Archive for 2011|Yearly archive page

I Love Corian(R)

In Uncategorized on August 6, 2011 at 12:05 pm

Having worked for DuPont India for about half a decade, it is emotional to say good-bye. I am starting a new journey to explore the power of design thinking in new contexts, environments and global markets. For the time being, this is my last post on this blog. I am leaving you with few random thoughts – to begin with : “I love Corian(R). I wish to thank, all my leaders at DuPont, my design team, colleagues, friends, fabricators, and hundreds of students who were part of Open-Innovation program. It is a small world and I am sure we will cross-paths soon.

At DuPont, everything begins with Core Values. Safety is much more than just a core value here, it is a condition of employment. I am taking back several hundred minutes of thoughts, discussions and training about SAFETY : I had never believed earlier that-all incidences are avoidable. This is oxy-moron to Murphy’s lawas and concept of FATE in Hinduism :). It was a proud moment for me to win annual poster design competition at DuPont. These posters were displayed across all India sites, factories and corporate offices. I re-designed Yamaraja(Hindu God of Death) as a safety champion at DuPont India.

Winning Safety Poster Design at DuPont by Arvind Dutta (C) 2010

I was also fortunate to work at DuPont Gurgaon(Corporate Office), DuPont Mumbai (Regional Sales & Marketing Office) , and DuPont Knowledge Center Hyderabad (Global R&D facility). Following are few of innovative applications of Corian(R) designed by me and team. These are a result of years of exploration in outdoor application segment. I had been leading the design of exterior facade applications from the day one at DuPont. It is satisfying to see the application getting commercialized in New Delhi International Airport, several residential & commercial buildings. The exploration also led me to explore outdoor signage applications, which not only had the challenge to survive outdoor applications but also be flexible in terms of colours & designs. Following are few of the signage applications one would see at DuPont Knowledge Center.

Main Signage at DKC entrance : Application designed and developed by Arvind Dutta

DuPont Oval Signage at MRL building at DKC: Application designed and developed by Arvind Dutta

Foundation stone and LEED certification at entrance of DKC – Application designed and developed by Arvind Dutta


Value Selling

In Uncategorized on August 6, 2011 at 11:25 am

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Presentation by Arvind Dutta at DuPont Building Innovations meet, Ramoji Film City Hyderabad

This is the presentation I delivered to our DuPont Corian(R) sales team on Value-Selling. In retrospect I feel that it might have been an insane idea to even think of selling such an expensive product – Corian(R) in India a decade back. India is a cost competitive emerging market where stone  and in-kind products are already a commodity. It is purely by design thinking that DuPont India Team really differentiated and created value. Over the past few years as the design manager at DuPont India Building Innovations, I have been a part of the transformational journey of Corian(R) in India from Counter tops to applications in numerous diversified segments, such as, wall cladding, healthcare products etc. Without this process of exploring the latent potential of Corian(R) and targeting the customer NEEDS, Corian(R) would not have survived and grown into a multi-million dollar business in India.

Creating new market segments

In Uncategorized on August 6, 2011 at 11:23 am

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Changing the way a counter-top is perceived was an important survival strategy for me and my team in Indian market. This not only created new market segments but also increased our profitability. The design process involved several steps from identifying customer needs to -solving technical challenges- to final market testing. Corian(R) has been re-inventing itself in terms of colours, textures, sizes and chemistry – this was the leapfrog step change to completely foray into new application areas. Procuct-application re-invention is a very important survival and growth strategy to stay relevant in market.

Market Diversification

In Uncategorized on August 6, 2011 at 11:12 am

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At DuPont, one of the challenges me and my team had was product diversification in emerging markets. Corian(R) solid surfaces were primarily invented to work as counter-tops. It India, there are two bottle necks to any product in this category – ubiquitous natural stone derivatives, and in-kind cheaper competition. We were successful to apply design thinking to really create new designs in totally new segments, such as, scrub sinks, shutters for kitchens & exterior facade cladding. This changed how Corian(R) was perceived from an expensive counter-top to a hi-performance design medium for practically everything that can be imagined.

Design Process 1.0

In Uncategorized on April 12, 2011 at 10:12 am

The design process flow by Arvind Dutta, (C) 2010

Design Workshops at NID Bangalore

In Uncategorized on April 12, 2011 at 9:40 am

Bangalore,  September 1 – 7, 2007 : ‘HANDS ON MINDS ON’ workshop with NID Retail Design Students 

I along with my ex-colleague, Robin conducted the first open-innovation workshop for DuPont™  Corian® solid surface in  collaboration  with National  Institute  of  Design (NID) ,Bangalore to  enhance  design leadership. The event served as a common platform for the Indian Design Community and DuPont™ Corian® to spark a mutually beneficial long-standing relationship. DuPont™ Corian® workshop at NID, Bangalore was a week-long workshop for students to provide a hands-on experience with the product. It was followed by an exhibition of the designs created with DuPont™ Corian® and a 2-day interactive workshop session with significant architects and designers.  The workshop laid the collaborative foundation for DuPont™ Corian® & NID for design leadership.

The  workshop  aimed  to  introduce  a hi-performance lifestyle  material,  Corian® to the budding designer community and provide the  students  hands-on  experience  with  DuPont™  Corian®  to  help  them visualize design possibilities. ‘Hands on, Minds on’ format provided a practical experience to budding designers from conceptual to final prototyping. It helped students visualize and demonstrate opportunities in Retail, Lifestyle and Exhibition sectors. It was followed by an exhibition of the designs created by the students. The hands-on workshop format sparked a direct association with the young designer minds. 

Design Process Followed 

  • Introduction of DuPont™ and Corian® to students and faculty
  • Presentation and demonstration
  • Warm-up exercise: Create an expression on a one square feet of corian® tile, which will be composed to create a permanent mural in NID campus. Intention was to familiarize students with the feel of the material.
  • Conceptual Design Stage 
    1. Students were divided into 3 groups.
    2. Design brief was left open, students brain stormed to come up with there own categories, namely Retail, Lifestyle and ‘Space Element for NID campus ’.
    3. Analysis, Research, Specification.
    4. Problem solving and presentation in groups.
  • Design Development Stage
  • Detailing, scale models, final drawings
  • Final Prototype Development
  • Exhibition of products
  • Feedback Session
  • Evaluation and conclusion

  “2-Days interactive workshop with professional’ Architects and Designers’ – Hands on Minds on”

Bangalore 8th-9th September, 2007: 

NID’s Research & Development Campus addresses the need for an exclusive Design Research centre in the country, by collaborating with industries and sighting new opportunities and frontiers. ‘Hands on, minds on’ format with DuPont™ Corian® was an initiative of NID to offer a common platform for industry professionals and faculty members to achieve design leadership through original research and innovations. 

Corian®  has  sparked  the  imagination of designers and challenged them to constantly  reinvent  it  to  meet  ever-changing  diverse  functional  and aesthetic demands. The event organized served as a platform for the Indian Design Community and DuPont™ Corian® to spark a mutually beneficial long-standing relationship.

The professionals got a hands-on experience to explore design possibilities with DuPont™ Corian®. It inspired new application possibilities in home and commercial spaces.DuPont™ Corian® solid surface is known for its applications in countertop surfaces has evolved as a media for expression since last 5 decades of its existence. In this workshop, the participating designers saw a lot of possibilities with the DuPontTM Corian® in the fast changing socio-economic Indian construction environment interior space in both residential and commercial space. The designers commented that there are possibilities to collaborate with technology, creative work and material science and develop a new interior space for the retail environment in particular. 

Participants were from diverse industry sectors like INFOSYS, WIPRO, 4D, DISHA Shop Fittings, NIFT Bangalore, IISC Bangalore, and other practicing NID Alumnus.

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Workshop Lead : Arvind Dutta, Robin Rai & Susanth CS

Fabrication : Sri Balaji, Bangalore

Interactive Spaces

In Uncategorized on April 12, 2011 at 5:22 am

I presented a talk on Interactive spaces with DuPont Corian(R) held on 27th Dec 2007 at NID’s R & D Campus, in the context of 2-day seminar titled “Industry Practices and Processes in the Development of Products and services” The talk was focussed on environments designed using product properties to enhance interactivity with the users based on futuristic scenarios. The talk was attended by students, faculty and industry professionals.

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Presentation by Arvind Dutta, Design Manager DuPont Building Innovations -India

Designing Vertical Elements

In Uncategorized on April 11, 2011 at 11:35 am

During this week long workshop with the 3rd batch of retail design at NID we focused on exploring possibilities of wall hangings/mural/theme wall etc. using properties of Corian® solid surfaces. I was leading the workshop with my talented friend Nilesh, who is also a furniture design graduate from NID Ahmedabad. We took the students introduction of material and processes, followed by concept development, detailing and prototyping.

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Workshop at NID Bandalore, R&D Campus

14th june to 18th june 2010

Participated by – DRE 3rd batch

Workshop conducted by : Arvind Dutta, Nilesh Misal & CS Susanth

Fabrication : Sri Balaji, Bangalore

Medicall '10

In Uncategorized on April 11, 2011 at 5:54 am

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MediCall 2010, Chennai – India’s biggest Healthcare exhibition

Concept, Design & Graphics : Arvind Dutta

Execution : Arvind Dutta, Nagarajan & Paneer Selvam, Fabrication : Sri Balaji, Bangalore


In Uncategorized on April 3, 2011 at 11:51 am

DuPont Stall showcasing Corian(R) in exterior cladding at CTBUH’10

Design and Concept : Arvind Dutta. Fabrication : Blossoms, Mumbai

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