arvinddutta

Archive for August, 2011|Monthly 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.