Ajay Sharma: Mahindra's bold vision for design

Ajay Saran Sharma, the senior vice president of design at Mahindra & Mahindra, delivered a talk on the company’s vision for design at the 19th edition of the Pune Design Festival, organised by the Association of Designers in India. He detailed Mahindra’s approach to creating products that are not only cutting-edge in technology but also sustainable, aesthetically appealing, and aligned with the company’s core values.

A design-driven future

Mahindra’s transformation over the past few years has been profound, with the automotive giant embracing a future defined by electrification and innovation. From electric vehicles (EVs) to traditional SUVs, tractors, and even three-wheelers, Mahindra is reshaping its design language to stay relevant in a rapidly evolving market.

Sharma explained that design at Mahindra has become integral to the organisation’s overall strategy. “The way design has been positioned at Mahindra, the organisation is our client,” he said. His team’s influence goes far beyond responding to design briefs.

Navigating the challenges of a changing market
The market today demands cars that are as flexible and adaptable as the smartphones we use. Consumers expect vehicles to offer rapid technological updates, from customisable features like wallpapers on a phone to highly personalised car interiors. This desire for change places immense pressure on design teams, as Sharma highlighted. “We are entering an era where people expect cars to be as flexible, adaptable, and fun as their cell phones,” he said.

Sharma also reflected on the growing complexity of the automotive landscape, noting the challenges of designing for diverse segments. At Mahindra’s design studio in Mumbai, the team works on a wide variety of products, including heavy-duty trucks, buses, and compact tractors. “We not only do SUVs, we also do tractors, trucks, and three-wheelers. It’s a complex, layered task, but it’s also much more fun,” Sharma explained. This diversity requires a high level of rigour, as every product must meet the brand’s standards of quality while also being innovative.

Timeless design and consumerism
“We’re trying to balance quick change with timeless design,” Sharma said. The goal is to create products that people want to keep for longer, whether it’s an electric car or a traditional internal combustion vehicle.

Another challenge for the design team is the need to create products that will stand out in a crowded, fast-moving market. “In this age of attention deficiency, you need to communicate your design quickly and impactfully,” Sharma emphasised. His team has focused on crafting designs that are visually striking and memorable, ensuring that Mahindra’s products resonate with consumers at first glance.

Form follows function
One of the key principles Sharma highlighted was the concept of "form follows function," a longstanding design maxim that has occasionally been overshadowed by a greater focus on aesthetics.

“Function seems to be getting lost in the design process,” Sharma noted, citing the example of the Lamy 2000 pen, launched in 1966. Though highly regarded for its design, more recent versions of the pen, made from alternative materials, failed to match the original’s functionality. Sharma urged his team to return to this fundamental principle to ensure that Mahindra’s products not only look good but also function seamlessly.

Unified design philosophy
At Mahindra, the design philosophy is summed up in the term Heartcore Design. This philosophy is about crafting products that reflect the core values of the Mahindra brand, with an emphasis on strength, durability, and clean aesthetics. Sharma drew an interesting analogy, comparing Mahindra’s design approach to a family of cats. “We homed in on the cat family, where we have various cats that look different, yet are all cats. It’s the closest analogy to where we want to be with design.”

Sharma concluded his talk by emphasising the importance of design in driving change at Mahindra. “Design has made a huge difference in such a short time,” he stated, referencing the company’s ability to bring new products to market quickly. 

Over the past three years, Mahindra has launched six new products, including both electric and traditional models, demonstrating how a strong design ethos can reshape a company’s future. 

“We operate across multiple locations, including the UK, Detroit, and Chennai, collaborating with engineering and marketing teams to ensure we get the products right,” said Sharma. This cross-functional approach ensures that Mahindra’s products are not only well-designed but also meet the technical and market demands of an ever-evolving industry.

Mahindra’s design journey is a testament to how a company can leverage innovation, sustainability, and a strong design philosophy to remain competitive. As Sharma pointed out, “We are going down the right path,” and the company’s design philosophy is leading the way to a bold and electric future.