bal#cite_note-Explosive-1http://en.wikipedia.org/wiki/Rohit_Bal#cite_note-Explosive-1http://en.wikipedia.org/wiki/Rohit_Bal#cite_note-Explosive-1http://en.wikipedia.org/wiki/Rohit_Bal#cite_note-3http://en.wikipedia.org/wiki/Rohit_Bal#cite_note-3http://en.wikipedia.org/wiki/Rohit_Bal#cite_note-3http://en.wikipedia.org/wiki/Kaun_Banega_Crorepatihttp://en.wikipedia.org/wiki/Kaun_Banega_Crorepatihttp://en.wikipedia.org/wiki/Rohit_Bal#cite_note-Explosive-1http://en.wikipedia.org/wiki/Rohit_Bal#cite_note-Explosive-1http://en.wikipedia.org/wiki/Rohit_Bal#cite_note-Explosive-1http://en.wikipedia.org/wiki/Rohit_Bal#cite_note-Explosive-1http://en.wikipedia.org/wiki/Kaun_Banega_Crorepatihttp://en.wikipedia.org/wiki/Rohit_Bal#cite_note-3http://en.wikipedia.org/wiki/Rohit_Bal#cite_note-Explosive-1http://en.wikipedia.org/wiki/Rohit_Bal#cite_note-Explosive-1http://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-vogue1-17http://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-TOI_6-16http://en.wikipedia.org/wiki/Frida_Kahlohttp://en.wikipedia.org/wiki/Neha_Dhupiahttp://en.wikipedia.org/wiki/Neha_Dhupiahttp://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-tn50-15http://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-ht1-13http://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-ht1-13http://en.wikipedia.org/wiki/Sridevihttp://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-TOI_2-12http://en.wikipedia.org/wiki/Cannes_Film_Festivalhttp://en.wikipedia.org/wiki/Sabyasachi_Mukherjee#cite_note-11http://en.wikipedia.org/wiki/Suzy_Menkeshttp://en.wikipedia.org/wiki/Suzy_Menkeshttp://en.wikipedia.org/wiki/New_York_Times7/29/2019 Designer Wears
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Bal opened a flagship store in Delhi, as well as stores in Mumbai, Bangalore,
Ahmedabad, Kolkata and Chennai. Bal has also ventured into the designing
jewellery.
Bal's clientele list includes Uma Thurman, Cindy Crawford, Pamela Anderson,
Naomi Campbell and Anna Kournikova.[2]Most of his fashion shows in India,
New York, Paris and Singapore are sponsored byThe Swatch Group. He has also
been the brand ambassador forOmega SAsince 2001.[2]
He is best known for his use of Lotus and Peacock motifs, and for spectacular
construction in his clothing.
Source and Methods Of Collecting Informations :-Secondary data from
internet,magazines and books etc.
Findings And Observations : -
Specialized services in design research are a growing domain.
Companies engaged in graphic and industrial design are branching out
in this domain. Some companies focused on design research are also being setup.
These firms either offer design research services to clients or use
design research as a part of their processes
http://en.wikipedia.org/wiki/Rohit_Bal#cite_note-Pink-2http://en.wikipedia.org/wiki/Rohit_Bal#cite_note-Pink-2http://en.wikipedia.org/wiki/Rohit_Bal#cite_note-Pink-2http://en.wikipedia.org/wiki/The_Swatch_Grouphttp://en.wikipedia.org/wiki/The_Swatch_Grouphttp://en.wikipedia.org/wiki/The_Swatch_Grouphttp://en.wikipedia.org/wiki/Omega_SAhttp://en.wikipedia.org/wiki/Omega_SAhttp://en.wikipedia.org/wiki/Omega_SAhttp://en.wikipedia.org/wiki/Rohit_Bal#cite_note-Pink-2http://en.wikipedia.org/wiki/Rohit_Bal#cite_note-Pink-2http://en.wikipedia.org/wiki/Rohit_Bal#cite_note-Pink-2http://en.wikipedia.org/wiki/Rohit_Bal#cite_note-Pink-2http://en.wikipedia.org/wiki/Omega_SAhttp://en.wikipedia.org/wiki/The_Swatch_Grouphttp://en.wikipedia.org/wiki/Rohit_Bal#cite_note-Pink-27/29/2019 Designer Wears
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conclusion:-
Indian design is maturing with every passing day. This brings out both
challenges and opportunities. Indian design has every potential to be
amongst the international elite. In some cases it already is at par with
its international counter parts. The pace of change in the field of design
makes it difficult to predict the future. However what one can surely do is to
imagine the future, which continues to happen with every passing day.
While a lot is happening, a lot needs to be done. It cannot be construed
that the ongoing initiatives or suggestions made in this report will establish
Indias eminence in Design or establish importance of design in India.
Proactive actions and participation will be needed from everyone involved.
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