YOUNG INDIA COLLECTION

Duration: 6 weeks

Role: Product Designer & Design Researcher

Client: Happily Unmarried

Description: Research & Strategy of new product development to instill connection in humor and pride for Indian Culture. There was a big lacunae in the market for anything 'Indian'. Majority products are "Made in India", but very few "Designed for India". Strong graphic influences, puns, inuendos and ethos ingrained in the fabric of the social diaspora were investigated to arrive at a marketable and profitable business proposition.

Young India Collection is India inspired memorabilia for a young market that infuses fun with culture. This collection has been in production continuously from 2007 responsible for a marked growth in sales and market presence.

dabba is a testimony to India and its financial capital's six sigma rated 'tiffin dabba' delivery system which touches myriad lives and reflects the habits and lifestyle of most Indians around the country. Objects do tell a story.

the ideation process illustrated in sketches : follow central gray to the stationery / cutlery and music dabba evolution

The Young India Collection Trio: Stationery Dabba / Music Dabba / Cutlery Dabba

cutlery dabba keeps napkins and all cutlery including serving spoons handy for large family gatherings — cutlery dabba keeps napkins and all cutlery including serving spoons handy for large family gatherings

Ideal for an Indian dining table, keeps cutlery and napkins handy along with a slide-out condiment tray.

A sunny stackable to brighten up the desktop landscape with fun

A neat holder that houses everything conceivable to keep your desk absolutely clutter free !

Stores up to 100 CDs and keeps them dust-free for an out of the box music experience. Secured with a music proof latch

alternate levels open across a hinge for visibility and convenient searching and a closed case keeps CDs free of dust — alternate levels open across a hinge for visibility and convenient searching and a closed case keeps CDs free of dust

strikes a musical note with the handle and 4 levels to organize music by genre, language and preference! — strikes a musical note with the handle and 4 levels to organize music by genre, language and preference!

A portable mini music dabba for the same fun in a smaller dose!

this case carries 50 CDs safely with an easy drop latch to keep contents hot! — this case carries 50 CDs safely with an easy drop latch to keep contents hot!

Customized Tiffin Dabba CD Case graphic designs on ‘dabbawalla’ concept for Radio City 91 FM, a leading Radio Channel

’Tiffin Dabba CD Case’ showcased at 100% Design, London, UK’s top architecture and design fair, September,2009; Product won 1st place in the country at International YDE  (Young Design Entrepreneur) INDIA 2009 Awards Hosted by British Coun… — ’Tiffin Dabba CD Case’ showcased at 100% Design, London, UK’s top architecture and design fair, September,2009; Product won 1st place in the country at International YDE (Young Design Entrepreneur) INDIA 2009 Awards Hosted by British Council

Rajat Tuli, CEO of Happily Unmarried accepted the 1st Place award for the YCE Award for best Product Design representative of a country's culture, designed by Ankita Adya

däbba

YOUNG INDIA COLLECTION