Dated 26th Dec. 2001

An interview with Sunil Malhotra, industrial designer & chief of Creative & Culture, Dusk Valley Technologies Ltd.

Is industrial design a viable career option in India?

Industrial design is a viable option but needs much more commitment than other more "glamorous" design disciplines such as fashion designing and media. The unfortunate part is that our designers try to ape the west and forget the contextual realities of Indian markets, users and their habits. Companies are unlikely to presume the value provided by the designer unless it is amply demonstrated through their own realities. Yet it is a potentially viable career option for those who can display conviction and sensitivity.

Can you give some details about a few good colleges that offer courses in industrial design?

The best-known institution is the National Institute of Design at Ahmedabad. The Industrial Design Center at IIT, Mumbai is probably the best. The School of Planning and Architecture has a post-graduate programme as does the IIT Delhi where it has been added to the curriculum recently. Prof. Sudhakar Nadkarni at IIT Guwahati runs the only bachelor's programme in the subject.

What are the skills that are absolutely necessary to make a career in this field?

Every design professional is presumed to have aesthetic prowess that is accentuated by visual communication abilities. One must be conversant with visual grammar and must understand the behavior of materials proposed to be used in the final product. What's more important however, are the soft skills that are impossible to teach, like skills of observation, empathy and sensitivity. Industrial design is not a singular discipline but a trans-domain bridge. Culture, societal values, ergonomics, user behavior, environment, law, safety and several other factors must be considered along with technology to create its value concepts.

What kind of companies and organisations employ industrial designers?

In my view, every "producing" company needs an industrial designer. Developed countries have a 'good design' code that certifies a product's attributes. Their intellectual property laws are mature and enforceable. Once these are in place, no comapny can afford to ignore industrial design. Unfortunately, India has an adhoc business culture and ethics. At this point Indian companies do not understand the true value of design as a culture of excellence. It is used as a post-production cosmetic tool. Typically, industrial designers are hired by the furniture industry and the exhibition industry besides a few automotive manufacturers.

What is the scope for career growth in this field?

The field is wide open and there's enough work for everybody. But since industrial design is a creative discipline, it is becoming increasingly important for designers to innovatively repackage themselves. For example, I have reinvented myself into an IT professional by selling myself as a creative thinker rather than a skilled craftsperson. Although I am now in the IT services and the multimedia domain, I also contribute to corporate strategy and several other functions, but my basic strength is derived from the ID background.

As a professional did you face any difficulties initially?

Not really. I have been pretty lucky and have worked hard. I have never over committed but neither have I under-delivered. I have also been patient and have educated each and every one of my clients, irrespective of whether business existed or not. My advice to fresh design graduates is to work for their seniors for at least a year or two. This will help create good design firms as well as give the fresh entrants a chance to learn the ropes.

Can one afford to freelance?

Freelancing is the best part of this profession. I have always been convinced that attitude is very important. Skills can be taught but not attitude. Personally I feel the only scope for an industrial designer at the end of the day, is freelancing or running a design outfit. I do not see Indian companies recognising the crucial role of design for at least the next 5-6 years. I consider myself the best example of the scope of freelancing in India!

Having been in the field for so long what would your advice be to those who want to make a career in industrial design?

Go for it and never give up! It takes courage to start, attitude to sustain and patience to grow. Success will come to you overnight. Only that night may take a long time in coming!

MALINI SURYANARAYANAN.

maalini.mds@careercommunity.co.in