From 'Made in India' to 'Designed for India': Onio's Design Research and Design Directions for LG 
November 29, 2006 12:31 IST

Consumer electronic goods manufacturers are moving from 'Made in India' to 'Designed for India' products.
They are conducting consumer research to identify the domestic market needs and specific consumer requirements such as high-quality sound.

The design elements are aimed at either adding value to minimise costs or adding a premium touch.

Sharad Dahake, deputy manager (R&D-Industrial Design), LG Electronic India, said, "At LG we are adding Indianness as a design element in our product range to make them premium." LG launched its first Indian designed range of 21 inches and 29 inches televisions in mid-2006.

LG commissioned an ethnicity study by Onio Design on consumer preference for television sets .

The study revealed that while Europeans prefer television sets with simple straight lines and black and silver panels, Indians prefer colours such as maroon and gold that reflect Indianness and rounded corners.

LG will launch a new range of televisions for the growing upmarket segment by mid-2007, which will incorporate these design elements.

While Indianness is a requirement for the upmarket segment, in the rural India possessing a TV is considered a symbol of social status as the customers there prefer bigger televisions.

Onida recently launched its Marvel range, a wider model that enhances the big look. "This model is doing well in the rural areas," said Vivek Sharma, head, marketing and sales, Onida.

At Samsung, which has set up its India R&D Centre in 2000, the initial focus for the first two years was customisation of Samsung products for the Indian market.

Eventually, the company developed the Metallica series, a sound-oriented colour television series for the domestic market and since then the Samsung flat colour televisions are designed as per Indian consumer preferences.

Products designed for India are finding success in the exports markets as well. "Our designs have been successful in India and also in the export markets like Middle East, South Africa and SAARC," said Samsung executives and added that by 2010, India will be a design hub.

April 2005 onwards, Samsung 'Made in India' refrigerators have been offering features such as cool pack which maintains the freezer temperature even in case of power failure, framed tough glass shelves to bear heavier loads, a high versatility compressor to operate at voltages as low as 135 volts and as high as 290 volts, eliminating the need for stabiliser.

Samsung is also exporting the products to Middle East, CIS and SAARC Countries.
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Pune Design Festival 2006 

Pune Design Festival 2006, organized by FICCI in association with Pune Design Foundation is part of the mega-initiative to promote Pune as the design city of India. The festival aims to make the advantages of 'Good Design' visible to people, industries and policy-makers and break the myths around design. It was a result of Onio's initiative with FICCI that is now taking shape as first ever design festival in India.

Being held on the 17 and 18th of November, 2006, the festival will have conferences, competitions and exhibitions.

Quarterly Meet at Oasis 
To take a stock of good work done and to learn from the mistakes, all 16 of us huddled together in a cozy retreat near Pune called 'Oasis'. Exchange of ideas on Onio's growth, welcoming the new members and learning from the completed assignments was the note of the day.

Integrated Branding | Miltech Industries Pvt. Ltd  
A plastic injection moulding company, Miltech wanted to participate in the PlastIndia exhibition 2006 in Pragati Maidan, Delhi between February 9th - 14th 2006. Onio's mandate was to lift the company's image to a global level. Onio strategic branding intervention lead to refreshed positioning as a global sourcing partner in the automotive, consumer electronics and exports segment. The new personality for Miltech evolved as 'One Source, One Force' injection-moulding partner - which was then reflected in the brochure, stall design, corporate film and website ( ).

New Initiative | Trend Workshop 
In collaboration with Style Vision
( ), Onio conducted a Trends Workshop on 12th January 2006 at the Grand Hyatt, Mumbai. Sponsored by Pantaloon, the workshop saw the participation of corporates like TI Cycles, HLL, HPCL, Tata Elxsi, Titan, NID (National Institute of Design), Freedom Tree Design, Philips, Munch Design, VIP, Quaser Innovations, and ITC. The speakers at the workshop were Manoj Kothari - Founder Onio Design Pvt. Ltd., Genevieve Flaven - Style Vision and Pradeep Lokhande from Rural Relations. TRENDS help you to identify the 'ATTITUDE' towards issues like acceptance to break-through ideas, flavors in visual, textual and audio content, check on universal appeal of your product/service and help you design and position your product/service smartly.

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