- Only those entries which qualify at the first stage of India Design Mark are considered during the second stage
- There is separate payment for the second stage of jury assessment and for exhibition space required to display the entry.
- For second stage evaluation of entries, the applicant is required to send in the physical product by the prescribed date.
- The evaluation takes place by a specially appointed jury for stage 2 as per the evaluation criteria prescribed for this stage
- At this stage the evaluation happens vis-a-vis the physical product submitted for assessment as well as the application information submitted for stage 1 assessment.
- At this stage, each of the entry is evaluated by a group of minimum three jury members acting in tandem and the evaluation decision is reached at through consensus
- The entire jury panel discusses the evaluation decisions of each of the group commonly and an overall consensus is reached.
- The jury chairman will act as an arbitrator wherever consensus cannot be reached
- The jury's decision is final
- After the assessment is over, those entries, which are adjudged to have received the India Design Mark, are exhibited in a public exhibition on subsequent days.
- Usability (ease of operation)
- Cognitive focus
- User safety
- Universal design
- Consumer acceptability
- Ease of manufacture
- Cost effectiveness
- Lifestyle, behavior, culture
- Product road map
- Future friendly
- Emotional value (perceived value)
- Function based (primary + secondary function)
- Visual appeal (color, graphics etc)
- Brand coherence
- Quality of build
- Surface Quality
- Quality of fits & finish
- Execution detailing
- New to market / new to segment
- Innovation in product architecture
- New functionality
- Use of new materials
- Use of new process (manufacturing, production, logistics, etc.)
- Effective use of new technology
- New ways to reach consumers
- Enhancing quality of life
- Conserving Resources