Desmania Design Pvt. Ltd. is a leading multi-disciplinary design firm in India, celebrated for crafting user-centric and comprehensive design solutions. Since its inception in 1993, the company has consistently evolved, offering a wide array of services that include industrial design, brand interface design, immersive media design, quick proto validation, and transportation experience design. Over three decades, Desmania has solidified its reputation as a trailblazer in design innovation, consistently delivering solutions that captivate users and drive business growth.
With offices strategically located in Delhi and Mumbai, Desmania serves a diverse clientele across industries such as consumer durables, automotive, and FMCG. Guided by a philosophy that seamlessly merges form with function, the firm creates designs that are both visually striking and highly practical. Its approach integrates strategic foresight with creative precision, ensuring that every aspect—from product design to brand identity—authentically reflects the brand’s essence and values.
In an exclusive conversation with The Interview World, Anuj Prasad, Founder and CEO of Desmania Design Pvt. Ltd., delves into the comprehensive design services his company offers. He unpacks the intricacies of the design process, highlights the team’s exceptional expertise, and shares insights into their latest projects. He also sheds light on the vast growth opportunities for design in India. Here are the key takeaways from this enlightening conversation.
Q: Can you provide an overview of the design services your company offers and how they cater to diverse client needs?
A: Desmania Design specializes in industrial design, focusing on the aesthetics, styling, and usability of products. We craft designs that not only enhance ergonomics but also build compelling stories around products by integrating new features and advanced technologies. At the heart of our approach lies design thinking—a foundational principle that guides every project. We begin with in-depth design research to understand user needs, building concepts from the ground up. Starting with sketches, we transform ideas into tangible, well-designed products.
Aesthetics, often misunderstood as superficial, run much deeper. They influence perception—shaping how users value quality, precision, and craftsmanship. This is the essence of what we deliver to our clients: designs that resonate on both functional and emotional levels. At Desmania, we pride ourselves on being a one-stop shop for product design, embracing projects that range from a simple jar to complex automotive solutions.
Our portfolio spans diverse sectors, including FMCG, consumer products, and automotive industries. Recently, we’ve expanded into transportation design, tackling projects such as train interiors, toilets, coach designs, and metro interiors. This versatility underscores our ability to adapt and innovate, making Desmania a truly multifaceted design powerhouse.
Q: While designing a jar is relatively straightforward, creating a car involves complex technology, precision, and alignment of various components. Do you have a dedicated team with the expertise to handle these intricate design requirements?
A: We often hear the question: How can you design both a car and a jar? The answer lies in the principles of design thinking—a structured framework and process rooted in understanding user insights and client needs. It begins with thorough research to identify requirements, constraints, and emerging trends while anticipating future needs. This meticulous approach defines our profession.
For every project, we start from the ground up. We engage with clients and stakeholders to understand the product holistically. By conducting in-depth research, we uncover key insights and define the boundaries within which we operate. Only then do we move into conceptualization, ensuring every design is tailored to specific needs and objectives.
Security and technology also play a critical role. Protecting intellectual property is paramount. Our studio is designed with strict confidentiality protocols—access is controlled, and the culture reinforces the importance of safeguarding sensitive information. This commitment to confidentiality is deeply ingrained in our business ethos, ensuring trust and integrity in every project we undertake.
Q: Could you share insights into the new projects your team is currently working on and their potential impact?
A: At Desmania, we collaborate with industry leaders like Unilever and Procter & Gamble to create innovative packaging solutions. In product design, our portfolio includes air conditioners, televisions, washing machines, and even medical equipment, catering to diverse sectors with precision and creativity.
In the automotive domain, we focus extensively on electric vehicles (EVs), especially for startups. Our work spans two-wheelers, three-wheelers, and cargo vehicles, showcasing our versatility in mobility solutions.
What sets us apart is our in-house prototyping capability. We transform our designs into full-scale, one-to-one prototypes in our dedicated proto studio. Equipped with advanced technologies like 3D printing, our studio enables us to create high-fidelity models entirely under one roof, ensuring seamless execution and unmatched quality.
Q: What is your perspective on the future of the Indian design market?
A: When I founded Desmania, the design industry in India was in its infancy. However, it has since grown exponentially and continues to gain momentum. Today, India boasts over 1,500 design schools, reflecting the rapid evolution and increasing recognition of design as a critical discipline.
The future looks incredibly promising as India positions itself as a global manufacturing hub. Combined with our advancements in IT, user experience, and related fields, the demand for skilled designers is set to surge. With these industries converging, we foresee an exceptionally bright future for design in India, driven by innovation and an ever-expanding need for creative professionals.
