Design for Competitive Advantage

Godrej Appliances Design

The top-loading washer category was facing stiff competition from the front-load washers and it became necessary to infuse fresh design to compete in the market place.

It was important to start the design exercise from the ideation phase to craft a unique story by offering features of value. The challenge was to deliver a design not only to stand out in the market but to also deliver first to market functionality


The Future Factory team worked on the entire user journey for the category of laundry. This helped identify opportunities of value to the consumer, within the experience of laundry. Auriga’s compelling idea provides support for the last stage of drying. This was achieved by a close fitting tray within the lead assembly. An easy access feature, easy to use, and well styled, was unique in its category.

Product Auriga
Industry Appliances
  • Design
  • Engineering


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