Some of India’s most recognisable SUVs, including the Mahindra Thar, Scorpio and XUV700, share a design connection through automobile designer Ramkripa Ananthan. Known as Kripa in industry circles, she has played a significant role in shaping Mahindra’s modern vehicle design identity and building its in-house design capabilities.
Ananthan studied mechanical engineering at BITS Pilani and completed her master’s in industrial design at the Industrial Design Centre (IDC), IIT Bombay, in 1997. She joined Mahindra and Mahindra that year and went on to become one of the most influential figures in the company’s automotive design journey.
The Designer Behind Mahindra’s SUVs
During her time at Mahindra, Ananthan led design teams responsible for several models, including the Thar, XUV500, XUV700, XUV300, KUV100 and Marazzo. She was also part of the teams involved in designing the Bolero and Scorpio.
Her work helped establish a distinctive design language for Mahindra’s SUVs, built around toughness, strong proportions and a sense of adventure. The second-generation Thar and XUV700 became important products for the company, combining recognisable styling with modern features and improved passenger experience.
In a 2020 interview with Autocar Professional, Ananthan described automobile design as a process in which every element, from form and aerodynamics to manufacturing, must work together to create a common identity.
From Mahindra to Krux Studio
After more than two decades at Mahindra, Ananthan moved on in 2022 to establish Krux Studio, her independent design consultancy. The venture later entered into a design partnership with Ola Electric, bringing her experience to the electric mobility sector.
Her career reflects the growing importance of design in India’s automotive industry, where vehicle identity, customer experience and engineering increasingly come together to shape products.
Breaking Barriers in Automotive Design
Automotive design has traditionally been a male-dominated field, particularly in leadership roles. Ananthan’s journey from engineering and industrial design education to leading a major automaker’s design team demonstrates the expanding role of women in India’s technology and manufacturing sectors.
Her contribution extends beyond individual vehicle models. She has also helped strengthen India’s in-house automotive design ecosystem and establish design as a key part of product development.
