Article Details

Development of a Culture-Based Design Framework with Reference to Cultural Tourism in India | Original Article

Sanandan Ratkal1 Amrita Bhattacharjee2 in Shodhaytan (RNTUJ-STN) | Multidisciplinary Academic Research



The onset of globalisation has brought several critical themes like connectivity, accessibility and inclusivity to the forefront. This has also induced mass uniformity and the loss of cultural identity. Culture governs several aspects of design, systems and policies. Understanding culture entails comprehension of people, their social behaviours and their underlying beliefs. As a diverse country with rich heritage, the knowledge system of India is a corpus of cultural artefacts, historical monuments, artistic expressions, philosophies among many others. Due to its exhaustive character, studying Indian culture can be very challenging. Conventional research methodologies portray a significant WEIRD bias i.e., their structures are aligned with western values, much of which don’t necessarily apply to Indian paradigms. In the constantly evolving world, culture also transforms itself. Designing for India requires an in-depth understanding of the changing cultural contexts in India. To decode the changes in India culture, a field study was conducted at Sringeri, a tourist site of immense cultural significance. Based on the findings from the field study, a culture-based design framework was formulated keeping academicians and industry experts in mind. To enhance the spirit of Atma Nirbhar Bharat, it is necessary to strengthen the pillars of Indian education and research practices. Relevant frameworks would facilitate India-centric design in Indian institutions and business ecosystems.