Sustainable and Innovative Framework: Circular Design & Economy Approach for New Product Development

Global challenges on environment and impact on overall life cycle and ecosystem, sustainable and innovative solutions are need of the day and this is applicable to New Product development cycle in Automotive Industry. This conceptual research paper focuses light on Circular Economy Innovative approach by integrating New Product Development (NPD) strategies with a focus on the automotive industry. Keeping in mind the necessity ND importance of adherence to environmental regulations, the study takes a deep dive on the theoretical foundations and practical implications of harmonizing NPD processes with CE principles. The paper includes 360-degree facets of the circular economy, emphasizing re-engineering, reusable and restorative approaches that challenges the current linear economic model predominant in the automotive sector. Through an extensive literature review, the research establishes the significance of circular design thinking, closed-loop supply chains, and eco-design principles in the context of NPD. It underscores the imperative for disruptive and sustainable innovation in product development to align with CE goals. Furthermore, the study sheds light on the Indian Automotive Industry's Automotive Mission Plan 2016-26 as a pertinent context for NPD within the circular economy framework. There is a need for substantial change in NPD approach which is connected to change in customer needs, more competitive challenges, rapid growth in India’s automotive sector and most importantly environmental regulations. The theoretical framework developed in this study provides a structured approach to seamlessly integrate CE principles into the NPD process, promoting environmentally conscious and economically viable products. The exploration of the synergy between NPD strategies and CE principles reveals importance of 7Rs of Circular Economy – Refuse, Reduce, Reform, Redesign, Reuse, Recycle, Refurbish. This would ultimately be resulted into achieving desired Time to Market. The study conclude by providing highlights for organisations, professionals, administrators and researchers, revealing the importance of circular economy practices in remoulding NPD process in automotive industry to the innovative and sustainable in long run.