The role of design in building brands and transforming businesses by using technology cannot be underestimated. As markets grow more competitive, design is the one powerful tool knit into the company’s DNA that can help improve profitability, change brand or product perceptions and of course enhance businesses. Design helps a company in reinventing the existing product while throwing a fresh perspective on the overall business strategy across a range of functions, taking examples of Tata Nano, Samsung TV’s or Apple’s latest product–iphone 5/iPad 3.