‘Design Attitude’ Re-Released in Softcover to Inspire a New Generation of Changemakers
Sudhir Sharma’s acclaimed Design Attitude is now out in softcover. Drawing on three decades of insight, it explores how design can shape India’s innovation, leadership, and future — a must-read for changemakers
- BILKULONLINE
- By Rafat Quadri
Ahmedabad, July 9: In a significant moment for India’s creative and strategic communities, celebrated design visionary Sudhir Sharma has announced the release of the softcover edition of his widely acclaimed book Design Attitude.
This edition, more accessible and portable than ever, aims to reach students, entrepreneurs, educators, and policymakers across India and beyond — those who hold the key to shaping a design-led future.
Following the strong response to its hardcover predecessor, this new format reflects Sharma’s commitment to democratizing the power of design thinking — not just as a professional toolkit, but as a transformative lens through which India can reimagine its systems, institutions, and ambitions.
A Philosophy, Not Just a Book
More than a publication, Design Attitude is an exploration into the deep currents that drive innovation, culture, business, and leadership in a complex, evolving India. Drawing from over three decades of on-ground experience, Sharma presents a collection of essays and provocations that challenge conventional narratives around design.
He urges the reader to move beyond superficial aesthetics and embrace design as a strategic force — one that is capable of influencing policy, economy, education, and even national identity.
The book navigates wide thematic terrains with elegance — from grassroots ingenuity to global branding, from post-jugaad thinking to the urgent call for empathetic leadership. Sharma’s reflections are punctuated with powerful ideas and metaphors, such as why designers must think like bees, not ants, and how India needs to build its own design vocabulary instead of mimicking global models.
Key themes include:
- The evolving distinction between design thinking and design attitude
- The role of design in building a “Developed India 2047”
- Reimagining design education for the next generation
- Lessons from real-world design interventions
- Balancing tradition and technology in Indian innovation
- The Voice Behind the Vision
Sudhir Sharma is not merely a design thinker — he is a movement in himself. A graduate of the prestigious National Institute of Design (NID), Ahmedabad, he is the founder of IndiDesign, an award-winning brand strategy and innovation firm. His work has shaped some of India’s most iconic brands — including Bajaj Auto, ICICI Bank, Commonwealth Youth Games, Varroc, and Pune City Branding.
As the founder of DesignIndia, the country’s largest community of design professionals, and the publisher of POOL magazine, Sharma has consistently championed design as a cultural and economic force. His contributions to design education, government advisory panels, and innovation boards have had wide influence — both nationally and globally.
Shaping a Future-Ready India
Design Attitude is a timely contribution as India positions itself as a rising global power. It’s a reminder that to build robust economies and equitable societies, we must think beyond codes and commerce — and place design at the center of our problem-solving and vision-making.
The softcover edition brings this philosophy to a broader audience, enabling wider adoption of a mindset that fuses purpose with creativity. It is a compelling companion for those rethinking the way India builds — its cities, its businesses, its schools, and its future.
Now Available
The softcover edition of Design Attitude is now available for order online.
https://design-india.com/design-attitude/
Whether you’re a designer, policymaker, entrepreneur, or student — this is a book to read, reflect on, and return to.
(Rafat Quadri can be reached at editorbilkulgmail.com)
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