System Design
Grocery Shopping in Indian Supermarkets
Submitted by - Aditya D Chiplunkar Guided by - Rama Krishna Rao
Design Brief
Objective :
Approach
To create an environment for grocery shopping that is more transparent and trustworthy.
Spaces which have consumer interaction (inspiration)
To facilitate the consumers and the shopkeepers to have a clearer image of the entire process of grocery shopping.
Case studies Local Kirana Stores
Design Brief
Providing the consumer to feel the tactility of the grains by removing the hurdle of plastic packaging. Giving the consumer the provision of customization by dissolving the denominations of weight. Reducing the usage of plastic packaging and moving a step closer towards sustainability.
Rakesh Kirana Store Zhalak Kirana Store Jyoti Kirana Store
Malls Big Bazaar, Raipur Hypercity, Vastrapur User Research
Duration : 10 weeks
Collaborating both domains and neutralizing them with a common solution. Process of Shopping in Local Kirana Stores and Malls
Target Audience :
Solution and Conceptualization based on case studies and user
Consumer of age group ranging between 18 – 50 years
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Inspiration
TESCO Virtual Market, Japan Souq Bistro and Grills, Ahmedabad Mainland China, Barbeque Nation, Ahmedabad Cravings , Ahmedabad
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Inspiration
TESCO homeplus opened a virtual grocery store in a south korea subway station, where users shop by scanning QR codes on their smartphones in a campaign designed by the seoul branch of advertising agency cheil, tesco homeplus supermarket opened last fall A virtual grocery store in a south korea subway station, permitting users to shop using their smartphones. a large, wall-length billboard was installed in the station, designed to look like a series of supermarket shelves and displaying images and prices of a range of common products. each sign also includes a QR code. users scan the code of any product they would like to purchase, thereby adding it to their online shopping cart. after the web transaction is completed, the products are delivered to the user’s home within the day. the strategy makes productive use of commuters’ waiting time, while simultaneously saving shoppers time spent going to the supermarket.
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Inspiration
Souq - Bistro an Grills, Thaltej , Ahmedabad A place which not only serves you with mouth watering food delicacies, but also treats your eyes with their enchating and enormous inventory of spices and herbs. Souq bistro and grillls have displayed thir ingredients in such way that its dissolves the hurdles between the consumer and the food maker. Showing the consumer what they are having adds a lot of value to the trust and thus encloses the the consumer seller bond.
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Inspiration
Boufet meals have become the latest trend in restauran markets. It gives you the complete authority to make your meal Boufet meals makes sure that you take whatever and however you want. Also, it breaks the restriction of having a prescribed meal.
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Inspiration
Cravings, Ahmedabad is an icecream parlour which allows you to make and customize your icecream. It has its flavoures and toppings displayed right under your eye to make sure your select your favourite icecream and neglect the non favourite one. The staff present just makes sure that you weigh your icecream and pay per kilogram. Its one of its own kind of ice cream which encourages self serving.
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Case Studies
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Case Studies New Rakesh Kiran Store, Paldi
Storage is a big problem for the local Kirana stores as they keep different grains in vertical manner Doubles the efforts and causes inconvenience to take the bottom part out.
The shopkeeper makes sure that he stores the grains according to the consumption or requirement of the customers. Many a times the shopkeeper faces the issues of grains spilling on ground due to the improper use of customers. hence he has to be extra careful.
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Case Studies New Rakesh Kiran Store, Paldi
Kirana stores have this standard glass jars where they store premier things like dry fruits, since dry fruits are rarely in demand the shopkeper prefers keeping them in the storeroom.
The stock room was no different, there were no vessels and all the varieties of rice were displayed open to avail the customers the need to feel and select the rice and grains.
For display, the shopkeeper has showcases where he stores pickles.masalas and packaged dryfruits.
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Case Studies New Rakesh Kiran Store, Paldi
Due to the presence of oil in the moong dal, it becomes very unpleasant for the owner to scoop it out, also the scoop always stay oily and messy. The palm becomes very messy and it’s very uncomfortable to the hold the scoop after that. He wipes the palm but digging it into the rice bori just beside it and wipes the clingy toor dal off.
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Case Studies New Rakesh Kiran Store, Paldi
This was the third room which the shopkeeper used for storing and cleaning the grains. Food items like red dry chillies, rice, wheat dal etc were stoed in large quanitites.
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Case Studies Jhalak Kirana Stores, Jamalpur
This Kirana Store was a very low scale one, the shop had everything everywhere It was very disorganized, lack of space and vessels left no choice for the shopkeeper to pile things on one another. From pickles to soap bars and from rice to washing powder, the store had everything.
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Case Studies Jyoti Kirana Store, Jamalpur
This grocery store was slightly bigger than the previous one, they had small containers which had various grain and pulses for the customers to check their texture and quality.
Also, they kept a different group of rice checkers, where they had variety of rices ranging with their quality and prices.
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Case Studies Jyoti Kirana Store, Jamalpur
Dry fruits, pulses and other daily food grains were displayed in glass jars. Displaying food stuff liek this facilitates a lot of customers, as customers like to have a sneak peak at what they are buying.
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Jyoti Kirana Store, Jamalpur
This pile of food grains appeared as their centre display which also was like a platform for storing small small foodgrains.
Things like Sugar often get spilled while transporting in the shop. This results in invasion of flies and other insects.
Since they had enough working area, this storage did not affect them as much.
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Case Studies Big Bazaar, Raipur
We can see the piling up of food grains in malls as well, with the availabilty of more space the piling seems very organized and structured. The steel drum vessel, is where the grains are kept in open for allowing the customer to check the quality of grains.
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Case Studies Big Bazaar, Raipur
Racks are always updated acording to the consumption, due to the plastic packaging customers are not able to feel the quality of the food grains.
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Case Studies Big Bazaar, Raipur
Carrying those heavy packets is a discomfort for the staff. Maintenence is a big issue for the staff.
Also cleaning up the racks is a tough task, as it requires complete emoval of packets and then cleaning up.
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Case Studies Hypercity, Vastrapur
Hypercity seems very organized in terms of food storage and food allocation.
Case Study 5
There is a proper harmony in the food grains, and becasue of its vast area, the variety is also more.
Foodgrains stored on the top most shelf are almost redundant. As we can see the staff too has to carry a chair to reach the shelf to store things.
But, becasue of its variety in foodstuff, it become a bit confusing for the first timers.
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Case Studies Hypercity, Vastrapur
The shelving system is adjustable and is an assembly, which facilitates the shopkeeper to change the layout time to time.
Case Study 5
It is also a great help for the staff to assemble and disassemble the racks. With products ranging in sizes, its helps in saving a lot of space
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Infographs and Statistics
Infographs and Statistics
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Infographs and Statistics Target Audeince
Women of age between 25- 45 years. Mostly working women, housewives, maids etc.
Women of age between 45 - 65 years. Mostly retired women, senior citizens
Men of all ages, mostly domestic service, single parents, paying guests etc.
Others, mostly from teenagers to senior citizens etc.
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Infographs and Statistics Average Footfalls
Festivals and Ocassions
Weekends
Weekdays
Festivals 5000 - 7500 per day 2000 - 2500 per day 4000 - 5000 per day 6500 - 8000 per day 3000 - 3500 per day
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Infographs and Statistics
Consumer Surney
“Kirana shops have less variety whereas malls have more variety and its a hangout place too.” Niranjan Thakkar, 27
“Malls have less hospitality , its too confusing andI dont prefer to buy grains without feelign them.” Chanchal Patel, 46
Retired Teacher
“Malls have ambience and a lot of variety, I like going to malls.” Saloni Shah, 19
“In mall, you have very less provision of feeling the grains and bargaining, but also malls have variety which Kirana shop dont.”
Student
Himani Gogri, 49 “I would like to go to the Supermarket if I have to buy for a whole month, It gives me more variety and I have more savings under my belt.” Radhika Umdekar, 34
Advo-
“If there is no scheme running in any supermarket i would prefer going to a Kirana Store who is closer and more informal to me.” Manisha Ben Parmar, 38
Housewife
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Infographs and Statistics
“Malls is a new culture, I prefer Kirana Shops because you get it fresh also, its easy to crosscheck and measure.” Rakeshbhai Chawda, 47
Businessman
“You get more branded things in mall, but the Kiranas are freindly and easy to access.” “Shoping in supermarkets is a fashion, I prefer Kirana Stores as the shopkeeper knows me and its to shop.” Swati Joshi, 35
Avshes Darjiwala,52
Business-
Housewife “I prefer Kirana stores, as the shopkeeper helps me in buying things, also in supermarket you tend to overbuy and thus overspend.”
“Malls are sheer extraction of money, and very confusing.”
Nirmala Rastogi , 39
House-
Chandanbhai Patel, 57 Retired Government Official
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Infographs and Statistics
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Infographs and Statistics
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Infographs and Statistics
Kirana Store
Informal
Lack of space cramps up the area
Freedom to Bargain Short process of shopping
Customer Value Lesser Variety
Customization
More trustfull in case of weight and quality of grains
Free home delivery and concessions.
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Infographs and Statistics
Supermarket / Malls
Organized Fixed Denominations makes it less personal. Confusing
Brand Value Formal
Longer Process of Shopping
Less Trustworthy in respect of quality and weight Discounts and Daily offers
More variety
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Infographs and Statistics
Organized Short process of shopping More variety
Customization
+ Spacious
More trustfull in case of weight and quality of grains
Personal Touch Aesthetical and advanced
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Infographs and Statistics
Making the process more transparent and more reliable
Easy Refill and Reuse, making it more sustainable
Allowing the consumers to weigh themselves and reduce the hassle on the shopkeeper
Consumer Freindly shopping
Removing the denominations of weight, makes it easier for the customer to shop according to their comfort.
Reducing the usage of plastic packaging.
Dispensing the grains reduces shopkeepers issues.
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Initial Sketches and Ideation
Initial Sketches and Ideation
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Initial Sketches and Ideation
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Initial Sketches and Ideation
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Initial Sketches and Ideation
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Initial Sketches and Ideation
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Initial Sketches and Ideation
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Final Concept
Final Concept
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Final Concept
FILL
WEIGH
PAY
SAVE
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
The Final Concept
Final Concept
70
Dispenser Tester
22 3 40
Weighing machine Container Excess container
22 3 40
The idea is very simplea dn basic. Making sure that you test the grains before you rdispenseit, there will be a dispnser placed right in front of your eyes to salvage you from taking the wrong type of grains. You push the button up and dispense the grains in the container, and see yourself how much is it weighing. The weighing machine will callibarate the weight of the grains till 5 kgs. And you can not only check the weight yourself but also make sure that you dont take excess or less. And in anycase you feel like changing your mind and not buying the grains, you can dispose it in the excess container by pulling it out. Which on getting full will be put back to the dispenser .
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Final Concept
PUSH
DISPENSE
WEIGH
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Final Concept
Material - Polycarbonate Capacity - 15 litres Width - 20 cms Height - 40 cms Lenght - 40 cms
Material - Polycarbonate Capacity - 25 litres Width - 20 cms Height - 70 cms Lenght - 40 cms
Material - Polycarbonate Capacity - 30 litres Width - 25 cms Height - 70 cms Lenght - 40 cms
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Final Concept
Material - Polycarbonate Capacity - 40 litres Width - 60 cms Height - 85 cms Lenght - 150 cms
Foodgrains which are stored with moisture and water, the scooping out containers are the best soultion. Weighing machines facilitate the consumers by weighing the grains on their own. The composition and form of the containers encourages compact and space saving system.
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Final Concept
Material - Polypropylene Dimensions - 17 x 19 x 15 Capacity - 2 litres 1 litres 500 mililitres Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Final Concept
Material - Poly Coated Paper Capacity - 2.5 litres Lenght of a side - 6 cms Height - 12 cms
Material - Poly Coated Paper Capacity - 5 litres Lenght of a side - 10 cms Height - 20cms
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Final Concept
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Final Concept 700 cms
750 cms
Dry fruits Herbs, and Spices Grains and Cereals Bucket Dispenser Scooping Containers Exotic Spices and Herbs
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Final Concept
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Final Concept
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Final Concept
Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |
Final Concept
Thus, with the new method of grocery shopping, the space not only looks aethetically better but has also enhanced functionally. The dispenser saves a lot of storing space anfd communicated with the consumer in a more transparent manner. With the space looking more like an inventory and not a store room or a prescribed grocery store. Aditya Chiplunkar | System Design | Guide : RamaKrishna Rao |