From Products to Outcomes: Rethinking Design in India
Design is often understood in narrow terms—form, engineering precision, or product features. In physical industries, it is typically treated as the stage where a product is shaped, optimised, and readied for production. Once built, the product is expected to find its place in the market, and the company’s responsibility largely ends at the point of sale. But in several fast-scaling sectors in India, this understanding is quietly becoming inadequate. The real shift is not in how products look or function. It is in how they are deployed, used, and sustained over time. Design, as a result, is moving beyond the product—towards the system in which the product operates. This is not a theoretical shift. It is already visible in India's green energy linked sectors. What is emerging is a new logic: design is no longer about creating products; it is about delivering real-world outcomes. Signals from the Market: The E-Bus Turn According to a recent report by Marqstats (released on 25 March), ...