Design was an exclusive business of the fashion industry, until last year, when Businessworld and National Institute of Design (NID) joined hands to host the corporate design awards in the country. After getting a stupendous response, the business weekly decided to make design awards its annual property.
Businessworld's cover story on product design and the subsequent award ceremony, last June, played instrumental in bringing the relevance of product design functions in Indian industry to the fore.
Why NID? “Businessworld has always been the first to take an initiative when it comes to covering the latest trends and events in the corporate industry. Based on our understanding of the corporate psyche, we decided to join hands with NID as it is one of the premier institutes in designing. Our aim was to felicitate the top corporate designers in India," said Abhishek Saxena, Deputy Manager-Brand, Businessworld.
He added that Businessworld wanted to talk about the industry, which is growing heavily. Further, because of product differentiations, packaging plays an important role in getting the products on the shelf. "We thought why not honour those designers behind the classic piece of work," shares Saxena.
As per Saxena, the design has to compete among many others on the shelf and, it has to have an aesthetic appeal along with utility value and quality of the material used. Dwelling on the different parameters for these awards, Saxena explained that one of the parameters was the sales volume of the product and how useful it was for the Indian consumer. "Customisation to the Indian context is very important," Saxena said.
He claimed, the frontline business weekly had spearheaded many such corporate events. "We have four-five annual properties that stand for honouring corporate excellence. 'The Great Place to Work' survey and the seminar series were the pioneering in India," said Saxena. Events are survey based. The flagship Businessworld event, Infocom is organised jointly with NASSCOM.
For awards this year, ads inviting entries are appearing in Businessworld and the last date for receiving entries has been fixed to be September 10. To add to the six categories that were included last year, the weekly has expanded the scope of the awards to recognise the quality work in two emerging categories – furniture design and interface design. Also, there are 26 sub-categories.
The award ceremony will be held in October in Delhi. Last year, Satish Gokhale was selected as the Designer of the Year-2003.