MAEER’S
MIT ISTITUTE OF DESIGN
Graduation Project 2014
DESIGN FOR RURAL INDIA
PRODUCT SOLUTIONS TO IMPROVE QUALITY OF LIFE IN RURAL INDIA
Sponsor
TI CYCLES OF INDIA Student
SUBHADEEP CHAKI PRODUCT DESIGN
Industry Guide
Faculty Guide
MITHUN DARJI DHIMANTH PANCHAL
2
The Graduation Project Evaluation Jury recommends SUBHADEEP CHAKI
to be awarded the Graduation Degree of the MIT Institute of Design, Pune IN INDUSTRIAL DESIGN (PRODUCT DESIGN) herewith, for the project titled “DESIGN FOR RURAL INDIA-PRODUCT SOLUTIONS TO IMPROVE QUALITY OF LIFE IN RURAL INDIA” MEMBERS:
NAME
ORGANISATION
MAEER’S
MIT ISTITUTE OF DESIGN
on fulfilling the further requirements by *
(*Subsequent remarks regarding fulfilling the requirements :)
GRADUATION PROJECT 2008 PROGRAMME : UG
Chairperson of the Jury
SIGNATURE
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05 Design Brief Design for rural India-product solutions to improve quality of life in rural India.
Project Approach The project starts with extensive research in rural areas across different regions of India. The approach broadly will involve observation (passive and active), DILO, one to one interviews & environmental scanning, Lifestyle mapping, usage and attitude research, socio economic changes & impacts, influences etc. These will be recorded through relevant media (Images & Videos) and mapped to converge into insights.
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07 ACKNOWLEDGEMENT
SYNOPSIS
I would like to take this opportunity to thank my project guide Prof. Dhimanth Panchal and our HoD Prof. Sanjay Jain for their relentless effort and guidance. Their encouragement and motivation has propelled me to reach the end of this project. Their valuable insights and thoughts has always helped me to stay right on track.
My project was to re-define the Roadster bicycle segment. In India it is commonly reffered as ‘Dudhwala Cycle’(milkman bicycle).
I am very grateful to TI Cycles for allowing me to work in their esteemed company. I would like to personally thank Mr. Sushant Jena(Vice President), Mr. Mithun Darji(DGM) for providing me an opportunity to learn and grow. Also I would like to thank Vaidy, Raghavendraa, Sandeep, Bharat, Deva, Caran, Parag, Sai for enriching my experience at TI Cycles. My fellow trainees from our college- Sailesh, Susovan and Vaishak also played an important role. Last but not the least I would like to thank my friends and family who have been with me throughout. A special thanks to my friend Pranali for her visual and graphical inputs.
This segment targets the rural and semi urban users. This segment is also the largest selling bicycles in India in terms of volumes. My role was to bring a wave of freshness to this otherwise stagnant segment. Since this was my first interaction with a bicycle industry, I first got down to understanding this domain. This included from conception to production to sales. After having comprehended the industry, my work started with research to different parts of rural India. My research took me to different corners of India and helped me to look and understand the fine flavours that are region specific. It broadned my outlook towards the rural market and their mindsets. What followed next was the inference from the research and ideation to conceive something new in this segment.
Towards the finishing line, I realised how my perception towards bicycles and rural market has changed. I understood the magnitude of the bicycle-rural India connect. I comprehended the fact that rural market is one tough nut to crack. Also since I never worked in a transportation related project, this exposure and experience has added immense knowledge regarding Transportation Design.
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09 Contents Ideation and Prototyping
Contextual study History of Bicycles Anatomy of a Bicycle Types of Bicycles at a glance Changing Perceptions
Introduction Design brief About MIT ID About sponsor
05 11 12
14 18 28 36
Research Places visited 40 VOC Labels 54 Trend Analysis 57 Insight 58
Straight handlebar Split Top-Tube And Flat Top-Tube Branding Space Shaft Drive Poly-Urethane(Pu) Tyres
68 88 106 110 114
Conclusion Retrospection 120 Bibliography 121
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11 About Our Institute MIT Institute Of Design MAEER’s MIT Institute of Design started its operations in August 2006, guided by the days leading minds in the Indian design education, with a plan to develop its identity as a research & training institution of highest international quality. Education at MIT Institute of Design has been thought in a very broad manner to belong to three domains. The first is the domain of skill. These are those design skills and design tools that should help students communicate convincingly the outcome of every stage of the design process. For this, they will learn to employ all necessary media and materials. If one has to look for a concept from the Indian philosophy that has an equivalence with this domain, that would be the concept of Sadhan. The second is the domain of knowledge. It pertains the knowledge base the students must acquire from
the subject areas of varying nature. From this base, should flow meticulously gathered and researched information needed during the entire problem solving process. Again, an equivalent concept from the Indian philosophy to represent this domain would be Sadhana. It is the third domain of formation that becomes the vital core of the design process. The total and composite learning from this domain is meant to make students think laterally and innovatively, develop, design concepts and translate the concept into a tangible form which in fact is the very solution of the stated problem of design. The equivalent concept from the Indian philosophy obviously, is Sadhya.
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13 About Sponsor
TI Cycles Of India
Murugappa Group
A pioneer in the Cycles market, TI Cycles, formed in 1949, has constantly come up with new trends in line with evolving consumer needs. TI Cycles’ vision is “To be the most preferred brand in fitness, recreation & personal mobility solutions”. It strives to give its customers not only a bicycle but a lifetime experience. TI Cycles have introduced fun and entertaining stores across the length and breadth of India. The company has been proactive and was first bicycle company to change the cycle retail landscape, both in urban and rural areas. With the first
Headquartered in Chennai, the INR 225 Billion Murugappa Group is one of India’s leading business conglomerates. The Group has 28 businesses including eleven listed Companies traded in NSE & BSE. Headquartered in Chennai, the major Companies of the Group include Carborundum Universal Ltd., Cholamandalam Investment and Finance Company Ltd., Cholamandalam MS General Insurance Company Ltd., Coromandel International Ltd., Coromandel Engineering Company Ltd., E.I.D. Parry (India) Ltd., Parry Agro Industries Ltd., Sabero Organics Ltd., Shanthi Gears Ltd., Tube Investments of India Ltd., and Wendt (India) Ltd. Market leaders in served segments including Abrasives, Auto Components, Cycles, Sugar, Farm Inputs, Fertilizers, Plantations, Bio-products and Nutraceuticals, the Group has forged strong alliances with leading international companies like Groupe Chimique Tunisien, Foskor, Mitsui Sumitomo, Morgan Crucible and Sociedad Química y Minera de Chile (SQM). The Group has a wide geographical presence spanning 13 states in India and 5 continents.
urban store in 2007, Hercules is sold in over 200 exclusive urban stores known as ‘BSA Hercules Exclusive Stores’ which have revolutionised the way people buy bicycles in India. These stores are a one-stop premium shop for all Hercules, BSA & Montra products and have a customer friendly ambience which serves as a model for other bicycle outlets in the country. In 2010, the company started “Hercules BSA Cycles” to provide the urban retail buying experience in smaller towns. In just over a year’s time, there are over 200 of these rural stores. For
its retail innovation, the company recently received the certificate of appreciation for ‘Excellence in Rural Retailing’ at the ET Retail Awards 2011.
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15 History of the bicycle Vehicles for human transport that have two wheels and require balancing by the rider date back to the early 19th century. The first means of transport making use of two wheels arranged consecutively, and thus the archetype of the bicycle, was the German draisine dating back to 1817. The term bicycle was coined in France in the 1860s.
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17 Bicycle Evolution Timeline
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19 Anatomy Of A Bicycle
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21 The Frame
Wheelbase
Top Tube Height
The frame is the heart and soul of a bicycle. It translates pedal effort into forward motion, guides the wheels in the direction you select,and absorbs road shock. How well the frame does these various jobs is determined by:
It infl uences many important handling characteristics, like a short wheelbase offers a stiff, energy efficient ride since very little work is lost in frame flex. Now the bad news, a short wheelbase can be somewhat squirrelly on a rough surface. They may also be uncomfortable on a long ride due to the steep head and seat tube angles. A longer wheelbase on the other hand has greater resiliency offering better control, reduced road shock and rider fatigue.
This is the perpendicular distance from the ground to the top of the top tube. This should always be at least 1/2 inch less than the distance from the cyclists crotch to theground with both feet fl at on the ground.
1. The material from which it is built 2. The geometry of the frame 3. The method of construction.
Geometry of the frame The most common and modern frame design for an upright bicycle is made of three triangles, a main triangle and a paired rear triangle. This is known as the diamondframe. The main triangle consists of the head tube, top tube, down tube and seattube. The rear triangle consists of the seat tube, and paired chain stays and seat stays.
Weight Distribution Weight distribution is the percentage of the total weight (rider, frame,equipment, etc.) That the wheels share. 45% on the front wheel and 55% on the back wheel is generally. The principle infl uence accepted as “ideal” on this ratio is the riders position or “Center of Gravity”.
Bottom Bracket Height The distance from the ground to the center line of the bottom bracket.This height ranges from 9.5 inches for touring and up to 12 inches for cyclo-cross, criterium and track bikes. A higher bottom bracket tends to render a less stable feel since it raises the combined CG. A lower bottom bracket feels slightly more stable and has a subtle effect on the feel of the bike in a sprint.
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23 Fork Rake It is a perpendicular measurement of the distance from the center line of the head tube to the center of the axle. Every head tube angle has only one rake that will provide neutral steering, no rise or fall as the fork is turned. If fork rake is made shorter than neutral it is known as “oversteer” or “quick steering” which simply means turn tighter than the true turn radius. If the rake is increased from neutral it is call “under-steer”, this would cause the bike to swing wide from the true turn radius. As a bike enters a turn at speed, the gyroscopic effect of the wheels and the inertia of the rider and equipment combine to resist turning, in actuality these forces tend
to keep the bike going in a straight line. If the fork had a neutral rake, the tendency would be to swing wide in a corner or under-steer. As the speed increases, so does this effect. These forces are offset by building in a certain amount of over-steer or shortening the rake. This allows the wheel to remain headed in the direction of the turn with less rider input. On the whole, over-steer provides steering that is much more responsive than neutral. To sum up this concept means, more rake will make the cycle more comfortable but the steering will be less responsive and vice a versa.
Seat Tube Length The distance from the center of the crank or crank axis to the top of the seat lug. This measurement is always taken on the centerline of the tube. It is the most frequently used dimension for sizing frames. The seat tube length is directly proportional to the cyclists leg length.
Wheels
Parts of a wheel:
Next to the frame, nothing has greater infl uence on the way a bike rides than its wheels and tires. A wheel that is tight and true, and fitted with a properly inflated tire of good quality makes bike riding a true pleasure. By contrast, a wheel that its loose and wobbly and surrounded by an under infl ated tire of poor quality, makes cycle riding an unpleasant, if not dangerous experience. The wire spoked bicycle wheel was introduced more than a century ago to replace wooden wheels with thick rigid spokes.Tensioning these wires made these wheels possible and with them came thelightweight bicycle that we know today. Wire spokes not only reduced weight, but also improved durability. Today wire wheels carry more than a hundred times their own weight. Wire wheels are prestressed structures, with built in stresses that are reduced whenthey are subjected to loads.
1. Hub 2. Rim 3. Spokes 4. Spoke nipples 5. Axle 6. Bearing 7. tyre
4
2
3 7
1 5
6
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25 Pedals
2. Rat Trap
4. Platform
Gears
Pedals are like shoes: intimate, and considerably varied in function, fit and comfort. Pedals are also the most important link between you and your bike. Not only do you transmit power that propels you through the pedals,you also use them as moving balance points that help you position yourself on your bike for hard cornering and stable descending.
Types of Pedal 1. Rubber block
3. Quill Trap
A gear like a lever, is a means of changing the rate at which work is done. The rate of change is called the ratio. On a bicycle the ratio is determined by relative sizes of the crankset chainrings and the freewheelsprockets or cogs. With a 52 - tooth (T) chainring, one complete turn of the cranks will rotate a wheel with a 13 T sprocket four times, a ratio of 4 : 1, While a 28T chainring will turn a wheel with a 28T sprocket once, a ratio of 1 : 1. A 52/13T gear is big, and gives speed,while a 28/28T gear is low, and gives the power to climb hills, albeit slowly.
The average cyclist produces 1/8 horsepower on a steady basis, with maximum efficiency when pedalling at cadences of 55 to 85 rpm. The purpose of gears is to maintain an effi cient cadence, and the key to using gears isanticipation: shift early, before the new gear is needed, so candence remains smooth and steady. Anticipation is particularly important when downshifting to lower gears for climbing.
COMPACT
DOUBLE
5. Clipless
TRIPLE
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27 Brakes
2. V Brake
4. Disc Brake
Brakes are a dynamic part of a bike’s performance.
Handlebars
2. Flat or Upright Handlebar
Handlebars usually refer to the steering mechanism for bicycles; the equivalent of a steering wheel, though used in conjunction with the rider’s balance or centre of gravity to steer.
Types of Brakes 1. Rod Brake
Types of Handlebars 1. Drop Handlebar 3. Hub Brake
5. Caliper Brake
3. Porteur Handlebar
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29 Types Of Bicycles At A Glance
Bicycles for distance riding/touring
Mountain Terrain Bicycles
City/Leisure Riding Bicycles
Special Cycles: Tandem, BMX, Recumbent, Folding
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31
Road Bikes Racing bikes (also known as road bikes) are designed to go as fast as possible on tarmac. Everything is pared down as much as possible to save weight and to improve aerodynamics. Racing bikes have quite a lot of gears, but they are very close together so the rider can choose a gear which perfectly matches the conditions. The riding position is quite hunched over to cause less wind resistance, and the drop handlebar give a choice of riding position depending on conditions. Tyres are very thin and at very high pressure.
Mountain Terrain Bikes The Mountain terrain bike was developed in the early 1970’s. Suffice to say that mountain biking took off in a big way and is now the most popular type of bike. Mountain bikes have strong frames, powerful brakes, multiple gears and wide tyres - perfect for riding off the beaten track. Suspension is now becoming more popular for two reasons - it increases comfort and can allow you to progress faster over the given terrain which you are riding on. Mountain bikes at the lower end of the price range, sometimes called All Terrain Bikes or Urban Mountain Bikes, are not as capable as true mountain bikes when itcomes to off road riding.
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33 Hybrid Bikes
Tandem Bikes
The hybrid is a cross between a mountain bike and a road bike. They are also referred to as “Trekking” bikes or “Town and Trail” bikes and are ideally suited to most leisure riders and commuters. Hybrids have become more popular since the early 90s but have taken a while to catch on. They originated at a time when most people would purchase a mountain bike but often these were simply too cumbersome, heavy andslow for the average rider. Designers took the best elements from Mountain and road bikes which they used to build a bike that would meet the requirements of the average rider.
Tandems are bicycles built to carry two or more riders. The traditional “bicycle built for two” is operated by a captain, or front rider, who controls the steering and the brakes and by a stoker, or rear rider. The drive train is designed so that both riders may contribute to the pedaling.Tandems are seen in racing as well as in touring and recreational riding, as two riders pedaling in cadence have far faster times than individual riders. Tandems are also useful for introducing visually impaired individuals to bicycling or for touring with children not yet skilled enough to operate a standard bicycle. In these cases, the sighted cyclist or the parent rides as captain.
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35 Folding Bikes
BMX Bikes
A folding cycle is designed to be easier to store and transport than a normal full size cycle. People who would benefit the most from a folding cycle are commuters, people who would like to carry a cycle in the back of a car and people who don’t have the space to keep a full size cycle within their home. At one end of the range there are cycles designed for shorter journeys, which will fold into a compact size but do not feel quite like a full size cycle. They are perfect for commuting as you can cycle to your nearest train station or bus stop, quickly fold them up and put them behind your seat or in a luggage rack. At the other end of the range there are cycles designed for longer distance riding.
BMX originated back in the late 70’s but peaked in popularity in the early 80’s as the human powered form of Moto-Cross. Instead of a motorbike, riders would tear around a circuit of bumps and jumps on a small wheeled bike with a single gear. BMX (Bicycle Moto Cross) gradually developed and manufacturers began to make bikes which suited the circuits. They were fitted with 20” wheels, had a relatively small frame and high bars. This style of bike became very popular with the younger rider, particularly teenagers who adopted this new “style” of bike as their own. Although BMX faded away in popularity when Mountain Bikes really began to catch on, a core of riders and enthusiasts have kept the “style” alive. More recently BMX has seen a resurgence in popularity and is possibly now as popular again as it was in the early 80’s.
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37 Changing Perceptions A half-century ago, it was widely expected that automobile production would quickly exceed that of bicycles. Indeed by 1965, car production, which had been growing rapidly since World War II, was poised to overtake bicycle production. But it never did. Mounting environmental concerns slowed the growth in car output and accelerated that of bikes. Between 1969 and 1970, the year of the fi rst Earth Day, bike sales jumped from 25 million to 36 million. Shortly after the fi rstEarth Day, the two oil-price shocks of the 1970s underlined the risks of
Bicycle Boom oil-dependent mobility. Car sales stalled near 30 million from 1973 to 1983. Bicycle sales, meanwhile, jumped from 52 million to 74 million. In the year 2000, world bicycle production climbed to 101 million, more than double the 41 million cars produced. Sales of bikes are soaring because they provide affordable mobility for billions of people, increase physical fi tness, alleviate traffi c congestion, and do not pollute the air or emit climate disrupting Co2.
BICYCLE OWNERSHIP AS PERCENTAGE OF POPULATION Australia China India Japan Mexico Netherlands South Korea United Kingdom United States West Germany
The bicycle’s principal attraction is its low cost. With cars costing easily 100 times as much, the bicycle offers mobility to billions of people who cannot afford a car. The widely affordable bike attracted 960 million buyers during the 1990s, compared with 370 million for the car. The bicycle also reduces the amount of land that needs to be paved. Six bicycles typically can fi t into the road space used by one car. For parking, the advantage is even greater, with 20 bicycles occupying the space required for a car. As the world automobile fl eet expanded and as people moved in droves to cities, ever worsening traffic congestion highlighted the inherent conflict between the automobile and the city. In London today, the average speed of a car is roughly the same as that of a horse-drawn carriage a century ago. Each year, the average motorist in Bangkok spends the equivalent of 44 working days sitting in a car going nowhere.
fuel co2 emissions The amount of CO2 emissions required to fuel different modes of transport* [per passenger kilometres]
16g
After a point, more cars mean less mobility. Another attraction of the bicycle is that it does not contribute to the air pollution that claims three million lives annually. In recent decades, the densely populated countries of northern Europe have turned to the bicycle to alleviate traffi c congestion and reduce air pollution. In Stockholm, one of the world’s wealthiest cities, car use has declined in recent years. Railroads and buses are increasingly linked with pedestrian and bicycle routes.
95g 229g
*Based on average occupancy rate of: 1.16 for cars, 10 for buses, 1 for bicycles, — includes all CO2 emissions linked to fuel including production, distribution and consumption. FUEL TYPES
CYCLIST
BUS
CAR
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39 Research The research required me to travel to different rural regions of India. My objective was to study their lifestyle, environment, customs, beliefs and any other aspect related to rural India. Data collection was through active/ passive interactions/interviews, images and videos.
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FOOD AND COOKING
FESTIVALS
Places Visited
SHELTER
SANITATION
ENTERTAINMENT
HEALTH-CARE
OGRAPHICS DEM
CASTES
EDUCATION
LIFESTYLE
VILLAGE
OM ECON Y
POPULATION
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SURPLUS INCOME
OCCUPATIONS
AREA
MARKETS
NSPORT TRA CUSTOMIZATIONS / MODIFICATIONS MODES MOTORISED
ROAD-WAYS / WATER-WAYS NON MOTORISED
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43 DEMOGRAPHICS
EAST INDIA
CASTES
AREA
8742
ST, SC, MINORITY
5.3 Sq.Km
22158
ST, SC, MINORITY
13.4 Sq.Km
GUDDA(RAJASTHAN)
5000APPROX
3082
YADAVS, AHIRS, DOM
3.0 Sq.Km
TILONIYA(RAJASTHAN)
27854
POPULATION MODHUPUR DHAM(WB)
DHAJA(WB)
RABIO(BIHAR)
DEMOGRAPHICS
WEST INDIA
POPULATION PIMPRI BUDRUK (MAHARASHTRA)
7854
CASTES
AREA
PATILS,MAHAR
4.8 Sq.Km
JATS, RAJPUTS, NAYAKS, BAWRIS
2.4 Sq.Km
RAJPUTS, JATS, BAWRIS
14.0 Sq.Km APPROX
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TYPES OF HOUSES
45
INTERIORS
46
MODES OF TRANSPORTATION
47
ROAD CONDITION
48
ECONOMY
49
COOKING PRACTICES
50
SCHOOLING AND EDUCATION
51
TRADITIONAL PRACTICES
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53 MODIFIED BIKES LOCAL CUSTOMIZATIONS
FAMILY EATING TOGETHER MULTIPLE INCOME SOURCE PRIDE IN POSSESION
KEY OBSERVATIONS GETTING MAX FROM PRODUCT COLOUR SCHEME INSPIRED BY THE ‘GAMCHA’
MORE CHULAS IN EAST THAN WEST
EXTEND SELF IDENTITY TO PRODUCT VERY COLOURFUL
TRADITIONAL PRACTICES
MAKESHIFT MEDICAL SOLUTIONS
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55 WRITING LABELS IN 4W 1H FORMAT
VOC LABELS
VOC LABELS
USER INTERVIEWS AND INPUTS CAPTURED IN 4W 1H FORMAT
‘VOICE OF CUSTOMER’ labels point to the latent needs of the consumer. It is passed through a creative process layered with brand strategy and Hypothesis creation. It is captured in 4W 1H format.
4w
what
who
1h
where
when
how
A VOC label should: i. project an instant image ii. state the problem/issue/experience as it is iii. not be casual
In the whole Innovation process there are three stages at which I underwent a creative process to extract insight/ ideas; i. Image formation while grouping the VOC labels ii. Mixing the label with the social trend/ image of environment to create a situation/context iii. Creation of Design concepts and prototypes A 9 standard student at TI school said that the suspension in his bicycle is not functioning properly when he rides on bumpy roads.
wrong label
A customer aged 25 says his Bicycle chain keeps falling out once in two weeks while riding a distance of 2km from home to bus stop.
right label
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57 Group Labels
ASPIRATIONAL
TRADITIONAL THINKING
The VOC labels were sorted and grouped under a specific aspect of the rural lifestyle.
VALUE SEEKING
LIVING BASICS
SEEKING THINGS TO EASE WORK
SUSTENANCE/ SELF EARNING
Social Reflections/Trends These are trends and lifestyle changes that have either undergone or are undergoing. This will help in understanding their taste and predict future products flavoured to cater to their taste.
SAFETY NEGLIGENCE
SOCIAL EVILS
CONCEPT OF BOYFRIEND/ GIRLFRIEND
BAD ROAD CONDITIONS
PERSONAL GROOMING IS ON RISE
MULTIPLE INCOME SOURCE BECOMING POPULAR
YOUNG GIRLS SWITCHING TO SALWAR KAMEEZ OVER SAREE
MULTIMEDIA ON CELL-PHONES INCREASING
ACCESS TO CELLULAR SERVICES
BRAND CONSCIOUSNESS SPREADING
EXPOSURE TO LIFESTYLE PRODUCTS
INCREASE IN COACHING CLASSES
DIRECT INTERACTION WITH CITIES/TOWNS
PEOPLE MOVING MORE TOWARDS MOTORISED TRANSPORT
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59 Social Reflections/Trends SAFETY NEGLIGENCE
These are trends and lifestyle changes that have either undergone or are undergoing. This will help in understanding their taste and predict future products flavoured to cater to their taste.
QUALITY REQUIREMENT STATEMENT
GROUP LABEL
TREND
ASPIRATIONAL
EXPOSURE TO LIFESTYLE PRODUCTS
UNCONVENTIONAL FRAME DESIGN
VALUE SEEKING
MULTIPLE INCOMESOURCE BECOMING POPULAR
INCREASE RIDE COMFORT SINCE PEOPLE WILL COMMUTE MORE
BAD ROAD CONDITIONS
IMPROVE HANDLING OF CYCLE WHILE RIDING/ TURNING
LIVING BASICS
BRAND CONSCIOUSNESS SPREADING
MAKE THE BRANDING OF THE COMPANY MORE PROMINENT
SAFETY NEGLIGENCE
INCREASE IN COACHING CLASSES
PROVIDE LIGHTING SOLUTION TO CYCLES FOR NIGHT RIDING
ASPIRATIONAL
PERSONAL GROOMING IS ON RISE
PREVENT THE CHAIN FROM SOILING HANDS AND CLOTHING
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61
ROADSTER CATEGORISED INTO FIVE USAGE TYPES
STUDENTS TEENAGERS
WHY BUY?
JUNIOR ROADSTER
WHERE COMMUTE TO? SPECIAL PURPOSE
HAWKING/PEDDLING
DELIVERY
COMMUTING
JUNIOR ROADSTER
LACK OF MOTORISED TRANSPORT CAN’T AFFORD MOTORISED TRANSPORT
SCHOOL COLLEGE ENTERTAINMENT PLACES LOCAL MARKETS
MOOD BOARD
WHEN DO THEY COMMUTE? DAYTIME LATE EVENINGS(TUITIONS/COACHING CLASS)
WHAT DO WE OFFER? RURAL YOUTH TODAY IS MUCH MORE INFORMED AND ASPIRATIONAL THAN BEFORE. THEY NO LONGER WANT TO RIDE WHAT THEIR FATHERS, GRANDFATHERS RODE. THEY WANT A MTB LIKE STANCE THAT DIFFERENTIATES THEM FROM THEIR ELDERS RELATES THEM TO THEIR CITY COUNTERPARTS AND FULFILS THEIR ASPIRATION FOR THE FEEL OF A MOTOR BIKE.
COMMUTING
WHO BUYS?
WHO BUYS? PEOPLE WITH REGULAR/OFFICE JOBS COLLEGE GOING STUDENTS
WHY BUY? LACK OF MOTORISED TRANSPORT CAN’T AFFORD MOTORISED TRANSPORT PLACE INACCESSIBLE BY MOTOR VEHICLE PLACE OF INTEREST IS VERY FAR
WHERE COMMUTE TO?
WHEN DO THEY COMMUTE?
WHO BUYS? SALESMEN LABOURERS DELIVERY TEAM OF A COMPANY
DAYTIME SOMETIMES LATE EVENINGS
WHY BUY?
WHAT DO WE OFFER?
LOW INVESTMENT EMPLOYMENT OPTION EASY AVAILABILITY OF BICYCLES NO LICENSE OR PERMIT REQUIRED CANNOT AFFORD MOTORISED TRANSPORT EASY NAVIGATION IN TRAFFIC
WE OFFER TO ENSURE A COMFORTABLE RIDE OVER LONG DISTANCES BY A) REDUCING EFFORT IN PEDD -LING, B)REDUCE THE CHANCES OF A PUNCTURE, AND C)REDUCE THE OCCURRENCE OF THE CHAIN SLIPPING OFF.
WHERE DELIVER TO?
MOOD BOARD MOOD BOARD page
PICK-UP POINT TO DROP POINT RESIDENTIAL AREAS COMMERCIAL AREAS LOCAL MARKETS
DELIVERY
COMMUTING COMMUTING
WORK PLACE COLLEGE/SCHOOLS NEARBY TOWN/CITY
MOOD BOARD
WHEN DO THEY DELIVER?
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DAYTIME SOMETIMES INTO LATE EVENING
WHAT DO WE OFFER? THIS SEGMENT IS ALL ABOUT MODIFICATIONS AND CUSTOMIZATIONS . THE BICYCLES IN THIS USER GROUP IS ALTERED TO MEET THE REQUI -REMENTS OF THE JOB. WE OFFER IS A FRAME THAT PROVIDES ROOM FOR CUSTOMIZATION AND BETTER LOAD DISTRIBUTION.
HAWKING/PEDDLING
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WHO BUYS? FARMERS HAWKERS
HAWKING/PEDDLING
WHY BUY?
WHEN DO THEY SELL? DAYTIME SOMETIMES INTO LATE EVENINGS
MORE PROFIT(SELLING DIRECTLY TO BUYER) CAN’T AFFORD A RETAIL SPACE CAN’T FIND A RETAIL SPACE NOT ALLOWED TO HAVE A RETAIL SPACE
WHAT DO WE OFFER?
WHERE DO THEY SELL?
THIS SEGMENT IS SIMILAR TO THE PREVIOUS SEGMENT AND THE REQUIREMENTS AS WELL. SO THE DESIGN SOLUTION CAN BE COMMON TO BOTH OF THEM. WE OFFER IS A FRAME THAT PROVIDES ROOM FOR CUSTOMIZATION AND BETTER LOAD DISTRIBUTION.
STREETS HOUSING SOCIETIES/COLONIES MARKET SQUARE
MOOD BOARD
SPECIAL PURPOSE
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WHO BUYS?
WHEN DO THEY USE?
INDIVIDUALS INNOVATORS GOVERNMENT ESTABLISHMENTS
PRODUCT SPECIFIC USE
WHY BUY?
WHAT DO WE OFFER?
INNOVATION SUSTAINABILITY ‘JUGAAD’ LACK OF FACILITIES
THIS IS A VERY SPECIAL SEGMENT AND ITS USERS ARE VERY LIMITED . SO AS OF NOW WE ARE NOT CATERING TO THIS SEGMENT
WHERE DO THEY USE? RURAL URBAN
MOOD BOARD
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66
67 BRAND PERSONAS
RELIABLE STRONG TRUSTWORTHY
CONFIDENT INDEPENDENT AMBITIOUS
CONCEPT
68 INSIGHT
CONCEPT
IMPROVE HANDLING OF CYCLE WHILE RIDING/ TURNING THE HANDLEBAR(STEERING) IS THE ELEMENT THAT HELP US BALANCE ON A BICYCLE. IT IS OF OUTMOST IMPORTANCE THAT THE HANDLEBAR IS AS COMFORTABLE AND MANOEUVRABLE AS POSSIBLE.
STRAIGHT HANDLEBAR
CREATES PROBLEMS WHILE TAKING TURNS
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EXISTING HANDLEBAR THE PORTEUR TYPE HANDLEBARS ARE DESIGNED TO ACCOMMODATE FRONT-MOUNTED RACKS OR BASKETS IN ORDER TO HAUL CARGO AND THE RODBRAKE MECHANISM. THIS DESIGN HAS NOT UNDERGONE CHANGE FOR THE PAST 80-90 YEARS. IN TODAYS ROADSTERS WE HAVE NO FRONT MOUNTED RACKS OR BASKETS TO HAUL CARGO. THUS THE ONLY REMAINING FACTOR INFLUENCING THE DESIGN IS THE BRAKE MECHANISM. THE DESIGN NOW CREATES MORE PROBLEMS THAN IT SOLVES AND SERIOUSLY NEED A DESIGN INTERVENTION.
HANDLE BAR GETTING IN WAY WHILE CYCLING
ASPIRATION FOR LATEST TRENDS
TALLER PEOPLE HAVE ISSUE TOO CREATES MODESTY ISSUES AMONG GIRLS
70
71 EXISTING ROD BRAKE AND CABLE BRAKE STUDY
FIRST STAGE MOCK-UP
72
73 SECOND STAGE MOCK-UP
CAD REPRESENTATION OF CONCEPT
PLIED
AP FORCE
APPLIED FORCE CREATES LIFT
74
75 FIRST STAGE PROTOTYPE
SECOND STAGE PROTOTYPE A
BC D
DESIGN WEAKNESS
ISSUES RESOLVED
DISTANCE BETWEEN ‘B’ (BELL CRANK)AND ‘D’(BRAKE CONNECTOR) IS TOO MUCH THEREBY REDUCING EFFICIENCY
DISTANCE BETWEEN BELL CRANK AND BRAKE CONNECTOR IS REDUCED BUT NEEDS TO BE REDUCED FURTHER
SUPPORT STRUCTURE ‘C’ NEEDS TO BE STRENGTHENED.
SUPPORT STRUCTURE ‘C’ IS STRENGTHENED.
PIVOT ‘A’ NEEDS TO BE STRENGTHENED AS WELL.
PIVOT ‘A’ IS STRENGTHENED AS WELL.
76
77 CONCEPT STRENGTHS • • • • • • •
THIRD STAGE MOCK-UP
NO RADICAL CHANGE FROM PREVIOUS DESIGN BETTER RECALL VALUE FULFILS ASPIRATIONAL NEED BETTER HANDLING OF BICYCLE MINIMAL NUMBER OF COMPONENTS EASY ASSEMBLY NO ADDED COST
A SINGLE AXIS FOR BOTH THE BRAKES PROVES TO BE A STRONGER SUPPORT STRUCTURE AND COMPACTS THE ENTIRE MECHANISM
FOR MAXIMUM EFFICIENCY THE BELL CRANK HAS TO BE DIRECTLY PERPENDICULAR TO THE WHEEL.
78
79 CAD FOR FINAL DIMENSIONING AND PROTOTYPE
DETAILS OF THE ATTACHMENT OF THE SPRINGS TO THE LINKAGES. NOTCHES ARE PROVIDED ON THE LINKAGES TO HOLD THE SPRINGS FOR EASY ASSEMBLY.
80
81 FABRICATION PROCESS
IMPROVED PROTOTYPE
82
83 PROTOTYPE TESTING AND VALIDATION THE FIRST LEVEL TESTING PROVED TO BE SUCCESS AND FURTHER REFINEMENT WAS CARRIED ON.
84
85 ENHANCED LINKAGE PROFILE AND DESIGN
THIS CURVED PROFILE FOR THE LINKAGE ALLOWS THE POINT OF LIFT TO BE EXACTLY PERPENDICULAR TO THE WHEEL THEREBY MAXIMISING EFFICIENCY. THIS PROFILE ALLOWS THE ENTIRE MECHANISM TO BE IN THE CENTRE OF THE HANDLEBAR AND BE IN SYMMETRY.
COUNTER SUN SCREWS SO IT DOES NOT STICK OUT
SPRING POSITIONING
PROFILE PREVENTS THE FINGERS FROM SLIPPING OFF WHEN BRAKING
86
87 FINAL BRAKE DESIGN INTEGRATED WITH THE BICYCLE
THIS NEW AGE JUNIOR ROADSTER SET ITS SELF APART FROM ITS PREDECESSORS WITH ITS BOLD LOOK AND A RE-DESIGNED STRAIGHT HANDLEBAR. THE STRAIGHT HANDLEBAR FULFILS THEIR ASPIRATIONAL NEED FOR A MOTOR BIKE. THE OVERALL DESIGN LOOKS SPORTY AND SOLID MEANT TO LAST FOR A LONG TIME.
88
89
COMMON TYPES OF LOADS INSIGHT
CONCEPT
UNCONVENTIONAL FRAME DESIGN SINCE THIS TYPE OF CYCLE IS SUBJECTED TO A VARIED USE, A FRAME TO FIT ALL IS A REQUIREMENT. THE FRAME SHOULD BE ABLE TO MANAGE HUMAN LOAD AS WELL AS MATERIAL LOAD CONVENIENTLY WITHOUT JEOPARDISING THE STRUCTURAL INTEGRITY OF THE FRAME.
SPLIT TOP-TUBE AND FLAT TOP-TUBE
LAUNDRY UTENSILS
DIAMOND FRAME THIS DESIGN HAS CHANGED VERY LITTLE SINCE THE ADVENT OF THE SAFETY BICYCLE IN THE 1880s. IT’S PROVEN TO BE A GREAT USE OF MATERIALS, GREAT FOR BRACING ANGLES, GREAT FOR STRENGTH; IT LENDS ITSELF TO BEING BEAT UP PRETTY HARD AND STILL BEING RIDABLE.
TIFFIN BAGS MILK CANS
SHOPPING/OFFICE BAGS
90 HEIGHT 450MM
91
HEIGHT 400MM MAXIMUM LOAD IS GENERALLY KEPT AT THE BACK OF THE CYCLE(USUALLY ON THE CARRIER). THE SHAPE AND SIZE OF THE TYPES OF LOAD DIFFER GREATLY.
BREADTH 600MM BREADTH 250MM IDEATION
APPROX DIMENSIONS OF THE TYPES OF LOADS
HEIGHT 300MM
HEIGHT 200MM BREADTH 300MM
WIDTH 120MM
LOAD ON THE HANDLEBAR CAN CAUSE DIFFICULTY IN STEERING AND THUS AFFECTING THE BALANCE OF THE RIDER. A BETTER OPTION IS TO PROVIDE A SPACE FOR THE LOAD WITHIN THE FRAME WHICH OTHERWISE WOULD HAVE BEEN KEPT ON THE HANDLEBARS.
BREADTH 120MM
92
93 OPTION 1 THE NEW SPLIT TUBE DESIGN PROVIDES STORAGE SPACE WITHIN THE FRAME. THE CYCLE CAN COME WITH OR WITHOUT A BASKET ATTACHED. THIS DESIGN ALSO MAKES A COMFORTABLE SEATING AREA FOR THE PERSON SITTING ON THE TOP TUBE.
THE GAP BETWEEN THE SPLIT TUBES IS SUCH THAT IT CAUSE NO HINDRANCE WHILE CYCLING. THERE IS A CLEARANCE BETWEEN THE TUBES AND THE THIGHS.
300M
M
200MM
110MM
125MM
THE DIMENSIONS OF THE BASKET IS THAT OF A REGULAR SHOPPING BAG. FILES/FOLDERS, GROCERIES,SMALL TOOLS, ETC., CAN BE KEPT EASILY IN IT.
94
95 NO CHANGE IN RIDING POSTURE WITH THE BASKET
WIDER SPACE FOR COMFORTABLE SEATING
OPTION 2 THE ANGULAR ENDED CARRIER ADDS AS AN EXTRA TOUCH POINT AND ALSO INTEGRATES THE OVERALL FRAME DESIGN TO IT
96
97 OPTION 3
OPTION 4
THIS DESIGN PROVIDES AN ARMATURE FOR A BASKET AND PROVIDE ADDED STRENGTH TO THE FRAME AS WELL.
THIS DESIGN HAS A FLAT TOP TUBE. THIS MAKES SITTING MORE COMFORTABLE WITHOUT JEOPARDISING THE STRUCTURAL INTEGRITY OF THE FRAME.
98
99 OPTION 5 THIS ADAPTATION CAN BE FOR SEMI-URBAN OR URBAN MILIEU.
FABRICATION PROCESS
100
101
102
103
FINAL FRAMES READY TO BE SENT FOR STRENGTH AND STABILITY TESTING
104
105
CONCEPT STRENGTHS • PROVIDES STORAGE AND ROOM FOR CUCTOMI ZATION SPACE • PILLION RIDER CAN HAVE A COMFORTABLE SEATING • AN UNCONVENTIONAL FRAME DESIGN • SOLID AND STRONG LOOKING STRUCTURE • PROVISION FOR A BASKET
THE FRAMES WERE SUBJECTED TO A LOAD OF 110KGS
106
107
INSIGHT
CONCEPT
MAKE THE BRANDING OF THE COMPANY MORE PROMINENT.
BRANDING SPACE
DIAMOND FRAME THE DIAMOND FRAME HAS A BIG VOID SPACE IN ITS FORM. THIS SPACE PROVIDES OPPORTUNITY IN TERMS OF ENHANCING VISUAL AESTHETICS OR FUNCTIONALITY.
IDEATION
108
109
CONCEPT STRENGTHS PROVIDES A VERY BIG BRANDING SPACE GIVES A VERY DYNAMIC AND MASCULINE FEEL VISUALLY STRONGER FRAME
110
111
INSIGHT
CONCEPT
PREVENT THE CHAIN FROM SOILING HANDS AND CLOTHING. PEOPLE IN RURAL INDIA ARE BECOMING MORE AWARE AND CONSCIOUS ABOUT THEIR PERSONAL GROOMING. THEY ARE VERY CAREFUL ABOUT HOW THEY DRESS AND LOOK.
SHAFT DRIVE
BICYCLE CHAIN ONE OF THE BIGGEST FRUSTRATIONS OF CYCLING IS WHEN THE CHAIN FALLS OFF THE BIKE. THIS CAN REALLY THROW A HITCH IN PLANS AND DEFLATE THE TRUE JOY FOUND IN CYCLING. NOT TO MENTION IT SOILS YOUR HANDS AND CLOTHING WHILE PUTTING IT BACK.
THIS SHAFT DRIVEN CYCLE HAS BEEN TAKEN FOR RIDE QUALITY AND EFFORT/COMFORT TESTING. IT HAS UNDERGONE AROUND 210KMS OF RIDING.
112
113 CONCEPT STRENGTHS FIELD TESTING AND EVALUATION
REDUCES PEDDALING EFFORT MANIFOLD NO MORE WORRYING ABOUT CHAIN SLIPPING OFF LESS PRESSURE ON KNEES FROM STOP TO MOTION LOW MAINTENANCE NO SOILING OF CLOTHES
CONCEPT WEAKNESS RADICAL CHANGE-DIFFICULTY IN ACCEPTANCE INCREASE IN COST
114
115
INSIGHT
CONCEPT
INCREASE RIDE COMFORT SINCE PEOPLE WILL COMMUTE MORE WITH ROAD CONNECTIVITY BECOMING BETTER, INTERACTION BETWEEN RURAL AND NEARBY TOWN/ CITY HAS INCREASED. PEOPLE WILL COMMUTE MORE HENCE A COMFORTABLE AND HASSLE FREE RIDE IS NEEDED.
POLY-URETHANE(PU) TYRES
WHAT ARE PU TYRES? It is two liquid Polymers mixed with very high pressure resulting in exothermic reaction to form a Polyurethane (PU) foam. • IT HAS A LIFE OF ABOUT 3 YEARS • IT HAS EXCELLENT LOAD CARRYING CAPABILITIES
TYRE PUNCTURE A punctured tyre is one of the most frequent problems faced by BICYCLIST ALL OVER. Often a puncture causes a chain reaction of events leading to further problems and increased related costs. Whenever a tyre is punctured and allowed to run flat, there is a good chance that the tyre structure will be damaged seriously. With the overall cost of tyre replacement, this can prove to be seriously high cost. Another two aspects of even bigger concern than the cost and time saving are safety and security.
• IT DOES NOT ABSORB WATER • IT CAN WITHSTAND TEMPERATURES FROM -20 TO 70 DEG. CELSIUS • IT IS HIGHLY RESISTANT TO ABRASION HENCE LONGER LIFE • IT HAS A GOOD CHEMICAL RESISTANCE
116 PNEUMATIC TYRE SPIKE STRIP TEST
117 PU TYRE SPIKE STRIP TEST
118 SAMPLES ORDERED AND FITTED ON THE SENIOR ROADSTER
119 Attributes of Polyurethane and Rubber rubber
polyurethane
Load Capacity
good
excellent
chunk/tear resistance
fair
excellent
abrasion resistance
fair
excellent
traction
excellent
good
cushioning
excellent
fair
rolling resistance
good
excellent
floor marking
fair
excellent
high speed operation
excellent
good
outside operation
excellent
fair
inside operation
good
excellent
wet floors
excellent
good
120
121 RETROSPECTION THIS PROJECT HAS BEEN A GREAT TEACHER TO ME. IT HAS HELPED ME SHED MY INHIBITIONS AND SEE WITH A NEW PERSPECTIVE. IT HAS MADE ME A PATH TO THE PROFESSIONAL WORLD AND PROVIDED ME WITH TOOLS TO SURVIVE. THIS PROJECT WAS A TOUGH COOKIE-WORKING WITH SO MANY CONSTRAINTS. UNDERSTANDING THE RURAL MARKET AND THEIR MIND-SET WAS A BIG CHALLENGE AND I KNOW THAT I HAVE JUST TOUCHED THE TIP OF THE ICEBERG. THE PROJECT THREW A LOT OF HURDLES AND FRUSTRATING MOMENTS ON MY WAY. BUT WHEN I LOOK BACK NOW, I REALISE THAT I HAVE GROWN AS A DESIGNER. IT SHUT SO MANY DOORS ON MY FACE BUT NOW I SEE HOW MANY MORE IT HAS OPENED FOR ME.
BIBLIOGRAPHY WHEN I RECALL THE PAST, I USUALLY FIND THAT IT IS THE SIMPLEST THINGS-NOT THE GREAT OCCASIONS-THAT IN RETROSPECT GIVE OFF THE GREATEST GLOW OF HAPPINESS. MY STAY HERE HAS COME TO AN END BUT THE JOURNEY CONTINUES.
GOOGLE.COM Session09_Maestrelli_Maestrelli (1).pdfDRAFT_ SDRBP_DesignGuidelines.pdf 21stcenturydesign.pdf Designing-to-Incentivize.pdf Ambit_StrategyEconomy RuralThematic.pdf shaftdrive.pdf