Impact Edge A R E S T A U R A N T I N E V E R Y V I L L A G E

Seminar II A M E E S H I G O E N K A

P U B L I C S P A C E D E S I G N

IMPACT E D G E

Impact Edge is built on the belief that business enterprises are potential tools for

transformational social change.

The Impact Edge lab offers projects that combine business strategy with design

thinking to create social impact profitably. The projects start with market and use

customer centric design to generate sustained demand for products and services that

are aspirational. This forms the basis for a business that is rooted within communities

that produce or provide the products and services.

PROJECT B R I E F

Andhra Pradesh has 9 million rural women organized into Self Help Groups. The

government of Andhra Pradesh aims to encourage food related enterprises. Each

village level organization is looking to develop a restaurant run by the women’s groups

of the village to cater to the community. The first phase of this will concentrate on

highway restaurants by utilizing the resources within the community and creating a

virtuous cycle of entrepreneurship such that the flow of money remains within the

community. Apart from food, the ones on the tourist circuit would have souvenir and

crafts sold as well sourced from the local communities. The Andhra Pradesh

Government has a vision of creating an entrepreneur in every rural household, and the

Chief Minister is firmly behind supporting this project.

RESEARCH F I E L D W O R K

CUSTOMER S E G M E N T

Travelers (APSRTC buses), Students, Businessmen, Pilgrims,

Locals, Government officials

BRAND P R O F I L E

BRAND P R O M I S E

To nurture aspirations and craft experiences through upliftment.

VALUE P R O P O S I T I O N

At Daari, we make all of our food and

products right here, in Andhra Pradesh.

While making things at home, we educate

our team at large about sustainable

practices.

Daari strives to create an authentic

Andhra experience that reflects and

respects our cultural roots.

This is why you will find our services warm

and food fresh and naturally and locally

grown.

UNIQUE I N S I G H T S

Customer

People don’t buy just food, they buy

immersive experiences.

Community

Giving priority to money, compromising on

aspirational desires.

EXPECTED R E A C T I O N

“Daari – our way to your heart;

They really did win my heart and not just

through my stomach”

BUSINESS M O D E L C A N V A S

LOCATION

Where?

100-200 km radius around Tirupati

Why?

• Near a Highway

• Drought-prone area

• Community settlements

• Development Level

• Market Potential

• Extra Amenities (Petrol Pumps, ATMs, etc.)

• Landscape (Water Bodies, Tourist spots)

• Transport Facilities

Potential customers include Travelers (APSRTC

buses), Students, Businessmen, Pilgrims, Locals,

Government officials

SITE A N A L Y S I S

Location Madanapalle changed to a space near Palamaner which is also in Chittoor.

NEEDS A N A L Y S I S

CONTEXT A N A L Y S I S

Proposal S T R U C T U R A L C O N C E P T S

AIM

The aim is to build a concept which will be a replicable model of a restaurant for the

SHG communities all over Andhra Pradesh. The look and feel of the space is primarily

dictated by the customers’ aspirations but the structure, landscape and parking as a

whole will be easy to maintain, low cost of construction and adopting sustainable cost

cutting methods for higher profits which will be adhering to the aspirations of the

community members and the stake holders.

OBJECTIVE

Our objective is to build a series of community sustained restaurants that gives an

authentic Andhra experience to tourists travelling across the state. This will also

provide value for every person involved in this system. The employees will benefit from

extra income, profits and salaries will grow hand in hand. On a micro level, this

initiative will bring a terrific rate of growth in the economy of the state, making the

citizen self-sustainable.

MOOD B O A R D

COLOUR P A L A T T E

The sustainability aspects involved in this project are rainwater harvesting, solar water heating, locally

available low processed materials, maximizing the use of natural lighting as well as making use of

natural air currents for ventilation instead of a heavy dependency on air conditioning. As Andhra is a

drought-prone region and Chittoor being the focus of the project, research has shown that any

construction in the area would benefit largely from making use of rainwater harvesting. The rainwater

harvesting techniques would make use of the any excess water and help take the burden off the

underground water table which restaurants would usually use as a primary source of water. Andhra’s

typically hot climate would make it prudent to use the abundant solar energy for heating purposes. The

solar energy can help the restaurant cut down on its electricity expenses and provide hot water for

cooking, cleaning and other domestic purposes. Making use of the locally available resources will help

cut down transportation costs as well as reduce the carbon footprint of the restaurant. The resources

will be processed locally thus cutting down any costs that will be incurred by using other resources. The

restaurant will make use of natural lighting to cut down electricity costs. It will have a courtyard to let

in maximum sunlight.

DESIGN B R I E F ( 1 / 2 )

continued…

DESIGN B R I E F ( 2 / 2 )

There will be provisions for skylights to enable the restaurant to have interior lighting during daylight

hours. Since Andhra has a maximum wind velocity of 1km/hr in a year, the orientation of the building

will enable the maximum use of wind velocity for ventilation purposes. The kitchen and bathroom area

will be well ventilated and the restaurant will be cool and breezy on account of the courtyard planning.

The landscaping of the space will be such that it affects the micro climate of the area, making maximum

use of wind flow as well as plants and small water bodies to provide shade and cooling. The

landscaping will be done, keeping in mind an earthy look to give the restaurant a more natural

aesthetic. The courtyard style of architecture is very effective in hot climate regions. The courtyard form

of architecture is a traditional form of water harvesting and will thus enable the restaurant to install the

rain water harvesting system under the courtyard during construction. It provides natural cooling and

lighting in indoor spaces. The restaurant will have a very relaxed and welcoming vibe. It will provide a

sense of safety to the customers as it will open and not completely enclosed. It will be well lit and will

make use of warm colours to give it an earthy look. The restaurant will make use of locally sourced

materials thus blending the old, traditional techniques with a modern approach.

PROXIMITY M A T R I X

ZONING

VAASTU LAWS

Widths of National and State Highways

in the State of Andhra Pradesh:

The standard width of a single lane in

India is 3.75m. Chittoor district state

highway consists of 2 lanes, 1 in each

stream, with a 1.5m guard band on either

side. This puts the width of this state

highway at 10.5m which cannot be used by

the citizens for any purpose. If done so,

he/she will be a notified criminal.

TECHNIQUES

MATERIAL L I B R A R Y

SITE F O R C O N C E P T S

Site for concept development: 125 kms (2

hours and 20 minutes) from Tirupati towards

Bangalore and is on the Bangalore-Tirupati

highway.

AREA P R O G R A M M I N G

BUBBLE D I A G R A M

COURTYARD C O N C E P T

+VE OUTDOOR C O N C E P T

+VE OUTDOOR C O N C E P T

ROOF GARDEN C O N C E P T

Please look at the hard copy drawing sheets.

GOALS

Visualize and design a form for the restaurant adhering to the aspirations of the SHG

communities, stakeholders and the travelers. The design would be personal on one

level but a solution on another level in answer to the gaps as opportunities derived

from the research and the design process. The deliverables would be detailed concepts

which include built structure, landscaping and the parking space (model + plans +

research data).