What If


Tosha Jagad was one of the mentors at the Taxi Fabric Workshop, who guided 8 designers and anchored one of the four taxi fabric designs centred around the theme of ‘Water - The Elixir of Life'. One of the forecasted trends at #ColourNext17 by Asian Paints. This trend is inspired by water as an element that will see a spur in creative activism among artists & designers. When they were given the concept, they started thinking on the lines of imagining a world without water - different visuals of daily life articles and how they would look if we removed water out of it.

Tosha wanted to think of something that people sitting in the taxi could connect to. She wanted it to be direct and literal. Wanted it to leave even a tiny little impact on the passenger who’s riding in the taxi for that short period of time.  

The title of the taxi ‘What If’ was meant to be suggestive of the hypothetical situation. A situation which asks the question - what if water gets disappointed in us because we don’t use it responsibly and leaves the world one day? Tosha wanted people to imagine and think about that when they sat inside the taxi.

Mentoring, for Tosha, was both intimidating and exciting at the same time, because it was a first time experience for her and all the designers in her team had fabulous portfolios. It made her realise how important it is to make quick decisions and take responsibility for the end result.

Mentoring for Tosha is guiding and giving the right push to someone in the direction they want to work towards. It is about developing somebody’s thoughts, empowering them and increasing their confidence.

Tosha and her team did face some challenges while creating their taxi. Firstly, the time was limited, so working with so many people within such a tight deadline was a challenge. Secondly, since Tosha had never played the role of a mentor before and had always been on the other side, delegating work was a challenge. Thirdly, identifying and working with each one of the designers’ strengths was also a challenge. However, she was thrilled by the final outcome.

For Tosha, personally, the handicraft designs of India are a major source of inspiration. The culture and the age-old techniques of Indian design fascinate her greatly. The idea of building products from scratch and using your own hands is very satisfying she feels, and there are so many different kinds of art in our culture in each and every region that allows you to do that.

Tosha believes that Taxi Fabric is a fun and meaningful project that started with a very honest story and has stuck to that. “ I love the collaborations where taxis are designed for social causes - starting with Harshit’s sign language taxi to Jezreel’s taxi with the visually impaired,” she says.

Tosha’s advice for fellow designers is, “Explore designs in different materials and different platforms. Just because we’ve learnt design in a specific form doesn’t mean we need to stick to that. Collaborate with people from different disciplines, you never know what interesting results might come out of it.”

This Taxi Fabric is supported by Asian Paints Colour Next 2017

ColourNext is an annual trend forecast done by Asian Paints. Tapping onto to the socio-economic trends & other environmental, lifestyle driven changes that affect our society, the forecast is translated for the design industry and presented in the form of Colours, materials, textures, finishes & patterns.