This document provides an ethnographic study of families living in suburban Mumbai. It finds that many families, particularly wealthy Gujarati and Marwari families, are seeking to move out of crowded, chaotic housing environments into new apartment buildings that provide more space, amenities, and a higher quality of life. The document explores the reasons driving this movement, including a desire for personal space, privacy, and a better environment to raise children. It also examines the cultural values and lifestyle changes occurring in suburban Mumbai as it transforms into a bustling urban area. Architectural insights are provided on designing new housing to limit noise and provide a sense of sanctuary for residents.

1. HOME IS
WHERE THE
HEARTh IS
A SOCIO-CULTURAL EXPLORATION
OF LIFE & LIVING IN SUBURBAN MUMBAI
AN ETHNOGRAPHIC-ARCHITECTURAL STUDY
by JIGSAW BRAND CONSULTANTS + CONNECT FOUR DESIGN STUDIO

2. Mumbai’s population exceeds the population of 22 other countries
put together. With over 1.8 crore people, Mumbai is one of the
most populous cities on this planet. A city that never sleeps. But the
nature of this city, and how it bursts at its seams, and leaks when it
rains is testimony to how it has been continually expanding its
borders to accommodate more and more of the people who dream
to be a part of the madness.
Mumbai has always been a junction of dreams, of energy, of drive
and of purpose. This energy multiplies itself as one travels north. As
more and more diverse groups of people come together, from far
flung places of the country, to live the proverbial Mumbai dream,
borders are stretched, and so are aspirations. Over the last 75
years, Mumbai has opened its arms and expanded its hearth far
and wide for people to make it their home.
The meaning of home and the ways to broaden it need to be
understood from the point of view of the people living in it. By
observing the ways in which people are living today and
experiencing the unforeseen growth and the malaise of their lives,
we can probably imagine a better way of life for the millions who
make do with what they have.
This book is an attempt to dig deeper into the socio-cultural
underbelly of suburban Mumbai and the reasons why people have
a subconscious reason to move. This book is an exploration of the
life that they are living right now, and the life that they could live.
INTRO-
DUCTION

3. Approaching the architectural practice from the
lens of ethnography, provides a powerful insight
into the social and cultural resonances that
define how people live. Understanding a space
from the perspective of the user, enables us to
discard our own preconceived biases and instils
empathy into the practice.
We studied families living in suburban Mumbai,
specifically focusing on the north western
suburbs. We spent time in their homes. Had one
too many cups of tea and took detailed notes
of almost everything we saw. From the hawkers
on the street to the bustling markets near the
railway stations. From the newly opened
resto-bars and cafes to the landmark malls that
are a symbol of urbanism in an otherwise
emerging suburb.
We took detailed notes of almost everything
we saw. And then we spent time understanding
the patterns of data that we saw across the
conversations. The things that were said, and
also those that were left unsaid. This book is a
result of several months of analysis that we did
internally, with our research and architectural
teams.
THE
ETHNOGRAPHIC
STUDY

4. Market Walk + Conversations
As a first step, we visited the suburbs of Borivali, Bhayender & Mira Road several
times. Sometimes by road, sometimes by the local train. We walked around the
streets, absorbing in the scents and sights. We visited several retail establishments
such as resto-bars, cafes, malls and markets. We met several brokers who took us
around some of the newer apartment complexes.
Fieldwork
This was followed by an intensive one-month of visiting families who met our
criteria of being either aspiring families (those wanting to move to a new
apartment) or arrived families (those who had recently moved into a new
apartment). We spent 3-4 hours in each home, engaging in conversation with the
entire family, taking pictures, videos and having several cups of tea and snacks.
The Ecology of Living
Through several insighting sessions, we derived the key themes that defined life
and contextualized this to the home. Along with the architectural team at Connect
Four, there were clear design principles that could visibly and invisibly improve the
lives of people seeking a home in these suburbs.
THE
PROCESS

5. THE BURGEONING SUBURBAN
MUMBAI LIFE
CHAOS, CONGESTION & THE NEED
FOR CHANGE
TRADITION AMIDST MODERNITY
THE FORTRESS OF IDENTITY
& CONTROL
1
2
A PLACE FOR EVERYTHING AND
EVERYTHING IN ITS PLACE
3
4
ATITHI DEVO BHAVA & THE NEED
TO FIND A NEW GOD
5
6
CONCLUSION8
GIVE ME SOMETHING
I CAN WEAR AS A BADGE
7
INDEX

7. While walking around the streets of Bhayandar, we
couldn’t help but count the number of banquet halls that
appeared on every street corner. Swanky new joints with
the distinct Baroque architecture, chandeliers and thick
layered velvet curtains. Obviously, somebody had
launched a banquet hall at some point to find a flurry of
bookings. A demand which warranted many more
banquet halls to mushroom in this relatively newly
emerging urban space.
We soon realized that it isn’t just banquet halls. But bars,
stand-up comedy joints, coffee shops, cake shops,
birthday party decoration stores, florists, and almost
every other emerging retail format that the city cousins in
Mumbai experience. The retail revolution has created an
air of opportunity, freedom and assurance. Walk into a
mall on a weekday afternoon and you will see women
getting tattoos in the same way they’d pass their time
getting a manicure.
The people of suburban Mumbai are defining a new
reality that is unique to them. Gone are the days when
they would vie to live the South Mumbai life, or shop
exclusively at the stores in Colaba, Bandra or Kemps
Corner. Why travel through the traffic and grime, when
it’s possible to do it all within the comfort of the
neighbourhood itself? Over the last few years, suburban
Mumbai has gained its distinct place in the suburban
landscape of the city.
The predominant communities residing in these suburbs
are the Gujaratis and Marwaris who are extremely
wealthy, having been in family businesses for years. They
are the ones who are upwardly mobile, aspiring to live a
better life and split from their joint family way of life.
While they remain deeply rooted, they are also looking
for ways to maximize their lives and live without the
constraints set by the joint family system. There is also a
large section of North Indians and Bengali salaried or
professional families. The Gujarati, Marwari, North
Indians and Bengalis constitute the Hindu community, which
is markedly separate from the Muslim community which
also has a large presence in their separate alcove.
THE BURGEONING
SUBURBAN
MUMBAI LIFE

8. Most of these suburbs have undergone a massive transformation over the
last few years. They have now become a bustling, energetic community
with a strong positive sentiment. What’s more, a number of families from
relatively southern parts of Mumbai are choosing to live in these suburbs
for a better quality of life. The boundaries between regions are blurring
owing to the massive retail and lifestyle transformation that most of these
suburbs have experienced. For this reason, living in either Bhayandar or
Mira Road or Dahisar is preferred, even though it may appear outside
the city limits. Connectivity has improved considerably and since men
anyway travel to Mumbai for work, travelling the few stations extra for
a destination that provides a better home is not perceived as a limitation
anymore.
“IT’S THE GUJARATIS AND MARWARI FAMILIES WHO ARE
WEALTHY & WANT TO LIVE A LIFE WITHOUT BOUNDS AND
LIMITS”.

9. Meet Manish Pramukhlal Jain, 38 years old, living with his
wife, 2 kids, parents, younger brother and his wife in a
2BHK house in Jain Society, Bhayandar West. The house
belongs to his father, who had moved here in the early 80’s.
Manish works in the wood business that was started by his
father, a retail store selling wood and other raw materials
for making household furniture. In the recent past, Manish
and his brother have also ventured into the business of
laminates and floorboards, sourced from a vendor who
imports these from China.
Manish and his wife Nipa (34 years old) are the
quintessential doting and agreeable couple for their
parents. They’ve always lived under the same roof and
have never imagined the need to move out. They’ve
adjusted their needs, made sacrifices and have also trained
their children to live amicably with the rest of the family.
However, with their children growing up, they wonder if
they are providing the right kind of lifestyle to their
children. Are they subjecting them to the same kind of
compromised life that they have had to live?
When Manish and Nipa look around their own circle of
friends and family, they see others moving on and living a
better life. Nipa yearns to live a life where she can do
things her way. Where she can have her own little space to
start the tuition classes that she has been dreaming of.
Manish also sees the benefit of giving their kids their own
space. A room of their own, a larger playground to play in,
and a better address they can call their group of friends
over to.
Manish and Nipa are not alone. Having lived a
predominantly stifled and suppressed life, families here
are vying for a better childhood for their children and a
life without compromises for themselves. This doesn’t
necessarily translate to breaking away from the joint
family. They are happy to take the entire family along
through the evolution and expand the family’s means by
doing so.
THE
TYPICAL
RESIDENT
FAMILY

11. Walk down one of the quieter residential streets along
the busy market in Bhayandar and you will experience
a row of decrepit moss-covered buildings, built
haphazardly in the early 80’s, using low cost and
low-quality material. Constant leakages and the
attempt to plug them have caused irreparable damage
to the buildings. Rusty boxed grills, overflowing with
household junk stick out over the alleyways. Wires and
cables of unknown origin float along, often a place for
pigeons and crows to perch. Kids play and people walk
stealthily along the lanes avoiding the puddles of water
and dirt that cover almost 70% of the ground surface.
The apartment buildings are usually perched over a
line of stores- grocery, mobile repair, tailors and
barbers. The stores are busy all day, with customers and
visitors. Causing a constant barrage of unwanted noise
and disturbance for the residents who live less than 10
feet above. More so, the apartments are stacked
together like chicken in a coop. Most balconies overlook
another home that stands a few feet away. There is no
sign of privacy or quietude at all, and this has become
the way of life for thousands of families who’ve grown
up in these environs.
Growing up in an environment like this means that one is
a part of a large family with blurred boundaries
between the outdoors and the indoors. Between family
and neighbours. Between old and new. An
unprecedented sense of chaos that becomes a part of
everyday life. With all the noise around, both inside
and outside the house, there is absolutely no peace of
mind. Having the deepest desire to want ‘personal
space’, the residents are left with no choice but to mute
their aspirations within themselves. Going out for
regular walks to find calm in the chaos is often
interrupted with congestion and commotion.
CHAOS,
CONGESTION
& THE NEED
FOR CHANGE
“THE NOISE AROUND MAKES ME FEEL IRRITATED, I USUALLY PLAY MUSIC IN THE
MORNING WHILE WORKING IN THE HOUSE SO I DON’T GET DISTURBED BY UNWANTED
NOISE AROUND THE HOUSE”

12. We observed that the residents who live in these
environs feel a deeper sense of hopelessness. Of being
confined to a life like this which wasn’t how they had
wanted it to be.
‘THERE IS NO PLACE FOR MY DAUGHTER
TO STUDY FOR HER BOARD EXAMS. SHE
HAS TO STUDY WITHIN THIS CHAOS’
The crumbling facades of the building reflect with their
own sense of losing themselves in the chaos and the
decrepit life that they are now a part of. These are the
same people who escape frequently to malls, cafes and
restaurants and also the regular weekend getaway to a
nearby hill station. Where they can find some peace
and semblance of order.
“WE’VE NEVER REALLY ENJOYED ANY
PRIVACY IN OUR HOME. PEOPLE OUTSIDE
CAN LOOK RIGHT IN & THE NOISE FROM
THE STREETS IS CONSTANTLY ON, EVEN
WHEN WE SHUT THE WINDOWS”.
“AS THE YEARS GO BY, THESE BUILDINGS
ALSO AGE…THESE DON’T LOOK
ANYTHING LIKE THOSE FANCY NEW
BUILDINGS THAT PEOPLE ARE NOW LIVING
IN…”.
Having lived this life for years, there is a deeper
yearning to break out and move up. Living in a better
neighbourhood, a better society, a high rise building
with fancy amenities instils a sense of freedom and
release from the life that had become all too consuming.
“I WANT A GOOD SOCIETY SO THAT MY
KIDS GET A GOOD LIFE TO LIVE. I WANT TO
GIVE THEM THE BEST”
Economic growth, or even the possibility of growth has
created a sense of mobility for families. Families don’t
see themselves as having to inevitably live this kind of
life defined by the older generations. There is a need to
break out from this boxed way of life and give their
families a better quality of life.
“WE CAN BREAK OUT OF THIS KIND OF
LIFE AND GIVE OURSELVES AND OUR
CHILDREN SOMETHING BETTER… OUR
PARENTS DID WHAT WAS BEST FOR US. BUT
NOW WE WISH TO DO WHAT IS BEST FOR
OUR KIDS”

13. Well defined and clearly segregated zones
for residential areas away from commercial
activities at the bottom of the building and on
the street beyond
One of the primary motivators to move to a new house is to get away from the chaos and the congestion
that has become a part of life. The architectural design of the new home and its environs has to reflect this
in many ways. It has to feel like a sanctuary, both at the level of the entire residential development and
within the design of the individual home. A clear boundary between the public and the private realm.
The openness of the layout will have a strong role to play in the way people experience the release and
the sense of space. An open playground for kids to play in, physical distance between retail and
residences, larger balconies with layouts that don’t open out into other people’s homes. All of these are the
underlying changes that people seek in their new home.
ARCHITECTURAL
INSIGHTS
1
The entry sequence into the complex should
be planned to achieve a sense of separation
between the chaotic public zone and the calm
private zone. The building should be planned
such that there is a feeling of entering a
sanctuary. An imposing gate, long driveway
and garden spaces as one enters will make a
disconnect with the chaos of the world outside
2
Devices for sound attenuation – planted zone,
screen walls at entrance will reduce the chaos
caused by street noise
3
To avoid feeling alienated, there should be
some sense of connection to the podium and
the street, from a vantage point which is
removed from the chaos. Balconies and
podium gardens overlooking the street are
good devices to observe the world from a
secure space
4
Clearly defined circulation for residents,
service staff and delivery persons
5

14. CONNECTION BACK TO THE STREET
Balconies Facing
Public Spaces
Commercial Zone
THE COMMERCIAL ZONE IS SEGREGATED FROM THE RESIDENTIAL ZONE
Grand Entrance
Portal with Clear
Segregation
Between Inside
and Outside
Residential Zone
Commercial
Zone
Podium which
Connects Public
and Private
Space

15. A GRAND ENTRANCE BOULEVARD WITH GREEN SPACES HEIGHTEN THE SENSE
OF ARRIVAL
GREEN ZONES GIVE RELIEF AND DELIGHT ALONG THE CIRCULATION PATH
Long Entrance
Boulevard
Green Space
at the Entrance
Double Height
Glazed Entrance
Lobby
Landscape
Pockets within the
Larger Complex
to Provide Relief
at Strategic
Points

17. The chaos that is outdoors, becomes an all-pervasive
concept indoors as well. Living in a state of constant
mess, one gets used to this way of life. There is no
organized system in the household that keeps junk
aside. It accumulates in the deep recesses of the
makeshift lofts, and unfortunately in the mind as well.
Lift a mattress in any home and find an innumerable
number of plastic bags carefully preserved. Old
clothes, books, toys that are to be reused and recycled.
The compulsive need to hoard is also reflective of a
deeper need to hold on, and not let go. Of being able
to derive maximum value from the item, because of the
feeling that one may not get it again. The consumption
utility of objects has always been magnified by the
warped sense of value that we think we derive from it.
There is not even a corner that is vacant. This lack of
space is a reality specially for joint families.
But within the mess, there is one room which is starkly
different in its order and look. Neat and impeccable,
this space is well maintained and fairly organized to
‘impress’ the guests. This demarcation provides a sense
of identity and self-worth. Residents take extra efforts
to hide the mess inside closets and underneath the bed
but yearn to live without the visible and invisible
cobwebs that have become a part of their lives.
A PLACE
FOR EVERYTHING
AND EVERYTHING
IN ITS PLACE

18. Main entrance through small lobby/vestibule with space for shoe cabinet built into the layout
The square footage of each home is limited due to budgetary constraints, while the number of occupants is
usually high. Here are some tactical interventions in the design of the home that can add a lot of useable
space, without increasing the square footage proportionately. Spaces for effective storage, carved out or
added onto the homes footprint will help control the mess of belongings.
ARCHITECTURAL
INSIGHTS
1
An independent storage room within the apartment for myriad uses2
Loft/Cupboard/Pantry in the Kitchen3
Increase the corridors by 1 foot in width to accommodate a full row of storage along the length4
Second bedroom to have the possibility of being divided into 2 distinct half bedrooms5
Cupboard incorporated within the design and outside the dimensions of the bedroom, so that the available
floor space increases6

19. SMALL INTERVENTIONS TO CREATE USEABLE SPACE
Space of Shoe Cabinet Built into
the Layout
Independent storage room within the
apartment.
Main Door
STORAGE SPACE IN CORRIDOR
Full Row of Storage Along the Length
of the Corridor
Corridor Width Increased by 1 Foot
to Make Space for Storage

21. There are two kinds of change that happen in society.
One that is sudden, as a result of some occurrence. And
another that is gradual. The change that we are
witnessing in suburban Mumbai is the gradual kind. Over
a period of time, without alarm, the society transformed
into something different. An amalgamation of the modern
and the traditional. This new amalgamation isn’t really a
blend of the old and the new, but an altogether new
aesthetic that’s born out of a need to stay rooted yet
evolve.
There are aspirations to own new age technology across
the house like wall-mounted TVs with home theatre
systems, latest kitchen appliances, trendy gadgets and
durables, yet the traditional roots are deeply embedded
and almost sacred. Walk into any home in Bhayandar,
and you will see many relics of the past blending in a
modern backdrop.
The quintessential earthern matka that was used to fill
water sits perched up on a ledge in the kitchen with the
modern-day RO filters piping water into it. The giant steel
grain jars being used as supports to mount junk of all
kinds in the narrow passageways. The ubiquitous mandir
that’s adorned with modern day formica panels and disco
lights and electronic agarbattis, diyas and even prayer
boxes that are continuously kept on. It is still believed that
the traditional hand operated atta chakki enhances the
taste of the food and is used even today.
Being modern is not about going all the way. You won’t
see homes and those living in it transforming completely.
But there is a loosening of traditionality. Just like sarees
gave way to salwar kameezes, gave way to shorter and
shorter tunics.
Homes are also morphing into more modern abodes. Joint
families are slowly and steadily evolving to allow
personal space. While the kitchen remains as the central
space, the rest of the home and the spaces within it have
begun to somewhat become more individualistic. Let’s not
forget how important is to get a consent from the Vastu
Shastra practitioner.
TRADITION
AMIDST
MODERNITY

22. “I NEED A SPACE TO DRY MY PICKLES
AND PAPAD. NO MATTER HOW
MODERN WE MAY BECOME, THESE
TRADITIONS WILL NEVER DIE DOWN.
THEY’VE BEEN PASSED DOWN THROUGH
THE GENERATIONS”
Fancy new age apartment buildings with all the
modern-day trappings such as swimming pools,
gyms and game rooms, still need dedicated and
demarcated zones for senior citizens who like to
peacefully amble away their time each day,
watching the younger children play.
Banquet halls often repurpose into Ganesh Pandals
or Navratri Garba spaces. Open terraces are used
to dry papads, pickles and old mattresses with moth
bites.
The concept of new, swanky & modern apartment
complexes with Singapore inspired architectural
amenities are good to have. But families who are
making a giant shift need cultural anchoring that
homes need to provide.
‘AS PER THE VASTU, I HAVE CHANGED
THE DIRECTION OF THE DOOR AND
ALSO PUT OUR HOUSE TEMPLE IN THIS
CORNER’
In all of this, it is important to note that the family
tries hard to seamlessly blend the old with the new.
Modern kitchens with the latest appliances still need
a traditional mori which can be used to segregate
pure and impure waste.

23. While the seduction of a modern life beckons, people are anxious not to lose their traditional ways of
being. This is true especially in multi-generational households. The architectural design needs to be sensitive
to the specialized needs of this micro-community. A standard prototype of a housing development aped
from other parts of the country or even the world will not find resonance beyond the initial wow factor.
The communal way of living in Bhayandar is unique compared to more affluent or western modes, where
each home is a fortress, with no interaction with your neighbour. Here, rather – people crave that
connection, the cultural anchoring and the architectural design must plan for it – at the larger community
level and also for smaller segments of the population – especially women and seniors
ARCHITECTURAL
INSIGHTS
Creating variety of spaces for interaction
between people in a society
a. Large gardens/Maidans/Podiums for community
events like Navratri, Ganpati, New Years
Party etc
b. Smaller spaces to be carved out all around
the building as well, for 2-10 people to
gather. Install a bench at the floor landings on
each floor where neighbours can pause and
chat
1
Children’s play zones with seating for
grandparents/parents. Quiet spaces in the
landscape
2
Spaces for outdoor exercise3
Sporting Multi-courts are flexible spaces that
can be used to play all kinds of team sports
4
Possibility of jodi/ conjoined flats to ensure
that larger families can move in together or
stay in close proximity
5
Kitchen opening away from main entrance
door to keep sanctity of the woman of the
house
6
Modern kitchen with traditional trappings,
including moris, space for matka, space for
long term storage
7
Adding a dedicated puja room within the
house8
Within the house, bedrooms with attached
bathrooms, to foster a sense of privacy while
staying connected with the larger joint family
9
On the refuge floors and terraces, have a
women’s zone – with space for drying
papads, daal etc and shaded seating areas,
free from gaze
10

24. CREATING VARIETY OF SPACES FOR INTERACTION BETWEEN PEOPLE IN A SOCIETY
Flexible Sports Zone
Large Central Garden Used for Community Events
Senior Citizens Quiet AreaSpaces for Indoor Activities on Podium

25. WOMEN’S SPACE, AWAY FROM SOCIETY’S GAZE
SMALL INTERVENTIONS THAT FOSTER INTERACTION
Shading Devices,
Allowing the
Space to be Used
at All Times
Benches and Plants
for Comfort
Space for Drying
Papads
Bench at Elevator
Landings to Allow
People to Pause
and Chat with their
Neighbours

27. One of the most common things across most middle -class
homes in Bhayandar is the continuous flow of guests who
come to visit quite regularly. These visits aren’t transient in
nature. They last for several days. Most visits are by
cousins or extended family who live in the smaller towns
and have come to Mumbai in the pursuit of better
opportunities.
Boundaries are usually blurred and kinship is also very
high. Which is why, these visits are never questioned.
Guests are welcomed with lots of respect and love and
given special treatment too. Exotic dishes are cooked, time
is made for their sightseeing and shopping and they are
kept in the neatest place of the house.
‘WE HAVE GUESTS OFTEN AT OUR HOME. I
HAVE A SPECIAL PLACE FOR MY CROCKERY
WHICH I GOT AT MY WEDDING AND I USE
THEM WHEN WE HAVE GUESTS OVER’
The bitter reality is that all this causes inconvenience to
the primary residents of the house. In an already
cramped and congested home, an extended family
visiting puts an unnecessary strain on an already
limited and rationed space.
When these visits occur, which is usually at least a few
times a year, children are the first to be displaced from
their usual sleeping space. The women of the home are
the next to sacrifice the comfort of their room and bed.
Men end up sleeping with all the other men and the
women sleep together, in a shared room or the living
room.
But as families become more affluent, there is a
yearning for space and solitariness. A radius of
aloneness, where visitors can’t enter unannounced, but
knock before entering.
The woman of the house wishes for her uninterrupted
privacy. The children prefer not to be displaced and
have their own demarcated space in the house. While
the inflow of guests is unlikely to stop, is there a way
that modern living can find a viable solution in a city
like Mumbai? In the current “what’s next?” culture,
people always look forward to their life becoming
better and promising in the future.
“MY PARENTS HAVE ALWAYS LIVED A
COMPROMISED LIFE IN OUR OWN HOME.
WHEN WE GOT MARRIED, THEY GAVE UP
THEIR OWN BEDROOM FOR US. WITH
GUESTS COMING IN, THERE IS ABSOLUTELY
NO SPACE FOR THEM. IN MY NEW FLAT I
WANT TO GIVE THEM A BEDROOM FOR
THEIR OWN PRIVACY”
ATITHI DEVO BHAVA
& THE NEED TO FIND
A NEW GOD

28. In such a pursuit, people strive for a bigger house, a
faster car, or a higher definition TV – all of which will
improve their happiness quotient. As Javed Akhtar
puts it poetically, “sabka khushi se faasla ek kadam
hai” – people will always want more.
A bigger house might be the answer, but there is
always the matter of having enough room for
everyone – even the unexpected. Javed Akhtar adds
another line to the poem, “sabka khushi se faasla ek
kadam hai, har ghar mein ek kamra kam hai.” When
there are more-than-the-usual number of people in
the house, is when the wishful thinking of having one
extra room comes to their mind.
The longing for personal space affects every family
member differently. There are children who want to
use their area to play board games or draw, there
are men who want to experience peace and openness
after a long day at work, and then there are women
who want to savor a moment for themselves without
having someone seeking them out. These little things
are drastically impacted when there are guests at
home or visiting family – which calls for sharing of
space and the inevitable encroachment of privacy.
What if there was a layout that could whip up an
extra room time and again? Or a space which frees
everyone from squashing and squeezing around? A
simple hack of creating flexible make-shift rooms
embedded within the architectural design, allows our
homeowners to live without compromise.

29. Pride in the home and the ability to display the new lifestyle to guests becomes a very important factor
once people have moved into the new home. Traditional modes of being, making the guest the center of
the household will continue, and the architectural design must keep this in mind while designing the layout
of the residences.
Since the homes in this socio-economic segment will always be tight, there should be possibilities to expand
the living spaces beyond the confines of the home. So, amenities that allow the residents to show the “good
life” to their visitors become important, as is accommodating them when they come for their annual visits.
Expansion can be in the form of additional rooms that can be rented from a guesthouse on the premise,
coffee shops that can be used to entertain visitors who come for a few hours, party halls, can all be built
to cater to these needs.
ARCHITECTURAL
INSIGHTS
Community halls, party rooms of various sizes,
catering between 10 to 50 people to for
small and large events that residents want to
organise for their family and friends
1
Create a dedicated guest house with rooms
that can be rented out by the residents on a
daily basis for their overnight guests. Some
residential apartments can be converted into
guest rooms, with a lounge attached. We
recommend a ratio of 50 flats to one double
guest room
2
A restaurant/café on the premises where
guests can be entertained, instead of being
taken into the homes
3
ACCOMMODATING GUESTS
AND VISITORS OUTSIDE THE
HOME:
ACCOMMODATING GUESTS
INSIDE THE HOME:
Living room to be the largest space in the house.
Need wall for hanging larger TV – 52” at least,
plus 6’ balcony that can be used as an
additional room for myriad uses – entertaining,
extra space for jhoola etc, morning breakfast
table.
1
Second bedroom to be made flexible so that it
can be converted into 2 rooms if necessary –
allowing for overnight guests.
2

30. Larger than Normal
Balcony (6 feet)
Entertainment WallLarge Living Room
LIVING ROOM

31. CHILD’S ROOM WHEN GUESTS ARRIVE
CHILD’S ZONE GUEST ZONE
Cupboard
Tucked into
the Wall
Desk Bed Screen Bed folds out
CHILD’S ROOM ON A NORMAL DAY
Cupboard
Tucked into
the Wall
Desk Bed Ground
Space to
Play
CHILD’S ZONE

33. Darshana comes from Valsad, a small town on the border
of Maharashtra and Gujarat. She has been married for
over 17 years, living with her husband and her in-laws in
this tiny 600 sq. feet, 2BHK that her father in law had
bought when he moved to Bhayandar. Darshana is a B.A.
History major and had dreams to also pursue her M.A and
go on to become a teacher. However, she had to wrap up
her plans because she was pregnant with her first born in
the first year of her marriage. After that, life took over
and she resigned herself to the service of her family.
Along with her mother-in-law and sister-in-law, she has
reconciled to the identity of a homemaker and tries to find
simple pleasures in her everyday life.
Darshana has a busy life. Managing household chores, the
children’s school and their homework is what takes up most
of her time. She misses the carefree life before her
marriage and feels stifled in the narrow confines of her
household. Although she excelled at her education, she
gave up her career dreams to pursue a full-time house-
hold role. She wishes she could get back somehow, but in
between the chaos of her current life, she is unable to
imagine a space for herself.
‘THERE NEEDS TO BE ENOUGH PLACE FOR
ALL WORKING TOGETHER IN THE KITCHEN
WITHOUT BUMPING INTO EACH OTHER’
The kitchen therefore becomes her space, her fortress of
identity and control. During the day, she finds herself
feeling at peace in the kitchen. A space where she has
some sense of authority. It becomes her space to exhibit
her creativity and also feel anchored in her identity.
Maintaining order and hygiene in the kitchen therefore
becomes her primary pursuit. It is her domain, without
having to worry about following hierarchy or rules set by
her in-laws.
THE FORTRESS
OF IDENTITY &
CONTROL

34. She organizes the kitchen with a fervor and passion that she
rarely gets a chance to exhibit outside this space. A few
years back when the family thought of redecorating the
house to accommodate for the newly wed brother and sister
in law, Darshana had insisted on also keeping a sizeable
budget aside for the kitchen. Along with the carpenters, she
redecorated the space, created a more organized system
to keep the vessels, food grains, dry and wet supplies.
‘IN THE KITCHEN, I HAVE TAKEN TROUBLE TO ORGANISE. I HAVE ALL THE GADGETS, THE LATEST
FRIDGE AND MODULAR PLATFORM. IT IS ‘MY SPACE’
At that time, she also insisted on upgrading the 25-year-old
refrigerator to a swanky new, top of the line 600 litre
Whirlpool double door.
Darshana is not alone. Most home-makers relate to the
same sense of authority and identity when it comes to the
kitchen. It’s almost like a space she can call her own, where
nobody else can interfere. They prefer things to be in
order, carefully laid out for accessibility and ease of use
and a well-designed kitchen would do just that.

35. The Kitchen is a space that can have deep emotional repercussions. Most new homes are chosen on the
basis of the kitchen design. The location of the kitchen, the primary design and convenience being offered,
all these have a significant role to play in the overall decision for a prospective customer.
Apart from the kitchen, we would also like to recommend giving some attention to the master bedroom. A
space where the woman can spend a few minutes of her time- unobserved- a space where she can escape
from the daily rigour of her life within the household. The design of the room should be such that there is
enough space, and that everything can be accommodated in an orderly fashion
ARCHITECTURAL
INSIGHTS
Store Room/Pantry/Loft is added to the
kitchen to gain extra storage space. A
dedicated area to accommodate groceries
and utensils
1
Parallel platforms to ensure that pure and
impure are segregated. Instead of giving a
modular kitchen which is the same for all
residents, just the platform should be
provided and let the home owners take joy in
making their own customised designs
2
Allow for a large fridge and space for other
modern gadgets within the kitchen
3
Dry balcony attached to the kitchen, large
enough for a Mori and for washing machine.
Should have enough space to dry clothes and
maybe have a small kitchen garden
4
KITCHEN
Attached bathroom for enhanced privacy1
Cupboards cantilevered outside the main
space of the room, to increase usable floor
space
2
A small attached balcony to allow for some
momentary release and space for reflection
3
MASTER BEDROOM

36. KITCHEN DESIGN
DRY BALCONY
Extra Storage
Space
Dry Balcony
Attached
to the Kitchen
Parallel Platforms
for Segregation of
Pure and Impure
Space for Drying
Clothes
Space for
Washing Machine
Mori Space for
Washing Utensils

37. BALCONY IN MASTER BEDROOM
MASTER BEDROOM
Addition of a Balcony and Jhula
here Allows the Woman to have
a Small Space of her Own to
Breathe and Relax
Built in Cupboard Space
Balcony attached for Relaxation

39. On the other hand, a garden/ a terrace can add much value
and present opportunities that can blend practical and
cultural use. For instance, a garden can be used by senior
citizens to talk a walk in the evening and enjoy a sunset, a
terrace can be used by women to dry their papads and
achars, or even by socialites to invite friends over to lounge.
Amenities hence is an all in one and one for all story.
Indeed, having a long list can strike the right chord for the
homebuyers at the time of purchase, our consumers are not
looking for an upgrade they can’t relate to or utilize. Their
lifestyle mandates recreation that amalgamates the
achievable and mildly aspirational.
‘HAVING A GYM WITH A SWANKY
EQUIPMENT DOES NOT EXCITE ME. I WOULD
RATHER HAVE A PLACE WHICH CAN BE
UTILISED FOR DIFFERENT RECREATIONAL
ACTIVITIES’
Moreover, it’s also about maintaining these fancy frills.
Amenities not taken care of are useless. It is definitely a
cherry on the cake. However, knowing the flavor of what is
really needed and will be utilized by the residents is the key
to cherishing the pudding too.
Residents wish for the building to be surrounded by basics
such as grocery stores, malls, supermarkets, shopping centres,
close proximity to public transport, a nearby school / college
and most importantly, a temple.
Reasons to upgrade are plenty. But if there is one reason that
has a soft spot in the minds of our homeowners. it is the
amenities at their new building. A question that is asked to
them regularly while buying a home is “what else is there?”
and they love to answer that with a nice little list of things that
can help them display their evolved lifestyle.
Despite the common practice of comparing a project based
on long lists of aspirational amenities that they see in every
other building, the reality of what people want is quite
different. While OTT amenities are good to have, they aren’t
necessarily utilized, in turn making their existence quite
unnecessary beyond a point.
Residents are not looking for facilities that can transform their
lives entirely but are keen to find the smaller pleasures that
can help them make the space around them more meaningful
and worth living.
While it is nice to flaunt a swimming pool, a sky garden, or a
lounging area, their practical use for our target consumers’
needs to be closely evaluated. For example, a swimming pool
could be rarely used by different resident segments as the
culture consists of shy women, less available men, and no one
to supervise the children in pool on a regular basis. It
becomes a maintenance liability and counts as a wasted
space.
“I FEEL SHY GOING INTO THE SWIMMING
POOL AS ALL WINDOWS OF THE HOUSE HAVE
THE POOL VIEW. WHAT IF MY NEIGHBOURS
SEE ME?”
GIVE ME
SOMETHING
I CAN WEAR
AS A BADGE

40. While the list of amenities offered for newer residential developments in the suburbs often reads like a
menu card of every possible available diversion, what people really want may be different. In Bhayandar
specifically we have identified community-based amenities as being most important. Community halls,
spaces where people can congregate for festivals and occasions, spaces for interaction between smaller
groups are all to be considered while designing the spaces.
Architectural interventions that can create a sense of pride become important but rather than giving an
entire list of amenities that read like that of a hotel, it would be much wiser to provide a distinct
pride-generating amenity that can be touted. A single differentiator such as a tall building, a fancy
façade, a sky garden, indoor or outdoor swimming pool are the distinctions that people can anchor their
aspirations with.
ARCHITECTURAL
INSIGHTS
Tall buildings are well regarded as a status symbol1
Grand lobby in each building with a well-defined path from the entrance gate to the lobby2
Podium gardens populated with amenities that signify the good life, have definite spaces where people
can congregate and have fun. Thoughtful amenities may include lounge spaces, cafes, business centres,
library and creche, in addition to the standard gymnasium, indoor games room and party halls
3

41. WITHIN THE HOUSE SOME DESIRED AMENITIES ARE:
Provision for security door in the door frame, but let home owners customise their own security door, as a statement
of their individuality
1
Spacious living room with balcony and wall space to hang a large TV, up to 52”2
Balcony to be larger than normal, about 6’ so that there is enough space for entertaining3
Bathrooms to have luxury appliances, Master bathroom to have shower cubicle and panel4
Master bedroom to have a balcony as well5

42. Building a home is about shaping a new reality. It is
less about building a behemoth, and more about
contributing to culture. Using ethnography to deeply
dwell into the lives of people has provided us an
understanding of the underbelly of the family. The
deep and often hidden desires and the subconscious
drivers that define their dreams.
We believe that as architects and researchers, we
have a responsibility to society. To help improve the
quality of life and provide newer avenues for
growth. This is what informed the study and
culminated the need for spaces, that drive
behaviour.
Using insights to inform project design offers a
powerful tool for builders and architects to create
designs that are rooted in empathy. We hope that
this book will be beneficial to the entire fraternity,
and will pave the way for a new insight-based
practice that keeps the family at the very core.

43. Connect Four Design Studio is a fully integrated design
studio specializing in Research, Architecture and Interior
Design. We recognized the need of the industry to work
with design specialists all under one roof. We
emphasise the importance of the integration of various
disciplines and practices to create a dynamic network
of shared insights that create value for all our clients.
Jigsaw is a strategic branding consultancy using
consumer and cultural insights to build and shape
brands. At Jigsaw, human behaviour is understood from
a socio-cultural lens. These insights are distilled into
powerful concepts that have helped several Indian and
international brands shape a new reality for their
consumers.
Project conceptualised & executed by
Strategic Brand Partner
CONNECT FOUR DESIGN STUDIO LLP
1, Connect Four Design Studio LLP Chandrasagar,
Gokuldham Gen. A K Vaidya Marg, Goregaon (East),
Mumbai 400063
+91 22 4247 0200 / +91 22 2840 4359
www.connectfour.in
contact@connectfour.in
JIGSAW BRAND CONSULTANTS
315, Wadala Udyog Bhavan, MMGS Marg, Wadala,
Mumbai, Maharashtra 400031
+91 22 2410 3240
jigsawbrands.com
awesomebranding@jigsawbrands.com