Presented by Mayank Chaudhary 091229 Avyya Aggarwal 091234

Introduction
DC Design is an Indian design firm from Mumbai which is noted for their concept cars and prototypes. The firm, founded in 1993, is headed by designer Dilip Chhabria.

Under a contract with Ford Motor Company DC built the first Aston Martin AMV8 Vantage prototype featured at the 2004 Detroit Auto Show which appeared in the James Bond movie Die Another Day

Founder-The Artist
Dilip Chhabria
He is an Indian Automobile Designer Qualified in Transportation Design from the Art Center College of Design, Pasadena, California, U.S Worked with General Motors USA at their Design Centre in Detroit. For him the business of car design and modification is an amalgamation of his passion, hobby and work.

Heritage
It takes a special kind of zeal to follow your vision, but it takes even more courage to close down a successful business to pursue a bigger dream.

This journey began in 1983 when Dilip Chhabria returned to India after spending a year at General Motors Design Centre in Detroit.
Having studied Transportation Design from the prestigious Art Centre College of Design in Pasadena, California, his experience in the car mass-production business soon made him realize that his passion lay in developing and designing unique creations. He took the entrepreneurial plunge and started creating automotive accessories for the mass market

They say passion breeds its own success and soon enough DCs accessories became a favorite for automotive enthusiasts. Within a decade it became the largest accessory manufacturing outfit in the country.

Contd
DC Design was founded in 1993 with the dual aim of redesigning and modifying mass market cars to create one-of-a-kind automotive beauties. From the start he knew that his goal was to design a whole car and not just some of its parts DC Design has produced more than 600 unique design cars; from supercars to a complete re-haul of the humble Ambassador. DCD has also provided design and prototyping services to the likes of Aston Martin, Renault and GM.

Achievements
DC tied up with EXIMSTAR, and started a company DC Star to promote a company that will customise cars and other vehicles to suit customers' requirements mainly in the gulf region. DC is also an accomplished painter and sculptor. The DC Art Gallery at Atria Mall, Worli showcases his work which has been executed in a variety of mediums from oil to acrylic. For the propagation of his unique thinking and approach to automotive design DC has partnered with the D Y Patil Group to start DYP DC Center for Automotive Research and Studies which will nurture the next generation of Indian automotive designers. Today DCD also designs and refurbishes aircraft interiors.

Funding
Chhabria started his car designing company putting at stake all his savings DC Design started out with funding of Rs. 50 lakh.

Chhabria owns 75 per cent in DC Design, while Jardine Fleming holds about 10 per cent and financial institutions and private equity players hold the remaining stake. Plans to raise around Rs 60 crore through debt and equity for the expansion plans of its new venture, Avanti.

Challenges
Biggest challenge for DC was to fight the mentality of Indian people who think why should they pay extra, just to change the natural looks of their cars. It was absolutely new and unexplored field considering Indian market. Not a lot of people could afford heavy cost required to modify the car, which limited the number of customers of company to rich industrialists and various celebrities .

What Makes It Stand OUT?

Being only one of its kind company is the main thing that makes it stand out.

Also what makes it stand out is the strong portfolio of the company, DC has done designing and modification for companies like Rolls Royce, Porsche, Mahindra & Mahindra

Marketing Strategy
Build concept cars simply to amaze the masses. The advertising is done mainly through word of mouth and motor shows. Concentrating on niche segment, where customers are ready to spend a large amount of money.

DCs mantra is simple: If you have something to flaunt, do so.

Future Road Map

In words of Dilip Chhabria,"The car modification culture will undoubtedly gather steam in the near future, a phenomenon we have seen in the other South Asian countries as well.

Since DC has also entered the field of automotive mass scale production, through DC Avanti ,which is an entirely new and a vast field for the business development.

Threats To Its Crown

SpeedBug, AGM Technologies, Concept Combination & UT Automotive Designs are other Car modification providing companies.

But they are new and not yet grown, so dont provide any threat to the company.

In the field, DC Design enjoys monopoly.

Contd...
Its main threats are automotive production companies, which are constantly producing improved and better featured cars.

The DC Avanti, India's first super car, soon to be DCs production car faces a threat from foreign car companies like Audi and BMW which are already in the segment and are doing well.

Thank You