Report contents

* Design Clinic Scheme

* Global Best Design Practice Visit

* AOTS, Japan

* Programme Announcement & Approval by PMAC

* Application and Selection Process of Delegation

* Selection Criteria

* Agreement with AOTS and Training Programme Costing Details

* Design Management Programme Details

* Lecturers’ Profi les

* Training Activity Details (5 Days)

2. Global Best Design Practice Visit

As part of the Design Clinic Scheme for design expertise to MSMEs, exposure to global best design practices is one of the components of the scheme. The visit is expected to enable the MSMEs to have an overview of the design intervention strategies being adopted by micro, small and medium enterprises in other countries. The objective of having a design management programme was to have a design overview with design management best practices lectures and further discussion during the training session for better adaptability. The programme also aimed to have visit to the industries who have adopted the design practices for competitive advantages through products, process, communication and business strategies.

Countries like Japan have accepted importance of design long ago. the japanese economy has adopted the design practices in product, communication, process and management and have been success models for years for offering breakthrough products on international platform. Considering Japan as role model for design practices, the tour and training as part of the DCS programme for MSME delegation is aimed to generate the design sensibility and sensitivity to take design decisions for business activities. Design management training would help in generating design ability for management functions where decision makers in small industries could understand the design opportunity and take decisions along with design experts for benefi t of the organization. Design being a strategic tool for creative problem solving, empowers SMEs to identify areas where they can lead their organization with the help of design and other specialists for better value creation.

1. Design Clinic Scheme

Ministry of MSME under its 11th Plan has launched 10 major initiatives under NMCP (National Manufacturing Competitiveness Programme), which will create new synergies in increasing the productivity, upgrading technology and conserving energy in the manufacturing process for expanding the market share (Locally & Globally). One of such 10 initiatives is Design Clinic Scheme for Design Expertise to the MSME Sector.

The purpose of the scheme is to increase design awareness amongst the MSME units and integrate design & innovation in the MSME sector in their products, processes and business activities. Scheme Description

For easy percolation of design thinking & philosophy and maximum benefi t for MSME units the Design Clinic Scheme is divided at 3 broader levels. One day Design Sensitization Seminar, Design Awareness Programme, Professional and Student Design Projects activities are helpful in smooth transition in to several levels of design intervention in industrial and business activities of MSMEs

The scheme has successfully completed 190 design awareness seminars, 55 design awareness programmes and 56 design projects have been executed.

3. AOTS, Japan

AOTS, the Association for Overseas Technical Scholarship,is an expert training organization that promotes technical cooperation through training activities in Japan and abroad, focusing mainly on managers and engineers from developing countries.

AOTS supports the human resource development of Govt and private sector companies in overseas countries, thereby contributing to the future mutual development of Japan and other countries and enhancing mutual understanding and friendly relations between those countries and Japan.

AOTS has an expertise in the area of design related training as well and has been in touch with NID through previous programmes conducted in the area of design management.

AOTS operates from following centres for various training activities as Tokyo Kenshu Center (TKC), Yokohama Kenshu Center (YKC), Kansai Kenshu Center (KKC), Chubu Kenshu Center (CKC). The training programme organized for Design Clinic Scheme delegation was organized at Yokohama Centre of AOTS which is located at Yokohama, the twin city of Tokyo and approximately 30 km from the heart of the city.

Yokohama Kenshu Center (YKC)

4. Programme Announcement & Approval by PMAC

It was proposed and approved in the 7th PMAC on date 23rd Novem-ber 2011 that the best practices visit would be planed for Japan with expected 20-25 member delegation in the month of March 2012. The PMAC has also approved the contribution of ` 1.00 Lakh for each participant for the expenses of training fee, abroad travel and stay ar-rangements.

Web advertisement on www.designclinicsmsme.org

5. Application and Selection Process of Delegation

The fi rst information about the global best design practice visits and expression of interest was done on 22nd February 2011 with expected time of tour in March/April 2011. The communications were sent to the members of industry associations, MSME units involved in design awareness activities and projects of design clinic scheme. Due to the natural calamity of Japan in the month of March 2011 the tour communication was restarted in July 2011 and next communication with 40 numbers of expression of interest to participate had been received.

The communication for receiving of duly fi lled application with detailed communication in design clinic web site was released in January 2012. The delegation was expected to have 25 members from MSME units and Design Clinic Scheme members. The information of selection process of delegation was again sent by mail and web communications and fi nal interest expression of 37 members was received. The committee selected 21 members and kept the 7 members in wait list for further selection in case of withdrawal from the delegation.

The fi nal list consisted of 21 selected members from MSME units representing various regions from the country along with 3 members from DCS centres, 1 member from offi ce of DC, MSME and 2 members nominated by NID on its own.

6. Selection Criteria:

1. Applicant should be a Proprietor/Partner/Director/employee of the MSME with working knowledge of English language.

2. MSME unit must be profi table in last 3 Years3. Must have participated in any of the design clinic scheme activities. 4. Have not taken benefi t of any of the Govt schemes to travel

abroad/to attend similar international programme in last one year.

Travel Details :

A quotation for booking of journey has been asked from different travel agencies. Considering various aspects of delegation, the Air India Delhi bound direct fl ight was selected. The forward journey for the training programme started from Delhi on 03rd March 2012. As per the request from participants the return journey was scheduled as per the following details in 4 batches.

Forward journey Date - 03rd March 2012 27 Delegates Return journey Date - 10th March 2012 14 Delegates Return journey Date - 11th March 2012 07 Delegates Return journey Date - 14th March 2012 01 Delegates Return journey Date - 15th March 2012 04 Delegates

7. Agreement with AOTS and Training Programme Costing Details

The formal agreement of training programme between NID and AOTS was signed on 09th January 2012. As per the agreement the cost of training and stay for the size of 20-25 delegation would be 2,45,000 Japanese Yen for each participation. (Annexure I)

The details of expenses for each participant and the complete pro-gramme is as per the following

Tranining Fee per participant (min 25 Participants) = 235000 Yen (152750 INR)

Expected expenses of travel (Per participant) = 55-60,000/-

Expectyed total expense (Per participant) = 210,000/-

Total No of Participants (MSME representatives) = 21Nos.

Contribution from Each participants = 1,10,000 INR

Contribution from Design Clinic Scheme = 1,00,000 INRA) Total Contribution from 21 participants = 23,10,000 INRB) Total Contribution from Design Clinic Scheme = 21,00,000 INR

Contribution from Design clinic scheme for delegates from NID and DC offce = 04 Nos

C) Expense = 8,40,000 INRD) Expens from Design clinic scheme funds = 29,40,000 INRE) Total expense for the tour (A+B+C) = 52,50,000 INR

Delegation Group Picture - 05th March 2012

Participants details

Sr. No Participants Name Designation Name of Association /Unit Place Zone Product / Industrial Sector

Participa-tion in DCS activity

1 Mr.Hetal Mehta Proprietor Happy Engineering, Surat Surat West Engineering DAS2 Mr.Pankaj Gupta Proprietor Satya Industries, Dehradun North Packaging industry DAS3 Mr.Rohan Kare CEO Evonne, Bhopal West Engineering DAS4 Mr.Manish Jain Manager ITL, Indore, Indore West Engineering DAS5 Mr.Amol Deshpande Director Scrum System Pune West IT Products DP6 Mr. Kaipreth Narayanan Kutty Proprietor Sunitha Furniture Consortium Pvt Ltd Kerala South Furniture DAS7 Mr.Raffi Puthoor Devassy Proprietor Puthoor Enterprises Kerala South Furniture DAS8 Mr.Kannanoor Pisharadi Raveendran Managing Director Friends Polyplast Kerala South Furniture DAS9 Mr.Mitesh Patel CEO N-Tex Engineering Works Ahmedabad West Engineering DAS10 Mr.Chintaman Tol Shree Mech Pune West Engineering DAS

11 Mr.Pankaj Trivedi Proprietor Hydro – Pneumatic Techniks Surat West hyraulic and pneumatic machinery

DAS

12 Mr.Keval Ramesh Sheth Partner Western Engineering Co Mumbai West Engineering DAS13 Mr.Dinesh Ganeshwade Managing Director Shrikrishna Agro Equip Pvt Ltd Pune West Engineering Project14 Mr. Kaushik Basu Vice President Surya Engineering Co Kolkata East Engineering DAS15 Mr.P.PAVITHRAN Owner Prima Enterprise Kerala South Furniture DAS

16 Mr. RAGHUNANDAN SINGH Director Rawat Engg. Tech Pvt. Ltd. Dehradun North Rubber Moulded Com-ponents

DAS

17 Mr.Ayush Kasliwal Director Ayush Kasliwal Design Pvt Ltd Jaipur West Handicraft DAS18 Mr.Milind Vedpathak GM Shrikrishna Engineering Works Pune West Engineering Project19 Mr.Sanjay PravinChandra Jadia Partner Hindustan Motor Mfg Co. Mumbai West Engineering DAS20 Mr. Kunvar Singh Panwar Partner Polygon Chemicals Private Ltd Uttarakhand West Chemicals DAS21 Mr. Mayurkumar Natvarlal Kosambia Partner Mayur Engineering works Surat West Engineering DAS

22 Mr. Jitendra Singh Rajput Coordinator - DCS National Institute of Design Ahmedabad West Engg, Design & Man-agement

NA

23 Mr. Ravindra Udharam Jumani Project Executive - DCS National Institute of Design Ahmedabad West Management NA24 Mr. Ashok Mondal Coordinator - DCS National Institute of Design Kolkata East Design NA25 Mr. K.L. Rao Director- NMCP Offi ce of DC New Delhi NA NA

8. Design Management Programme Details

Design Management is a business discipline that helps creating strategies for organizational functions through the process of design. The objective of design management is to develop and maintain a business environment in which an organisation can achieve its strategic and mission goals through design. Design management is a comprehensive activity at all levels of business from operational to strategic, to collaborate the business functions for creation of unique solutions and value. The design management training programme at AOTS aimed to generate design related decision making ability through the training sessions and workshops. AOTS YKC, Yokohama, Japan: Association of Overseas Technical Scholarship is an expert training organization that promotes technical cooperation through training activities in Japan and abroad, focusing mainly on managers and engineers from developing countries. The complete training programme coordination for design clinic scheme delegation at AOTS was done by Ms. Mariko Hase and interpretation from Japanese to English was done by Ms. Fujiko Nozawa.

Programme schedule

9. Lecturers' Profi les

Mr. Noriji SATO (5th & 9th , March)Professor, College of Business Administration, Ritsumeikan UniversityProf. Sato is one of the most prominent experts in the design management and cultural management fi elds and is actively engaged in research and teaching activities. After working for 18 years at the Press and Magazine Dept, Marketing Dept, and Account Management Div. of Dentsu Inc., the largest advertising fi rm in Japan, he joined Ritsumeikan University as a professor to teach at the College of Business Administration and Environmental Design Institute. He is also an active board member of the Japan Institute of Design.

Mr. Tatsuya WADA (6th March)Professor, Tama Art University, Department of Product Design, Director of Media CenterAfter graduating from Tama Art University, Faculty of Art and Design, in 1981, he worked for Hitachi Co., Ltd., as a product designer. He teaches product design in the university with a focus on sustainable design, universal design, etc. In the recent past, he has not only conducted researches and studies on the business promotion of local industries, but also, as a consultant, helped companies such as household electrical appliance manufacturers, apparel companies, and communication companies to establish their design strategies. He was one of the committee members of the Good Design Award 2011 given by the Japan Industrial Design Promotion Organization and is hailed as an expert of Japanese design within and outside Japan.

Mr. Fumikazu MASUDA (7th March)President, open house Inc.Born in Tokyo in 1949, Mr. Masuda graduated from the Design Course of Tokyo Zokei University in 1973. After gaining experience at a construction company and a design offi ce, he began working as a freelance industrial designer in 1978 and since then has been involved in numerous projects both in Japan and overseas to develop product designs including designs for home electrical appliances, and to promote design in regional industries. In 1991 Mr. Masuda established Open House Co., Ltd. (president) and in 2006 LLP Eco Design Laboratory (director). Since 2000 he has served as a professor in the Department of Design at Tokyo Zokei University (Industrial Design/Sustainable Project). Mr. Masuda also serves as a director of the Japan Industrial Design Promotion Organization, a director of the Japan Design Consultants Association, as the chairman of the Executive Committee, International Conference of Design for Sustainability, and as a representative of 02 Global Network, 02 Japan, which is an international network of eco-designers.

10. Training Activities Details (5 Days)

Day One: Introduction to design and design methodology and design management Mr. Noriji SATO Professor,Department of Business Administration, Ritsumeikan University

The introduction to design course was taken by Prof Sato with examples of product designs, branding and communications in the existing Japanese market. The introduction session was covered by topics of product design, industrial design and importance of design in communication and Branding. The second half session was covering majority of aspects from design management in day to day business activities.

Prof. Noriji SATO explained that Design is becoming increasingly important to the present elements of business such as the product concepts, technology, quality and services that are indispensable for establishing one’s Brand for any Business. He gave four examples for better understanding of the power of design attracting attention lately in Japan. 1. It is no longer news for a product to be easily usable (practically

functional)2. The fi rst decisive instance at which a consumer encounter a product

is - Advertisement design, Product design, Package design, Brand mark and others

3. The biggest challenges for Japanese business in the highly competitive market

4. The Japanese business structure is under pressure

He also spoke about the History of Design management in Japan.

In 1951 ”The era of design” started in this year Matsushita Electric Co. Ltd. started product design section and it is considered to be the fi rst in-house design organization in Japan. In the mid to late 1950’s Japanese manufacturers were criticized worldwide for copying US and European product designs. In order to protect this, the G-mark system was established in 1957. In 1960’s and 1970’s design activaties in Japan were led by the in-house design organizations. In 1969, the Japan Institute of Design was established. In the year 2000, the importance of corporate brands and product design was recognized and Design management began to receive attention as an effective tool for branding. In 2003, The Ministry of Economy, Trade and Industry started support for Strategic design utilization for branding. Because of US and European infl uence, Japanese design started just 15 to 20 years back, when they understood the importance and identity of Japanese design. He also talks about the corporate design environment. For example- AIDMA- A- attention, I-interest, D- desire, M- memory, A- action and AIDSAS- A- attention, I- interest, D- desire, S- search, A-action, S- shear.

1st day session was more on design management and how to create brand for SMEs. Initially, the participants were little confused but later on they understood the topic and shared their feedback with the faculty. The learning experience of design management was very much participative and collaborative for all the members and was an eye opening exercise to know the importance of design in management activity.

Prof. Noriji Sato Ms. Fujiko Nozawa(Intrepreter) The training Session

The whole day activity was very interactive and a lot of learning through participation happened during the interaction with the faculty and the group members

Day two “Design Work - Development Steps & Processes of Design” Mr. Tatsuya WADA Product Design Professor, Tama Art University

The second day session was a design workshop with participative exercise to understand the design methodology. The session started with lecture on various elements of design and its importance in bringing a creative outcome.

He talked about the Design process, which is being followed by the Japanese companies. He explained that the design and designers work as part of the corporate strategy team and contribute to the larger Objectives of the organization through design.

He gave an example- the four identities - VI - (visual identity), PI- (product identity), BI –(Behavior identity) MI - (mind identity). Also he gave some assignments to understand team work.

There were 5 groups formed to perform the design activity for creation on design model, products, company, their visual identity and brand. There was a great enthusiasm shown by the participants and the whole exercise was a great involvement in learning design process.1st assignment was to make the paper tower using 40 - A4 paper, to explain the joint activity of design to achieve a target. In 2nd assignment the groups had to plan a business model with their company logo, product range, cost of the product or services, and promotion activities etc. within a given time frame and fi nally had to present the entire model.

Group presentation and discussion with Prof. Tatsuya Wada

Day three: Introduction of various Design Interventions – Eco Design and universal Design “Mr. Fumikazu MASUDA President, open house Inc. Professor, Tokyo Zokei University”

Professor Masuda, an experienced design expert and faculty in the area of sustainable design practices interacted with participants in a very subtle manner. Through various examples of design and sustainable solutions he emphasized on the need of design solutions which lead to a sustainable product and business creation. Mentioning the mathematical excellence of Indians he derived a formula of effi ciency equal to performance and inverse to the impact. Impact being lesser in business outcome of SMEs may improve the productivity and eventually leads to sustainable practice for better value creation. He emphasized on the need of social innovations along with the technological innovation. He explained different elements of sustainable

and eco design and presented models relating to the practices to achieve the same. In terms of universal design his examples related to the day to day activities in Japan and design interventions in these areas were most suited. Examples from various domestic products catering to different ability and age group users were very well connecting and understandable to relate with their present home country scenario. Japan is a small country with 70% of the land is mountains and covered with forest and very less space for farming and living. The population has increased in triple during last two centuries and most of natural resources are imported and self suffi ciency of food is only 40%. Professor mentioned that the similar situation is happening across the globe due to non-sustainable practices and across the world we are facing challenges to create the system sustainance. He mentioned the approach and methodology of eco-design which has been developed remarkably in recent ten years in Japan based on the following points : Energy- saving : Saving natural resources : Reuse and recycle : Long life : Eco-materials : Service (de-coupling economy with resourse consumption)

Prof. Fumikazu Matsuda and design models presentation

Day Four: Industry visit to Pencil Kita-Boshi Pencil Company(SME) and Panasonic Centre, Tokyo.

“Kita-Boshi Pencil Co., Ltd, Award-Winner of the 20th STATIONARY OF THE YEAR 2011 Design Category.”.

Pencil manufacturing is one of Tokyo’s regional industries. Kita-boshi Pencil Co., Ltd., a manufacturer of pencils and drawing equipment located in Katsushika, has been in pencil manufacturing business for a long time in Japan. Due to the decline in pencil business in last decades,

the business of Kita-boshi has also been affected. To compete with the existing business scenario and sustain in the competitive market of pencil manufacturing, the company has adopted innovative approaches in their products. It attracts attention for its unique development of recycled sawdust products the company invites the visitors to see the manufacturing processes and interact with the real time pencil manufacturing works. The company, supporting community education, welcomes school fi eld trips to the factory to promote pencils in the education.

Panasonic Center TokyoTo promote the technological innovation in various areas of human life, Panasonic Corporation has established the product and technology display centre in Tokyo. Aiming to present the green innovations in various areas of home and business solutions, various interactive models and products have been displayed for visitor’s learning and experience. The centre is well designed to cater to needs of visitors’ interests and is well managed to make the complete experience memorable. Areas of home appliances, industrial products, communications, energy management and automation/robotics attracted the attention of the delegation.

Due to the recent India focused development at Panasonic, there were mentions of India based research and India centre of Panasonic in Gurgaon and some of the products recently developed and launched in India.

Images : Pencil manufacturing facility and artwork created using the waste byproduct (Saw dust and special glue makes the wood clay which produces the wook like material for clay artwork.

Images : Panasonic Centre, Tokyo- the corporate global communication hub for panasonic

Day fi ve: Design management for SMEs and certifi cate distribution of the programme Mr. Noriji SATO, Professor, Department of Business Administration, Ritsumeikan University

The fi nal day of design management training activity was more focused towards the practical implementation of design management in SMEs. Prof. Sato explained various elements of design in the areas of business activities and their importance. He explained the role of decision makers in taking design related decisions for the future benefi ts of the organization. Therefore it is more important for promoters, directors, CEO, etc. to have design sensibility to practice design management in a SME scenario. He explained that design plays a very important role in all the areas of business functions affecting the effectiveness and effi ciency of overall business outcome. A design manager be it a top management person with know-how of design practices or a designer with a management know how has to be aligned with the interests of organization and think and act in creation of value in collaboration with functions of business. Technology, production, equity interests, storage, products and customer departments, all have to work in coordination with the design management thought process to achieve the objectives set for the growth of the organization.

Certifi cation and closing Ceremony The day and training activity ended with certifi cation distribution ceremony. All the participants were given the certifi cate of design management training at AOTS.

Conclusion :

The response from participants was encouraging. It was good to see that they are able to understand the importance of design intervention for their business activities. Considering design as a mere product related activity, most of them accepted that design plays a very important role in the day to day business functions and would look for design opportunities after going back to their work and implement the learning from the training.

Design management plays a very crucial role in taking right design decision for any business situation. MSMEs being a small group of decision makers make it more important to practice design management for innovation in Indian business scenario. We have asked for the feedback of training programme from all the participants and have received few responses. Once received, all responses will be compiled as an overall outcome of the training programme along with the necessary actions to be taken up in the upcoming programme in Design Clinic Scheme.

Similarly some of the members have expressed their view after completion of the training as:

“Design can be a much more integrated affair, till now we have only concentrated on the product itself, but neglected the other aspects” – Ayush Kasliwal, Jaipur

“Design is a very important aspect which was not emphasised earlier but now this course has helped me to realise that it has a lot of potential to make an impact on the growth of the organization” Rohan Khare, Bhopal

Annexure 1: Training programme, cost break up and agreement copy

The proposal from AOTS for two plans were presented as per the following: The proposal for 25 delegations with proposed cost structure was approved considering the cost benefi ts in the training programme

Thank You