Crafting a Niche: The Evolving Marketing Strategies of India’s Designers

Design in India today embraces a diverse array of styles—whether it's Japandi-inspired homes for those seeking a sense of zen or vintage-style interiors that reconnect residents with their Indian heritage. The possibilities are endless, as is the vision of India’s designers. While design has continually evolved over the years, the way designers present and showcase their work has transformed entirely. In this digital era, where design is just a scroll away, designers have adopted innovative strategies to creatively display their work, processes, and innovations.

While Instagram is widely regarded as the most effective platform for designers to showcase their work, it stands out as one of the most popular and accessible visual mediums today. For design professionals particularly, a visual platform is essential for exhibiting their work. Recognizing the current trends in the design world and the reliance on Instagram for showcasing projects, Sucheth Palat, Principal Architect and Co-Founder of Studio XS in Bangalore, shared insights into the strategies employed at his studio.

“Project documentation has become a crucial factor,” he explains. “Photography and Instagram-worthy images now take precedence over raw content. The sensory elements of audio and video have also gained importance. Our marketing today focuses on keeping existing clients informed of our evolving capabilities, defining who we are as a studio, and showcasing our processes—both during work and while having fun. Architecture is a deeply personal experience, so it's essential to connect on a personal level.” The studio collectively believes that the product they sell often begins as an intangible idea, while the final result offers a tangible experience through touch, sight, and feel.

The Abacus House by Studio XS

Team Studio XS

While Instagram has successfully connected designers with their end-users, it has also added pressure on design studios to keep pace with the fast-moving world of social media marketing. Fortunately, architectural journalism and communication have evolved, offering architects and designers diverse platforms to enhance their visibility. Agencies like Epistle Communications, Media Milestone and Xen Communications, step in to bridge the gap between designers and their audience, alleviating the pressure of managing public outreach.

Discussing the role of design communication, Xen Co-founders Pruthvi and Parnavi explain, “As clients become more discerning about their design needs, architects are now tasked with going beyond the creation of beautiful spaces. Today’s clients want to understand the 'how,' 'what,' and 'why' behind the work. Many lack a design background, making it even more important for architectural practices to communicate their process and value effectively. At Xen, we bridge this gap. As architects ourselves, we understand the complexities of communication and bring fresh perspectives that help architects and designers articulate their unique value with clarity and impact.”

Pruthvi and Parnavi, Co-founders of Xen Communications

While digital outreach is undeniably essential today, Sudhanshu Kumaria, Founder of KOLAB, emphasizes the continued importance of traditional marketing strategies like networking. Meeting and connecting with people at events, exhibitions, award ceremonies, and business networking platforms such as BNI and Rotary remain timeless approaches. These methods not only strengthen communities but also expand personal and professional networks.

Reflecting on online strategies, Sudhanshu shares, "On social media, different designers adopt various marketing approaches. Some focus on educating, others on entertaining, while some simply showcase their work. It ultimately depends on what you aim to achieve—whether it's building a following, becoming an influencer, branding, or generating leads." He also believes that designer websites, blogs, and SEO (Search Engine Optimization) play a crucial role in marketing and significantly contribute to establishing online credibility and generating leads.

Social media has undoubtedly brought the world closer, but the importance of trust and commitment within local communities remains invaluable. Pavithra Ravichandran, Principal Architect and Founder of Studio Pa.ra, strongly believes in building her presence within her local network. She explains, “By recognizing the value of networking beyond the professional sphere, I’ve joined both social and professional clubs, such as marathon groups and Rotary clubs. These informal settings often foster meaningful connections, leading to referrals and new business opportunities. I’ve come to realize that effective networking is truly at the core of growth.” She also acknowledges the role of industry experts and the exposure gained through features in design magazines and online publications, which significantly boost a designer’s visibility and credibility.

Terrace renovation by Studio pa.ra

The digital age has revolutionized the way Indian designers showcase their creativity, allowing them to present their work to a global audience. This newfound visibility, fueled by social media and various online and offline publications, has fostered the globalization of design, enabling individuals to learn from and appreciate diverse styles from around the world. Additionally, this digital exposure has created new opportunities for collaboration and innovation, bridging gaps between cultures and inspiring designers to experiment with fresh ideas and techniques.

Despite the rise of digital platforms, many designers still value traditional methods of networking and sharing their work. Exhibitions hosted by leading publications and award ceremonies provide invaluable opportunities to grow, share their journeys, and showcase their work. These events not only capture attention but also leave a lasting impression on the design community, including up-and-coming designers.

In addition to events, getting published in magazines and on websites remains essential, as it lends credibility to their portfolios. The good news is that communication agencies are stepping in to ease the burden on designers by managing their outreach and visibility. Another powerful tool for reaching a wider audience is sharing their work on platforms like Pinterest and Houzz, popular sources of inspiration for homeowners.

By combining traditional and digital strategies, designers can broaden their influence and create a lasting impact in the industry. By blending personal connections with a strong digital presence, designers can effectively elevate their brands, ensuring their work resonates both within the design community and with a global audience. This holistic approach maximizes their visibility and keeps them at the forefront of the industry.