1. Design Education in Cultural Context Pradyumna Vyas Director National Institute of Design, India UNESCO ‘09

2. India – a culturally diverse nation It is probably the only country in the world where stone age and space age coexist even today! A more than 5000 year old civilization Population over 1.2 billion 17% of the world’s total population 325 languages are effectively used in India 35 states with different cultures, languages, customs & traditions UNESCO ‘09

3. Cultural Milieu of India UNESCO ‘09

4. The artisans & craftsmen - Creators of Products Utilitarian Decoration Socio-Cultural Spiritual Ceremonial Religious Objects of Veneration & Objects Venerated Values reflected in the Life-Cycle of products Human Values – Product Values UNESCO ‘09

5. Materials Shape Minds & Mind Shapes Products Potter – pliable, adaptable, humble Blacksmith – rigid, specific, firm, male dominated Carpenter - specific, not so rigid Goldsmith – precise Weaver – methodical Farmers- sharing UNESCO ‘09

6. The Agrarian Ethos... the spirit of culture UNESCO ‘09

7. Indian Culture & Its Values Tolerance Adaptability Sharing Evolution Celebration Togetherness UNESCO ‘09

8. Family & its Values Tolerance Adaptability Concern Sensitivity Togetherness We – together We Share what We Have UNESCO ‘09

9. Globalized Economy – Culture Loss Speed Economical Quality Competitiveness Service The New Baggage UNESCO ‘09

10. Multiplicity - Replaceability - Replicability Multiply - Mass production Replace - Substitute Better Cheap Dispose - Throw away – Dispense – No-use Disassociation– association of the product with the organization, and brand Industrial Ethos – Cultural Shift UNESCO ‘09

11. Product Imposition Creates Imbalance Society Family Individual Lacks contextual relevance Eco Concern – Energy Consumption and Depletion UNESCO ‘09

12. Societal balance Family balance Individual balance Product Creation Contextual Ingenuity Eco & Resources – Balance UNESCO ‘09

13. 50 Years of 'India Report' 1958...2008 After an in-depth study of Indian handicraft and industrial sectors, eminent designers from USA, Charles and Ray Eames said: ‘ … the search of forms demands an investigation into values and qualities that Indians hold important to life.. and that there be close scrutiny of those elements that make up a standard of living’ 1960s: Seeding Design in India 21 st Century: Creative Economy….Role of Design UNESCO ‘09

14. Quality of Life Academic Institution NID Catalyst of Change Innovative Solutions Structured Knowledge Tacit Knowledge Craftsmen, Grassroot Innovators Government Institution Enhanced Design Knowledge Improvement in Quality of Life Design Education in Cultural Context UNESCO ‘09 Role of Academic Institution

15. Design Education in a Cultural Context UNESCO ‘09

16. Design Education to Address the Issues of… Emphasis of Culture in /and design Understanding local needs local solutions, local material to bring characteristics and identity Identify characteristics of user -- individual and society– heterogeneity Use of contemporary knowledge and technology Sustain tradition and modernity UNESCO ‘09

17. Contemporary Adaptation of Heritage & Culture Celebration of Identity UNESCO ‘09 Garment by Rahul Mishra

18. UNESCO ‘09 Garments designed by Rahul Mishra using traditional fabrics of Kerala

19. Integration of Traditional Crafts Artisan Orientation UNESCO ‘09

20. Global Appeal Garments Showcased at Australian Fashion Week 2007-08 UNESCO ‘09 Collection of Rahul Mishra & Samar Firdos

21. A Collaborative Initiative between India & South Africa to mark the centenary of Mahatma Gandhi’s independence movement To Rejuvenate the Village industries with an active integration of traditional crafts of both the countries Confluence of Two Cultures A Case Study The Afrikhadi Project UNESCO ‘09

24. Research on International Trends & Generating Design Directions UNESCO ‘09

26. Design Intervention for Handloom Clusters – Tamil Nadu

27. Product Development & Diversification – Bamboo Crafts UNESCO ‘09

28. Culture as Inspiration Architecture Scripts Beliefs Material culture Arts & Crafts Traditional Objects UNESCO ‘09 Titan’s Heritage Collection Image Courtesy: Mr Abhijit Bansod, Titan Industries Ltd.

29. UNESCO ‘09 Image Courtesy: Mr Abhijit Bansod, Titan Industries Ltd.

30. International Centre for Indian Crafts at NID NID in collaboration with Development Commissioner, Handicrafts, Govt. of India has set up 'International Centre for Indian Crafts' (ICIC) at NID campus for capacity building, design- technology orientation and skill up-gradation of artisans and craftsmen. Proposes a “National Crafts University” in India for 11 th Plan Period (2007-2012) UNESCO ‘09

31. Documentation: “Handbook of Handicrafts” 1 st Volume consists of 600 Pages, Approx. 140-150 researchers involved, 6 Zones in India, 102 Meta Clusters, 600 Craft Clusters, 600 Crafts in Locations, 3500 colour photographs & 140 maps UNESCO ‘09

32. Future: Art + Technology UNESCO ‘09

33. Shifting Paradigm: Design + Technology + Context UNESCO ‘09

34. Streams of Wisdom “Earth provides enough to satisfy every man’s need, but not any man’s greed” - M. K. Gandhi UNESCO ‘09

35. Thank you Pradyumna Vyas Director National Institute of Design India Email: pradyumna@nid.edu