From Frugal to Fabulous

Could India Become a Global Automotive Design Powerhouse?

When Renault inaugurated its new design centre in Chennai recently - now its largest studio outside Europe - it was easy to see it as a localised move. But zoom out a bit, and the picture gets far more compelling. India is no longer just a low-cost R&D and manufacturing base for global automakers. It's becoming something far more influential in my opinion. For years, India was the global auto industry's backend genius, engineering vehicles to survive anything from potholes to price wars. Our value was to make it tougher, cheaper and arguably better in some respects.

But now, that script is evolving.

India is no longer just where cars are made durable and frugal. It's where they're being imagined differently, with designs that are more youthful, more original, and increasingly world-class.

From Renault and Hyundai to homegrown heavyweights like Tata, Mahindra and Hero MotoCorp - and new-age two-wheeler disruptors like Ather and Ultraviolette - a growing number of brands are investing in full-fledged design studios right here. These aren't just styling departments to slap on chrome or change grille patterns - they're equipped with local design talent that can conceptualise world-class vehicles from the ground up.

Design Is the First Filter

In a world where buyers scroll and double-tap before they research and deep-dive, design is the first connection point. It's not enough to look "good for the price" - you have got to look good, period. And Indian designers are thriving in this pressure cooker, where budgets are tight, timelines are tighter, and impact has to be instant.

Look at Tata Motors. From the original Nexon to the sharp new Curvv, neither of these just followed trends - they set them. That coupe-crossover silhouette is something carmakers globally have fumbled with for years. Tata's design team made it an instant hit at an unbelievable price point.

Over at Mahindra, the design evolution is even more radical. The XUV700 caught global attention, but the BE 6 and XEV 9E prove that Mahindra is no longer thinking just about India. These aren't just EVs - they're bold, expressive machines that marry function with form in a way that feels entirely fresh, and neither of them looks like a me-too product.

Two-Wheelers Are Going Global Too

This design renaissance isn't just a four-wheeler phenomenon. The two-wheeler world is riding its own design wave. EVs gave Indian two-wheeler makers something rare - a blank page.

Ultraviolette filled that page with sharp lines and a high-tech attitude - but what's even more impressive is their confidence to go global. The F77 isn't just for India anymore. They're actively materialising plans for Europe, knowing very well that their design, tech and performance stack up against the best.

Then there's Ather, whose scooters brought sharp cuts and premium finishes to a segment that used to be all curves and compromise. It proved that vehicles originating from the land of Bollywood can also be minimalist yet premium, and distinctly Indian - designed in-house, right from the UX to the swingarm.

And TVS? The Apache RR 310 was so well executed that it convinced BMW to build its own version of it, with only minor cosmetic differences. Ironically, the Apache's BMW rendition outsells the G 310 R and G 310 GS.

Even Hero MotoCorp, the world's largest two-wheeler maker by volume, has set up multiple design centres, including one in Jaipur and another in Munich, but is increasingly empowering Indian teams to lead product vision.

Why India? It's Not Just Cost

Good design isn't necessarily flashy, but good design is certainly one that can withstand the harsh test of time. Great design goes further and delivers, even with tight constraints. That's where Indian studios excel. Yes, India still offers a cost advantage. But that's no longer the main draw. What the country offers today is a potent mix of raw design talent, cultural depth, and the pressure-cooker environment of serving one of the world's most demanding and diverse markets.

Our designers are forced to innovate within constraints: limited budgets, tight packaging, rugged use cases, extreme climate conditions, and wildly varied tastes that are more diverse than our languages and food choices. And yet, the output has evolved to be globally appealing while being locally relevant - a rare design sweet spot. India's youthful population, digital-first approach, and rich aesthetic history make it a hotbed for fresh, unconventional thinking, not just derivative design.

The Tata Punch is a fascinating case study. It not only looks tough, but it also reshaped the market. It established the micro-SUV category, became one of the best-selling cars in the country, and directly challenged the growth trajectory of traditional hatchbacks. The Renault Kwid and Triber have similar stories to tell, challenging the conventional approach and becoming runaway success stories - ones that Renault hopes to recreate with the Duster they recently teased. Even the Hyundai Creta in India looks completely different from the version sold elsewhere. Why? Because Hyundai India knows what our market wants - muscle, road presence, and a bit of drama. The result? Another runaway success that outsells most sedans and even many compact SUVs.

From Bollywood to Body Panels - India's Design DNA Is Finally Getting Its Due

India has always influenced global design - from textiles to temples, costumes to cinema. But auto design? That was always someone else's job. As global carmakers and EV startups race to stand out in an increasingly crowded market, design is becoming the ultimate differentiator. And in that race, India isn't lagging behind - if anything, it's running alongside some of the best. Indian design studios aren't just following briefs - they're starting to write them too. They're creating products that aren't just right for India, but exciting enough for the world.

And it's not just Renault. There's a whole ecosystem growing:
- Tata Motors' design studio is now shaping not just domestic hits, but global concepts that are winning awards and accolades.
- Mahindra's in-house team, working in tandem with their global design studios, including Pininfarina, is bridging the gap between heritage and futurism.
- Hyundai's dedicated design studio in India - Hyundai Advanced Design India (HADI) - has a growing influence over how compact cars and SUVs evolve for emerging markets.
- Hero MotoCorp is quietly building a design-led future, with bikes like the Karizma XMR and Xtreme 250R.
- Royal Enfield has completely rewritten the design rulebook by turning standard motorcycle body styles into timeless classics, prompting rivals to rethink product strategies.

This is no one-off - it's a movement incubating Indian design talent for the world stage.

India Is Still Rising, and That's the Exciting Part

The evolution isn't complete, and that's what makes it powerful. This is not an "India went from frugal to fabulous" story. It's an "India is going" story. There's still ground to cover. But the intent, the talent, and the early hits are already here. And they're only growing.

So the next time you see a sleek SUV, a sharply-cut electric scooter, or a futuristic concept car, don't be surprised if the design sketch wasn't born in Turin or Tokyo - the curves, lines, surfaces and soul could have been crafted right here on our soil!