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Neighborhood guides for children to engage with local monuments and discover Delhi’s history.

Š 2016 Bhavika Aggarwal

Dedicated to Delhi, and those who introduced me to it.

Attribution-NonCommercial-NoDerivs You are free to share, copy, distribute and transmit the original work as long as you attribute the work and not use it for commercial purposes.

Bhavika Aggarwal

Class of 2016, MFA Design, School of Visual Arts

Steven Heller

Co-chair, MFA Design, School of Visual Arts

Lita Talarico

Co-chair, MFA Design, School of Visual Arts

Gael Towey

Thesis Advisor



Back-story Mission Cultural Relevance

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10 14 16

Venture Product Brand

20 58

Strategy Market Business Finances

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© Phillip Kalantzis Cope via Flickr Under CC Attribution-NonCommercial-NoDerivs 8



Back-story Mission Cultural Relevance


At Amer Fort, Jaipur with my mother in 1992. We never explored Delhi as we did other cities when on vacation.


Discovering Delhi I grew up in Delhi, India. My parents afforded me a wonderful childhood, and school offered a well-rounded education. The city was my home, and I spent my time at school, going out with friends and family, at art classes and, reluctantly, at dance lessons. I thought I knew the city, but I realized how wrong I was once I began my undergraduate studies at New Delhi’s School of Planning and Architecture. I found that Delhi is one of the oldest cities in the world and has over 1200 protected monuments. It was the capital of a succession of powerful empires that stretched from eastern India to modern-day Afghanistan. I began exploring Delhi, alone and with friends. On brisk winter weekends and sometimes during sweltering summer vacations, I would discover the remnants of Delhi’s history at busy intersections, in the middle of dense urban villages, or at the heart of beautifully landscaped gardens. Because these monuments are so commonplace, many of Delhi’s residents simply walk past them everyday.


Walking through and experiencing the wonderful scale and beauty of Delhi’s historical monuments and neighborhoods has lent me a deep appreciation of my heritage, an inheritance which has survived through centuries of political, social and cultural strife. Their existence is an undeniable celebration of what the collective human spirit can achieve. Most important of all has been the realization that history isn’t only about what happened in the past. It is about recognizing that the actions of a determined emperor in the 16th c. have, in ways big and small, affected my life today. I am deeply invested in building awareness and appreciation for Delhi’s history, and since 2010 have been curating and leading walking tours through the city’s historical neighborhoods. There are tens of thousands of young families in Delhi, children busy with school and classes, all missing out on the wonder and excitement that is waiting to be explored right outside their front door - and, probably, their back door. I hope, with Curiocity neighbourhood guides, that they discover Delhi as I did.

Drawing at Jantar Mantar, an 18th century astronomical observatory, in 2008.


© Alexandra Wang Under CC Attribution-NonCommercial-NoDerivs 12

If history were taught in the form of stories, it would never be forgotten. Rudyard Kipling


Š Melinda Varian Under CC Attribution-NonCommercial-NoDerivs 14


Curiocity Curiocity is a series of neighborhood guides for children to engage with local monuments and discover Delhi’s history. Curiocity celebrates the city, the people, places and stories that make it special. It helps families spend constructive time together, and by exploring their cities, children develop a sense of enquiry and observation, and build civic pride.








© Karl Baedeker, 1914



It was the ruins that fascinated me. However hard the planners tried to create new colonies of gleaming concrete, crumbling tomb towers, old mosques or ancient Islamic colleges would intrude, appearing suddenly on roundabouts or in municipal gardens, curving the road network and obscuring the fairways of the golf course. New Delhi was not new at all. Its broad avenues encompassed a groaning necropolis, a graveyard of dynasties. Some said there were seven dead cities of Delhi, and that the current one was the eighth, others counted fifteen or twenty one. All agreed that the crumbling ruins of these towns were without number. William Dalrymple, City of Djinns

Why should Delhi be curious anyway? The majority of Delhi’s residents know little of the city’s past. History lessons in school are often boring, and museums are few and far in between. Parents in Delhi have very limited opportunities to encourage their child to explore and learn about their city and its past. Though tangible heritage -monuments, museums or artifacts- is an incredible knowledge resource, and our history and culture powerful examples of soft power, society’s collective attitude towards is disappointing. Heritage in India is at risk from untrammeled development. How will the next generation begin to understand, treasure and protect their city’s heritage if they don’t explore it? All that is not saved will be lost. It is imperative that we conserve and preserve our heritage, but simply designating monuments and objects as “protected” is not enough. We need to reinterpret and re-contextualize the past in order to make it relevant, especially for young people, and we must identify and promote newer ways of consuming and engaging with our heritage. Most importantly, we need to generate awareness, affection and pride for our shared culture today, so as to secure it for tomorrow.


Š Aga Khan Trust for Culture Under CC Attribution-NonCommercial-NoDerivs 18


Venture Product Brand




Kid’s guides to historical neighborhoods Curiocity neighborhood guides are designed for young families living in or visiting Delhi. These guides are an engaging and convenient way for families to discover local monuments and learn about Delhi’s long history, together and at their own pace. Curiocity’s first guide is to the neighbourhood of Nizamuddin, named after a 13th century Sufi saint. Because everyone wanted to be blessed by his spirit in the afterlife, there are more graves and tombs here than in any other part of Delhi.



ON THE BOX The packaging clearly announces that the guide is for children to explore the neighborhood of Nizamuddin in Delhi. The reverse has details of what is inside, including hints of the stories, and directs customers to the Curiocity website. The package opens up to reveal friendly instructions for the family on how to make the most of the guide. 23


A NEW WAY TO DISCOVER DELHI By providing an opportunity for families to play in and learn from Delhi, Curiocity helps families discover intriguing stories and exciting places of living history, making them feel more connected and at-home in the city.



IN THE BOX Guides are available as a set of 40 cards, carefully researched, designed and illustrated, featuring stories of historical monuments, fascinating trivia and engaging activity prompts. Also included are a fold-out neighborhood introduction and map, packaged in a handy carrying case. 27


EASY TO EXPLORE Guides are designed for historical neighborhoods, such that monuments are close by and distances are easily navigable by foot. Neighborhood guides are smaller and easier to carry along than a detailed city guide, and families can further choose to take individual cards on shorter visits. 29



The map folds to fit into the package. When folded, the front announces the neighborhood and the back has a short blurb on what to expect.



MAPPING HISTORY Places of historical interest are called out on the map, and are color-coded to match cards. On the reverse of the map is information about neighborhood, including a historical time-line and blurbs about special events and local food.






Cards feature stories and trivia about long-ago emperors and saints. Children can relate these cards with monuments and places they visit, touch and play in.


MONUMENT SETS Each featured monument has two or more cards associated with it. These can be indentified by the colored band at the bottom.




Introductory cards for each monument feature a detailed illustration and basic information.



PLACE CARDS Supplementary cards feature ancient maps, old photographs, archival drawings and additional illustrations.



PEOPLE CARDS Most monuments are associated with one or more people of historical interest.



PRONOUNCIATION GUIDES AND TRIVIA The back of cards feature stories, pronunciation guides for diff icult terms, and fascinating trivia which would interest parents and children alike.


ACTIVITIES Some cards also feature short activities for families to do while visiting the monuments. These help children improve their awareness and critical thinking skills.



ENGAGE CARDS There are also special cards for children to engage with monuments and document their visit to the neighbourhood.


Curiocity online

Guides are supported by the responsive Curiocity website, accessible on any device and on the go. While the Curiocity guides - map and cards - focus on history, the website offers families all the practical information needed to make the most of their trip, including suggested itineraries, local recommendations and parents’ guides.



BROWSE GUIDES Visitors to the website can browse through the selection of available guides.


FIND OUT MORE Visitors to the website can locate neighborhoods on a map and find out more about the city they are exploring.


PURCHASE GUIDES Visitors can also purchase guides online.


PLAN YOUR TRIP Families can plan their visit to the neighborhood.


NEIGHBOURHOOD INFORMATION They can see images of the neighbourhood.


MAKE THE BEST OF YOUR TRIP Families will find practical information such as suggested itineraries, the best times to visit and parents’ guides.




Values Curiocity is built on the following core values: ENTHUSIASM At Curiocity, we are excited about what we do, and aren’t afraid to show it.

STORYTELLING Everything around us has a story to tell, and Curiocity tells the most exciting ones.

DISCOVERY Curiocity is passionate about active urban exploration and the act of discovery.

KNOWLEDGE Learning about the world around us is important. Curiocity believes in the active pursuit of knowledge.

Attributes If Curiocity were a person, we would describe her as: FRIENDLY Genuine and approachable, Curiocity welcomes explorers of all ages and interests.

NURTURING Curiocity cares. We help young explorers become more aware and responsible citizens.

PLAYFUL Curiocity is slightly whimsical and a lot of fun. We believe that the best learning happens while playing.

ENGAGING Curiocity believes in engaging families, not informing them.


Name and mark The name ‘Curiocity’ is an amalgamation of ‘curious’ and ‘city,’ and perfectly captures the brand’s excitement and enthusiasm for urban exploration.

word mark

modified ‘Uniform Bold’

The icon is constructed from the combined forms of a question mark and a place-marking pin. It represents the sense of enquiry that drives Curiocity.



Palette Primary colors

Gossamer green C71 M9 Y47 K0

Watermelon pink C0 M78 Y45 K0

Spray blue C45 M0 Y16 K0

Lightening yellow C0 M40 Y91 K0

Sandstone pink C0 M49 Y28 K0

Almond yellow C0 M16 Y24 K0

Secondary colors

Tertiary colors




Calibre Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


Uniform Condensed Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


Illustration Illustrations are friendly, colorful, and detailed. They remain sincere to the architecture and art that serves as inspiration.


© Bhavika Aggarwal 64


Strategy Market Business Finances



Audience Curiocity’s primary audience are young families living in or visiting Delhi. They want to invest in their child’s education, and are keen to explore unique and relevant cultural experiences which can help their child learn about the world around her. Parents are in their mid-30s to late-40s, and juggle their successful careers with nurturing their children, aged 5 -12. This is a comparatively large age group but children of different ages are able to use the guide differently.

Industry Curiocity guides will be part of the growing children’s toy and services market in India.


Children toys and services market in India (2013)

The Hindu Business Line, March 24, 2013: The Big Business of Serving Children’s Needs


Market Size

PRIMARY AUDIENCE: RESIDENTS 1.2 million Number of households in top 16 Indian cities with children’s extra-curricular expenditure over $15 a month (2013) = Total Available Market (TAM) Total households in India: 248.4 million (2015)

120,000 Estimated number of households in Delhi with children’s extra-curricular expenditure over $15 a month = Served Available Market (SAM) Total households in Delhi: 3.4 million (2011)

12,000 = Target Market @ 10% of SAM



1.3 billion

22.6 million

Total domestic tourists in India (2014) = Total Available Market (TAM)

Total international tourists in India (2014) = Total Available Market (TAM)

22.6 million

2.3 million

Total domestic tourists in Delhi (2014) = Served Available Market (SAM)

Total international tourists in Delhi (2014) = Served Available Market (SAM)



= Target Market @ 0.02% of SAM

= Target Market @ 0.2% of SAM

Market Opportunity $127,200

INR 84,48,000

= $6 / guide x 21,120

= INR 400 / guide x 21,120

Associated Chambers of Commerce and Industry of India, 2013 State/UT-wise Domestic and Foreign Tourist Visits, 2013-2014, Ministry of Tourism, Government of India Statistical Abstract of Delhi, 2011, Government of National Capital Territory of Delhi


Competitive Landscape There’s not much for families interested exploring Indian history. Currently they spend their money on the few Indian history books for children available in the market. Barely a handful of these focus on the history of Delhi, or of any other specific city. Museums are few, and seldom have child-oriented activities. Families might take their children on walking tours or history workshops (an emerging trend) but these are guided and can not be done at the family’s leisure. Curiocity guides focus on active exploration and engagement with monuments, and the convenient format means that families can fully customize and plan their visit. These guides are not intended to replace history lessons or an experienced docent, but are designed to rouse the child’s interest in her city’s past.









BOOKS Indian history books for children, averaging at about $5. Only two of these titles encourage active exploration.

WALKING TOURS There are a number of walking tour operators in Delhi, and a few of them organize child-friendly walks. These range from anywhere between $10 to $25 per participant.


Marketing Curiocity has begun marketing and engaging with its audience via Instagram, Facebook, Twitter and Tumblr.


#DAILYDELHI For the launch campaign, #DailyDelhi, Curiocity posts illustrated trivia about Delhi on its social media channels.



Revenue streams SALES Curiocity’s main source of revenue is through sales of neighborhood guides online and in stores.

Online e-commerce platforms

Retail Book stores Museum stores Airport shops Children’s shops

SPONSORSHIPS Partnerships with reputed organizations can provide valuable sponsorship and avouchment.

Archaeological Survey of India


Indian National Trust for Art and Cultural Heritage

Aga Khan Trust for Culture

Ministry of Tourism, Government of India

TAILORED CONTENT Curiocity will work to develop engaging content, such as walks and workshops, for students and children visiting places of historical interest.

Institutional Partners Local government Local administration Museums Media houses

Independent Partners Schools Activist groups NGOs Tour groups

Public Events


Value exchange

Content Historians Educators Designers Families (testing)





Logistics Printing Assembly Delivery Customer support


guides, events





Phased Growth PRE-LAUNCH 2016

Before launching, Curiocity will spend time identifying contributors, cultivating its audience on social media, and building partnerships and sponsorships.

PHASE I 2017

Curiocity will launch with guides to three historical neighborhoods in Delhi, as well as a concise city guide with must-see monuments. Curiocity will also begin to develop experiences and events, such as walks and workshops.

Nizamuddin, Mehrauli, Jahanpanah




Curiocity will launch guides for eight additional historical neighborhoods in Delhi. Firozabad Tughlaqabad Shahjahanabad New Delhi

Purana Qila Civil Lines Rajput Delhi Lodi Garden


Curiocity will develop activity kits for historical monuments in Delhi, which have fun projects for families to do at home and while visiting monuments.



This format can easily extend to cover other subjects which children can learn more about by exploring their cities. Curiocity will develop a broader range of subjects in Delhi:



Civics / Politics


Curiocity will expand to several cities in India, starting with:






Financial Model: Pilot Curiocity will pilot with four neighborhood guides and a basic Squarespace e-commerce website. To break even, Curiocity will need to sell 120 guides and host 2 walks every month.

ANNUAL COST FIXED COSTS Web Development Legalities / Paperwork Total

VARIABLE COSTS Monthly Phone Plans Founder Salary & Benefits Contractor Salary & Benefits Travel Legal Office Supplies Raw Materials Production Distribution / Shipping Marketing and Advertising Miscellaneous


15000 INR 15000 INR 30000 INR = 450 USD

18,000 216,000 216,000 14,400 10,000 6,000 108,000 180,000 43,200 60,000 60,000



931,600 INR = 13,940 USD

TOTAL ANNUAL COST to produce 120 guides / month

961,600 INR = 14,390 USD

ANNUAL REVENUE REVENUE Sales from Curiocity guides = 120 / month x INR 400

576,000 INR

Special walks and workshops = 2 / month x 10 participants x INR 1500

390,000 INR


966,000 INR = 14,450 USD


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for Civil Society. New Delhi, 2003. Ghose, Premola. Tales of Historic Delhi. New Delhi: Amber Books, 2012. —. Tales of Historic Delhi Activity Book. New Delhi: Amber Books, 2012. Indian National Trust for Art and Cultural Heritage. Humayun’s Tomb and its surroundings. New Delhi: World Monuments Fund, 2010. Hancock, James Gulliver. All the Buildings in New York. New York: Universe, 2013. Kingloff, Amanda. Project Kid: 100 Ingenious Crafts for Family Fun. Artisan, 2014. Koller, Kathryn. Chet the Architect Shows You New York City’s Architectural Mile. New York: Butterfly Artists Media, 2012. National Council for Educational Research and Training. Our Pasts - I. New Delhi: National Council for Educational Research and Training, 2008. —. Our Pasts - II. New Delhi: National Council for Educational Research and Training, 2008. —. Our Pasts - III Part 1. New Delhi: National Council for Educational Research and Training, 2008. —. Our Pasts - III Part 2. New Delhi: National Council for Educational Research and Training, 2008. Museum of the City of New York. The Greatest Grid: The Master Plan of Manhattan, 1811-2011. New York: Columbia University Press, 2012. Martha Stewart Living. Martha Stewart’s Favorite Crafts for Kids. Random House, 2013.


Melmed, Laura Krauss. New York, New York!: The Big Apple from A to Z. New York: HarperCollins Publishers, 2008. Miller, Sam. Adventures in a Megacity. New Delhi: St. Martin’s Press, 2010. Ministry of Statistics and Programme Implementation, Government of India. “Children in India.” 2012. Oldham, Todd. Kid Made Modern. AMMO Books, 2012. Peck, Lucy. Delhi: A Thousand Years of Building. New Delhi: Roli Books, 2005. Sahai, Supriya. Delhi on the Road. NOIDA: HarperCollins Publishers, 2010. Sen Gupta, Subhadra. A Children’s History of India. New Delhi: Rupa Publications, 2015. Singh, Upinder. Ancient Delhi. New Delhi: Oxford University Press, 1999. Singh, Malvika. Perpetual City: A Short Biography of Delhi. New Delhi: Aleph Book Company, 2013. Shukla, Rajesh. How India Earns, Spends and Saves . National Council for Applied Economic Research . New Delhi: Sage Publications, 2010. Sharma, Natasha and Priya Kuriyan. 366 Words in Delhi. Mumbai: FunOKPlease Publishing, 2012. Spear, Percival, Narayani Gupta and Laura Sykes. Delhi: Its Monuments and History. New Delhi: Oxford University Press, 1994. Thapar, Romila. The Past As Present: Forging Contemporary Identities Through History. New Delhi: Aleph Book Company, 2014.


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for Children and Teenagers.” The New York Times 22 December 2014. Group, Stanford History Education. Reading Like A Historian 12 October 2015 <>. Kahol, Pia. “Why I chose to live in Delhi and how I fell in love with it.” Daily O 2 June 2015. Kashyap, Sindhu. “Indian Toy Story: Taking local educational toys global.” Your Story 29 March 2015. McLaren, Christine. How Do We Teach Children About Their Cities? 23 July 2012. 29 October 2015 <http://blogs.>. Puliyenthuruthel, Josey. “Fun by Mail.” Business Today 13 April 2014. Pandey Deoras, Neha. “Growing fast with children but hurdles ahead.” Business Standard 27 May 2013. Patil, Samir. “To Size Up Your Market in India, Look Twice.” Harvard Business Review 12 July 2012. Strauss, Valerie. “How to teach history (and how not to).” The Washington Post 16 May 2013. Reed, Elaine Wrisley. Helping Your Child Learn History. 7 October 2015 < history.html>. The Wall Street Journal. A Kid’s Guide to Humayun’s Tomb. 29 November 2011. 11 September 2015 < articles/SB10001424052970204262304577067372895948932>.


Interviews Chauhan, Ayush. Co-founder, Quicksand Bhavika Aggarwal. 7 August 2015. Chou, Ingrid. Associate Creative Director, The Museum of Modern Art Bhavika Aggarwal. 18 December 2015. Dutt, Purnima. Director, Young INTACH Bhavika Aggarwal. 30 July 2015. Dhamdhere, Shruti. Architect, Anagram Architects Bhavika Aggarwal. 4 August 2015. Fabian, Christopher. Co-founder, Innovation Unit, UNICEF Bhavika Aggarwal. 10 September 2015. Gupta, Narayani. Professor, Jamia Milia Islamia Bhavika Aggarwal. 4 August 2015. Gupta, Pankaj Vir. Principal, Vir Mueller Architects Bhavika Aggarwal. 29 July 2015. George, Mary. Teacher, Sardar Patel Vidyalaya Bhavika Aggarwal. 1 August 2015. Henderson, Jenni. Teacher, American Embassy School Bhavika Aggarwal. 11 August 2015. Kaur, Surangya. Teacher, Teach for India Bhavika Aggarwal. 26 July 2015. Kent-Del Valle, Franny. Director, Frederick A.O Schwarz Childrenâ&#x20AC;&#x2122;s Center, Museum of the City of New York Bhavika Aggarwal. 13 November 2015. Lockwood, Karin. Teacher, American Embassy School Jenni Henderson. 11 August 2015. Lopez, Annabel. Project Coordinator, Indian National Trust for


Art and Cultural Heritage Bhavika Aggarwal. 30 July 2015. Naik, Mukta. Researcher, Centre for Policy Research Bhavika Aggarwal. 6 August 2015. Nandhakumar, Maitreyi. Child Psychologist, Vasant Valley School Bhavika Aggarwal. 6 August 2015. Mueller, Christine. Principal, Vir Mueller Architects Bhavika Aggarwal. 29 July 2015. Mukherji, Anisha Shekhar. Professor, School of Planning and Architecture Bhavika Aggarwal. 8 August 2015. Malhotra, Shitij. Founder, Cocomoco Kids Bhavika Aggarwal. 6 January 2016. Mital, Ranjana. Professor, School of Planning and Architecture Bhavika Aggarwal. 7 August 2015. Pandey, Mamta. Teacher, Modern School Bhavika Aggarwal. 10 August 2015. Rajeev, Ira. Project Coordinator, Flow India Bhavika Aggarwal. 11 August 2015.



Curiocity is a family neighbourhood guide that helps children explore local monuments and discover their city’s history. MFA graduate thesi...


Curiocity is a family neighbourhood guide that helps children explore local monuments and discover their city’s history. MFA graduate thesi...