A Strategy to Design the Optimal Asian Indian Kitchen in the United States

University of Cincinnati College of Design, Architecture, Art and Planning (DAAP)

A strategy to design the optimal Asian Indian kitchen in the United States

By: Vivek Kalyan

A Thesis submitted to the Graduate School of Design as part of the requirements for the degree of Master of Design

Summer 2011

Committee Chair: Associate Professor Gerry Michaud

Abstract

The United States, with its large and changing immigrant population, has an enormous `stake in international migration. Their influence is being felt not only in the economics of the United

States but also at the cultural level. The emerging Asian Diaspora, especially the Indian Diaspora, are an important group and form a major portion of the professional smart-class in the American society.

The Indian Diaspora in America recreates settings in their home in order to feel less estranged from their original identities. However, the average American kitchen and the allied appliances are not designed considering the socio-cultural background and culinary practices of users. There is a great opportunity for designers to identify and put forward product, spatial and or experiential design solutions for the Asian Indian Kitchen.

This thesis challenges the American kitchen design principle of standardization and puts forward a strategy and a qualitative method to remedy the underserved needs of the Asian Indian Diaspora by understanding their preferences, their degree of assimilation to the American consumer society, and how they have adapted to their product environment.

iii Acknowledgements

I would like to thank and acknowledge my committee members: Associate Professor Gerald

Michaud, Assistant Professor Peter Chamberlain, and Associate Professor Brian Davies for their unparalleled support and guidance to accomplish my research

Most importantly, I would like to thank my committee Chair: Associate Professor Gerald

Michaud, whose has been a mentor throughout the period of my thesis writing and has put in several man-hours to help me resolve numerous issues and provided personal guidance.

Special thanks to all the families who invited me to their homes and provided me the much needed insights to formulate my research conclusions. You people are indeed the source of change.

-Vivek Kalyan

iv Table of Contents:

1. Chapter 1: Introduction, Background and Problem Statement. 1

1.1. Rise of ethnic diversity 1

1.2. The case of the Ethnic Kitchen: Problem or an opportunity? 1

1.3. Revival of the food culture 2

1.4. United States a Cosmopolitan Society 3

1.5. What is Diaspora? 4

1.6. Emerging Asian Indian Diaspora: Professional smart-class. 5

2. Chapter 2: Literature Review 6

2.1. Who is an American? 6

2.2. Statistical Analysis of Immigrants in the United States. 6

2.3. How are they segmented (assimilation vs ethnic identity model) 7

2.4. Gilbert and Kahl Model 9

2.5. Indian Diaspora explained: Focus on the newly migrated Indian. 10

2.5.1. Distribution 10

2.5.2. Economy and employment 11

2.5.3. Family and Community dynamics 11

2.6. Perception and Value System Compared 13

2.7. Kitchen Design trends from the 90s to the first decade of the Millennium 14

2.7.1. The development of the work triangle 14

2.7.2. Contemporary trends in the design of kitchen 16

2.8. Cultural Assimilation of Indian Food in the United States. 17

v 3. Chapter 3: Research Methodology 19

3.1. Process model employed to Design for a Diverse Population 19

3.1.1. Phase I: Information 21

3.1.2. Phase II: Methodology 22

3.1.3. Phase III: Evaluation 23

3.2. Research Design 23

3.2.1. Part 1: Observational research 23

3.2.2. Part 2: Qualitative research, data collection and interviews 26

3.3. Description of the Instrument 26

3.4. Study limitations 27

4. Chapter 4: Analysis of the result 28

4.1. Introduction 28

4.2. Demographic analysis 28

4.3. Survey Results 30

4.3.1. Food consumption 30

4.3.2. Kitchen usage and space 33

4.3.3. Appliances and amenities 36

5. Chapter 5: Emergent themes, conceptual development and Conclusion 41

5.1. Introduction 41

5.2. Import of convenience 41

5.3. Artificial link to home 41

5.4. SET Factors 43

5.4.1. Social trends 43

5.4.2. Economic forces 43

vi 5.4.3 Technological advances 43

5.5. Product Opportunity Gap (POG): Product Hybridization 44

5.6. Conceptual Development I: Product Opportunity 44

5.7. Conceptual Development II: Kitchen Space 45

5.7.1. Exhaust system 45

5.7.2. Black splash and sinks 46

5.7.3. Dishwasher 47

5.7.4. Oven 47

5.7.5. Microwave 48

5.8. Conclusion 49

Appendix

Appendix A: Letter to potential Respondents 51

Appendix B: Survey Questionnaire 52

Bibliography 62

vii List of tables and figures (in order of appearance)

Figure 2.1. Assimilation vs. ethnic identity model. 8

Figure 2.2. The American class structure 9

Figure 2.3. Asian Indian immigrant population in the United States 10

Figure 2.4. General Electric Co. model kitchen 15

Figure 2.5. A modern 1950s kitchen with state-of-the art appliances, built-in 15 cupboards and a continuous counter top

Figure 2.6. Images from Cornell University tracking research 15

Figure 2.7. The work triangle applied to several common kitchen layouts 15

Figure 2.8. Patel Brothers at a location in Greater Cincinnati Area in the State of Ohio 18

Figure 2.9. Bombay Grocers at a location in Greater Cincinnati Area with Sankalp an 18 Asian Indian restaurant, in the state of Ohio.

Diagram 3.1. Structured Process model 20

Table 3.2. Observational study of stores and supermarkets 25

Table 4.1. This table illustrates the demographic make-up of the interviewed respondents 29

Figure 4.2. The picture depicts the Sowbaghya™, a wet-grinder at Bombay Grocers 37

Figure.4.3. Sumeet™ Blender 37

Figure 4.4. Preethi™ Mixie 37

Figure 4.5. Ultra™ wet-grinder 37

Figure 4.6. South Indian Coffee filter 38

Figure 4.7. Indian kitchen tongs 38

Figure 4.8. Both top and bottom depicting rice Sevai and Idiyappam extruder 38

Graph 4.9. Frequency of usage of appliances and amenities of the respondents 39

viii

Chapter 1. Introduction, Background and Problem Statement.

1.1. Rise of Ethnic Diversity

Ethnic diversity and cultural consciousness is gaining unparalleled momentum in the post-modern world.

With the unprecedented new level of people to people communication and globalization, the world is becoming highly flat (Friedman, 2005). Particularly in the United States, we now experience enormous amount of cultural diversity. Advancement in information technology and knowledge sharing has enabled this transformation. The world is seeing a vast amount of cultural assimilation between different ethnic groups. These phenomenal changes have increasingly stimulated the interdependence among the nations. This has also fueled migration of people from once place to another and the rise of cosmopolitan societies at various pockets of the world.

Never before have researchers been interested in exploring questions that surround consumer or user needs based on cultural diversity. This study takes on an approach to investigate some of the underserved needs of a transnational community and identifies and articulates areas that can be remedied through design. The kitchen has been chosen as the epicenter to build a case responding to the context of designing for cultural diversity.

1.2. The case of the Ethnic Kitchen: Problem or an opportunity?

As previously mentioned, the increase in international communication, business, travel, and the quest for economic and professional gains has led to the proliferation of immigration in communities across the world. Migrants, whose mental outlook has been shaped in settings other than that of the host society, try to recreate those settings when they can in order to feel less estranged from their original identities. But feeling of belonging can still exist even when conditions do not come together to establish community structures. At the family level it is expressed in maintaining religious, culinary, clothing, musical or literary traditions.

With respect to Asian culture; culinary practices in particular are a highlight as cooking leads to the direct preservation of culture and ethnicity. The kitchen being one of the most important functional spaces of every residence, houses modern devices and storage systems that help users accomplish various activities, like cooking, cleaning, storing and inventory control. Moreover, the kitchen is the site of cultural differentiation, compared to other spaces in the home. But kitchens in urban residences lack cultural differentiation. Often, the kitchen is not designed considering the cultural background of the user. Much has to do with the food consumption pattern in Asia versus the United States.

Due to certain deficiencies and lack of wares and appliances in an American kitchen (with regards to

Asian cooking), a large portion of the Asian Diaspora do not indulge in traditional or authentic Asian cooking. When they do, the American kitchen does not fit all their needs. Also, Asian cooking requires time and effort and the average American kitchen is not efficient enough to fulfill the needs. A large portion of the cultural cooking styles and practices are being lost or diluted. It can be argued that defining the problem for a niche market by no means negates the current design of an average kitchen. If there were such a way that the Asian Diaspora could be provided the necessary wares to practice certain authentic and traditional cooking methodologies, it would make them feel less alienated.

In order to do so, the question that must be raised is: how can the Asian Diaspora be made to feel-at- home, in the American consumer society? To start with, there is a need to study the socio-cultural fabric and investigate the ethnic practices of food preparation among the emerging Asian Diaspora.

Additionally, there is a need to seek technological opportunities in kitchen design that can complement the contemporary nature of the society of the United States. Finally, there is a need to build a case for implementing design strategies to improve the spatial design of kitchen and allied appliances design.

1.3. Revival of food culture:

Food, and the way it is produced, sold, and consumed is something familiar that all humans share. As such, it lends itself to illustrate larger ideas. Michael Pollan, professor, journalist and author of several

books on current food issues, suggests that the foods human beings eat may be an important human descriptive characteristic (that, in fact, we often are what we eat): "eating puts us in touch with all that we share with other animals, and all that sets us apart. It defines us" (2006, p. 10).

In fact, “Food Studies” is now an established academic discipline included in many higher education curricula. Much evidence supports the notion that food is in the spotlight in contemporary American society. According to Warren Belasco (2008), a food scholar and professor of American Studies at

University of Maryland, Baltimore County (UMBC), the acceptance of “Food Studies” as an honorable academic endeavor in universities is not uncommon. In turn, the growth of the activist food movement has assisted in the confirmation that food and the way we prepare it is a “significant subject for interdisciplinary research” (Horowitz & Singley, 2004, p.15). The causes of a contemporary surge of interest in food quality and production may be due to a general concern about the industrialization and standardization of American food. It can also be reiterated that the United States in particular has immense out-side influence in food consumption and production compared to any other country. There is a cultural consciousness due to different food availability. People indeed want to try new things.

Knowledge and information has empowered people to try new things. Consequently, people are criticizing fast food in conjunction with health and nutrition. However, the support for food that represents one’s ethnic identity has never been neglected.

1.4. United States: A Cosmopolitan Society

The United States especially has long provided the requisite opportunity and environment for immigrants and expats to flourish. The United States has also attracted at times the cream of the crop from different nations and has provided them with a high-quality system of freedom, financial prosperity, safety and eventually paved their paths toward induction as permanent residents. This has led to a deep cultural diversity that is ingrained in the national psyche of the United States.

The relationship between immigrants and America is symbiotic. Foreigners migrate to the US for myriad reasons ranging from economic gains to finding socio-cultural asylum. The US in itself has also benefitted from these migrations. But now a significant number of ‘Diasporas’ have started to exert an unspoken level of pressure on the socio-economic fabric of the Unites States. Although these people are predominantly accepting of the cultural fabric of the United States, once inside American borders, many immigrants experience cultural and identity crises arising from the challenges of assimilating into

American society while retaining personal traditions. Adaptation, then, is the gradual process that occurs largely due to cultural diffusion.

1.5. What is Diaspora?

As argued earlier, the United States is a safe haven for people from different nationalities. They have come to constitute a very high percentage of the United States population, more than 12 percent. As defined by Stephane Dufoix in his book- Diasporas, “diaspora has rarely been a term as dynamic as its etymology suggests. Today, its meaning is approximately the following: A national, ethnic, or religious community living far from its native land- or its place of origin or reference- in several foreign territories, or even an ‘alien’ cultural group, living in a single country” (p. 54). The United States is a great example of a nation built on migration and settlement. Strangely enough, the evolution of United States is testimony to Dufoix’s theory, but the United States does not necessarily subscribe to a specific cultural past or root, its values are vested in libertarian thinking. However, it can be argued that the emerging

Diasporas in the United States, who mainly constitute people from Asia, are more linked to their roots.

Dufoix has then defined ‘modern diasporas’ as - ethnic minority groups of migrant origins residing and acting in host countries but maintaining strong sentimental and material links with their countries of origin-their homelands (p. 21)”.

1.6. The emerging Asian Indian Diaspora: The Professional Smart-Class

India clearly is an emerging Asian power with attributes such as huge population, long history, rich cultural heritage, western colonial influence and a large Diaspora all over the world. The United States has always been a favorite destination of rejoice and prosperity for people from India. The Asian Indian

Community is one of the fastest growing immigrant communities in the United Sates. They form a large portion of the professional smart-class (ranging from middle class to upper-middle class) with a stable income. They are educationally qualified. In fact a large number of them have pursued their college degrees in US universities. They also constitute the group that has legally migrated to the United States, and have taken up legal permanent residence. Almost all of them are fluent in English and have integrated and adapted themselves to fit into the mainstream American society.

They were quickly able to establish themselves and move into affluent suburbs, so Asian Indians are not found in “ghettos” (Alexander, 1997). According to the 2009 US Census data, there are currently about

2,602,676 Asian Indian Diaspora in the United States, constituting nearly 1 % of the population of the entire country1.

1 Source: US Census Bureau, Selected Population Profile in the US http://factfinder.census.gov/home/saff/main.html?_lang=en

Chapter 2: Literature review

2.1. Who is an American?

There can be various levels of segmentation amongst the emerging Asian Diaspora. But in order to understand that, one has to look at the critical factors affecting the ability of immigrants from Asia to participate as equals in American society. This has mainly been influenced by the varying definitions of who is an ‘American’. In his book, Asian American –Emerging Minorities, Harry H.L. Kitano and Roger

Daniels have provided an interesting case in point. They argue that, “Who wants to become American? -

If becoming an American means full acceptance and the chance for equal participation in mainstream, most immigrants will answer with a resounding yes. If becoming an American means giving up their cultural heritage in order to participate in the mainstream, the affirmative responses of some immigrants might be less enthusiastic” (p. 5). They have further argued that, “Some Asians prefer to retain strong ethnic ties, and hence their definition of being American is based on a pluralistic model. They may see themselves primarily as Asians, believing that the meaning of America lies in its recognition of diversity.

Others may prefer to live their lives within ethnic boundaries because they feel that America will never accept people of color as equal” (p. 5).

2.2. Statistical analysis of Immigrants in the United States

Immigration, perhaps more than any other social, political, or economic process, has shaped the United

States as a nation until the 1920s. Large-scale immigration resumed in earnest in the 1970s and has continued steadily until the recent recession. In absolute numbers, the foreign-born population in the

United States — about 38 million in 2008 according to US Census Bureau data — is at one of its highest points in history2. The foreign born make up 12.5 percent of the total population of the United States.

2 Reference: 2009 Year of Immigration, Department of Homeland Security, August 2010 http://www.dhs.gov/files/statistics/publications/yearbook.shtm

According to Kristen McCabe and Doris Meissner from the Migration Policy Institute, Approximately

53.6 percent of immigrants residing in the United States in 2008 came from Latin America (including

Central America, South America, Mexico, and the Caribbean), 26.8 percent from Asia, 13.1 percent from

Europe, 3.7 percent from Africa, 2.2 percent from Northern America (Canada, Bermuda, Greenland, and

St. Pierre and Miquelon), and 0.6 percent from Oceania3.

The 11.4 million foreign-born from Mexico constituted the largest immigrant group in the United States in 2008 and accounted for 30.1 percent of the foreign-born population. With a significantly smaller population, the Philippines is the source country for the second-largest group (4.4 percent), followed by

India (4.3 percent), China (3.6 percent, excluding Hong Kong and Taiwan), and Vietnam (3.0 percent).

The foreign-born population is geographically concentrated, with approximately 66 percent residing in the six states that have long been the country's main immigrant destinations — about 26 percent in

California alone. The other immigrant-heavy states are New York (11 percent of all foreign born), Texas

(10 percent), Florida (9 percent), Illinois (5 percent), and New Jersey (5 percent)4.

2.3. How are they segmented?

Kitano and Rogers (2001) have put forward an interesting model, which talks about assimilation to the

American mainstream society and culture from having a strong ethnic Identity at the beginning. It is interesting to note that this model, more or less allows us to segment the Emerging Diasporas into four categories (Fig.2.1.).

3 Source: Migration Information source, Immigration and the United States: Recession Affects Flows, Prospects for Reform, by Kristen By Kristen McCabe and Doris Meissner , Migration Policy Institute, January 2010. website: http://www.migrationinformation.org/Profiles/display.cfm?ID=766 4 Source: Migration Information source, Immigration and the United States: Recession Affects Flows, Prospects for Reform, by Kristen By Kristen McCabe and Doris Meissner , Migration Policy Institute, January 2010. website: http://www.migrationinformation.org/Profiles/display.cfm?ID=766

ASSIMILATION

HIGH

ETHNIC A B IDENTITY

LOW HIGH

C D

LOW

Figure 2.1. Assimilation vs. Ethnic Identity model.

1. Category A: High Assimilation, Low Ethnic Identity: They constitute many members of the third

generation immigrants and also people who are isolated from their ethnic communities. The

people belonging to this category subscribe fully to mainstream American culture; Language,

lifestyle and expectations are American; ethnic culture is more or less forgotten. Their social

pattern involves more assimilation to American dominant organizations like Fraternities and

Sororities, and they are also believed to have more non-Asian contacts.

2. Category B: High Assimilation, High Ethnic Identity: Individuals in this group show a high

degree of assimilation to the mainstream American culture, but also have a bi-cultural

perspective- they can readily move in and out of both the cultures. This category might include

people who are in academia and some older individuals brought up with multicultural

perspective. They fit the ideal ‘Asian Diaspora’ bracket.

3. Category C: Low Assimilation, Low Ethnic identity: This category might involve a very few

people from the Asian Diaspora community. They are alienated, disenchanted and disillusioned.

4. Category D: Low Assimilation, High Ethnic Identity: This cell includes a large number of newly

arrived immigrants, also the Asian Diaspora who have spent much of their lives in ethnic

communities. This category also includes members of the first generation, especially those who

emigrated at an advanced age. Some individuals in this category might feel that the mainstream

American society won’t treat them as equals.

2.4. Gilbert and Kahl Model- American Class Structure:

Dennis Glbert in his book the American Class structure (2008) has illustrated a six class model - the

Gilbert and Kahl model (Fig.2.2); based on the fact that the American society (class-structure) is primarily segmented on the basis of economic scale. It is important to understand where the Emerging

Asian Diaspora constitutes itself in the context of the American class structure. Nonetheless, as informed earlier, the Emerging Asian Diaspora are shaped by academic achievements, they belong to the professional smart-class. It can be attributed that they take up more or less the upper middle class or the middle class strata in the class structure model- falling under the income bracket of 40,000 to 150,000 dollars yearly.

Figure 2.2. The American Class Structure, Gilbert (2008) 9

2.5. Asian Indian Diaspora explained: Focus on the newly immigrated.

2.5.1. Distribution:

Out of the 2.6 Million Indian Diaspora in the United States, about 1.6 million were Indian immigrants, that is, who directly relocated from India. This makes them the Third-largest immigrant group in the

United States. Over half of the Indian born resided in the State of California, New Jersey, New York and

Texas. As in the Case of the Chinese Diaspora, Asian Indian Diaspora continues to maintain strong ties with its ethnic background (fig.2.3.).

Figure 2.3. Asian Indian Immigrant population in the United States.

2.5.2. Economy and Employment:

Among the 713,000 Indian immigrant male workers age 16 and older employed in the civilian labor force in 2008, 27.0 percent reported working in information technology; 20.2 percent in management, business, and finance; 10.7 percent in other sciences and engineering; and 10.6 percent in sales. With that said, the

Asian Indian Diaspora had a family income roughly ranging from 50,000 to 120,000 dollars a year5. The

Median house hold income was however, higher compared to the Chinese counterpart. It stood at $60,067

(source: US Census).

In terms of academic achievement, Indian immigrants were better educated than other immigrants and the native born. In 2008, 73.6 percent of Indian-born adults age 25 and older had a bachelor's degree or higher compared to 27.1 percent among all 31.9 million foreign-born adults and 27.8 percent of all 168.1 million native-born adults. An additional 8.6 percent had some college education or an associate's degree compared to 16.4 percent among all immigrant adults and 30.8 percent of all native-born adults6.

2.5.3. Family and Community Dynamics:

Arthur W. Helweg in his book, Strangers in not so strange land: Indian American Immigrants in the

Global Age (2004) has put forward some interesting viewpoints describing the Asia Indian Diaspora based in the United States. He says that, “the Asian Indians who are mostly professional follow the pattern of American white professionals. They remain dispersed, that is, they generally live far enough away so fellow Indians would not be able to see things that would lead to gossip or bad reputation. They generally maintain a nuclear family.

Asian Indians want to maintain religious and other traditions and want their children to do the same. In fact, many maintain that they have become more religious since coming to the states. In India, they could

5 Source: MPI URL: http://www.migrationinformation.org/USfocus/display.cfm?ID=785#14 6 Source: MPI URL: http://www.migrationinformation.org/USfocus/display.cfm?ID=785#14

take their faith for granted. Not so in the states, especially if they wanted their children to adhere to the faith of their parents. Temples, Gurdwaras (the place of worship of the Sikhs), and other worship centers are springing up across the country. They are not limited to religious functions but also are community centers that host classes in language, classical dance, religion and culture, as well as programs for the elderly and the youth and so on. In some respects, Hinduism had to be re-invented to fit in America. For example, they adopted a congregational style of worship so the need for feeling like one part of community would be fulfilled. Establishing a temple also provided a center for the creation of ethnic pride (Helweg, 2004, p. 74-85).

In his book, “The American Karma”, Sunil Bhatia (2007) has argued that, the community events are imagined, recreated, and personalized in the home space in order to activate old memories and to show affiliation and identification with Indian Culture. Such enactments and performances play an important role in constructing an agentive, dialogical self that moves between the distinct culture space of the home and the outside space of whiteness or American culture (p. 223).

In his book “New Americans”, George P. Alexander (1997) has given an elaborate account of Asian

Indians in America. He says that, “In the case of Asian Indian Immigrant, they feel at ease with the behavioral patterns of the host culture. Language is not a problem, as it is studied in India; however, the difference in accent is conspicuous. They accept the mode of dressing of people in the States; however,

Indian style clothes are worn at home. Structural assimilation refers to gaining admission into the major institutions of the society. Indian immigrants are fairly moving on to this level of assimilation. In most cases both husband and wife are working, several of them in supervisory or management positions. While holding responsible jobs people get the opportunity to function effectively in the organization of the host society. Young people are educated in schools and colleges of this country (the United States) both in private and public institutions (p. 29)”.

2.6. Perception and value system compared:

Helweg (2004) has argued that, “some Americans think of themselves as sensitive and sympathetic but, their self-perception of care and compassion does not reflect actual calculating and materialistic behavior.

American people do not always obey their cultural rules. They may deviate from ‘altruistic’ norms when it is in their own interest, or form, ‘exclusivist’ norms when moved by compassion. Knowing a group’s values, meanings and beliefs nevertheless helps an outsider understand the basis on which group members evaluate, interpret, and perceive themselves and their situation”. Altruist norms are fairly different in the case of the Asian Indian Diaspora, more so due to the value system, that forms the backbone of the cultural-ethnic identity.

Generally, the Asian Indian immigrant is urban and partially westernized: two characteristics that facilitate acculturation. Asian Indians usually maintain traditional Indian patterns at home but do not carry these patterns into their working environment. Traditional at home, western on the job, is a pattern familiar to Indians in the urban centers in India and all over the world. Material aspects of American culture are readily adapted while American norms and values are viewed with ambivalence. Asian Indians try to maintain traditional food habits, but are not adverse to trying and adopting American food.

Most working class immigrant parents today have to forsake parental supervision as a result of their labor intensive jobs in the secondary labor market or the enclave economy. The Emerging Asian Diaspora, as do other racial minorities, experience certain pressures that can generate psychological problems- like identity crisis, pacifying elders versus assimilating to the American mainstream etc. In spite of these problems, Asian Indians have consistently underutilized mental health services. One of the reasons being, lack of knowledge among newly migrated. But, most importantly, all types of issues are handled at the domestic level, matters are resolved internally and advice is sought from an elder or knowledgeable person from the community. This is an interesting contrast that is noticed amongst the emerging Asian

Diaspora, compared to the American mainstream. The concept of maintaining a strong positive image and self-respect amongst the extended community is very important for the average Asian Indian family.

2.7. Kitchen Design trends from the 90s to the first decade of the Millennium

The following paragraphs provide a brief account of the progression of trends with regards to Kitchen design in the United States.

2.7.1. The Development of the “Work Triangle”

Veronica Fannin (2009) in her Master’s Dissertation has summarized the various trends in the spatial design of the Kitchen in the United States. She quotes the excerpts from Ellen M. Plante’s book, The

American Kitchen from the 1700 to the Present. Plante (1995) has stated that the typical 1950s kitchen

(and much of the contemporary kitchen design today) has enthusiastically embraced the concepts of planned space, closed storage areas, and ‘work centers’. She further argues that, time-saving appliances

(See Fig.2.4.), built-in cupboards with a continuous countertop (See Fig 2.5.), and the ‘work triangle’ have been the basics of kitchen design for decades. This has been supported by Jeanne Ireland in her book-Residential planning and architecture, who further states that, “The total length of the sides of the work triangle should be between 12 and 26 feet in an efficiently designed kitchen” (Ireland, 2007, p. 407).

Fannin (2009) in her dissertation has further stated that ,” In the early 1940s Cornell University and the

University of Illinois’ Small Homes Council sponsored a series of studies that tracked the movements of people in various kitchen layouts (See Fig.2.6) (Milton & Nystuen, 2007). These experiments resulted in the establishment of three ‘work centers’: (1) storage and preservation, (2) cleaning and preparation, and

(3) cooking and serving (Baden-Powell, 2005). Cornell University then developed the standardized ‘work triangle’ ,as shown in Figure 2.7, a visual and spatial kitchen design tool that connected the three most- used appliances in the kitchen: the refrigerator (storage and preservation), the sink (cleaning and preparation), and the “cooker” (cooking and serving) (Baden-Powell, 2005).

Figure 2.4. General Electric Co. model Kitchen Figure 2.5. A modern 1950s Kitchen with state-of- (Plante, 1995) the-art appliances, built-in-cupboards and a

continuous counter-top (Plante, 1995).

Figure 2.6. Images from Cornell Figure 2.7. The work triangle applied to University tracking research (Baden- several common kitchen layouts (Ireland, Powell, 2005). 2007).

Fannin (2009) quoting the Cornell University research states that recommendations were also made regarding standard worktop heights, bottoms of sinks, and optimum shelf levels (Baden-Powell, 2005).

However, a great number of changes have occurred in appliances, technology, and lifestyle as well as family needs over the past 50 years. Current standards published by the National Kitchen and Bath

Association (NKBA) highlight the association’s careful consideration of social changes that occurred in the last part of the twentieth century (Ireland, 2007). These social changes, according to Ireland, are: (1) in many families, more than one person cooks, and (2) the average family has fewer children now than did a family in the mid-twentieth century (2007, p. 397).

2.7.2. Contemporary trends in the design of Kitchens

Contemporary kitchens continue to be designed using the concept of the work triangle. A survey done in

1992 by NKBA found “the work triangle to be valid” in a large percentage of kitchens, and NKBA guidelines were updated in 1992 (Milton & Nystuen, 2007, p. 143). Updated guidelines included standards for counter space, cabinetry, clearances, and kitchen organization within the confines of the triangle. However, these guidelines provided only brief information about how to integrate a second cooking area or accommodate some newer appliances like the microwave oven (Milton & Nystuen,

2007). Consequently, designing for efficiency became the prime factor to be considered while designing

Kitchen, which has led to the accepted standardization of appliances and cabinets.

Fannin (2009) further argues that as far as major innovations go, the contemporary kitchen has changed little with regard to layout, size, storage, and materials; while appliance production continues to rise and sell. The difference in many of these contemporary appliances compared to their predecessors is mainly their appeal to global sustainability. Kitchen design considerations for the future take into account a growing interest in sustainability and environmental concerns (Roberts, 2006). Conceptual models for cooktops that vent fumes through a hood of filtering plants, built-in cyclical sink systems that save greywater from dishes to water plants and space-saving pods that rotate appliances around a central axis

are examples of current kitchen designs that address this issue. However, these developments mainly occur as appliances rather than spatial configurations/considerations. And when spatial concerns are addressed, they often result in individual units that have been (1) standardized for a mainstream clientele and (2) designed for the consumption of industrial food.

Consequently, building energy efficient appliances is one of the big agendas of major Kitchen Appliance manufactures. Fannin (2009) notes this and states that, “although, the kitchen may be emerging as an epicenter for developments in American culture, kitchens built around laboratory- and factory-based standards and the latest time-saving appliances encourage the twenty-first century’s persistent application of industrial models to food consumption and production”. However, it is to be investigated whether such industrial models are embraced by the Asian Indian Diasporas or not.

2.8. Cultural Assimilation of Indian Food in the United States.

Indian food can clearly be considered one of the most popular foods amongst the different cuisines available in The States. There are numerous Indian restaurants across the US. Indian cuisines in US are quite diverse based on region, culture and climate. Major cuisines are North Indian and South Indian. The large variety of dishes, appetizers, snacks, side dishes and desserts have found numerous fans on an international scale, as Indian restaurants spread at an incredible rate, with an enormous success in every

State in the US. A survey held in 2007 by Mintel, a market research firm, revealed that more than 1,200

Indian food products have been introduced in the United States since 20007.

Often considered complicated, Indian Cuisine now sees various alternative methods that have come about which negates the requirement of in-depth knowledge of techniques and avoids cumbersome processes.

There are numerous Indian Grocery stores selling specific Indian ingredients, vegetables, produce etc. often combined with an Indian restaurant in the same vicinity. These grocery stores sell products that are

7 Reference: Article published in Washington-Post, posted on January 4th 2007. URL: http://www.washingtonpost.com/wp-dyn/content/article/2007/01/23/AR2007012300296_pf.html

readily imported from India or prepared/grown in the United States. Stores like Patel Brothers (fig.2.8.) and Bombay Grocers (fig.2.9.) have chain of stores across the nation. Suburban communities may have their own local stores which may not be large and pronounced.

Figure 2.8. Patel Brothers at a location in the Figure 2.9. Bombay Grocers at a location in the

Greater Cincinnati Area in the State of Ohio, Greater Cincinnati Area with Sankalp – an Asian USA (photographed by the Author). Indian restaurant, in the State of Ohio, USA (photographed by the Author).

Moreover, food manufacturers and even local grocers are now tempting people to cook easy Indian -- a concept that once was oxymoronic -- through the use of time-saving products, like readymade dishes and instant spices that allows for speedy and less complicated procedures. It also, complements the existing industrial appliances of the American Kitchen.

Chapter 3: Research Methodology

3.1. Process model employed to design for a diverse population

Bell et al (2005) have quoted in their journal for ACM Transactions on Computer Human Interaction that:

“Domestic design must take things into account but not by the naïve scientific approach of identifying and neutralizing cultural differences. There can be no acultural domestic technology design. The traces of histories and specific cultural meanings should not be identified in order to be removed, but should instead be used to inform culturally rich designs” (p.167).

The argument for this statement articulates the requirement of a design remedy for the Asian Indian diasporic kitchen that allows for the design for cultural diversity. As discussed earlier in chapter 1, there is a need to seek opportunities to design for cultural diversity. The defined hypothesis for the purpose of this thesis was that, “the average American kitchen does not meet the ethnic culinary practices of its user”. The Asian Indian Diaspora has ideas, principles and methods of preparation related to food that are distinct from mainstream American culture. The attempt of this study has been to identify resources that allowed for the better understanding of their lifestyle. The primary source was to study extensive literature about them. This further lead to the identification of actual Asian Indian Diasporas in the

United States.

The study took place in Cincinnati, Ohio. Extensive research was done on the food consumption pattern of the Asian Indian Diaspora specifically with regards to architectural space and the amenities of the kitchen. Also, there was an informed opinion that a resource for designing a kitchen that addresses the cultural principles and ethnic habits of the Asian Indian community currently does not exist. Therefore, the study involved the creation of a robust process model that acted as a guidance resource.

Diagram 3.1. Structured Process model

The process model helped to deduce the strategy and execution methodology. Process diagram 3.1 articulates a structured process model which was employed for the study and is divided into 3 phases:

3.1.1. Phase 1: Information

The information phase of the planning process has been further subdivided into 3 parts

a. Focus: The research focused on what was to be identified, accomplished and proved. The

research started with the focus on designing for a diverse population and then the statement of

enquiry was fine tuned to focus on the Asian Indian Diaspora. As discussed previously in chapter

1, the kitchen became the area of enquiry considering the fact that the kitchen is the direct

representation of one’s ethnic identity.

b. Need: As hypothesized, the American kitchen does not serve the ethnic culinary needs of it users

therefore, it was a requirement to define the need for this research and to highlight the problem

for the creation of new knowledge. The problem statement or the hypothesis allows for building a

case that can argue for or against the research. There is always a requirement to highlight the

problem area for which a solution can be proposed.

c. Audience: There was a requirement to define who the audience or the targets of this research

were. One of the biggest audiences of this research would be the design community, which would

comprise primarily of academia. Stakeholders become a very important aspect as well, as they are

directly involved with designing, manufacturing and distributing kitchen products and services.

However, the end users become a very important part of the audience. In this case, the Asian

Indian Diaspora would be considered one of the beneficiaries of this research. Also, food

enthusiasts who are not necessarily Asian Indian but who are interested in Indian cuisine can be

considered an important target.

3.1.2. Phase 2: Methodology

The research methodology was divided into two parts

Part 1 the method:

Design research methodology is clearly an emerging academic field that is often interpreted in several ways. Design research methods does not follow a set prescribed rule, however, it does use some portions of traditional research methods, namely, qualitative and quantitative. For the purpose of this research both qualitative and quantitative research was employed. Observation research which involved observing users in their natural habitat was a very important exercise that is a major portion of the thesis. Secondary research like referring to books, journals and academic papers was also a major guiding component in the formulation of this thesis. Various research methods employed have been discussed in the following paragraphs of this chapter.

Part 2 the strategy:

It was of the utmost importance for the case of this research to define the strategy that would be employed to interpret the data and put forward the solution. The major understanding has been to investigate how one can create an environment, system of products, an experience or a service that can remind the Asian

Indian diaspora of their home. To put it in other words, “how can a sense of ‘home’ be created to remedy the problem of ethnic alienation?” This became one of the main strategies that further looked at identifying 3 main areas of investigation.

a. Preference: It is important to understand the preferences of the target user in order to propose

design solutions. Preferences would include the basic likes and dislikes, wants and needs and is

highly subjective to the particular individual or a family group. Keeping open to ideas on

preferences was one of the major tasks involved in the research methodology. Various

‘preferences’ of the target user (in this case- the Asian Indian Diaspora) were understood and

quantified to put forward guidelines that helped in the discovery of interesting arguments.

b. Adaptation: One of the most important aspects to develop guidelines to improve the design of the

American kitchen to suit the Asian Indian Diaspora was to understand the method of adaptation

by this population. Being sensitive to the any unique adaptive methods employed in the user’s

kitchen, be it a modification of a specific product or space or the introduction of a new product or

a service, is very important to put forward guidelines in improving the design of the Kitchen.

c. Assimilation: As is evident from the nature of the target user, that this group has a strong ethnic

identity that is tied to the cultural principals being practiced in India. Hence, it is imperative to

understand the degree of assimilation of the Asian Indian Diaspora to the American mainstream

society. As discussed earlier in chapter 2, it is important to define as to which quadrant the

majority of the Asian Indian Diaspora constituted to.

3.1.3. Phase 3: Evaluation

The evaluation phase mainly constitutes the part that discusses the proof or the reflection to assess the solution. The evaluation phase of the research comprises of the value analysis and also a complete synthesis of the entire research. The evaluation phase identifies the problem of ethnic alienation or the cultural difficulties of food preparation, food consumption and the kitchen space of the Asian Indian diaspora. This phase would set the stage for product or service development

3.2. Research Design:

The Research Design has been divided into two parts:

3.2.1. Part1: Observational research:

The initial part of the observation research involved visits to various places like grocery stores, supermarkets and kitchen appliance warehouses and studying the offerings. The visits to various shopping

centers and warehouses gave an in-depth insight on the current offerings with regards to groceries and kitchen appliances, hardwares and cabinetry. Much of the offerings at shopping centers are standardized for the kitchen, and are effectively modular and ready-to-install, that allows users to make their own choices for setting up their desirable kitchen. Although, appliances available in shopping centers specific for ethnic cooking were often not part of the standard kitchen, they could be acquired by consumers for specific requirements.

Consumers have a wide variety of choices for their Kitchen needs. Supply-chain principles are largely uniform. Grocery stores particularly are built on brand value and pricing strategy. Some of the bigger and more established kitchen appliances and hardware stores like Home Depot and Ikea have design associates to help consumers make choices for their kitchen. They were equipped with drafting and design software which allowed for immediate visualization of the desired plan for the kitchen.

The second phase of the observation research looked at stores selling exclusive Indian groceries. These type of Indian specialty grocery stores also sold appliances specific to Indian Cooking. Often, these appliances are imported from India to serve the local Asian Indian Market. From the above observation a chart can be drawn classifying the various grocery stores visited and their specific offerings for the Asian

Indian Diaspora. Table 3.2 classifies different offerings of common stores and supermarkets pertaining to groceries and kitchen needs.

It is evident from table 3.2 that not every supermarket or store in the United States accommodates all the needs of the Asian Indian Diaspora under one roof compared to the standard American consumer. Given the market size (of constituting to a progressive section of the society as discussed in chapter 2) of the

Asian Indian Diaspora, there is an opportunity to provide product offerings for this emerging segment.

Home Jungle Patel Bombay Ikea Best-Buy HH Greg Sears Walmart Meijer Kroger Depot Jims Brothers Grocers

Standard Offerings

Large Appliances (Refrigeration, Stoves, Ovens)       

Medium-Small Appliances (Coffee Makers, Food Processors, Bread         machines) Kitchen Cabinetry    Kitchen Hardware (Faucets, Sinks, Switches)     Pots, Pans and Utensils       Groceries     Asian Indian Offerings Large Appliances (Refrigeration, Stoves, Ovens)

Medium-Small Appliances (Coffee Makers, Food Processors, Bread   machines) Kitchen Cabinetry Kitchen Hardware (Faucets, Sinks, Switches) Pots, Pans and Utensils   Groceries   

Table 3.2. Observational study of Stores and Supermarkets

3.2.2. Part II: Qualitative research, Data Collection and Interviews:

As the literature review suggests, the professional-smart class amongst the Asian Indian Diaspora is relatively new. In order to create a targeted solution for the Asian Indian Diaspora, a more detailed profile was necessary. For the purposes of this study, more information about the Asian Indian Diaspora was gathered through the US Census information. As stated earlier, the research study was conducted in

Cincinnati, Ohio. Nine, Asian Indian Diaspora of various demographic patterns were chosen to participate in the study. The processes model, enabled to identify, study and understand preferences, degree of assimilation to the mainstream American consumer culture and unique adaptive methods to the product environment of the Asian Indian Diaspora.

3.3. Description of the instrument

Much of the information about the participants was gained through in-depth interviews and contextual enquiry. A profiling questionnaire was designed for the interview (Refer Appendix B for questionnaire).

The Research activity was divided into 3 parts:

1. Direct multiple choice questions on the demographics and consumption pattern

2. Rating scale of the usage of appliances and amenities in the Kitchen.

3. Identification of preferences using stimulus.

During this research activity, some of the steps involved were:

1. Asking questions pertaining to the research study.

2. Taking photographs and/or video recording of the Kitchen and appliances.

3. Requesting participation on activities pertaining to my research topic.

The Aims and objectives of the study were:

1. To identify user preferences, degree of assimilation to American Consumer Society, and

adaptation to the given product environment.

2. Understand user interactivity and work-flow in the kitchen.

The nature of the research was designed to be kept casual so to allow for gainful observation of the participants in their natural habitat. Participants were assured that the information gained through this research would be kept strictly confidential and used for educational purposes only (See Appendix A for the letter to the potential participant). They could refuse to participate in this research at any time. A copy of the profiling questionnaire was provided to the participant so that they could follow instructions and allow for the conducting of the interview in an orderly manner.

3.4. Study Limitations

The questionnaire’s items were created and cross checked against the study’s research questions to ensure accuracy and coverage of all content. The survey was pilot tested on a small sample of prospective respondents. This testing resulted in further modifications, including a decrease in document size and enhanced focus on the study’s research questions. As stated earlier, the questionnaire was distributed to nine Asian Indian families in Cincinnati, Ohio. This generated the completed surveys for the study. While this is an inadequate sample size to represent the population of Asian Indian Diaspora across the United

States, it is deemed sufficient to inform the development of this study’s understanding, analysis and conclusion.

Chapter 4: Analysis of the Results

4.1 Introduction

This chapter describes and analyses the results of various research methods employed in the questionnaires; direct observation of users and photographic documentation of the user’s habitat. The data offer useful implications for the design of kitchens for the Asian Indian Diaspora. Along with the information gathered in the literature review, the results of the questionnaire will be applied to the criticism of average American kitchen forms and to the proposal of new directions in the improvement of appliance design and interior design of such spaces.

4.2 Demographic Analysis

Nine Asian Indian families were chosen to participate in the interviews. Many of the respondents were located in larger and progressive suburban areas of Cincinnati and Dayton. They clearly fit the group of the professional smart class as discussed in the previous chapters. The method of acquiring the contacts for the interview was random as there was not a fixed portal from where respondents could be chosen.

The idea behind the research was made known to the respondents and they themselves recommended other respondents who were contacted and interviewed at their convenience. Table 4.1 summarizes the demographic make-up of the respondents

Participant- 1 (Husband) Participant- 2 (Wife) Number of Native Family Elderly Strictly Family Age Occupation Place of Birth Place they Age Occupation Place of Birth Place they Language members at Parents Vegetarian grew-up at grew-up at a time

Chennai, Research Ernakulum, Kumba- Chennai, Family A 51 Tamil 45 Home Maker Tamil 5 1 Scientist Kerala konam Tamil Nadu  Nadu

Pune, Delhi, Pune, Family B 50+ Engineer Kota 50+ Travel Agent Bangalore Tamil 2 Kolkata Hyderabad 

Tamil, Family C 49 Home Maker Chennai Delhi 4 Telugu

Director of Family D 50+ Purchase, Mumbai Mumbai 49 Home Maker Erode Mumbai Tamil 3  P&G

Vice Hindi, Family E 50 President, Kolkata 45 Home Maker Mumbai Maharashtra 4 Gujarati P&G

Senior Gujarati, Family F 51 Researcher, Ahmedabad Mumbai 47 Home Maker Ahmedabad Nagpur 6 2 Parsi P&G

Chemical Andhra Family G 62 Engineer, Tamil Nadu 53 Home Maker Tamil Nadu Mumbai Tamil 2 Pradesh  P&G

Chennai, IT Director, Tanjore, Andhra Family H 47 Tamil 45 IT Manager Tanjore Tamil 5 PLM Tamil Nadu Pradesh  Nadu

Post- Andhra Andhra Andhra Andhra Family I 28 Doctorate, 24 Home Maker Telugu 2 Pradesh Pradesh Pradesh Pradesh UC

Table 4.1. This table illustrates the demographic make-up of the interviewed respondents.

4.3 Survey Results8

1. Food Consumption: A comprehensive summary on the food consumption patterns that looked in

to acquiring of groceries and food related items specific to general cooking and Indian cooking. It

further investigated unique preferences and factors that were considered that appropriately

described the type of food that the respondents consumed.

2. Kitchen usage and Space: This section looked at the general kitchen space, size, usage pattern,

recent changes or desired changes could be factored into their existing kitchen, dining area and

pantry.

3. Appliances and Amenities: This section specifically focused on the appliance and amenities usage

patterns particularly documenting the frequency of usage. Also, this section looked at objects that

have been uniquely acquired to suit the Indian cooking practice.

4.3.1 Food Consumption:

a) Almost all of the respondents obtained majority of their food from Supermarkets and a few also

grew food in their backyard, during the summer months. Tomatoes were a popular produce that

was often grown to support the local cooking needs. There was also a trend of growing Curry

leaves in their garden which is often a trend that is followed by many in India as well. The most

preferred supermarket to obtain the majority of grocery and produce was Kroger, which 7 out of 9

families preferred. Meijer was the second preferred supermarket followed by Wal-Mart. Variety,

freshness and cost were some of the major factors that were considered while choosing the

supermarket, especially for fresh produce. Proximity to the house was one of the major reasons

for the preference with most agreeing that they could find a Kroger near to their house.

b) For Indian groceries, Bombay Grocers was a preferred choice amongst 5 out of 9 respondents

followed by Jungle Jims and Patel Brothers. Bombay Grocers apparently started operating before

8 The questionnaire in its entirety has been appended in Appendix B.

Patel Brothers and hence, was preferred. Jungle Jims was preferred due to the shopping

experience it provided and also the availability of ingredients from all over the world. 2 of the 9

families actually preferred Jungle Jims for all of their groceries, terming it to be a one stop shop.

c) When presented a rating scale from 1 to 5 with 1 being lower in quality and 5 being the best in

quality, most of the respondents rated around 4 out of 5 for the quality of groceries (both Indian

and American) in the United States. Most of the respondents claimed that the Groceries in the

States was much cleaner and required less washing compared to what they found in India.

Although, they reported that there was an apparent taste difference between the groceries that

they found in the US compared to India, claiming the groceries tasted better back home.

d) In general quality was never compromised against the price of the groceries with almost all

claiming that they preferred to pay a higher price for quality. This is probably due to the fact that

they belonged to the upper middle class in the American economic class system; hence they could

comfortably afford the quality. Checking the expiry date before purchasing groceries was a

general trend amongst the respondents compared to people in India who are not that conscious

while making the choices.

e) Most of the respondents agreed that all the ingredients required for Indian cooking was available

in the US, with some reporting that a few Indian sweets and home-made condiments and spices

were not available which they preferred to import from their native region in India.

f) Almost all of the respondents did not prefer to go out to eat. On an average only 3 to 4 times of

the month, respondents preferred to go out to eat claiming that mostly they preferred to cook at

home. They reported that they rather preferred to bring home the food and enjoy with the family.

This proves that the kitchen was being used extensively by the Asian Indian Diaspora in the US

contrary to the scenario in India where people prefer eating out more often than they do in the

United States.

g) Although, most of the respondents preferred going out for eating Indian food, almost all of them

were open to trying cuisines from all over the world with mostly preferring Italian, Mexican and

Thai. This is again contrary to the assumption that in India prefer Indian cuisine when they go out

to eat.

h) Most of the respondents reported that they cooked non-Indian food at least once or twice a week,

with Italian, Mexican and Chinese topping the list. Often the non-Indian food was amended or to

a certain extent ‘Indianised’ to suit the taste of the family. Most of the respondents reported that

children mostly preferred non-Indian food. This is contrary to the assumption that most of the

people in India rarely cook non-Indian food.

i) When asked to rate and report the kind of food that was consumed by the family most of them

agreed that the food they consumed was ‘Global’ with few terming it to be ‘Local’ because the

kind of food they consumed was diverse. Most of them ate American cereal for breakfast and

carried packed lunch which consisted of sandwich and only the dinner was typically Indian

cuisine. The few who termed that the food they consumed was ‘Local’ felt that they ate locally

grown (produced in the US). This again was contrary to the practice by Indian people, who

mostly eat local food 3 times a day.

j) All the respondents agreed that the food they ate was ‘Slow’ or took time to cook and was not

necessarily termed ‘Fast –food’. This is again understood from the fact that in general Indian food

involved time, effort and more amount of basic ingredients. Most of the respondents did not

prefer processed food for their cooking. Again, all the respondents concurred that the food they

consumed was ‘complex’.

k) Most of the respondents agreed that the kind of food they consumed was ‘creative’, as they

always tried to modify recipes with only a few agreeing that the kind of food that they consumed

was ‘uninspired’. Also most of the respondents agreed that the kind of food they consumed had

lots of influence from other international cuisines.

l) Respondents who had elderly parents living with them concurred that the type of food they

consumed was ‘communal’ compared to families who did not have elderly parents (they termed

the kind of food they ate was ‘individual’ with most of them feeling that every member of the

family ate whenever they got the time).

m) Most of the respondents agreed that they shared a ‘spiritual’ connotation to the food they

consumed. Each and every family had their own definition of what ‘spiritual’ meant. Many of

them felt that they put thought and effort while they prepared the food (that it was not a slap-

dash) and they did not like to waste food. They agreed that they have ‘earned’ the food that they

ate. Only a few of them felt that the type of food they ate was ‘material’ that they ate to live or to

get on with the day. However, most of them did not attach any religious sentiment to the kind of

food that they ate.

4.3.2. Kitchen usage and Space

a) Most of the respondents reported that they prepared at least 1-3 meals per day, with only 1 family

preparing meals twice a week owing to the fact that they had extra refrigeration facility. The

average size of the kitchen of the 9 families interviewed was 15’X15’ with most of them terming

it to be spacious. Only one family had a 7’X5’ apartment kitchen and felt that their kitchen was

cramped. This is again contrary to the fact that people belonging to the same economic strata in

India compared the respondents, had access to a smaller kitchen, especially the families that lived

in the cities. This proves that the average Asian Indian Diaspora has access to a larger kitchen

space compared to their Indian counterpart.

b) Four out of 9 families agreed that on a typical day their kitchen provided food to at least 1-2

people. 3 out of 9 families reported that their kitchen catered to at least 3-4 people daily. And 2

out of 9 family reported that their kitchen catered to 5-6 people a day. These 2 families had

elderly parents living with them.

c) Most of the respondents reported that they were some-what satisfied with their current kitchen

with a few demanding extra space for special type of appliance like Idly-Dosa (a type of Indian

rice pancake) Grinder (see Fig.4.4). 3 out of 9 families felt they were very satisfied with their

current kitchen owing the access to a spacious kitchen. Only 1 family was very dissatisfied with

their kitchen as it was very small (only 7’X5’).

d) When asked that if time, money and innovation were of no consequence, what would they change

about their current kitchen, the respondents gave mixed answers. Although most of the

respondents were satisfied with the size, still size was something that they would want to change

coupled with the layout. 5 responses were towards the desire for better surfaces or more surfaces

, especially there was a desire for a granite counter top, as it was perceived to be heat resistant

(compared to corian). Some reported that they required more natural light inside their kitchen.

Some also reported that they could do with more cabinet space and more pantry space to store

ingredients. Some of the respondents, especially the women, felt that the counter-top was too high

for their height. However, they reported that since they are used to that height, they wouldn’t

necessarily change the height.

e) One respondent reported that, “I don’t like to be observed when I am cooking”. This is again a

very unique Indian characteristic where there is a desire for the preservation of the element of

surprise for the person being entertained. They felt that too much help or in their words

disturbance would make them less efficient in the kitchen. They wanted to be left alone in the

kitchen devoid of any external influence that might hamper their planning while they prepare

food. Contrarily, the kitchens are situated as a separate room in most of the houses in India and

as against American homes where Kitchen and the living room are conjoined.

f) Besides cooking and eating, parties and entertaining guests was one of the major activity that

occurred in their kitchen. Given the fact that most American kitchens are conjoined with the

living room, some guests are bound to venture into the kitchen. Often, the island is used as a

serving area for guests. Kitchen also acted as a spot for intimate conversation. Some of the

respondents reported that kitchen was the place where even fights happened! Listening to music

was another major activity that happened in the kitchen. Other activities included large-scale

projects for children, home-work for children, some amount of computer and internet activities

followed by paying of bills. Often the work table situated in most of the American kitchen acted

as a useful area for storing miscellaneous things. On the contrary, cooking and vessel cleaning are

the major activities that occur in the kitchens of people living in India.

g) When asked to name an object or a characteristic that the respondents liked in the kitchen, most

of them agreed that the island was something they preferred and liked. Much of the reason behind

preferring the island was due to the fact that the island enabled the user to entertain number of

guests. It acted as a space to lay-out food for buffets, and it was a convenient spot to serve people.

Some of the families had mini bar-stools that tugged into their island, which they felt that it

enabled the family to chat amongst each other or have conversations. One family preferred their

breakfast area and the breakfast table as the highlight of the kitchen where the family met

together to have meals. Also the breakfast table acted as a work table for performing

miscellaneous activity for using computer or having the children do home-work.

h) When asked to name an object or a characteristic that the respondents disliked, respondents had

personal accounts which did not necessarily have to do with any ethnic need. One of the

responded retorted that she was vary of doing too much deep frying as it might sound the smoke

alarm installed. Some respondents complained about lack of natural light in the kitchen, which

was mainly due to the location of the kitchen. A few of them reported that some of the cabinets

were located very high, and those on top of the refrigerators were often out of reach. Contrary to

some of the earlier assumptions of the hypothesis, it is interesting to note that the respondents did

not report any drastic flaw that hampered their cooking practice

i) Five out of 9 families did not want to remodel their kitchen due to fear of cost for even minor

adjustment. However, these respondents felt that they would spend on an average $5000 for

remodeling. One of the responded retorted that, “we normally like to resolve it through the

handy-man; if we can still make do with what we have we don’t necessarily want to remodel”.

However, the other 4 families had some amount of recent remodeling experience and agreed that

kitchens didn’t come cheap. They reported that they were willing to spend more than $10,000 to

remodel their kitchen.

4.3.3 Appliance and Amenities:

a) A surprising discovery, as far as appliance and amenities are concerned, is the fact that almost all

of the respondents claimed that specialty appliances specific for Indian cooking was readily

available everywhere in the US, at Indian grocery stores. In the Greater Cincinnati area, Bombay

Grocers carried Indian specialty appliances like wet-grinders, Indian made blenders for spice

grinding and molds for Indian snacks like idly and Dosa. Figure 4.2 depicts these types of

appliances on display in local stores.

b) Ultra ™ (see fig. 4.5) has been one the most popular brand of wet-grinder amongst the Asian

Indian Diaspora. Also, the Preethi ™ (see Fig 4.4) and Sumeet ™ (See Fig 4.3) specialty blenders

are a popular choice amongst the Asian Indian Diaspora. It was perceived that these brands as

against the ones that were found in the US were much more robust for Indian spice grinding.

Often referred to as Mixie, these Blenders came with multiple container attachments and with

multiple blade choices that added to the flexibility of Indian cooking. Figure 4.3, 4.4 and 4.5;

represent some of the appliances and specialty tools that were imported from India. However, as

stated earlier, most of these appliances and tool are available in the US as well

c) Some of the specific tools that the respondents acquired from India were the South-Indian Coffee

Filter (See fig. 4.6.), Rice Sevai or Idiyappam (a breakfast dish made of rice flour) extruder (See

fig. 4.8.) and Indian Kitchen tongs – Pakkad or Idukee (See fig. 4.7) as it is referred to in India.

Again, it was reported by the respondents that these tools or utensils were also available in

exclusive Indian supermarkets like Bombay Grocers. It is certain that there lies a good product

opportunity for US kitchen appliance manufacturers to investigate this market.

Figure 4.2.(top) The picture depicts the Sowbaghya™, a wet Grinder at Bombay Grocers (Photographed by author at Bombay Grocers, an Indian Grocery store in the Greater Cincinnati Area).

Figure 4.4. Preethi™ Mixie (Photographed by the Author at one of the interviewed family’s home).

Figure 4.5. Ultra™ Wet- Grinder (Photographed by Figure 4.3. Sumeet™ Blender the Author at one (Photographed by the Author at of the one of the interviewed family’s interviewed residence). family’s home). 37

Figure. 4.6. South Indian Coffee filter.

Figure 4.8. Both top and bottom depicting Rice Sevai or Idiyappam Figure 4.7. Indian Kitchen Tongs extruder

d) When asked all of the respondents as to what specific changes they have factored into their

kitchen to suit their Indian cooking practice, almost all of them retorted that, they have not done

any changes. Some of the respondents realized that changing from the electric stove to the gas

stove could be considered an adaptive process to suit ethnic Indian cooking. However, most of

them would have made the switch because gas burners were more efficient for Indian cooking.

Some of the respondents have had become used to electric stoves and some had even installed

ceramic stoves that came without any crevices. This was due to the fact that they have become

accustomed to electric stoves ever since they moved to the US. This supports the fact that the

Asian Indian Diaspora often adapted themselves into the American Kitchen than the other way

round.

Oven

Stovetop

Grill (Outdoor/Indoor) Lower baking surface for Kneading Large Counter Surface

Hanging Racks

Butcher Block

Dry Storage/Pantry Food Processor Family I Blender Family H

Toaster Family G Family F Dish-washer Family E Spice Rack Family D

Garden Family C Family B Bread Machine Family A Electric Dehydrator

Drying Racks for Dishes

Mulple Sinks

Oversize Sink

Sink

Freezer Refrigerator

Microwave

0 1 2 3 4

Graph 4.9. depicts the frequency of usage of appliances and amenities of the respondents. Respondents were asked to rate the usage in a scale of 1 to 4, with 4 representing high usage and 1 representing low usage. 39

e) Graph 4.9, depicts the frequency of the usage of appliances and the amenities by the respondents.

It is certainly clear that the microwave, refrigerator, freezer, stovetop are used daily. The sink

was used daily as well. Dishwasher was used daily by most of the respondents (6 out of 9); some

preferred using it 3-4times a week depending upon the dish-accumulation in the sink. Other

amenities which were frequently used were the dry storage for pantry, drying-rack for dishes.

Conventional oven was used on an average 2-3 times a week by almost every family, with one

family reporting to using it daily.

Chapter 5: Emergent themes, Conceptual Development and Conclusion

5.1. Introduction:

This chapter looks at the emergent themes of the research enquiry. The following conclusions are based on the synthesis of gathered information, and serve as the core of this study’s goals and purpose. This chapter also proposes a reconsideration of the design of the kitchen based on the emergent trends in society that influence the Asian Indian Diaspora. This chapter further proposes the conceptual development of appropriate product characteristics that can be translated into actionable kitchen features for the kitchens of the Asian Indian Diaspora. Finally, this chapter compares and contrasts the assumed hypothesis with the final discovery.

5.2. Import of Convenience

Amongst the Asian Indian Diaspora, there is a noticeable phenomenon that can be termed as ‘Import of convenience’. This phenomenon can be defined as not only the desire but to actually obtain products and services from the homeland to sustain at a foreign location. Arguably, there were numerous products that were acquired from India by the American Indian families when they visited the United States with an idea of remaining in the United States for a long period of time. Also, during their visits back to India, the

Asian Indian Diasporas, often purchased products that they felt would either be unavailable or would be expensive in the US. This does open up possible avenues to produce Indian culinary ingredients, utensils and appliances in the United States.

5.3. Artificial link to home

Although, the Asian Indian Diasporas have come in search of the ‘American Dream’ of leading a prosperous life, there seems to be a desire to establish a strong ‘Artificial link to home’. This is a factor in the acquiring of Indian groceries and appliances in the United States, and the practice of Indian cooking

methods but only occasional exploration of other cuisines. However, the qualitative enquiry of the Asian

Indian respondents proves that the, ‘Artificial Link to home’ although established is scattered. Most of the

Asian Indian Diaspora, do not realize the ‘link’ that has been established.

Three factors that demand the, ‘Artificial link to Home’ are:

1. The Asian Indian Diaspora no-doubt wants to successfully acclimate to the American social

climate. The Asian Indian Diaspora realizes that the additions and the discontinuities to their

cooking practice and acquiring of groceries and other products are normal practice to sustain a

culturally suitable lifestyle. But the desire to acquire economic and social status in the United

States coupled with the cultural principles evident in Indian everyday life is highly aspired to.

2. Religion has an important role to play that helps some of the Asian Indian Diasporas to lead a

life with dictated principles that become their anchor. Unlike in the past where they had to be

cautious about money and resources, in the present scenario, the Asian Indian Diaspora continues

the, ‘Artificial link to home’, to sustain the religious beliefs amongst the community.

3. The concept of ‘Sanskar’ or the ‘Samskara’, in the pluralistic sense is defined as the rites of

passage in the Indian cultural heritage. It denotes right-upbringing of an individual in the society

and is very important for the Asian Indians. Sanskar is often passed on from one generation to the

next irrespective of the economic or the social status. Once the Asian Indian Diaspora realizes

they have fully or partially achieved their pursuit of happiness, they start to leverage their

accomplishments. They start to lead a life that believes in doing the right things by not

completely abandoning their cultural heritage or roots.

5.4. SET Factors

In their book, ‘Creating Breakthrough Products’, Cagan and Vogel (2002) introduce the SET

(abbreviated) factors to identify product opportunities. The SET factors are three major areas that identify the gap between what is currently on the market and the possibility of new and significantly improved products due to emerging trends. Those three major areas are:

1. (S) Social Trends,

2. (E) Economic Forces and

3. (T) Technological Advances.

5.4.1. Social Trends:

To recall, the increase in international communication, business, travel, and the quest for economic and professional gains has led to the proliferation of immigration in communities across the world. With respect to the Asian Indian Diaspora, there has been a significant social change from being refugees to exerting political and economic pressures in the mainstream American society as the Professional Smart- class.

5.4.2. Economic Forces:

This comes from the understanding that the economic status of the Asian Indian Diaspora has highly improved due to their educational experience and perseverance to pursue economic prosperity.

Subsequently, due to their level of disposable income, they are able to focus as to where they can spend their money.

5.4.3. Technological Advances:

Similarly, the world has recently seen immense amount of technological advances and improvement in lifestyle, and betterment of communication channels. Information technology has empowered people with

readily available knowledge and awareness. The availability of products through online mediums has never before been so convenient. Also, there has been tremendous technological advancement in rapid- manufacturing, invention of newer and durable materials, mass-customization of peripherals to support improved functions.

5.5. Product Opportunity Gap (POG): Product Hybridization

Cagan and Vogel (2002) site that forces that leverage the social, economic and technological factors lead to Product Opportunity Gap (POG). It is evident that, Asian Indian kitchen in the United States is one such product opportunity gap that can be planned, conceived and profited from. Cagan and Vogel (2002) quote that, “we should be concerned about the study of culture for one central reason: It is the primary determinant of what people want to buy and how they like it”. This statement holds relevance for the purpose of this research more so given the present scenario of mass-customization which has come to replace mass-manufacture.

Cagan and Vogel (2002) have also put forward a term called the Mass-customer-zation which is the act of attempting to understand the needs, wants and desires of the ever small and rapidly changing markets (p.

178). This would lead to an overarching theme of Product Hybridization, where product development will seek to merge complementary attributes into single product. In their words, “As niche markets continue to develop, solutions through hybrid products will emerge. The challenge of product hybridization is to link functions in a way that does not compromise performance” (p.292). Therefore, the opportunity now lies in how existing products can be designed with features that adapt to cultural attributes of the user.

5.6. Conceptual Development I- Product Opportunity:

The research was able to generate enough information to formulate features and characteristics that could be translated into conceptual product systems for the kitchen. Most of the insights were observations and

understanding of how certain appliance and tools were being used differently compared to the average

American user. The four major areas of opportunity as far as food consumption and acquisition were: a) variety; b) freshness; c) cost; d) proximity to home. These were the factors that influenced the purchasing decisions of the Asian Indian Diaspora and the prime reason why a particular grocery store was chosen. There was also preference for a one stop shop, which could sell all types of groceries both

Indian and American. This attributes to the popularity of Jungle Jims amongst the Asian Indian Diaspora.

Having said that, there lies a huge opportunity for branding and packaging of goods and services.

5.7. Conceptual development II: The kitchen space:

The usage of the Kitchen space is very high amongst the Asian Indian Diaspora. This has direct implication to the design of the work space. There needs to be a careful consideration of size and the efficient usage of space in kitchen design. Currently, there isn’t an exclusive resource containing anthropometric and ethnographic information about the Asian Indian Diaspora. There is a requirement for the proper documentation of the task analysis, usage patterns with respect to Indian cooking practice.

Also, this suggests an alternative to efficient, appliance driven layout for the placement of large and bulky appliances that do not obstruct each other.

5.7.1 Exhaust System:

Almost all of respondents agreed that Indian cooking requires a robust exhaust system having the hood placed right on top of the stove. Some the respondents observed that when they prepared Tadka or

Chaunk- a garnish or a cooking technique in which whole spices and sometimes ginger and garlic are fried briefly in oil to liberate essential flavors, often the fumes of the oil went all over the place sometimes even triggering the smoke alarm. The respondents observed that it is the same case with even deep frying activity, where a robust exhaust system is a requirement. The filters in the hood often tend to accumulate oil stains, therefore, the respondents agreed that the filter should be easy to remove and easy to clean.

Also, what tends to happen is that the spent fumes from the kitchen spreads to the living room and to the

entire kitchen, given the placement of the kitchen in American homes. Whereas, homes in India have the kitchen placed at a designated area often having windows fixed with exhaust fans.

Respondents reported to cut lemon and leave it in the kitchen to freshen-up the room and most of them agreed to spending on long-lasting room fresheners. One respondent jokingly quoted that, “house agents ask us to bake cakes for a month if the house needs to be sold, to get rid of the distinctive Indian smell”.

Respondents also agreed that too many changes inside the kitchen could not be made to the kitchen if there is a plan to sell the house

Clearly one needs to revisit how the design of the exhaust system or the hood is being considered. There lies a huge opportunity for proposing systematic designs and technological innovations for a hood that would likely be more heavy duty and serve the needs of the Asian India diaspora. There is an opportunity to identify and apply new material technology for surfaces of the hood. Fast moving Consumer goods

(FMCG) companies can manufacture household items that can be targeted for the maintenance of such

Exhaust systems and Hoods.

5.7.2. Back Splash and Sinks:

All the respondents agreed that backsplash was a very important feature in their kitchen. Indian cooking often involves boiling, panfrying, shallow frying and occasionally deep frying, therefore, a tiled backsplash is a preference. However, it was also reported that it is sometimes hard to get the stains off the backsplash therefore; good quality tile was always the choice. Also, if the sink was not located next to the window, then a backsplash that curves at the edge were the wall and the sink meet was a preference as dirt tends to accumulate and requires constant maintenance. Spices which have inherent colors like turmeric, which is a major ingredient in Indian cooking often had be stored cautiously as it tended to stain the cabinets.

Respondents agreed that the Sink requires a deliberate inclination towards the basin, to direct spent water into the basin while washing vessels and storing the vessels on a drying rack. Respondents also agreed

that the faucet had to originate from the wall adjoining the sink rather than the sink itself. However, they were aware that any tap that originated from the wall would have to come in from the outside of wall, and the pipe might freeze in winter months.

But the problem area that respondents highlighted was the accumulation of dirt around the neck of the faucet, which required constant cleaning, as water tended to stagnate. That is why some of respondents felt that the tap attached to the sink could originate from the wall similar to the kitchens in India.

5.7.3. Dishwasher:

One of the respondents strongly retorted that, “there is no dishwasher made that could effectively clean the greasy vessels after an elaborate Indian meal”. Most of the respondents agreed to the notion that some of the dishwashers were not good enough for Indian vessels. Therefore, a very high fidelity dishwasher is required with a high power jet of water coupled with a grinder at the bottom which can flush out the extra dirt. Some of the respondents reported that a few Indian vessels like Pressure cookers and odd shaped pans don’t fit quite well in the basket that is inside the dish washer. Technological intervention is required to accommodate some of the cultural attributes of the Asian Indian Diaspora. There lies a huge opportunity for product hybridization in the appliance development business.

5.7.4. Oven:

What has been an interesting observation over the course of this research is that the conventional oven is used to ferment Idly-Dosa batter. Idly-Dosa Batter is prepared by soaking rice and lentils overnight and ground to a paste using the wet grinder. The idly-dosa batter is then stored inside the oven where the temperature remains constant due to the small light inside the oven which is switched on. This helps the batter to ferment easily. Almost all of the respondents agreed to follow this method in their kitchen. It can be stressed that, this is an alternative and an adaptive use of the existing ‘American’ oven.

Respondents also reported to prepare yogurt or curd through storing away the cultured milk inside the oven. Respondents reported that the oven seemed like a right storing spot than storing the batter and the cultured milk on top of the counter. On the contrary, most of the respondents reported to do very little baking in their oven. Therefore the oven was being regularly used but not much for baking. Therefore, there lies a huge opportunity for technological intervention for the redesign of the oven.

5.7.5. Microwave:

Most of the respondent agreed that the microwave oven added to flexibility and convenience of cooking.

One of the families had two microwave ovens that served simultaneous usage. Most of the respondents felt that the number of times they opened and closed the microwave oven door was more as far the usage was concerned. The method in which the Indian food is prepared often requires the addition of ingredients at constant intervals. This has been an interesting observation compared to most American ready-made or instant food which requires more continuous cooking cycle. The discontinuous cooking cycle and in some cases the amount of loading and unloading sees a somewhat different usage methodology compared to the average American user.

Again it was reported by the respondents that the microwave could also be utilized for boiling and steaming, which is evidently an important Indian cooking process. Some of the respondents also, added that the Microwave could also come with an option of slow-cooking modes. Most of the respondents agreed that cleaning the microwave oven was often a challenge and often microwave oven left some amount of residual smell after cooking. Some of the desired features by the respondents in the microwave were self-cleaning mechanism and automatic freshening of the oven surfaces. Microwave ovens that were on top of the stove were often disliked. One respondent reported that, “I normally use heavy vessels, some of which is high quality ceramic and glass vessels. Often, it is very difficult to load and unload them.

Also, the food inside them is hot”. Almost all of the respondents agreed that the microwave should be situated at counter height for easy and effective use.

5.8. Conclusion:

This thesis is an holistic exploration of the Asian Indian Diaspora in the Unites States identifying and analyzing the market size and demographics. The survey of the field described in Chapter two, lists the preferences and the value systems of the Asian Indian Diaspora and kitchen design principles in general.

The qualitative research component of the thesis further profiled and personified the target user. It identified and studied a focused group of families in the Greater Cincinnati area as to the group’s needs in relation to their food consumption, acquisition, kitchen space, appliances and amenities.

It was hypothesized that the average American kitchen does not serve the ethnic culinary needs of Asian

Indian Diaspora, which lead to the goal of the thesis as to how can a sense of ‘home’ be created to remedy the problem of ethnic alienation. However, what was discovered is a process of optimization that has always existed in the kitchens of the Asian Indian Diaspora. The Asian Indian Diaspora adapt to the

American Kitchen rather than entirely changing the kitchen to adapt to their needs. However, the results from the questionnaire and from the qualitative enquiry, it can be concluded that standardization prevents cultural diversity in kitchen design. In embracing the standardized layout and components of the

American kitchen, users have little choice but to consume the food that the design endorses. The research helped to identify various product opportunities for the Asian Indian Kitchen which can be considered a potential market.

This thesis developed significant potential in its application of a structured planning process model to other types of product design or spatial design development topics. This research has applications in the field of industrial design, interior-architecture design, cultural studies, food studies and design theory. It has value in its presentation of the conceptual groundwork for a working publication, as well as for user- centered design research.

Further research is required in the succinct profiling of the Asian Indian diaspora. Although, the research was orchestrated in the Greater Cincinnati area, it is to be studied as to how the research can be conducted

in regions in the United Sates with higher density of Asian Indians with the inclusion of more number of participants with varied demographics. There is a need for a focused understanding of the intersection of food and architecture in other cultures apart from the Asian Indian culture. Also, there is a potential to apply the model of enquiry to other significant Diasporas in the United States namely, the Mexican,

Chinese, Japanese and Korean.

Cultural principles should be considered as a potential direction in the field of design, rather than a design that compromises adaptability and ethnic values. Understanding cultural diversity has become very important in the present day world because, major shifts in population distribution will create new lifestyle preferences and in-turn result in arrival of new products derived of different value opportunities.

Conceptual kitchen design for the Asian Indian Diaspora should begin with a clear understanding of cultural needs and attributes.

Technological advancement in rapid manufacturing and customized manufacturing has come to exert an unspoken level of pressure on how products are being designed and produced. Therefore, the solution is a hybrid set of features stemming from the possibilities of new technology that match the emerging needs and desires of the Asian Indian Diaspora. It is hoped that this research method will inspire and inform the development of such creative kitchen designs for the twenty-first century.

APPENDIX A: Letter to potential respondents

Dear Participant

I am currently conducting a research on the topic of Food consumption and Kitchen design preferences of the Asian Indian Diaspora in the United States. My goal is to study and understand user preferences, their degree of assimilation to the mainstream American consumer culture and their unique adaptive methods (if any) to their product environment.

This Research activity is divided into 3 parts:

4. Direct multiple choice questions on the demographics and consumption pattern. 5. Rating scale of the usage of appliances and amenities in the Kitchen. 6. Identification of preferences using stimulus.

During the course of this research activity, I shall:

4. Ask questions pertaining to my research study. 5. Take photographs and/or video recording of the Kitchen and appliances. 6. Request participation on activities pertaining to my research topic.

The nature of the research has been designed to be kept casual. Information gained through this research would be kept strictly confidential and used for educational purposes only. There are no risks to you in this study. You may refuse to participate in this research at any given time.

I would like to thank you for taking the time to participate in this research.

Sincerely,

Vivek Kalyan Date: M.Des. Candidate (2011) School of Design College of Design, Architecture, Art and Planning (DAAP) University of Cincinnati

Address: 3305 Jefferson Ave Apt #10, Cincinnati, OH-45220 Ph: +1-513-338-6786 Email: [email protected]

APPENDIX B: Survey Questionnaire

Demographic Information of Participants:

Participant 1.

Name: ______

Age: ______City, state of residence: ______Occupation: ______Which city were you born? ______Which city did you grow up at? ______What is your native language? ______

Participant 2.

Name: ______

Age: ______City, state of residence: ______Occupation: ______Which city were you born? ______Which city did you grow up at? ______What is your native language? ______

Number of Family members: ______

Other Observations: ______

Section 1: Food Consumption:

1. Where/How do you obtain the majority of your food? a) Grow _____ b) Supermarket _____ c) Co-op _____ d) Restaurant _____ e) Farmer’s market _____ f) CSA (Community Supported Agriculture) _____ g) Farmer direct _____ h) Other (please specify):______

2. Please state your preferred place of obtaining your majority of Food/Groceries (example: Kroger,Walmart, Meijer, Target etc.) ______

3. Please state your preferred place of obtaining your majority of Indian Groceries (Jungle Jim’s, Patel Brothers etc.) ______

4. How would you rate the quality of the Groceries/Ingredients available in the US compared to India? (Worst) 1 2 3 4 5 (Best) Comments: ______

5. What factors do you consider when you purchase your Groceries in general (Example: Quality, Price, Authenticity etc.) ______

6. How would you rate the importance of the price factor while purchasing groceries?

(Low Importance) 1 2 3 4 5 (High Importance) Comments: ______

7. Please state any specific ingredient that you had to import/buy from India that you think is not available in the US. ______

8. How many times per month does your family go out to eat? a) 1-3 b) 4-6 c) 7-9 d) 10 or more e) None Comments: ______

9. When the family goes out to eat what is the preferred cuisine? a) Indian _____ b) American (Traditional) _____ c) American (Fast-Food) _____ d) Italian _____ e) Mexican _____ f) Chinese _____ g) Thai _____ h) European _____ i) Other, please specify ______Comments: ______

10. How often do you cook non-Indian foods (Example: American, Italian, Chinese, and Fusion etc.) a) Not at all _____ b) Occasionally _____ c) Frequently _____ d) Once a Week _____ e) Twice a Week _____

11. Consider each of the following pairs of words as ends on a symbolic scale of ideas. Mark a place on the scale that most appropriately describes the food that you currently eat: a) Local Global 1 2 3 4 5 ______b) Fast Slow 1 2 3 4 5 ______c) Complex Simple 1 2 3 4 5 ______d) Creative Uninspired 1 2 3 4 5 ______e) Small Large 1 2 3 4 5 ______f) Communal Individual 1 2 3 4 5 ______g) Americanized Traditional

1 2 3 4 5 ______h) Spiritual Material

1 2 3 4 5 ______

Section 2: Kitchen Space

1. How many meals per day do you prepare in a kitchen? a) 1-3 _____ b) 4-6 _____ c) 7-9 _____ d) 10 or more _____ e) None _____ Comments: ______

2. Which of the following most closely represents the size of your kitchen? a) 5’x5’ _____ b) 10’x10’ _____ c) 15’x15’ _____ d) 20’x20’ _____ e) Other (please specify): ______

3. What is its perceived size? (Choose a place along the scale)

(Cramped) 1 2 3 4 5 (Spacious)

4. On a typical day, how many people does your kitchen provide food for at one time? a) 1-2 _____ b) 3-4 _____ c) 5-6 _____ d) 7-8 _____ e) 8 or more _____ Comments: ______

5. How satisfied are you with your current kitchen? a) Very satisfied _____ b) Somewhat satisfied _____ c) Neutral _____ d) Not satisfied _____ e) Very dissatisfied, Why? ______

6. If time, money, and innovation were of no consequence, what would you change about your kitchen? (Circle the choices that apply) o Size o Layout o Atmosphere o Appliances o Efficiency o Windows, natural light o Cabinets, storage o Refrigeration o Dining area o Surfaces o Garden access o Relationship to other parts of house o Relationship to outdoors o Technology o Would not change anything o Other (please specify):______

7. Besides cooking and eating, do any of the following activities occur in your kitchen? (Circle choices that apply) o Parties o Intimate conversations o Paying bills o Watching television o Computer/Internet activities o Work from home o Listening to music o Large-scale projects (crafts, art, etc) o Gardening (plant transfers, seedlings, etc) o Reading o Other (please specify): ______

8. Name one object/characteristic in your kitchen that you like and explain why: ______

9. Name one object/characteristic in your kitchen that you dislike and explain why: ______

10. Have you ever had the opportunity to redesign/remodel your kitchen? a) Yes _____ b) No _____ Comments: ______

11. If yes, were you satisfied with the results? a) Yes _____ b) No _____ Comments: ______

12. How much money would you be willing to spend to (re)design your ideal kitchen? a) $0 _____ b) Less than $1,000 _____ c) $1,000-$5,000 _____ d) More than $5,000 _____ e) More than $10,000 _____ f) Other: ______Comments: ______

Section 3: Appliances and amenities

1. Please state any specific Appliance (Electronic/Electrical) that you had to import/buy from India that you think is not available in the US. ______

2. Please state any specific tool (Coffee Filter/Special type of knife) that you had to import/buy from India that you think is not available in the US. ______

3. Please state any specific modification/changes that you have done in your kitchen to suit your Indian cooking practice ______

4. From the following list of appliances and amenities, choose a place on the scale that represents their frequency of use in your kitchen. If you do not have access to an item on the list, please mark “N/A”:

Never Sometimes Every day o Microwave N/A 1 2 3 4 5 o Refrigerator N/A 1 2 3 4 5 o Freezer N/A 1 2 3 4 5 o Sink N/A 1 2 3 4 5 o Oversize sink N/A 1 2 3 4 5 o Multiple sinks N/A 1 2 3 4 5 o Drying rack for dishes N/A 1 2 3 4 5 o Electric dehydrator N/A 1 2 3 4 5 o Bread machine N/A 1 2 3 4 5 o Garden N/A 1 2 3 4 5

o Spice rack N/A 1 2 3 4 5 o Dishwasher N/A 1 2 3 4 5 o Toaster N/A 1 2 3 4 5 o Blender N/A 1 2 3 4 5 o Food processor N/A 1 2 3 4 5 o Dry storage/pantry N/A 1 2 3 4 5 o China cabinet N/A 1 2 3 4 5 o Butcher block or large cutting surface N/A 1 2 3 4 5 o Hanging racks for storage of pots and pans N/A 1 2 3 4 5 o Large counter surface N/A 1 2 3 4 5 o Lowered baking surface for kneading N/A 1 2 3 4 5 o Grill (outdoor or indoor) N/A 1 2 3 4 5 o Stovetop N/A 1 2 3 4 5 o Oven N/A 1 2 3 4 5

Other Observations and Comments: ______

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