Strategic design is essential and ubiquitous across sectors. The MSME industry for example, is seeing a rapid transformation from small family owned enterprises to credible and respectable consumer-focussed brands. Just as sustainability, machine-learning and AI are enabling all industries, design is now changing the face of enterprise in India, making it more agile, accessible and its products more affordable. The promise of a better life and lifestyles is enabled by design thinking and powered by high quality design.