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Design4India, built in tie-up with WeWork, will help firms improve product design, unlike other labs, which focus only on fine tuning-business models

In a bid to ensure products built by Indian can stand up to global standards, IT industry body has opened a first-of-its-kind for to get hand holding from industry mentors to build better products.The Design4India programme, which has been built in partnership with social network giant and co-working space provider WeWork, will focus on helping design better products unlike other labs and accelerators which largely focus only on fine tuning the business models.“Indian are often engineering and product led, but not design led. Data shows that design driven firms outpace others by 200 per cent. Hence, it is important that design is not an afterthought but is embedded in every step of product development,” said Satyajeet Singh, head, strategic product partnerships, Asia and South Asia, is seeking to shift the focus to design pitches from the ubiquitous business plan pitches that the start-up community has always seen.

Experts from the industry say and entrepreneurs often shut down as they fail to realise the importance of good design in their products early on.”The ‘open for all’ is built to foster a culture of testing, learning, iteration and prototyping of products and services to increase productivity and innovation for entrepreneurs and designers,” said Ravi Gururaj, member, executive council.While will provide financial aid to run the programme, has provided the space for the first such in the Koramangala locality of Bengaluru, a hub for young in the city. The trio also plans to take the initiative to Tier II and Tier III cities.The programme is looking at bringing about a fundamental shift in the way Indian entrepreneurs and build products – thinking about design and usability rather than just the technology.Karan Virwani, general manager, India, said providing such a workspace for and individuals to learn about design and develop products accordingly will help the co-working space giant identify new players who can come onto its platform and will help it expand further.The studio will provide entrepreneurs access to UX design process, tool kits and user testing to enhance their products, identify problems in the and help in rapid prototyping of new products for quicker market access. It will also give opportunity to students from design schools from across the country to work with to get hands on training.

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