Design can make technology feel more human and relatable through elements that resonate with the user’s personality or preferences.

Atul Bharti, our next pathbreaker, Head of Industrial Design Centre at Vivo India, focuses on designing smartphones that blend functionality with style, catering to a wide range of consumer preferences.

Atul talks to Shyam Krishnamurthy from The Interview Portal about one of his most memorable projects as a CMF designer for an automotive giant where he used specialised materials for Automotive interiors and created a color palette inspired by nature.

For students, design is not a destination but a continuous journey. The world changes, consumer preferences evolve, and new technologies emerge. Staying updated is essential.

Atul, can you share your background with our young readers?

I was born in a small city near to Kolkata, a city full of rich history and heritage, vibrant markets, art \and diverse cultures. This environment was like a playground for creativity. As a child, I loved sketching, experimenting with colors, and creating crafts. My parents were always supportive; my father, an engineer, inspired me to think practically, while my mother, a homemaker, taught me the beauty of aesthetics and details.

I spent my school days participating in art competitions and building small projects, like painting on fabric or designing simple patterns. These activities shaped my interest in the relationship between creativity and function.

What did you do for Graduation/Post-Graduation?

For graduation, I studied Textile and Fashion Design at the National Institute of Fashion Technology (NIFT), New Delhi. This program gave me a strong foundation in understanding patterns, textures, and materials. To enhance my knowledge in innovation, I later completed an Executive Program in Product Innovation and Design Thinking at IIT Delhi, which added a layer of strategic thinking to my creative approach.

What were some of the key influences that led you to such an offbeat, unconventional, and unique career in CMF Design?

  • Key Influencers: My art teacher in school encouraged me to explore visual storytelling through colors and textures, which laid the foundation for my career in design.
  • People/Mentor: At NIFT, my professors and industry mentors pushed me to think beyond textiles and consider other industries like automotive and electronics.
  • Events: While working on my first project, I discovered how a color or material can influence a consumer’s emotions and decisions.
  • Turning Point: Joining Maruti Suzuki and seeing how CMF could transform a car’s personality was pivotal. I realized that design is not just about looks—it’s about creating experiences.

How did you plan the steps to get into the career you wanted?

I always approached design as a balance between art and science. My plan was to gain a wide variety of experiences in different industries, starting with textiles and moving to automotive and smartphones.

My first internship was about creating patterns for garments. It taught me discipline and the importance of storytelling through designs.

My first professional role was with Satya Paul, where I worked as a Textile and Fashion Designer. This position provided me with the opportunity to design women’s wear specifically tailored for the Indian market. I also had the privilege of contributing to the creation of some of Satya Paul’s finest saree collections, which remain an iconic offering of the brand.

During my tenure, I collaborated with renowned designers, including Masaba Gupta, gaining valuable insights into the creative process and industry standards. Additionally, I had the honor of designing for celebrities, which further enhanced my understanding of high-profile client requirements and the importance of detail-oriented craftsmanship in luxury fashion. This experience laid a strong foundation for my career in design.

My second job was at Casa Paradox where I transitioned into luxury interiors, focusing on materials and textures for home decor. This experience expanded my understanding of aesthetics.

After that I joined Maruti Suzuki where I truly embraced CMF design. I worked on car interiors and exteriors, developing innovative textures and color palettes. For instance, choosing the shade of red for a sporty car involved considering the material’s reaction to light and heat while ensuring it appealed emotionally to buyers.

After spending 2.5 years at MSIL, I gained extensive knowledge and experience in CMF strategy and development within the automotive industry. This role provided a strong foundation in understanding material innovation, color trends, and finish applications tailored to the automotive sector. However, my curiosity to explore broader aspects of industrial design led me to embark on a six-month freelance journey, during which I delved into cross-industry trends and diversified my design perspective.

Subsequently, I joined Vivo as an ID-CMF designer full-time where I’m working currently, where I have the opportunity to immerse myself in the dynamic world of smartphone design. This role has allowed me to develop localized design aesthetics tailored to Indian consumers, address their unique preferences and cultural nuances. It is an enriching experience that has deepened my understanding of consumer-centric design strategies in a highly competitive and rapidly evolving industry.

At Vivo India, I have shifted to smartphones, working on textures, materials, and finishes that appeal to younger audiences. For example, designing a shimmering back panel requires understanding of both consumer trends and manufacturing feasibility.

Each role has helped me build a network of professionals who inspired and guided me.

How did you get your first break?

My first break was at Satya Paul through my graduation project at NIFT. The internship exposed me to the fast-paced design industry and helped me build my portfolio, which opened doors to future opportunities. Design and Sketching skills helped me a lot to get noticed and stand out among other colleagues and peers.

My transition from the textile industry, where I was associated with Casa Paradox, to the field of Industrial Design in the automotive sector with Maruti Suzuki was a significant and transformative shift. This transition required a fundamental change in mindset and design strategy, as industrial products demand a deeper understanding of technical knowledge and expertise.

While the shift presented challenges, it also opened up a broad horizon for professional growth and learning. This phase proved to be a defining moment in my career, as I successfully navigated this change and contributed to impactful projects at Maruti Suzuki, including the Fronxx car. This career move was driven by my aspirational journey and a strong desire to embrace new learning opportunities and expand my capabilities, making it a rewarding experience that enriched my skill set and broadened my design perspective.

What were some of the challenges you faced? How did you address them?

In my career as a CMF Designer, I have faced several challenges that required adaptability, learning, and collaboration. Here’s how I tackled them:

Challenge 1: Transitioning from Textiles to Industrial Design

Moving from the world of textiles, where I focused on patterns and fabrics, to industrial design for products like cars and smartphones was a significant shift. The scope expanded from 2D prints to 3D forms, requiring a new understanding of materials, shapes, and user interactions.

Solution:
I invested time in upskilling. Learning advanced software like Keyshot and Autodesk V-Red helped me transition into 3D modeling and rendering, enabling me to visualize and communicate complex designs effectively. These tools allowed me to present realistic concepts to stakeholders and ensured a smoother transition into industrial design.

Challenge 2: Balancing Creativity with Practicality

In both automotive and smartphone design, the challenge is to create designs that are not only visually striking but also feasible for manufacturing. For example, a bold texture or finish might look great on paper but could be expensive or difficult to produce on a large scale.

Solution:
I embraced cross-functional collaboration with engineers and production teams. By understanding the manufacturing processes and constraints, I learned to modify designs to ensure they were both stunning and cost-effective. This collaboration also helped me push boundaries without compromising practicality.

Example:
In an automotive project, I proposed a unique metallic finish for a car’s interior that initially seemed challenging to produce. By working closely with the materials team, we adapted the concept into a feasible and scalable solution.

Challenge 3: Staying Relevant in a Fast-Evolving Industry

The design industry evolves rapidly, with trends and technologies changing frequently. To stay ahead, it’s essential to continuously learn and adapt.

Solution:
I made it a priority to stay updated through research, design competitions, and workshops. For instance:

  • Participating in the Herocolabs Global Design Challenge exposed me to global perspectives and fresh ideas.
  • Attending workshops helped me explore new materials and innovative techniques.
  • Regular trend analysis ensured my designs remained relevant to both market demands and consumer preferences.

Key Takeaway:

Each challenge pushed me to grow and refine my approach. By focusing on skill development, collaboration, and continuous learning, I turned obstacles into opportunities, strengthening my ability to design products that resonate with users and align with industry trends.

Where do you work now?

I currently work as the Head of Industrial Design Centre at Vivo India, where I focus on designing smartphones that blend functionality with style, catering to a wide range of consumer preferences. My role involves shaping the look and feel of smartphones, ensuring they are not just visually appealing but also practical and innovative.

Problems I Solve:

The primary challenge is to create designs that strike a balance between aesthetics and usability while resonating with diverse consumer groups. This involves:

  • Understanding Consumer needs: what appeals to a college student might differ from what a working professional prefers.
  • Bridging Technology and Design: Incorporating cutting-edge features like textured finishes or innovative materials without compromising manufacturing feasibility.
  • Global Trends, Local Preferences: Keeping up with global design trends while tailoring products for the Indian market.

Skills Needed for the Job:

To excel in this role, a wide range of skills is essential:

  1. Creative Approach: Thinking outside the box to create designs that stand out.
  2. Sketching & Visualization: Bringing ideas to life with detailed sketches and 3D renderings.
  3. Problem Solving & Innovation: Tackling challenges like manufacturing constraints or material limitations with innovative solutions.
  4. Trend Analysis: Staying updated on global and local design trends to craft relevant and modern designs.
  5. Mastery of Design Tools: Expertise in tools like Photoshop and Keyshot to create and refine designs.
  6. Communication & Collaboration: Working closely with cross-functional teams, including engineers, marketers, and product managers.
  7. Design & Development: Coordinating with multiple departments to ensure the designs transition seamlessly from concept to production.

A Typical Day in My Role:

  • Morning: Starts with brainstorming sessions with my team to discuss new ideas or ongoing projects.
  • Midday: I analyze market trends and feedback from users to identify opportunities for innovation.
  • Afternoon: This is my creative time, spent sketching concepts, visualizing designs, and testing materials for new finishes.
  • Evening: Meetings with engineers or suppliers to ensure the designs can be implemented efficiently.

Every day brings a mix of creativity, strategy, and problem-solving.

What I Love About My Job:

  • Creativity Meets Problem-Solving: I enjoy combining artistic vision with practical challenges, creating designs that are both beautiful and functional.
  • Seeing My Designs in Use: There’s a unique joy in spotting someone using a phone I designed—it’s a reminder of the tangible impact my work has on people’s lives.
  • Shaping Trends: Knowing that my designs can influence market trends and consumer preferences is incredibly fulfilling.

How Does Your Work Benefit Society?

Good design is not just about aesthetics; it’s about making products that enhance everyday life. My work as a CMF (Color, Material, and Finish) designer focuses on creating designs that are not only visually appealing but also practical, durable, and meaningful for users. Here’s how it benefits society:

1. Making Technology Accessible and User-Friendly

Design plays a crucial role in how people interact with technology. For example, when designing a smartphone, I consider how the materials feel in the user’s hand. A matte finish might be chosen for better grip, or a shimmering surface might evoke joy and excitement. These small details make technology approachable for everyone, from young users to senior citizens.

Example:
While working on a smartphone design, we chose a textured back panel that not only looked stunning but also reduced the chances of slipping. This made the device more practical for users who value functionality and style equally.

2. Creating Emotional Connections with Products

Design isn’t just about function—it’s about forming an emotional bond with the user. By carefully choosing colors, patterns, and finishes, I ensure that the product resonates with the user’s personality or preferences.

Example:
During the design of a smartphone aimed at young professionals, we used a shimmering light green finish inspired by water droplets, symbolizing freshness and energy. This became a popular choice among users who appreciated the calming yet dynamic vibe it brought to their lives.

3. Ensuring Longevity and Sustainability

A well-designed product is not just beautiful but also long-lasting. Durable finishes and scratch-resistant materials ensure that products stay functional and visually appealing for years, reducing the need for frequent replacements.

Example:
In one project, we used advanced coatings to make a smartphone resistant to fingerprints and scratches, extending its lifespan and reducing waste. Such efforts contribute to a more sustainable future.

4. Bridging the Gap Between Technology and Culture

Design can make technology feel more relatable by incorporating local or cultural elements. For instance, in India, vibrant and bold colors often appeal to consumers. By aligning the product’s aesthetics with cultural preferences, we make technology more inclusive.

Example:
While designing for the Indian market, we created smartphone finishes inspired by traditional art forms, such as gradient patterns resembling silk sarees. These designs made the product feel familiar and culturally connected.

5. Improving Quality of Life

Ultimately, good design simplifies and enhances daily life. A smartphone that’s easy to hold, visually pleasing, and durable becomes a trusted companion, whether you’re using it for work, entertainment, or communication.

Example:
In one project, we focused on designing a lightweight yet sturdy phone for students and professionals who are always on the go. This not only made it comfortable to use but also ensured it could withstand daily wear and tear.

The Bigger Picture

My work impacts society by making technology accessible, enjoyable, and sustainable. Good design transforms technology into something more than a tool—it becomes an integral part of people’s lives, helping them express themselves, connect with others, and achieve their goals. That’s the true value of thoughtful design.

A Memorable Project Close to You?

One of my favorite projects was designing the color and finish for a Maruti Suzuki Fronxx car at Maruti Suzuki. We used specialized materials for the interiors and created a color palette inspired by nature. Seeing it displayed at an auto expo and already launched on Indian Roads was a proud moment.

Vivo V23 Series: India’s First Color-Changing Smartphone: A Testament to Product and Design Innovation

Vivo’s V23 Series wasn’t just about stunning looks and powerful performance; it marked a turning point in smartphone design for the Indian market. The innovative product and design teams at Vivo were the first to introduce a color-changing smartphone experience, making a splash with the V23’s Fluorite AG Glass Color Changing technology. This ground breaking feature allowed users to witness their phone transform color under sunlight and UV light, adding a touch of dynamism and personalization to their mobile experience. The V23 Series stands as a testament to Vivo’s commitment to pushing boundaries and creating smartphones that are not only functional but also visually captivating.

Vivo V29 Himalayan Blue: A Shimmering Summit Achieved with India’s First 3D Particle Ink Technology 

Vivo continues to redefine smartphone design in India with the ground breaking V29 Himalayan Blue. This stunning device boasts India’s first-ever application of 3D particle ink technology, a feat achieved by Vivo’s dedicated product (Design) team. This innovative technology utilizes microscopic particles manipulated by magnetic forces to create captivating, cascading shadows and light effects on the phone’s rear panel. The Himalayan Blue variant truly lives up to its name, offering a captivating visual experience that evokes the majestic peaks of the Himalayas. 

Your Advice to Students?

1. Follow your curiosity. Explore different mediums and industries.

Curiosity is the fuel for creativity. When I started my journey, I didn’t restrict myself to one medium or field. From textile design to automotive CMF, and later smartphones, I allowed my interests to guide me. For example, I once spent hours sketching patterns inspired by tree bark textures, which later became a mood board for car interiors during my time at Maruti Suzuki.

Curiosity also means stepping out of your comfort zone. If you enjoy sketching, try experimenting with digital tools like Photoshop or Keyshot. If you’re fascinated by colors, explore how they interact with different materials like fabric, metal, or glass. By diversifying your experiences, you’ll find new ways to connect ideas and innovate.

Pro Tip: Never be afraid to experiment! Even mistakes can lead to groundbreaking ideas. For instance, while testing a smartphone finish, we accidentally stumbled upon a texture that became a hit design element.

2. Build a strong foundation in skills but keep an open mind for new opportunities.

Your skills are your toolkit. Start with the basics—learn to draw, understand color theory, and study materials. But remember, design is not just about tools; it’s about thinking creatively and solving problems.

For example, while working as a textile designer, I mastered the art of creating patterns. When I transitioned to automotive CMF, I had to expand my toolkit to include software like Autodesk V-Red and techniques for testing materials under different lighting conditions. These foundational skills gave me the confidence to adapt.

Being open-minded also means saying yes to challenges. When I was asked to work on eco-friendly automotive interiors, it felt daunting because it required research into sustainable materials. But embracing the challenge taught me something new and created a design that was appreciated widely.

Pro Tip: Learn the basics, but don’t hesitate to pick up new tools or approaches when opportunities arise. Every skill adds value to your journey.

3. Never stop learning—design is always evolving.

Design is not a destination but a continuous journey. The world changes, consumer preferences evolve, and new technologies emerge. Staying updated is essential.

When I moved to smartphone CMF at Vivo, I had to quickly familiarize myself with manufacturing processes for materials like Gorilla Glass and how coatings affect user experience. Similarly, trends like minimalism or bold gradient finishes come and go, and being aware of these shifts helps you stay relevant.

To keep learning, I read industry reports, attend workshops, and participate in design competitions. For instance, winning the Herocolabs Global Design Challenge in 2021 gave me exposure to global trends and design approaches.

Pro Tip: Treat every project as a learning opportunity, and seek feedback. The more you learn, the more you grow as a designer.

Final Thought:
Your curiosity will lead you to opportunities, your skills will help you seize them, and your commitment to learning will ensure you stay ahead. Keep exploring, keep creating, and remember—the journey is just as important as the destination.