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Design is a business culture brought to life: Preeti Vyas, Chairwoman, VGC

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Design is a business culture brought to life: Preeti Vyas, Chairwoman, VGC

Design as a discipline aiding businesses has come a long way. In conversation with exchange4media, Preeti Vyas, Chairwoman, VGC, speaks about the growing importance of design for brands and businesses, her association with design and her new presentation – ‘Designomics’ – as part of the show ‘Logo’ on Bloomberg UTV.

Speaking about the growth of design, Vyas said, “Today, design as an industry has matured. New design businesses have come up and the scale of business expansion has gone up. Business houses have started integrating design into their brand strategy and even digital strategy. There is growing realisation today about the value design can bring about to enhance bottomlines.”

Speaking about her new show ‘Designomics’, Vyas said, “‘Designomics’ is about the economics of design. It strives to present design from the vantage point of senior management. The show will present case studies on integrating design into business interfaces.”

One such case study is on the branding of the Birla Group. Vyas has Kumar Mangalam Birla, Chairman, Aditya Birla Group, speaking at length about the branding of the group, how this is a sustained process and what equity has been gained as a brand.

“Design is a business culture brought to life,” Vyas noted.

The show will also feature Anand Mahindra, Vice Chairman and Managing Director, Mahindra and Mahindra Ltd, and Chairman, India Business Council, speaking about the integrating design, for example, while designing the Scorpio.

‘Designomics’ also covers the growth of in-house design teams, design studios, besides presenting design success stories from business houses.

When asked what made her associate with a show like ‘Designomics’, Vyas replied, “I have been on the other side of the story, helping businesses gain out of design. I firmly feel that the message of design has to go out. Today, design as an industry has become more meaningful. Design comes in way before advertising comes into place. Brand strategy is crucial for companies – be it for product innovation, expansion, etc. Today, the marketplace has become cluttered and it has become imperative to create and integrate differentiators across platforms.”

This, according to her, was provided by design.

She further said that ‘Designomics’ would cover all aspects of design, the universe of design specialisations. “Besides the design community, the show is also targeted at bureaucrats, people who can help the design community by means of policy making. It will also cover how design institutes can fulfill the needs of business,” Vyas added.

Speaking about the India Design Council, she said that the body sought to address the various issues of the design industry, mostly at the qualitative level. The primary agency for the Council included making design being understood; growing the community; providing legal help, for instance, in copyright issues; and educating businesses about the importance of design, among others.

For Vyas, who has had decades long experience in the design industry, design was not a mere cosmetic exercise, but a management tool. “Media, too, needs to be more aware of design,” she stressed. And Vyas knows this quite well as she was once a columnist with The Times of India writing on design.

She lamented that advertising people did not take design very seriously and did not truly understand design. “It is for business houses to promote design. Hence, ‘Designomics’ will present discussions from the perspective of design case studies,” she said.

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