2011年に設立したSpring Health Water (India) Pvt Ltdという会社は、これらの理念に基づく会社の1つです。同社は、安全な生活用水の提供を目的とした会社です。私たちは決して、利益の最大化をめざした事業は行いません。利益を確保しつつ、社会に対してインパクトのある事業を行うというのが、私たちの考え方です。
Solving Social Issues and Creating a Better Future through the Power of Design “Impact Design” initiative in Bengaluru, India
Today, people’s lifestyles and values are diversifying. Many people may be asking themselves, “What can design do?” or “Where should design go?” Bengaluru (formerly known as Bangalore), a metropolis in southern India, is engaged in activities that may provide answers to these questions. MEBIC, which is working to strengthen ties with overseas cities and creators, held the “Creative Cluster Forum” as part of its efforts. Jacob Mathew, President of the Bengaluru Chapter of the Association of Designers of India and Industree Foundation Mentor, spoke about “Impact Design” and the future of design in Bengaluru. Shiho Sakaguchi, a Bengaluru resident with more than 10 years of experience as a coordinator between Japan and India, served as interpreter for the forum.
Bengaluru, a city with many faces
Good evening, everyone. Have you ever heard of the city of Bengaluru? Bengaluru is a city with many faces. It has a long history, and its name is already inscribed on a temple built in the 9th century.
In the mid-1900s, it was dubbed “Pensioner’s Paradise.” The city’s pleasant climate and relaxed lifestyle made it an ideal place for retirees.
Bengaluru, also known as the “Garden City,” is a city of beautiful gardens. Its origins date back to before the British colonial period when many gardeners, from include including one from Austria, came to Bengaluru to create gardens.
Today, Bengaluru is the “Silicon Valley of India.” It is also known as the “Startup Capital of the World.” Many unicorn companies have emerged from Bengaluru, and foreign companies, including Softbank from Japan, are actively investing in Bengaluru.
Vidhana Soudha, the Karnataka State House built in 1957 in Bengaluru. Four lions, the symbol of King Ashoka, are mounted on the top of the onion-shaped roof.
Startups eventually become angels, supporting the next startup
The movement to create a center for the development of science and technology, including design, began in 1896. Jamsetji Nusserwanji Tata, founder of the Tata conglomerates, still well known today, envisioned the establishment of a university of science. Despite initial opposition from the ruling British government, approval for the establishment of the university was granted in 1909, and research activities began in 1911. The students who studied at the university would later support India’s development.
From the 1950s, industrialization accelerated and Bengaluru became a research center for manufacturing. Then in the 1980s, IT startups appeared. Those who started businesses during this period became investors and supported junior entrepreneurs in the 2010s. And a virtuous cycle is taking place in Bengaluru, with entrepreneurs in the 2010s also eventually becoming investors and supporting the next generation of entrepreneurs.
From the 1950s to the present, Bengaluru has developed rapidly. When I came to Bengaluru in 1984, the population was 3.2 million. Today it is 13.6 million, and it is estimated to be 17 million by 2033. According to one survey, the population is expected to reach 20.3 million, which is about the same as the population of the Kansai area.
“Refuturing Design” to create a better future
Urban development has also brought negative aspects. Typical examples are air and soil pollution, water shortages, and sewage. We believe that design can help solve these social problems.
There are two types of design: “Defuturing Design” and “Refuturing Design.” Conventional design is defuturing. Here, the main focus of design was to make consumers “want to buy!” The result, however, is the current social issues. In other words, Defuturing Design is a design that takes away the future and does not bring about a better future.
Refuturing Design, on the other hand, is design that creates a better future. For example, designing a product using recycled materials is Refuturing Design. It is easier to understand if we think of products that can be used over and over again as Refuturing Design, and products that are disposable and can only be used once as an example of Defuturing Design.
※“Futuring” is a systematic process or approach to thinking about the future, predicting possible outcomes, and developing strategies and plans to deal with them. The term “defuturing” is used to mean “de-futuring” or “anti-futuring,” and “refuturing” means “regeneration.”
Transforming Business through Design
Let me start by telling you about myself.
My father was from India and worked in Singapore. He married my mother there and I was born there. I married a woman from Punjab, a state in the north of India, and we have two children and one grandson. I can say that my grandson is of American and Swedish descent, Punjabi Indian, and Malayalee Indian. Also, from religious point of view, Syrian Christianity, Catholicism, Hinduism, Sikhism, and Judaism. He is a boy with a mix of backgrounds, that make him a citizen of the world.
I studied product design at the National Institute of Design, India. At that time, my learning was enriched by direct and indirect encounters with people from all over the world. I have been greatly influenced by Japanese people, and Issey Miyake, Masanobu Fukuoka, Shoji Hamada, and George Nakashima are some of the most prominent figures. I was greatly inspired by their work, which often had a sense of spirituality, as if they were connected to the universe.
I founded my company in 1985 while still in college. We were designing furniture using wood and metal, but there were no companies willing to take on the small-lot production we wanted. So we decided to create our own company. This company grew to 150 designers. Through mergers with other companies, the company eventually grew to 250 designers. The size of India’s population demanded design companies at scale. This is why the number of employees grew to handle the size, scope and number of projects.
Food processor designed by Tessaract Design, co-founded by Jacob
The firm has consistently sought to “Transform business through design.” We call this “business design.” For example, until the 1980s, the mainstream business in India was “reverse engineering,” in which companies made their own products by copying products from other countries or other companies. In contrast, we have created many “Indian firsts” by creating something unique to India. We have commercialized a millstone used for making breakfast in southern India, and redesigned a fully automatic washing machine to suit Indian sensibilities. He also expanded the scope of his work beyond products. In store design work, he took on the challenge of using the power of design to solve the problem of expanding the customer base, which had been limited to the wealthy, to the masses. We also worked on the comprehensive “look” of the Commonwealth Games 2010, including the logo, communications, environmental graphics, medals, etc.
Our work for a company that provides medical testing services is a good example of the idea of “business design.” In this work, we not only designed the chairs and other objects used for the examinations, but also the content of the service, including the pricing structure, such as “50% discount for evening use” and “70% discount for use between 2 am and 4 am.” This was done to contribute to solving the social issue of the poor people being left out of medical services. By using the power of design, we aimed to make medical services accessible even to the poor people.
Solving the world’s problems and impacting society through the power of design
We worked by the following seven principles
Design with an entrepreneurial spirit
Empower and trust our teams, especially younger people
Distribute roles and rewards fairly
Democratize everything we do through design
Is sincere about its own culture. Be Indian.
Take an interdisciplinary and co-creative approach
Design in an accessible and sustainable way
A company called Spring Health Water (India) Pvt Ltd, established in 2011, is one of the companies based on these principles. The company is dedicated to providing safe water for domestic use. We are never in the business of maximizing profits. Our approach is to conduct business that has an impact on society while ensuring profits.
Industree Foundation, where Jacob Mathew is a mentor.
The Industree Foundation is an organization that aims to help women become self-reliant. Here, women earn income by making and selling handicrafts. Some women have purchased scooters with their earnings. Scooters are very significant because they lead to freedom of movement. The Industree Foundation also supports tribal women. One woman was able to increase her monthly income tenfold by making and selling handicrafts. She uses online shopping to sell her products. The key point is that the percentage of the selling price that goes to the producer is disclosed on the site. This ensures fair trade and allows customers to purchase products while realizing that their consumption behavior is helping to solve social issues.
Bengaluru, a city that actively utilizes design
Let me talk about the relationship between design and Bengaluru.
Bengaluru is home to a number of world-class design firms. Many prominent design firms operating in India are also based in Bengaluru. In terms of educational institutions, as of 2022, 20 universities and 250 organizations offer design-related programs.
The use of design by companies is also very active, with TITAN, a watch and jewelry company, being a prime example. ATHER, a manufacturer of EV motorcycles and a leading design company, is working to create a comprehensive ecosystem for EVs in India. Ultraviolette Automotive, an EV motorcycle manufacturer whose co-founder is also a designer, designs and manufactures in Bengaluru. The company’s co-founder previously worked for Daihatsu Motor Co. in Japan. OLA, a leading car-delivery service provider, is building the world’s largest EV production plant. To my surprise, all the employees at this plant are women. This is another initiative to solve social issues through the power of design.
Ms. Sakaguchi, an interpreter, came to India after working for a venture capital firm in Japan, where she was involved in entrepreneurship development and collaboration between venture companies and large corporations. Currently based in Bengaluru, She supports business development of Japanese companies in an accompaniment style.
“Protopolis” is an initiative to positively transform cities through design.
In 2011, I had a discussion with professors in the creative field at Stanford University on the theme of “The Future of Design.” The following four conclusions were reached there.
The role of design in consumption must be rethought
The system is being transformed around the proper use of resources
Design-oriented companies will create added value
Creative Intelligence (CQ) will become important
AI is said to bring about the “end of creativity.” On the other hand, others say it will be “the beginning of creativity.” Under these circumstances, there is no doubt that CQ can create an impact on design and society.
The city of Bengaluru, recognized as the first “World Design Protopolis” by the WDO, will collaborate with government agencies, educational institutions, and the Indian Designers Association on the project from 2023 to 2028.
Bengaluru is recognized as a “Protopolis” by the World Design Organization (WDO). “Protopolis” is a compound word of prototype and metropolis. Protopolis is an initiative to put into practice in Bengaluru, with the aim of utilizing design to bring about positive change in local communities, and to work with the SDGs set forth by the United Nations.
Protopolis has the following six themes
Sustainable Bengaluru: addressing issues such as water, waste, energy, environment, and climate change
Build Bengaluru: addressing issues related to the “last mile” of infrastructure and transportation
Creative Bengaluru: a city initiative on arts, culture and heritage. Fusion of events and projection mapping, VR in archaeological sites, folk music and traditional crafts, etc.
Enterprising Bengaluru: Initiatives related to technology, startups, and sustainable business. Attracting companies, promoting entrepreneurship, etc.
Safe & Healthy Bengaluru: Initiatives related to safety and well-being for women, children, the elderly, the disabled, and non-human life forms.
Future Now Bengaluru: Technology for Change and Education for Youth
In addition, Bengaluru Design Week as the UnBox BLR event will be held in Bengaluru from December 1-11 this year, featuring more than 300 events, including music and art. The event will be expanded next year, and we look forward to seeing you there.
※World Design Organization (WDO): An international design organization founded in 1957 to advocate the importance of industrial design to the world at large. Currently, more than 180 member organizations are affiliated.
Bengaluru Design Week (December 2023)
The world joins hands for the future of Refuturing Design
Although Protopolis is set in Bengaluru, the six themes are important not only to Bengaluru, but also to other countries and cities. We aim to apply the experience gained in Bengaluru to other places. So we invite you to visit Bengaluru and experience the initiatives for yourselves. We want you to visit Bengaluru, experience the initiative for yourselves, and send us your ideas and opinions. If you are interested in the Protopolis initiative, please contact us.
As I have already mentioned, Bengaluru design is moving in the direction of refuturing, not defuturing, and refuturing is design that restructures. To arrive at a future of Refuturing Design, it is important to endure (resilience) and to reduce (reduction). Resilience means accepting and responding to the changing circumstances that surround us. It is also about preparing for an uncertain future. Reducing means reducing the impact of problems when they occur. Specifically, this means a better understanding of the problems caused by consumer supremacy, designing with sustainable considerations, building sustainable eco-systems, and taking into account recycling and reuse. This is not an initiative that can be done only in Bengaluru. Let’s join hands and move forward together here in Osaka and around the world.
Event Summary
Bengaluru, India “Impact Design” Initiative
Creative Cluster Forum
MEBIC has been working to establish connections with overseas creators and design institutions to help creators understand cultures and ways of thinking about creativity that differ from their own, and to broaden the scope of their own creative activities.
This time, a guest speaker is Jacob Mathew, a long-time business and social reformer from Bengaluru in the southern Indian state of Karnataka, who has been working on business and social change based on the philosophy of “impact design,” which approaches sustainability and solving social issues by focusing not only on appearance and function, but also on the impact of products on people’s lives and the environment. Jacob will be our guest speaker.
Bengaluru, known for its agglomeration of IT industry, has also been focusing on urban and social transformation through design in recent years, and in July this year, was recognized by the World Design Organization as a pilot project city for the World Design Protopolis (WDP) to create design projects that will improve the quality of life for citizens. The city was recognized as a pilot project city by the World Design Organization.
Jacob, who has led the Indian design industry as a social entrepreneur and educator, will talk about his design philosophy, how the city of Bengaluru was selected for the WDP and the Bengaluru Design Week※, annual event in Bengaluru.
After the event, a reception will be held with the panelists, so please join us!
Date:
Jacob Mathew
Mentor, Industree Foundation
Senior Design Principal, Srishti Manipal Institute
President of Bengaluru Chapter, Association of Designers of India
World Design Protoplis Team Member
Studied product design at the National Institute of Design, India, and in 1985 co-founded Tessaract Design (later Idiom Design and Consulting LTD / 2005-2021), which played an important role in the development of the Indian retail industry. For nearly 25 years, he worked to transform business through design. In 2011, he co-founded Spring Health Water (India) Pvt Ltd, a social enterprise that provides safe drinking water to rural India, and also the director of the Impact Edge Lab at Srishti Manipal Institute of Art Design and Technology, a design education institute, and a mentor for the Industry Foundation, which works to address women’s poverty issues. In recent years, he has been using business, design, and entrepreneurship to contribute to social change in India and Africa from the base of the economic pyramid.
Lives and works in Bengaluru. She has 10 years of experience as a coordinator between Japan and India. After working for 13 years in Japanese venture capital firms as a manager of investment development, fund establishment and management, business alliances, and incubation, she moved to Bengaluru, India. She has been supporting business development of Japanese companies in an accompaniment style by utilizing her network and business model building skills cultivated in the region. she is particularly passionate about promoting technology collaboration between Japan and India.
インド国立デザイン大学（National Institute of Design）でプロダクトデザインを学び、1985年、インドの小売業界の発展に重要な役割を果たしたTessaract Design（後のIdiom Design and Consulting LTD / 2005-2021）を共同設立。約25年にわたり、デザインによるビジネスの変革に取り組む。その後、2011年にはインドの農村部に安全な飲料水を供給する社会的企業Spring Health Water (India) Pvt Ltdを共同設立し、また、デザイン教育機関であるSrishti Manipal Institute of Art Design and TechnologyのImpact Edge Lab所長、女性の貧困問題に取り組むインダストリー財団メンターを務めるなど、近年では、ビジネス、デザイン、起業家精神を活用し、経済ピラミッドの底辺からのインド・アフリカの社会変革に貢献している。「ワールド・デザイン・プロトポリス」チームメンバー。
