[Hard Torque]: Interview with Amitoj, Asst. Professor, Industrial Design, IIT - xBhp.com : The Global Indian Biking Community

Sunny · 09-26-2008, 09:52 AM

In this first interview by xBhp on Hard Torque, we speak to Amitoj Singh, 30, Assistant Professor, Industrial Design, Indian Institute of Technology. His specialization is in Motorbike Styling Design and he is doing a research on Motorbike Design and Emotions.

Amitoj Singh is an Assistant Professor in Industrial Design Centre at IIT Delhi. He did his masters in Industrial design from IIT Delhi after graduating in mechanical engineering. He worked as a styling designer at Hero Honda Motors Ltd. for almost six years before starting his career in academics. He has also lead various motorbike styling design projects in the past and has been instrumental in establishing an industrial design studio at Hero Honda. He is currently pursuing his doctoral research towards the development of an emotion centered framework for motorbike design. He is a passionate biker and is deeply interested in promoting motorbike design education in all regions of India.

Amitoj with the xBhp Hero Honda Karizma

About Motorbike design at M.Des Industrial Design, IIT Delhi.
IIT Delhi has a two year post graduate course M.Des (Master of Design) in Industrial Design. Engineering and architecture graduates can seek admission to this course is through CEED (common entrance examination for design). The examination tests the candidates for visual perception ability, drawing skills, design aptitude and communication skills. The industrial design programme focuses on developing creative design experts by imparting necessary knowledge of design methodologies and design skills. Studio teaching supports design development from research, to initial design concepts and resolved feasible design solutions. Students are expected to visualize design concepts to a high quality using a range of devices, from hand-sketching to computer-rendering, clay-modeling and rapid prototyping. Automobile design is one of the core strengths of this programme due to strong association with most automobile companies in India. Often students work on automobile design projects while pursuing the degree. Most motorbike design projects involve designing new two wheeler formats, configuration, and styling based on extensive design and user research. Designing adaptive mobility formats for disabled or elderly population is another common interest among design students.
What are the key skills/abilities required to become a motorbike styling designer?
Interest in Bikes, Interest in Bikers, Interest in Biking, aptitude for design, conceptualization and visualization skills
What is the role of an industrial designer in a motorbike company?
A motorbike is an industrial designer’s baby. He has the responsibility to conceptualize and design a new motorbike or a variant of an existing model based on the analyses of the user’s practical and emotional needs or desires, business objectives and external competitive forces. A designer is therefore a link between R&D, production, vendors, marketing and the biker. It is for this reason that a designer must also become a good market researcher, engineer, and strategist. He has to ensure that his concepts are compatible with manufacturing processes, user-requirements and the business strategy. The key responsibilities of a motorbike designer are: user research, concept sketching, digital/clay modeling, and prototyping,

What are the future prospects for industrial designers in India?
The future scenario of Indian automobile industry is very favorable for young designers. Most Indian automobile (cars, two wheelers, or Commercial vehicles) manufacturing companies have already experienced the power of design. Though very few companies in India are capable of designing entirely on their own but most companies understand the design process through their collaboration with foreign partners or through the experiences of working with global design consultants. Companies now want to develop competence in design and are therefore adding to their R&D staff every year. The new mantra in most automobile companies is to “Manage Design for Strategic Advantage”.
Due to inadequate number of design colleges we cannot match the demand of the industry. In the coming years many new design colleges and universities will be started by various private and public institutions to meet the growing requirements of designers from Industry.
Not everyone can get into IIT despite having a creative inclination, what other options are available for them in the field of Motorcycle design in India?
On the contrary, it’s a lot easier in India to realize your dream of becoming a motorbike designer, as compared to most other parts of the world. This is due to the fact that there are very few design colleges in India. Globally bike enthusiasts and designers have found an interesting way to realize their dreams. What these guys do is that they use motorbike exhibitions and shows as a platform to showcase their design portfolios/skills to the various motorbike companies.
It is not necessary for a good bike designer to be a graduate from a premier design institute. Motorbike design is a technique which can be learnt through dedication and practice. There are many new design institutes now in India which are conducting degree and diploma courses in industrial design. Companies like Honda R&D India have recruited designers from NIFT and SPA in the last few years. Global companies are always looking for young design talent.
All those who are interested in bike design can get in touch with me at amitoj_design@yahoo.com for any guidance or suggestions. They should also try and visit the local design institutes and interact with design students to know about the latest design techniques and opportunities in motorbike design.
Who is your favorite motorcycle designer and why?
My favorite motorbike designer is Mr. Hiroyuki Miyo. He is the chief styling designer at HONDA R&D India. I have worked with him on many projects and have learnt a lot from him. Unlike most other designers that I have met from India, Italy and Japan he is one of the most methodical, passionate and committed bike designer. He is a rare combination of a researcher, designer, strategist and a teacher.
Which all projects (bikes) have you worked on in India? Can you take us through the lifecycle of the design process of a bike very briefly? Which was your favorite project?
I was with Hero Honda in 2002-2008. I have worked on many styling projects in these six years but due to reasons of confidentiality and industry ethics I cannot talk about my past projects at Hero Honda in a public forum. My favorite bike is the “Karizma” (or “ZMA” as known in XBhp).
The design process of a bike starts from the market requirement. It is one of the key responsibilities of a designer to explore the market brief through research and thereby delineate a more precise design brief which can act as a framework for design. Various ethnographic design research techniques are used by designers worldwide to identify and analyze user’s emotional and practical needs. Design brief is often developed in form of visual story boards which forms an inspiration for concept generation. An engineering layout design is then created based on the desired vehicular configuration. Hand sketching and advanced digital sketching techniques are used to evolve concepts on these layouts which are converted either to a physical clay model or a digital prototype. The models are then validated and cross checked for styling and engineering considerations and developed into prototypes for testing and developing manufacturing drawings.
Why couldn’t HH roll out a very radical looking motorcycle in India? All over the world we can see examples of low capacity bikes like the CBR150 to be designed to kill!
Emotions play a significant role in the descriptions of motorbikes and biking experience among manufacturers worldwide. Various motorbike manufacturers, across the globe can be clearly differentiated on the basis of their choice of emotions and its expression in design. The emotive keywords (like sex appeal, exciting, self-expression, fun, maneuverability and convenience) associated with Yamaha Motor company would define the styling character of its bikes. On the other hand “Joy” is the prime emotional expression for the Honda Motor Company. Honda expresses this emotion at all levels by following a unique philosophy of three joys namely, the joy of selling, the joy of buying and the joy of manufacturing.
Similarly each company in India like Hero Honda, Bajaj, and TVS etc has its distinct emotional expression and an associated design philosophy. Motorbike designers give great importance to the aesthetic illustration of these desired emotions. The styling concept of a motorbike therefore defines its emotive character. This differentiation in emotive character can be seen in various 150 cc bikes available in India- Hunk, CBZ xtreme, Pulsar, Apache, and now R15

Amit is also conducting a survey on biker and their emotions. Please participate in this survey and hope for a good outcome for the entire motorcycling industry in India:
Click here to take the survey (It will take only two minutes!)

Read the Interview on Hard Torque.

archistar · 09-26-2008, 12:24 PM

oh a nice piece of interview...
thanx for it sunny bhaiya...
i also heard about Mr Amitoj Singh, as one of my senior was doing his M.des from IITD.
and IITD (M.des in perticular) has the best labs here in india...
industrial design is my first choice for my masters so 'm very happy to see this personally...

ken cool · 09-27-2008, 01:15 PM

I reckon this is an interview. And it cannot be retro-interactive. But still, if possible, there are certain points that I could not figure out... "Manage Design for Strategic Advantage". Did he give any examples with reference to the Indian context? It might be interesting to know... it would unveil certain historical aspects of our designs.

One thing he is absolutely right, the design process starts from the market requirement. These guys know the market requirement really well. And thus we get what we deserve!

moeed · 07-31-2009, 08:07 PM

Good to read his views.

whizzkid_ram · 07-31-2009, 09:33 PM

nice view from him

nitrosatya · 08-01-2009, 04:12 PM

Very nice article! I am doing Masters in Industrial design from Institut Superieur de Design,Pune. 100% affiliated to ISD France.
This article is quite useful for me. As i will be aiming for motorcycle design.
Thanks!
PS: Check out one of my entrance exam portfolio concept.
http://img25.imageshack.us/i/car2mtn.jpg/

vipin_s · 08-01-2009, 05:57 PM

Sunny Bhai, Very interesting interview !!

I think Zma in the picture looks stunning, hope HH comes up with such graffite on new Zma ?!

@nitrosatya : good design dude, looks futuristic, space age !

nitrosatya · 08-02-2009, 09:54 PM

^ Thanks! Btw are there any more Industrial Designers here?

09-26-2008, 09:52 AM	#1 (permalink)
Sunny SlowMotionInfinity Join Date: Apr 2002 Location: Delhi Posts: 6,824	Interview with Amitoj, Asst. Professor, Industrial Design, IIT In this first interview by xBhp on Hard Torque, we speak to Amitoj Singh, 30, Assistant Professor, Industrial Design, Indian Institute of Technology. His specialization is in Motorbike Styling Design and he is doing a research on Motorbike Design and Emotions. Amitoj Singh is an Assistant Professor in Industrial Design Centre at IIT Delhi. He did his masters in Industrial design from IIT Delhi after graduating in mechanical engineering. He worked as a styling designer at Hero Honda Motors Ltd. for almost six years before starting his career in academics. He has also lead various motorbike styling design projects in the past and has been instrumental in establishing an industrial design studio at Hero Honda. He is currently pursuing his doctoral research towards the development of an emotion centered framework for motorbike design. He is a passionate biker and is deeply interested in promoting motorbike design education in all regions of India. Amitoj with the xBhp Hero Honda Karizma About Motorbike design at M.Des Industrial Design, IIT Delhi. IIT Delhi has a two year post graduate course M.Des (Master of Design) in Industrial Design. Engineering and architecture graduates can seek admission to this course is through CEED (common entrance examination for design). The examination tests the candidates for visual perception ability, drawing skills, design aptitude and communication skills. The industrial design programme focuses on developing creative design experts by imparting necessary knowledge of design methodologies and design skills. Studio teaching supports design development from research, to initial design concepts and resolved feasible design solutions. Students are expected to visualize design concepts to a high quality using a range of devices, from hand-sketching to computer-rendering, clay-modeling and rapid prototyping. Automobile design is one of the core strengths of this programme due to strong association with most automobile companies in India. Often students work on automobile design projects while pursuing the degree. Most motorbike design projects involve designing new two wheeler formats, configuration, and styling based on extensive design and user research. Designing adaptive mobility formats for disabled or elderly population is another common interest among design students. What are the key skills/abilities required to become a motorbike styling designer? Interest in Bikes, Interest in Bikers, Interest in Biking, aptitude for design, conceptualization and visualization skills What is the role of an industrial designer in a motorbike company? A motorbike is an industrial designer’s baby. He has the responsibility to conceptualize and design a new motorbike or a variant of an existing model based on the analyses of the user’s practical and emotional needs or desires, business objectives and external competitive forces. A designer is therefore a link between R&D, production, vendors, marketing and the biker. It is for this reason that a designer must also become a good market researcher, engineer, and strategist. He has to ensure that his concepts are compatible with manufacturing processes, user-requirements and the business strategy. The key responsibilities of a motorbike designer are: user research, concept sketching, digital/clay modeling, and prototyping, What are the future prospects for industrial designers in India? The future scenario of Indian automobile industry is very favorable for young designers. Most Indian automobile (cars, two wheelers, or Commercial vehicles) manufacturing companies have already experienced the power of design. Though very few companies in India are capable of designing entirely on their own but most companies understand the design process through their collaboration with foreign partners or through the experiences of working with global design consultants. Companies now want to develop competence in design and are therefore adding to their R&D staff every year. The new mantra in most automobile companies is to “Manage Design for Strategic Advantage”. Due to inadequate number of design colleges we cannot match the demand of the industry. In the coming years many new design colleges and universities will be started by various private and public institutions to meet the growing requirements of designers from Industry. Not everyone can get into IIT despite having a creative inclination, what other options are available for them in the field of Motorcycle design in India? On the contrary, it’s a lot easier in India to realize your dream of becoming a motorbike designer, as compared to most other parts of the world. This is due to the fact that there are very few design colleges in India. Globally bike enthusiasts and designers have found an interesting way to realize their dreams. What these guys do is that they use motorbike exhibitions and shows as a platform to showcase their design portfolios/skills to the various motorbike companies. It is not necessary for a good bike designer to be a graduate from a premier design institute. Motorbike design is a technique which can be learnt through dedication and practice. There are many new design institutes now in India which are conducting degree and diploma courses in industrial design. Companies like Honda R&D India have recruited designers from NIFT and SPA in the last few years. Global companies are always looking for young design talent. All those who are interested in bike design can get in touch with me at amitoj_design@yahoo.com for any guidance or suggestions. They should also try and visit the local design institutes and interact with design students to know about the latest design techniques and opportunities in motorbike design. Who is your favorite motorcycle designer and why? My favorite motorbike designer is Mr. Hiroyuki Miyo. He is the chief styling designer at HONDA R&D India. I have worked with him on many projects and have learnt a lot from him. Unlike most other designers that I have met from India, Italy and Japan he is one of the most methodical, passionate and committed bike designer. He is a rare combination of a researcher, designer, strategist and a teacher. Which all projects (bikes) have you worked on in India? Can you take us through the lifecycle of the design process of a bike very briefly? Which was your favorite project? I was with Hero Honda in 2002-2008. I have worked on many styling projects in these six years but due to reasons of confidentiality and industry ethics I cannot talk about my past projects at Hero Honda in a public forum. My favorite bike is the “Karizma” (or “ZMA” as known in XBhp). The design process of a bike starts from the market requirement. It is one of the key responsibilities of a designer to explore the market brief through research and thereby delineate a more precise design brief which can act as a framework for design. Various ethnographic design research techniques are used by designers worldwide to identify and analyze user’s emotional and practical needs. Design brief is often developed in form of visual story boards which forms an inspiration for concept generation. An engineering layout design is then created based on the desired vehicular configuration. Hand sketching and advanced digital sketching techniques are used to evolve concepts on these layouts which are converted either to a physical clay model or a digital prototype. The models are then validated and cross checked for styling and engineering considerations and developed into prototypes for testing and developing manufacturing drawings. Why couldn’t HH roll out a very radical looking motorcycle in India? All over the world we can see examples of low capacity bikes like the CBR150 to be designed to kill! Emotions play a significant role in the descriptions of motorbikes and biking experience among manufacturers worldwide. Various motorbike manufacturers, across the globe can be clearly differentiated on the basis of their choice of emotions and its expression in design. The emotive keywords (like sex appeal, exciting, self-expression, fun, maneuverability and convenience) associated with Yamaha Motor company would define the styling character of its bikes. On the other hand “Joy” is the prime emotional expression for the Honda Motor Company. Honda expresses this emotion at all levels by following a unique philosophy of three joys namely, the joy of selling, the joy of buying and the joy of manufacturing. Similarly each company in India like Hero Honda, Bajaj, and TVS etc has its distinct emotional expression and an associated design philosophy. Motorbike designers give great importance to the aesthetic illustration of these desired emotions. The styling concept of a motorbike therefore defines its emotive character. This differentiation in emotive character can be seen in various 150 cc bikes available in India- Hunk, CBZ xtreme, Pulsar, Apache, and now R15 Amit is also conducting a survey on biker and their emotions. Please participate in this survey and hope for a good outcome for the entire motorcycling industry in India: Click here to take the survey (It will take only two minutes!) Read the Interview on Hard Torque.

09-27-2008, 01:15 PM	#3 (permalink)
ken cool Been Around Join Date: Sep 2005 Location: New Delhi Posts: 4,649	I reckon this is an interview. And it cannot be retro-interactive. But still, if possible, there are certain points that I could not figure out... "Manage Design for Strategic Advantage". Did he give any examples with reference to the Indian context? It might be interesting to know... it would unveil certain historical aspects of our designs. One thing he is absolutely right, the design process starts from the market requirement. These guys know the market requirement really well. And thus we get what we deserve! __________________ The Wheel was a great invention; Two Wheels with a Motor in between was even better! BMW Motorrad Days 2011 Xbhp's Indo-French Kashmir-Ladakh Tour

07-31-2009, 09:33 PM	#5 (permalink)
whizzkid_ram Bucephalus Join Date: Sep 2008 Location: UNITED STATES OF CHENNAI, TN 21 AH 4555, TN 21 J 4555, TN 21 AF 4555 Posts: 1,826	nice view from him __________________ B o D a C i O u S The increase in performance is directly proportional to the size of the hole in your pocket :D

08-01-2009, 04:12 PM	#6 (permalink)
nitrosatya Senior Member Join Date: Sep 2008 Posts: 1,491	Very nice article! I am doing Masters in Industrial design from Institut Superieur de Design,Pune. 100% affiliated to ISD France. This article is quite useful for me. As i will be aiming for motorcycle design. Thanks! PS: Check out one of my entrance exam portfolio concept. http://img25.imageshack.us/i/car2mtn.jpg/ Last edited by nitrosatya; 08-01-2009 at 04:43 PM.

Thread Tools
Show Printable Version Email this Page
Rate This Thread
Rate This Thread:

09-26-2008, 12:24 PM	#2 (permalink)
archistar ..... Join Date: Jun 2006 Location: bhubaneswar-delhi Posts: 730	oh a nice piece of interview... thanx for it sunny bhaiya... i also heard about Mr Amitoj Singh, as one of my senior was doing his M.des from IITD. and IITD (M.des in perticular) has the best labs here in india... industrial design is my first choice for my masters so 'm very happy to see this personally...

07-31-2009, 08:07 PM	#4 (permalink)
moeed The Addict! Join Date: Oct 2008 Location: Hyderabad/On the highways Posts: 2,396	Good to read his views.

08-01-2009, 05:57 PM	#7 (permalink)
vipin_s Senior Member Join Date: Mar 2009 Location: Bengaluru Posts: 1,280	Sunny Bhai, Very interesting interview !! I think Zma in the picture looks stunning, hope HH comes up with such graffite on new Zma ?! @nitrosatya : good design dude, looks futuristic, space age !

08-02-2009, 09:54 PM	#8 (permalink)
nitrosatya Senior Member Join Date: Sep 2008 Posts: 1,491	^ Thanks! Btw are there any more Industrial Designers here?

Register Now for FREE!
Are you registered on xBhp yet? If not, do so now and start participating to be able to share photos and experiences with other members. It will also enable to you have a chance to be a part of xBhp contests and roadtrips in the future! Username: Password: Confirm Password: E-Mail: Confirm E-Mail: Birthday: Image Verification I agree to forum rules