Mumbai: Today design plays a very important role in any product, customers are aware of and look at designs, packaging and messaging for an enhanced product experience.

DY Works is a strategic business and brand design firm. Over two decades, DY Works has partnered with clients across sectors such as FMCG, BFSI, Fashion, Hospitality, Pharma, and Automobile to unlock disruptive growth.

Keeping empathy at the centre of everything, we re-craft and use Design Thinking to redefine problem statements and find impactful solutions.

Their strengths lie in decoding cultural insights, disrupting markets and categories, and designing solutions for radical impact. An amalgamation of a branding and a digital strategy agency, they make no distinction between business and design, online and offline, product and experience.

Gautam is the Head of Design at DY Works. Apart from being a leader in Design, he's also a large-scale packaging specialist with a penchant for understanding the deepest of business problems.

An advocate of the importance of design for business growth, he believes India is now design ready and is driven to bring awareness for the same amongst businesses.

Design Thinking came into play in the recent past and what does it mean for brands?

Design thinking started out as a process for creating sleek new technology and products. But its problem-solving approach has gained popularity in recent years across various industries.

Design Thinking has also transformed the way brands work, as it has encouraged them to focus on human-centred solutions rather than just profits. Brands that have embraced this approach have been able to create more meaningful and impactful products or services, connect with their audience beyond just transactions and maintain customer loyalty.

Design Thinking has become a significant tool in creating innovative solutions and enhancing brand relevance in the ever-changing marketplace. And at DY Works we use this tool very effectively.

On Indian brands designing their products and what is that you are doing today is making them sit up and notice the reason behind the good design?

Indian brands have focussed on a combination of factors such as functionality, aesthetics, and affordability. They also take into account the cultural and social preferences of their target audience. Some Indian brands are known for their use of traditional craftsmanship techniques, while others adopt modern design principles to create innovative products.

Today, more Indian brands are beginning to realize the importance of good design in enhancing the overall user experience, creating differentiation, and building brand equity. They are investing in design thinking, hiring skilled designers, and collaborating with design agencies to bring unique and compelling products to market.

At DY Works we operate at the cusp of management consulting and design thinking.

Our strengths lie in decoding cultural insights, disrupting markets and categories, and designing solutions for radical impact.

An amalgamation of branding and a digital strategy agency, we make no distinction between business and design, online and offline, product and experience.

We pride ourselves in being multi-disciplinary thinkers who partner with businesses to achieve high rates of growth and profits. (No matter how much the world changes.)

We don’t merely design for behaviour; we actually design behaviour.

A substantial part of what we do at this company is designing change in behaviour. We dig deeper into the subconscious and unconscious mind of a consumer to define and insert new belief systems. And with this approach, we are able to create designs which are making them sit up and notice.

On design trends in Europe/West as compared to in India

One possibility could be the lack of investment in research and development of design and packaging in India, as compared to the West and Europe. Companies in developed countries often allocate significant resources towards innovation and improving the overall user experience, which can result in more effective and appealing designs.

India has a vast population with diverse regional cultures and languages, which can pose challenges for companies trying to create a consistent brand image and packaging design across the country. But this culture is also our asset. I think what we need is deep diving into our culture and creating design for our people. Localising and innovating with original thinking that comes from our roots is the way to go. I think Japan is a great example for us. They’ve managed to create beautiful designs in every walk of life inspired by their culture.

Overall, improving design and packaging in India will require a multi-faceted approach that includes investment in research and development, understanding the local market dynamics, catering to the needs and preferences of the target audience and most importantly creating a unique voice that is true to who we are.

On emphasising good design to your clients

Clients usually appreciate good design and understand the importance of investing in it for the success of their business or project. Good design can help a company stand out from competitors, create a strong brand identity, and improve the user experience of its product or service. Clients may initially be sceptical about the cost of investing in design, but once they see the results and the impact it has on their business, they are usually happy with the decision to prioritize good design.

On being a seasoned hand in this field how much is the impact of design when it comes to business growth, can you elaborate?

I think design is one of the most essential elements of business growth. It plays a significant role in shaping brand identity and enhancing customer experience. An effective design can boost the company's reputation and help it stand out from competitors.

Design also affects how potential customers perceive a business. A well-designed logo, website, or product packaging can create a strong impression, leading to increased brand recognition and customer loyalty. Moreover, design impacts customer engagement, as visual appeal can significantly influence purchasing decisions.

A well-executed design strategy can lead to increased revenue, customer acquisition, and retention, and ultimately contribute to the overall growth and success of a business.

On the future of design in the next three years

Indian design is expected to continue its growth and innovation in the next 3 years. With a focus on sustainable and locally sourced materials, Indian designers are likely to create more eco-friendly and socially responsible products. Additionally, there may be an increased emphasis on digital and technology-driven design solutions, as India continues to develop its tech industry. The country's rich cultural heritage and diversity are also likely to continue to influence and inspire new design trends and aesthetics.

Is India design ready as compared to the West?

India's design industry has made significant strides in recent years, and many Indian designers are establishing a name for themselves both domestically and internationally. With the growth of design education and the establishment of various design institutes and centers, India is on a path toward greater design readiness. However, it's tough to compare India's design readiness with the West since design cultures, practices, and industries differ considerably from country to country. Nonetheless, India has a rich cultural heritage, which provides a unique context for design development and innovation.

On the vision for the company and any expansion plans?

I continue to drive multi-disciplinary design teams that strengthen both innovation and brand experience for our clients. I see my role as a driver to push, expand and grow the design and creative practices here. Bringing the teams back to focus on our passion and craft, helping them bring to the craft that’s uniquely theirs. We are shaping the design culture at DY, which requires design talent management, design processes, tools and a company-wide understanding of the value of design and how it can be delivered across. The plans for the future include using this robust combination of world-class design with the business & design thinking prowess DY Works is known for to deliver growth for our clients.