Blending Global and Local: Start Design Group's Strategy for India and South Asia

Start Design Group is poised to expand its presence in the Indian and South Asian markets with a compelling mix of international expertise and deep local knowledge. Tarun Rai, Co-Chairman, Start Design Group, UK, and David Blair, CEO and Co-Chairman, Start Design Group, bring unique insights and strategies to the table. Here's how they plan to navigate the challenges and seize the opportunities in this diverse and dynamic region.

Tarun Rai highlights the increasing need for a consistent and clear brand identity across multiple consumer touchpoints in today's attention-deficit world. "Good design has always been critical for brands. Whether it is the Nike swoosh or the Adidas stripes. What has happened in the last two decades is that good design is now required at many more points of consumer interaction," he says. This understanding is crucial for Start Design Group as they aim to cater to the evolving demands of the Indian and South Asian consumers.

David Blair echoes this sentiment, emphasizing his extensive experience with renowned Indian brands such as Tata, Reliance, and Infosys, as well as global brands like Vodafone and Walmart. "My time working in India with these various brands, along with Tarun's vast experience of the South Asian market, will ensure that we are able to overcome any challenges we face," he states. This blend of local and global expertise positions Start Design Group favorably to address the unique challenges of the region.

One of the universal challenges in the branding and design industry is talent. David Blair acknowledges this, stating, "Initially we will be using a combination of the best global talent with exceptional local knowledge to deliver truly world-class brands and brand experiences." This strategy not only ensures quality but also fosters the growth of local talent.

Collaboration with local partners is also on the agenda. "Start Design Group is always open to partnering with like-minded individuals and companies to deliver the very best results for all our clients," David Blair says. This approach will help the group navigate regional nuances and establish credibility.

Tarun Rai emphasizes the importance of understanding cultural nuances while maintaining a global perspective. "Design language is increasingly international. Brands must resonate with consumers in many countries," he explains. Start Design Group's ability to balance global standards with local sensibilities will be key to their success in India and South Asia.

David Blair adds, "India is modern but not Western, and that is why a combination of the best global talent and exceptional local knowledge is paramount to delivering world-class brands in India." This approach ensures that both local Indian brands and international brands entering India can achieve a seamless integration into the market.

AI, AR, and VR are transforming the branding and design landscape. David Blair outlines how Start Design Group is leveraging these technologies: "AI helps us make better decisions, faster and more efficiently. AR and VR provide new capabilities for visualisation and prototyping." These technologies enhance the design process, enabling more effective and immersive brand experiences.

Moreover, Start Design Group stays relevant by engaging with smaller businesses and emerging trends. "Part of our strategy is to stay relevant and up to date with important trends, and it is often smaller businesses that enable us to do this," David Blair notes. Initiatives like Start Green, which supports businesses in the circular economy, and Start Up, their VC arm investing in tech start-ups, are integral to this strategy.

Customer experience (CX) is at the heart of branding and design. David Blair asserts, "Customer experience is what branding and design is all about. The brand is the promise of what customer experience to expect." Start Design Group's strategy is to deliver meaningful change through exceptional customer service, ensuring that every touchpoint aligns with the brand promise.

Influencer marketing, particularly user-generated content (UGC), is a significant component of brand promotion. "The most impactful influencer marketing is by normal people, using their creativity to inspire others," David Blair says. Start Design Group is open to leveraging influencer partnerships to maximize the impact of their creations and drive growth for their clients.

As Start Design Group expands further eastwards, their focus remains on integrating global expertise with local insights. "Our global experience and knowledge of other local markets will be of huge value for Indian brands navigating international territories," David Blair remarks. This holistic approach ensures that Start Design Group can effectively support both local and international brands in the Indian and South Asian markets.