At Artifact we function with an operational motto of optimum utilisation of resources and we believe that our country can potential and resources enough to cater to every industrial requirement. We are sure it is with an interest to harness this untapped potential that our Prime Minister launched the ‘Make in India’ initiative.

Design in India to boost ‘Make in India’ 1Quoting the Make in India website, we cannot agree more — “Devised to transform India into a global design and manufacturing hub, ‘Make in India’ was a timely response to a critical situation: by 2013, the much-hyped emerging markets bubble had burst, and India’s growth rate had fallen to its lowest level in a decade. The promise of the BRICS Nations (Brazil, Russia, India, China and South Africa) had faded, and India was tagged as one of the so-called ‘Fragile Five’. Global investors debated whether the world’s largest democracy was a risk or an opportunity. India’s 1.2 billion citizens questioned whether India was too big to succeed or too big to fail. India was on the brink of severe economic failure”


As we move forward to evaluate initiatives such as these, creating a credible product development cycle will be a sure way to convert the Make in India initiative into a global success. Having worked out of and travelled to China often, we have come to experience not only the ease of doing business there but also the incredible support systems that are built around the manufacturing units. Tiers of setups such as secondary operations, packaging design, manpower support systems and shipping options have cropped up around each manufacturing unit. What’s more, the units have strategically reachable local transportation (such as taxis), food vendors and even shopping malls that are within quick reach. Agreed that they may not be as well defined as we are making them out to be but the mere fact that these support functions are a stone’s throw away, makes it fascinating and extremely easy for anyone from outside to do business.

It’s not all rosy though…

The biggest drawback in terms of these ecosystems in China are the presence of experienced design houses working in an ecosystem with a major language barrier — most of the support functions don’t understand English. Imagine if this were in India — with the amount of design studios and scattered design support in cities like Bangalore, Mumbai, Delhi and other metros, and no language challenge — it would be such a value add to any brand — local or foreign to take advantage of this tremendous ecosystem. India has always been a country that has been known for art, architecture and ingenuity, even though in the recent past with the advent of IT outsourcing and services, the image somewhat is that of a service driven economy. However, innovation is found daily in our lives with the famous “jugaad” mentality (which we personally don’t believe is a parameter for innovation), a lot of creativity is utilized in the process which is something we cannot deny.

Moving back from the US in 2013 to India and setting up Artifact Design’s Bangalore studio we have contemplated on how best we can merge our hunger for creativity, maintaining an international level of design quality and working seamlessly with brands and companies worldwide. We have been educating our clients on the benefits that ‘Make in India’ will drive if backed by a strong ‘Design in India’ initiative. We think, India also needs to strengthen up the support system for creating new materials along with tooling and machinery.

With our government taking such revolutionary initiatives as the Make in India movement, breaking it down to smaller functions within each discipline, the ‘Design in India’ as a movement is worth looking into, cause we’re sure as each design establishment starts working and collaborating with manufacturing units, it will give rise to a whole new economic chapter in India’s history where we can bring back our drive for innovation and creation.