OPPORTUNITY
Developing a high-end residential project tailored for modern Indian business families in Basavanagudi, Bangalore, on a 3-acre land parcel, with a focus on heritage, luxury, and community.
DISCOVERING DEEP DRIVERS
Over six months, we conducted an in-depth research study with 30 high-net-worth Indian families. We combined observational research, sensory cue exercises, and qualitative interviews to uncover nuanced insights into their preferences. This approach allowed us to move beyond surface-level data, generating deep, meaningful understanding that informed our strategy and design decisions.
What are the makings of contemporary high net-worth Indian families?
Indian family values
The Indian family unit is rooted in timeless values. Each family member plays a role ranging from nurturing to growing to preserving.
International lifestyle
From education to business to travel, the members of each family displayed a reverence for the world and astute taste and preference for global brands.
Greater Good Mindset
Be it family business owners, those on the C Suite of large companies, or Tech Founders, leadership and philanthropy were common traits discovered.
DEVISING AN ARGUMENT
The wheel of life // A framework rooted in Indian culture prescribing a life of balance.
To create a centered product that spoke to the shared desires of the ideal customer for the brand Svasa Homes, a study of Indian philosophy and literature presented a metaphor. The operating premise of the wheel of life is that for one’s life to embody movement, it must balance eight facets for an individual.
STRATEGY & APPROACH TO DELIVERY
Curating and managing an experienced team with multidisciplinary creative viewpoints
C( )RE Experience
Hiring, grooming and nurturing a team who to be the custodians of the brand Svasa Homes.
Mancini Enterprises
Persuading industry stalwarts to co-create the vision for the community and outdoor spaces.
Gayathri & Namith
Influencing the architects to embed the customer drivers into the design delivery of the living spaces.
DESIGN LED EXPERIENCES
Developed modular Indian kitchens tailored to local cooking styles.
Integrated sensory experiences like signature fragrances, custom culinary experiences, and event focused marketing.
Designed coworking spaces marked by a library and antique temple lanterns to reflect cultural heritage.
Created a coffee table book and neighborhood engagement events celebrating the heritage of Basavanagudi.
TAKEAWAYS
My passion for human connection and cultural understanding shape my work. Experience my process and thinking as I lead teams to
Achieved 100% premium pricing above market rates, homes now retailing above $1M.
Svasa Homes went on to win the ‘Iconic Project of the Year’ at Economic Times Realty Awards 2022.
Attracted 30% Non-Resident Indian residents, expanding the target market through design led sales.
The intersection of luxury, nostalgia, and community was used to create powerful brand differentiation.