Idiom Design and Consulting, an end-to-end design services consultancy, has announced major plans to strengthen its presence in the Indian market. Set up in April 2005 following the merger of two design firms – Tessaract and Esign – and with investments and mentorship by Kishore Biyani, Idiom is expected to triple its turnover from Rs 60 million in 2005-06 to about Rs 180 million in 2006-07. These figures point to the fact that there are a lot of takers for the idea – ‘Designed in India’.
The consultancy has recently added several clients to its portfolio, which include Godrej Aadhaar (rural retail), Siyaram’s (brand identity and business transformation from fabric to fashion), Tata Teleservices (retail identity and creation of new retail formats for Tata Indicom), G-Corp (development of identity for it’s projects), Pioneer Group (corporate identity and brand identity), Indus League Clothing Ltd (retail identity), Footmart Retail (I) Ltd (value footwear retail chain), Khadims (chain of departmental stores), Giny n Jony Future Fashions Ltd (kidswear retail chain), Liliput (kidswear retail chain), Cisco Systems (environment graphics and signage design), Karuturi Networks (retail identity), Grasim Cements (new retail identity for chain of cement shops), and Anand Bazaar Patrika (corporate identity and office design). All these client acquisitions would add Rs 80 million to Idiom’s top-line growth.
Besides these acquisitions, Idiom has also announced gains in terms of new projects from Pantaloon Retail. These include a wholesale market brand, factory outlet mall (Brand Factory), identity, positioning and visual merchandising for six malls across the country, Beauty/ Health and Wellness mall, Home mall (Home Town), and a new set of private label brands.
Commenting on the company’s growth, Shantanu Saha, CEO of Idiom, said, “India is at a ‘Strategic Inflection’ point in the development of the design industry, and Indian companies are increasingly seeking holistic design solutions that connect with the culture of India – rationally, viscerally and emotionally. Today, Idiom is well positioned to set Indian design benchmarks and its expansion plans are aligned to meet the rising demand for original design ideas for India.”
In a short span of 18 months, Idiom has grown from a strength of 40 people to its current size of 150, with plans to recruit 50 more people by the end of 2006. To get itself a national footprint, Idiom has already set shop in Mumbai and would shortly be commencing operations in Delhi.
Idiom has done considerable amount of groundwork and has already put together a task force of designers for the next stage of product design besides closely evaluating projects for the Central and State Governments.
In the medium term, Idiom is also exploring possibilities of design solutions outsourcing for international clients and setting up a cell for design research and scenario planning that will help its clients to virtually design their future.