Collaboration Between Industry & Academia Is Imperative: Dr Jitin Chadha, IIAD

Meha Mathur Jan 11, 2024

Can you provide an overview on your vision for Indian Institute of Art & Design and how you plan to lead the team in achieving it?

Two decades ago, the landscape of design education lacked new-age institutions that could seamlessly impart globally recognised skills within the ever-evolving design domains. Recognising this imperative, I began working on the journey of setting up a design school in Delhi — one that would serve as a bridge between the design industry and the broader civic community.

In 2015, through concerted efforts with a team of like-minded visionaries, the Indian Institute of Art and Design (IIAD) took shape and progressed from a vision to reality. IIAD’s ethos is reflected in its industry-relevant curriculum, teaching practices and facilities, positioning it among notable design schools across the nation.

In its commitment to nurturing aspiring design enthusiasts and elevating design education to a global level, IIAD aims to redefine the very essence of how design is taught, learned and practised in India.

Concurrently, in our strategic planning, we are committed to integrating industry into the curriculum for students, from classrooms to internships through graduation, to ensure our graduates are aptly prepared for the dynamic challenges of the art and design landscape. Through initiatives including immersive masterclasses, workshops and internships culminating in the annual graduate show, we strive for a holistic educational approach.

How do you ensure that the curriculum aligns with industry trends and prepares students for real-world challenges?

At IIAD, our foundational commitment lies in cultivating a curriculum that aligns with global standards and integrates a UK quality assurance system. This approach places an emphasis on comprehensive education, preparing students for the multifaceted challenges of the dynamic design industry.

Our teaching pedagogy moves beyond enforcing conventional academic paradigms, prioritising hands-on experiences, industry collaborations and exposure to technology. This unique approach achieves an ideal balance between academic learning and practical application, ensuring students are future-ready for the design industry.

To connect academia with industry practices, IIAD incorporates real-world design challenges into its curriculum through live projects. These projects, conducted in collaboration with business organisations, allow students to tackle actual design problems and iterate numerous innovative solutions.

Our industry-linked curriculum extends to masterclasses, workshops and mentorship programmes led by distinguished practitioners. Figures such as Suket Dhir, Vandana Kataria, Tahir Tahiliani, Varun Grover, Anirban Ghosh, Dadi Pudumjee, Shifa Firoz, and other professionals have actively contributed to the students' learning experiences in the past.

The curriculum also mandates on-site internships, further enriching students' professional exposure and enhancing their resumes. With an 8-week internship in the second year and a 16-week internship in the third year, students gain valuable practical experience, expanding their networks and connections within the design industry. Noteworthy brands where our students have interned include Studio Lotus, BIBA Apparels, The Future Canvas, BoAt Lifestyle, SoStronk, Anagram Digital, Hemant and Nandita, The Concreate Story, Design Plus Architects, House Of Lalittya, and Femella Fashions. Upon graduation, they are fully-equipped to meet industry expectations.

Can you share your experience in developing new courses or programmes in response to industry demands and changing trends?

IIAD distinguishes itself as a design institution, characterised by its teaching methodology and educators. With a commitment to educating students, it strives to maintain a position of excellence in all aspects of its academic endeavours.

Acknowledging the dynamic demands of the fashion industry, we have introduced two recent courses at IIAD: Fashion Business Management and Fashion Communication. These programmes intricately promote fashion and lifestyle brands through holistic visual communication strategies, encompassing key areas such as marketing, branding, PR, styling, social media, trend prediction, strategic thinking and the business aspects of fashion design.

IIAD's Fashion Business Management course provides students the vital skills to analyse the economic facets of fashion design. Integrating the study of strategic thinking through retail logistics, supply chain management, consumer behaviour, market dynamics and brand marketing, the programme provides a comprehensive understanding of the fashion industry. In the past, students have gained invaluable exposure from national and international brands such as H&M, Uniqlo, Decathlon, Freecultr, Jaypore, Shades of India, Groyyo, Technopak, Shoppers Stop and Bewakoof.

The Fashion Communication course at IIAD offers a comprehensive curriculum that spans marketing strategies, branding principles, public relations and trend analysis. Students develop skills to promote brands across digital and traditional media, positioning themselves at the crossroads of fashion styling, visual communication, and marketing. The programme emphasises collaborative learning, networking and industry exposure through esteemed partnerships with brands like Aditya Birla Fashion & Retail, Reliance Brands Limited, Samshek and FabIndia.

How do you establish and maintain strong connections with industry professionals and organisations to enhance students' opportunities for internships and employment?

At IIAD, our emphasis is on maintaining curriculum relevance to industry standards and current trends. Our dedicated placement cell — the Career Services Division (CSD) — is committed to assisting students in securing potential employment or internship opportunities. With connections to more than 300 diverse brands, the CSD team facilitates placements and internships. The department provides valuable support to students by offering guidance on interview preparation, insights into crafting effective cover letters, and assistance in building portfolios.

Additionally, the curriculum mandates an 8-week internship in the second year, followed by a 16-week internship in the third year, enabling students an opportunity to gain practical insights. Recruiters include esteemed organisations like Studio Lotus, BIBA Apparels, The Future Canvas, BoAt Lifestyle, SoStronk, Anagram Digital, Hemant and Nandita, The Concreate Story, Design Plus Architects, House Of Lalittya, Femella Fashions and more. Leading industry practitioners are regularly invited to conduct masterclasses, workshops and mentorships, fostering crucial connections with the industry.

IIAD demonstrates a notable track record, achieving an impressive 94 per cent student placement rate, a clear testament to the efficacy of its career services. As of 2023 records, the average placement package for IIAD students was around 7.5 LPA, with the highest recorded package reaching 12 LPA.

In what ways do you ensure that the curriculum reflects a diverse range of artistic perspectives?

At IIAD, our dedication to nurturing diverse artistic perspectives is integrated into our foundational design course. Under this, students begin by engaging in a comprehensive range of artistic mediums such as painting, sculpting and model making. Transcending beyond the conventional theoretical approach, this teaching methodology provides students with a creative space to explore and understand different artistic viewpoints.

This immersive experience enables students to shape their unique perspective — a key ingredient in the field of design. By interacting with these mediums, they develop a nuanced understanding and clarity of the essential role of aesthetics in design. The foundation design course focused on hands-on exploration, becomes a crucible for cultivating a deep understanding of diverse artistic perspectives.

Building upon this foundational framework, students consistently engage in experimentation, ideation and innovation through their programme, fostering the development of their design voices within distinct design disciplines.

What strategies do you intend to promote student engagement within the art and design community both on and off-campus?

At IIAD, our commitment to fostering student engagement within the art and design community is grounded in a comprehensive approach. The synergy of our project-based learning methodology, shared studio experiences and industry-linked projects creates an immersive and dynamic studio environment. Our faculty, distinguished not only as experienced educators but also as industry-connected practitioners, amplifies learning experiences both within and beyond the studio.

Strategic initiatives including the Annual Graduate Show, Industry Conclave and Field Trips, serve as invaluable platforms for students to showcase their talents and engage directly with industry experts. The Industry Conclave, featuring experts from renowned brands, provides valuable insights into current and future industry skill requirements. Additionally, field trips to India's craft pockets and city excursions to industries and marketplaces deepen students' understanding of social and commercial contexts.

How do you envision IIAD’s future growth and development in the context of the rapidly changing fashion and design trends?

At IIAD, our commitment to remaining at the forefront of dynamic fashion and design trends is evident through our robust industry connections, which serve as a cornerstone of our dedication to maintaining relevance in education.

Our modules — live projects and project-based learning — ensure adaptability to continuous change in the design industry. This practice extends beyond the traditional approach to design, recognising the transformative influence of technology, such as the emergence of artificial intelligence (AI).

To respond to these dynamic shifts, collaboration between industry and academia becomes imperative. Identifying this, we aim to engage in curriculum re-evaluation to develop frameworks and guidelines that equip our students with industry-relevant skill sets. Beyond curriculum development, design institutions play a pivotal role in addressing industry challenges head-on by facilitating a dialogue. IIAD constantly offers its students such platforms, including workshops, masterclasses and other industry-linked activities.

In alignment with our ethos, at IIAD, we strive to cultivate an environment dedicated to preparing and fully equipping students for the dynamic shifts in fashion and design trends. By drawing from the invaluable feedback of our mentors and industry experts, we chart our path forward, focussing on refining and expanding our teaching methodologies. We actively incorporate technologies, ensuring not only the continued relevance but also the enhanced effectiveness of design education.