Kyoorius is an initiative by Transasia Fine Papers, incepted to fuel a design movement in India. This involves building awareness amongst design buyers (i.e. corporations, organisations and government) of the kind of value design can create to empower business. Kyoorius is identified as the total embodiment of the aspirations of the creatives in India. It has been on the forefront of connecting the creative world through various design activities, including the annual Kyoorius Designyatra and Kyoorius Design Showcase and Kyoorius Magazine.
In conversation with exchange4media, Rajesh Kejriwal, Founder and CEO of Kyoorius Group, talks about the concept of design as a strategy in India, the brand ‘Kyoorius’ and the potential role of the design community globally..
‘Kyoorius’ was set up to highlight the potential role of the design community in the consumption of quality paper. Could you elaborate on some of its different brand objectives?
We are basically into paper merchanting business and we deal with quality papers which are differentiated in terms of texture, colours etc. We introduced metallic papers in India for the first time which could be seen in wedding cards presently. We have always wanted to do something different from pads, notebooks, calendars and our core aim is to connect to the community in a more meaningful manner. We have two core objectives; the first is to build a platform for the community to come together and the second is to start a design movement in India.
How is ‘Kyoorius’ taking forward the concept of design as a strategy in India?
We want to look at design as a strategic tool rather than something which makes things look good. Today there are varied platforms and hence even a simple thing like a logo needs to be thought through since it is going to be up on different media platforms. We are more focused on the design and the engagement rather than the campaign. We have realized that there is a community which is not getting connected to the global world. Also, there are corporates who do not understand the value of design as a strategy. Hence, we have changed the format so as to bridge the gap along with building relationships. We believe that design can solve existing problems through which we can change people’s lives.
How is the design industry faring in comparison to the global scenario?
I would say that two years back the design in India was where London was 30 years back. But the good thing is we have evolved and wouldn’t need 30 years to reach that stage. In the next five years, we will see a lot of focus on design. In the last one year, there has been an immense focus through talks and government participation. We did a small study with a financial institution and found out that design as an industry is slated to grow 3,000 per cent in the next three to four years. In UK, the creative industry contributes around 2.8 per cent to the GDP and Netherlands creative industry’s size is larger than all industries over there.
Who is your primary target audience and how have you positioned ‘Kyoorius’ in the design industry space?
We are looking at three types of audience today which are the corporates, the clients and the students. Our typical strategy is based on what can we do or communicate to the client. For us, it is more about relation building than ROI. We have positioned ourselves as a facilitator and a platform for the entire community. It is not always about being commercial or doing something about a large corporate but it is about how you can change lives.
What are the marketing initiatives that you have undertaken for promotion of the brand?
We do not believe in doing too many activities. India has limited infrastructure and hence limited area for conferences which are attended by delegates from different places. We do want to promote it a bit because we want the right audience to come who can make meaningful changes in the organizations. We are also trying to increase the number of corporate participation so that they can understand the value of design and encourage their agencies to do more. However, we are selective about our branding activities and prefer a subtle approach. We leverage the social and the print media and primarily believe in direct marketing.