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Birla White supports Make in India initiative by encouraging Design in India

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In sync with Make in India drive initiated by Govt. of India, Birla White, the white cement brand of UltraTech Cement, promoted the concept of Design in India at the 13th edition of Birla White YuvaRatna Awards. This national event is popular among architecture students and fraternity because of its focus on innovative themes and designs, with an eye on sustainability.

With the rising interest in promoting metro rail systems as the public transport of choice, Birla White identified this as the central theme at the YuvaRatna Awards. Students of architecture colleges from across India were encouraged to exhibit their creativity in designing metro stations with a focus on composition, aesthetics, concept, cost effectiveness, innovation, originality of idea and theme, use of materials & colors and safety & sustainability.

The event was inaugurated by Mrs Rajashree Birla, Director, UltraTech Cement Ltd, in the presence of eminent architects and construction professionals from across India. The elite panel of jury members for the Awards comprised leading architects including Ar Ramaswamy, Ar Hamir Smart, Ar Neeraj Gadgil, Ar Rajeev Sathe, and Ar Reuben D’Souza.

A beautiful legacy

Conceptualised in 2004, YuvaRatna has been through an ever evolving journey over the past 13 years. With the advent of digitization, YuvaRatna has now reached students across India. The participation has risen with the advent of social media, which has kept students glued to the competition through the year. The themes have been made more relevant seeking adaptable and feasible designs as outcome for the cities. This year has seen an increase in both the quantity and quality of the entries, with the event covering 164 architectural colleges, 24,600 students, and 2,700 faculties across country.

This year YuvaRatna Nxt was introduced, where students were asked to develop designs and applications using Birla White products as part of design décor. The introduction of YuvaRatna Nxt has been a game changer, as it has involved students in the form of groups & garnered engaging participation. Students had the first-hand experience of using Birla White products for their designs.

“As a part of Birla White’s commitment to encourage the student talent in India to dream of a beautiful future, we take pride in honoring students who come up with exceptional ideas through our YuvaRatna Awards. This year’s themes are in sync with Government’s thrust on building unparalleled infrastructure for the country,” said Mr K K Maheshwari, Managing Director, UltraTech Cement Ltd.

An eye on innovative design

The evaluation of the entries was a rigorous process where the esteemed jury panel tirelessly went through the designs and shortlisted them based on specific criteria. The metro stations were expected to be conceived and designed reflecting the local culture and flavour, functional aesthetics, user friendliness, energy efficiency and with a station architecture that is site specific and environmentally compatible. Innovative designs included a metro station designed in the geometrical shape of a diamond, concept of creative inter-linkages and inter-connections, and urban plaza designed like a jigsaw puzzle, among others. It is proposed to submit these designs to the Government to support the initiative of ‘Design in India’.

“For over 13 years, architectural marvels have been conceived as designs by a whole generation of young architects and Birla White has been around to promote and celebrate these young minds every step of the way. Launching new themes keeping in mind global development every year with the help of creative architects deploying institutional judging process is core to Birla White YuvaRatna competition,” said Mr Sunil Kulwal, CEO, Birla White.

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May 2019
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