While the power of pulchritude still commands its undisputed spot as a purchase parameter, when it comes to manufacturers, overall design incorporates a lot more than just looks. Previously, design studios at manufacturers were reduced to a styling studio focussing only on appearance, but today, this very styling studio is responsible for the multi-sensory experience, which encompasses the look, tactile aspect, sounds, smell and much more.
“Today it is not only about making a vehicle, but about making a mobility experience,” says, Ajay Jain, Head India Studio & Global Design Strategy, Tata Motors. “The most important aspect is that we as an Indian brand, with an evolving Indian customer, have a huge strategic advantage of designing cars in the country, without the baggage that other multinational manufacturers might carry. The India Design Studio at Tata
