The presentation briefly talking about the research, the business model canvas of the proposed highway restaurant, detailed concepts and the design process.

1. 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

2. 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

3. 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.

4. 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.

5. RESEARCH
F I E L D W O R K

6. CUSTOMER
S E G M E N T
Travelers (APSRTC buses), Students, Businessmen, Pilgrims,
Locals, Government officials

7. 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”

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

9. 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

10. SITE
A N A L Y S I S
Location Madanapalle changed to a space near Palamaner which is also in Chittoor.

11. NEEDS
A N A L Y S I S
CONTEXT
A N A L Y S I S

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

13. 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.

14. 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.

15. MOOD
B O A R D
COLOUR
P A L A T T E

16. 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…

17. 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.

18. PROXIMITY
M A T R I X
ZONING

19. 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.

20. TECHNIQUES

21. MATERIAL
L I B R A R Y

22. 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.

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

24. BUBBLE
D I A G R A M

25. COURTYARD
C O N C E P T

26. +VE OUTDOOR
C O N C E P T

27. +VE OUTDOOR
C O N C E P T

28. ROOF GARDEN
C O N C E P T
Please look at the hard copy drawing sheets.

29. 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).