Close to a decade ago, I began leading heritage walks in Mumbai, and each walk was a revelation to me. It was not just about how much I learnt about my city but also about the people I interacted with. While I rattled off multiple facts about the buildings be it architectural, historical or social, what remained in most people’s memories was the feeling that each of these buildings evoked. A decade later, the facts are no longer important. I remember the stories behind those heritage structures, the interesting bits that find little space in our history texts. For example, how architects in London shipped over their designs to India, for local engineers to execute, with little else to guide them.
I remember being in awe of century-old structures, for what they signify, for what they’ve weathered and sometimes, simply for how they came to be a part of the larger social fabric of the times. And while traveling across India via the train or road, I have often marvelled at some of the houses adjoining the railways tracks/road. I have crafted imaginary stories in my head about the numerous characters inhabiting these houses and sometimes wondered what they’d have endured to construct these houses. Early in the morning, one can usually spot a pretty rangoli. And during important festivals such as Diwali, homes are colourfully decked up with lamps or lights. It’s a soothing sight of camaraderie, and one that warms the heart.
It brings to mind this line, from a popular web series by Yashraj Films, “We do not stay alone… in an apartment, we live in a community.” And unlike the cities, where people lead largely individual, anonymous and isolated lives, the towns and villages in India have communities co-existing over generations. And it is in this community that more often than not, that we end up seeking help, on the basis of experience, expertise and exposure.
And, therefore, in India, we treat certain people with absolute regard and respect, doctors, engineers and teachers, for example. In many parts of the country, people consider advice dispensed by the doctor as something handed down by God. However, we must also understand that little or half-baked knowledge is a dangerous thing.
Just like we trust some people, we also heavily rely on certain brands and products, which have become definite household names, and today, brands permeate every facet of our lives, be it roti, kapda or makaan. At every stage of our lives, we choose to stick with established brands that can simplify our lives and perhaps, enhance it. This is especially true when one is searching for answers for some of life’s bigger questions.
The epitome of one’s success is being able to invest in one’s own house. At that point, one is plagued with multiple questions and is constantly wary of whom to trust and rely on, be it a person or a brand. And sometimes it offers great solace when you know whom exactly to direct all your queries to.
Just like we have helplines for farmers to assist them with weather updates, TATA Tiscon deploys an expert at most of its dealerships to help individual homebuilders understand the complexities of building a house. And if you’re unable to visit a dealer outlet, you can connect with them online, via the website, the mobile site or the Facebook App. They also conduct regular home-building camps.
Steel rebars form the backbone of any structure; therefore, they need to be picked with care. And people are reluctant to invest in better grades of steel, owing to inadequate access to the right information and the appropriate guidance. And these experts, clad in red and white T-shirts, promise to simplify your life. They can help fine-tune the existing blueprints of a property, identify the exact quantity of the building materials required and resolve any home-building misconceptions or queries.
On a recent trip to Calcutta, we saw two different retail formats, catering to different sets of customers. The first was a traditional setup that adopted a more functional approach to guide individual homebuilders and contractors with their construction and rebar questions and concerns, in a tent outside the shop, emphasizing ease of access.
The second setup lends a more experiential approach to the entire purchase process, with an emphasis on comfort and aesthetics, in an urbane setting. One can walk in with a draft of the design and these experts will help you with the layout of your dream home, on a computer screen, once you share the dimensions of the plot.
There are no set or defined answers. And each query is evaluated independently for each space is unique.
Sometimes, a home is a physical space we call our own. Sometimes, it’s an emotion we long for. Either way, it’s what keeps us whole!
The retail formats are no doubt different. But the service is identical for the team is split across the stores on a rotational basis. TATA Tiscon understands that building a home is an emotional journey, and that offering the right kind of support goes a long way in making the journey simple, smooth and stable.