A community research backed by the existing business models of works the SHG of Andhra are involved in to create a food business platform for them which will be owned and operated by them only.

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 1P R E S E N T A T I O N

3. 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.
IMPACT
E D G E

4. 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.
PROJECT
B R I E F

5. SHG Structure

6. District
Mapping
(Shortlisting
Research
Location)

7. Secondary Case Study : McDonalds

8. Property Details:
- Type of Place: Dance Village
- Situated: (10 Acre land) Near Hesarghatta, Bangalore
- Distance: 3 5 kms from Bangalore
- Timings: 10 am to 12 noon ; closed on Monday
- Ticket Price: 50 INR
Background:
- Philosophy: It was set up by Protima Gauri amidst of nature to refine the
sensorial experience of the dancers and to embrace their relationship with the
colleagues.
- Aim: To impart classical Indian dance education and research the use of it for
therapy and rehabilitation, etc. for young people and children.
- Lifestyle: Old-age gurukul tradition, conducting interdisciplinary courses that
use the body, help to improve stances and energy levels apart from dance
lessons.
Highlights of the Space:
- Venue for events and performances
- Dance School (Community Setting/ Residential)
- Workshop Centre
- Tourist Attraction (Dance community in Rural setting)
(Majority) Audience/ Customers Attracted:
- Local Families (day outing/ travelling)
-Travellers (foreigners / Indians from different states)
- Students (researchers, designers, dancers, etc.)
- Music/ Dance Professionals
- Writers
Secondary Case Study : Nrityagram
Adjoining Attractions:
- Taj Kuteeram (Boutique Hotel opposite to Nrityagram)
Its architecture setting is inspired by Nriyagram (Same architect), maintaining
the same rural environment. It offers birdwatching, organic farm tour for the
visitors and also organises dance performances in collaboration with
Nrityagram on special request. - Heserghatta Reservoir (5 kms)
- Earth Kitchen (7kms)
- Our Native Village
- Govt. Film and Television Institute
Location on Map

9. Complexities

10. Restaurant Map

11. Community Map

12. Customer Survey
(Online)
Questionnaire: Food and Travel
• Age
• Gender
• Occupation
• Food Preference
• Purpose of Travel
• Mode of Transport
• Frequency of Travel
• Preferred time of Travel
• Number of Stops
• Reasons for Stopping
• Travel Companions
• Style of Dining

13. Persona
14 - 18

14. Persona
19 - 22

15. Persona
23 - 28

16. Persona
29 - 35

17. Persona
36 - 45

18. Persona
46+

19. Research Objectives for Field Visit
COMMUNITY
1. Skills the Community Possess
2. Culture
a. Traditional Art and Craft
b. Festivals
c. Recreational Activities
3. Occupations
a. Working Hours
b. Employment percentage
c. Income generation
4. Livelihood
a. Financial Management
b. Lifestyle (A day in the life of)
c. Agriculture / Availability of Resources
5. Food Availability (Public Distribution System)
6. Local Cuisine
a. Everyday Food
(Cooking Habits, Eating Habits, Portions)
b. Special Occasions
7. Self-Help Groups
8. Political Aspects (Command chain)
9. Social Setup
a. Locality
b. Natural Resources
c. Demographics
d.Disparities
e. Religious beliefs and practices
10. Literacy Rate
11. Local Vendors (Routine)

20. RESTAURANT
1. Business Model
2. Architecture
a. Story of the structure
b. Exterior and Interior (Homogeneity)
c. Landscaping (Local / Tradition / Modern)
d. Signage and navigation
e. Theme / Style of the structure
f. Colors / Textures
3. Interiors
a. Navigation
b. Upholstery
c. Soft furnishing seating
d. Lighting
e. Planning and allocation
f. Ergonomics
g. Ventilation
4. Table Turnover
5. Location, Size, Accessibility,
Navigation, Signage
6. Time
a. Food preparation
b. Staff timings
7. Infrastructure
a. Basic amenities
8. Price Perception
9. Waste Management
10. Unique Selling Point
11. Drive-in, A LA CARTE, Car park Meal
12. Hierarchy of stakeholders
13. Menu

21. 14. Space (How it changes with time of the day)
a. Storage
b. Kitchen
c. Seating
15. Ambience
a. Interior
b. Experience
c. Customer Behaviour (Profiles and Performas)
16. Combination of Various Facilities
17. Employees
a. Chefs / Waiters / Cleaners / Thambi
b. Hierarchy
c. Beginning of the day and end of the day
d. Working hours / Routine
e. Skills
f. Welfare

22. Journey Map

23. H Y D E R A B A D
APSERP: Client Meeting
Paradise Restaurant
Shilparamam

27. A N A N T H A P U R
Leather Puppetry (Dharmavaram)
Small Food Enterprises
Handloom
SHG Operated Medical Store
SHG Meeting

28. C H I T T O O R
Terracotta
Bulk Milk Cooling Unit
Small Food Enterprises
Woodcarving
Kalamkari
Customer Interviews
Andhra Pradesh Handicraft Centre

29. Client Meeting Hyderabad
Self

30. Tools | Service Blue Print (Seven)

31. Floor Plan | Smile Restaurant

32. Sketch | Smile Restaurant Island hut
Bridge
Concrete
path
Artificial
water body
Real
grass

33. Value Chain | Wood Carving (Srikalahasti)
P.D. Bhaskar, P.Sri Ram

35. BUSINESS

38. CRAFTS

40. Insights

41. PUSHCARTS

44. RESTAURANTS

52. Restaurant | Insights

54. Customer Profile

55. Customer Profile

56. Value Proposition Canvas
Customer

57. Value Proposition Canvas
Restaurant

58. Stakeholder Map

59. The aim is to build a chain of community sustained restaurants for the people
travelling across Andhra Pradesh and provide value for every person involved in
this system.
AIM

60. To provide an authentic Andhra experience to the customers through a community
owned and operated food service system. On a micro level, this initiative will use
existing skills/ assets of the community to catalyze the economy, making the citizens
self-sustainable while creating a culturally rooted and hospitable environment for the
customers keeping safety, hygiene and comfort the top priorities.
OBJECTIVE

61. Value Chain

62. 6C MODEL

63. 6C MODEL

64. 6C MODEL

65. 6C MODEL

66. 6C MODEL

67. 6C MODEL

68. Location

69. Space Division

70. Timeline

71. Ameeshi Goenka
Public Space Design
Impact Edge- Restaurants on
the highways of Andhra Pradesh
Final Semester Proposal
P R O P O S A L

72. Elaborating the design ideas for a restaurant on the highways of Andhra Pradesh
which will be owned and operated by the women of the SHG communities in the
villages.
DESIGN BRIEF

73. price perception, high visibility, landscape
evoking the feeling of relaxation and identifying
the identity of Andhra through its architectural
and design elements.
Post site and landscape analysis, an in depth
research would be done on the Andhra
architecture, highway restaurant models,
structure studies, material research and
technical know-how. Concepts will be ideated
and several iterations will be a part of the design
process along with physical 3D prototyping and
descriptions. For doing the same, materials
available locally would be employed along with
the employment of the local people in
constructing it.
The sight of any structure gets our mind to
subconsciously think and analyze it without
even crossing its threshold. Our decision to
enter an unknown space depends upon how
each one of us perceives it. Our perception
involves assessing the structure and space on
the basis of location, function, the volume and
the quality of people it attracts, price
perception, the architectural and design
elements, the adjoining facilities and so on.
Since the structure of a space evokes certain
emotional and functional thoughts, they will be
sincerely addressed. The structure will be
made adhering to its local contextual needs,
safety of the visitors and employees, easy

74. Using ‘the golden circle’ tool to understand the role I play in the process behind
designing a restaurant model for the employment of the women of the SHG
communities. Addressing;
Why? How? What?
POSITIONING

75. help them overcome the hurdles related to
lack of opportunities available to grow at par
with the urban counterparts.
- The residents of Rural Andhra Pradesh are
overly dependent on part time jobs and
government subsidies in order to live on a
day to day basis. My efforts to reduce their
dependence on these part time jobs would
be a step in the right direction, that is, toward
full economic independence from
subsistence work.
Why?
- Personally, being a public design student
and a foodie one at that, designing a
restaurant has always been a passion.
The passion supported by the skills I have
and will acquire in the design process for
the exterior elements of the restaurant will
be a great deal of work but seeing it
culminate into something tangible will be a
dream come true.
- In order to empower the women of the
SHG communities and generate a feeling
of self-worth in them and increase their
value in their own families. This would

76. - I intend to accomplish the above by
developing a structural model with iterations
which can be replicated as a chain of highway
eateries and restaurants, which incorporate
the local cuisine, and display the culture,
traditions, and experiences of Andhra
Pradesh.
- The model, after completion of the design, will
be handed over to the SHG communities, and
will be operated by them. The model so
created will provide an alternative source of
income for the women of the SHG
communities, and by extension, their families,
which will, in the long run, contribute toward
reducing the disparity in living standards
between them and their urban counterparts.
How?
- My role in this project will be acting as the
design mediator between the State
Government and the SHG communities in
order to create a stable, sustainable,
profitable cottage industry revolving around
food services.
- Designing a business model for the women
of the SHG communities that creates
alternative employment opportunities, while
being sustainable in the long term. My design
would add value to the craftsmanship skills of
the local artisans by means of smart sales.
- Tourism will be made economically viable by
introducing tourists to the local cuisine and
art forms. Employing women on a flexible
work timing basis will be done by taking into
consideration their existing lifestyles.

77. overall to ensure a pleasant dining
experience for all.
- The spacious, open design will foster a
cheerful, inviting atmosphere for the tourists,
while the traditional architecture, building
materials, and cuisine, will provide a window
into Andhra culture and tradition, generating
interest for the same, in the tourists.
- This system will utilize to the maximum
possible extent, the existing labour capital that
is present in these villages, and puts to
productive use the skills offered by the
members of the SHG communities.
What?
- These highway restaurants will have
architectures that complements the
surroundings of the site and the buildings in
their locales, while keeping a subtle
modernistic approach. The restaurants will
also be spacious, designed to permit as much
natural light as possible.
- The food available at the restaurants will be
healthy, yet tasty, traditional home prepared
dishes, using locally sourced ingredients.
Hygiene and safety standards will be adhered
to strictly by reserving rights of admission,
making it well lit, having quality food and
service checks, developing the landscape for
a fresh and feel good environment and

78. Elaborating on the insights derived from the research that has been done already
and explaining the research steps that will be taken forward in the making of an
exterior structure for the food services system being created. Steps of concept
research will be explained along with the methods of prototyping and testing.
METHOD

79. and Mother Earth. Understanding business
management and development in depth.
- Developing personas on the basis of online
research questionnaire.
Post- field visit research steps:
- Collation of data using mind maps, value chains,
value maps, business model canvas and
customer profiles.
- Data analysis and understanding the concept of
a restaurant of different levels and the role of
stakeholders with respect to our project.
- Using the golden circle tool to understand our
role as individual, designers and the golden circle
for the restaurant.
Research Method
Pre- field visit research steps:
- Study of districts of Andhra Pradesh which
helped us to shortlist on Hyderabad, Vijaywada,
Nellore, Anantapur and Chittoor for our field
visit based on the produce of the area and the
backward mandals of the region.
- Secondary research involved us visiting
Nrityagram to study the use of local materials to
build the physical structures and doing an in
depth online research on the value chain of
McDonalds and Chowkidhani restaurant.
- Introduction to research tools and analysis tools
for interviews and data collation.
- Industry visit to AGR industrial layout wherein
we were exposed to the production unit of IKEA

80. - Tirupati being a highly active economy due to the
Sri.Venkateshwara Temple still has SHGs in the
neighbouring villages. The region attracts a large
number of road commuters which include
businessmen, religious groups, families and
inter-state travelers. Addressing this, 120km to
150km radius around Tirupati is in the process of
consideration for the first restaurant site on the
highway. Highways connecting to Amravati in the
Vijaywada district are being thought of as a
second restaurant site option.
Research Method
Post- field visit insights:
- Andhra Pradesh has 9 million women who are
part of SHGs, spread across the villages of the
state. The collective human capital they
represent is highly significant. Most of the
women are already employed or are not
allowed to work due to family restraints. Even at
a base salary of 5000 per month and 50%
employment, they would contribute more than
27 cr per annum.
- Women of Andhra are quite dependent on the
husband’s salary or petty jobs and subsidies to
run the household which will be tackled by
empowering them to use their existing skills
(primarily cooking, cleaning and managing) to
more productive causes. Continued….

81. - Low standards of living prevalent which can
be improved upon by increasing the cash
flow in the local economy.
- The region is rich in diverse art and culture
forms which should be given more value to
due to their endangerment through smart
sales and promotions to a variety of
customers visiting the state.
Insights
- Utilizing the resources available in the region
to form a system on the basis of what comes
out of the local sectors is given back to them.
This will be done keeping in mind to generate
cash flowing through the chains of supply for
food and construction (eliminating
unnecessary middlemen) will enhance the
growth of every sector of the local economy
involved.
- The people visiting the region prefer local
dishes of the state due to the will to
experiment with Andhra food and because
most of them are actually inter- state travelers.
The requirement of high level of cleanliness
and service will be addressed in the process.

82. - Building concepts and ideating them based
on the inspiration board and the aspirations
of the employees and customers.
- Researching on the technical details that are
involved in the construction of a structure and
development of the surrounding landscape.
- Finalizing on a concept and making 2-3
variations of it before presenting it to the
client and the faculty.
Concept Research
- Based on the brief provided we stuck to the
decision of using locally available materials
and post research we finalized on making the
space and structure provide and earthy and
homely feel. An in depth research of local
materials’ properties and cost available for
construction will be done.
- Since the travelers look at a space and
structure from outside and decide on how
expensive it might or might not be, the
research would include seeking inspiration of
such spaces in India and around the world to
understand its structural function and
aesthetics.

83. - The model created will be used to display the
play of natural factors and the services it
provides along with its look and feel.
- After the feedback session, more iterations
will be made and the project research and
modeling will be continued.
- Testing will be done on the basis of natural
factors, materials used and the costing.
Prototyping / Testing
- While the concept development phase is
going on several working models will be made
along side to get insights on the look of the
form and its functions.
- Digital 3D prototypes will be drawn to get a
knowledge of the look and feel of the structure
and the landscape.
- A 3D physical model will be constructed to
scale using sun board or ivory sheets and
other materials which will be decided once the
model is close to being finalized.

84. 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 in the form of a structure
GOALS

85. The project tangible output will be a food services system in the form of a
restaurant located on the highways of Andhra Pradesh. The exterior of the
restaurant including structure, façade, the parking space and the landscape will
be designed by me to be run by the SHG communities. The outcome would include
covering the aspirations of the customers and employees by providing them with a
ergonomically viable and user friendly space.
OUTPUT AND OUTCOME