Durability – is it losing power as a customer driver?

In a three-part article series, Dina Mehta, founder and managing director of Mosoci India, argues that durability is losing its power as a consumer driver in some product categories in India.

Somehow this is sad news.

“For the most part, my feeling is that while [durability] may still hold importance for some categories, it’s seen as a given – a hygiene-factor almost, that users expect from their products. Research I’ve done in the last few years indicates that neither a brand differentiator nor a purchase driver, as it was even just 7-8 years ago.”

Read article: part 1 | part 2 | part 3

Also check out a series of presentations that Metha found on principles, processes, personas, ideation, creativity, scenarios and story in Design Thinking for new product development.