The Bengaluru entrepreneur co-founded real estate developer Dream Stone and started Return On Life, which helps working mothers carry less of a household's mental load. Both begin with the same question: what does an ordinary day really look like?
Ask most property developers where a project begins and the answer is land, location and price. Rochelle Rozario, co-founder and chief marketing officer of Dream Stone, starts with a different question: how will the family who lives there spend its day?
Homes planned around the working week
For a millennial household, almost everything happens inside the city: the office, the children's school, the hospital, the gym, the weekend outing. A flat on the far edge of town may cost less, but it adds travel time to every one of those trips.
Dream Stone's answer is to build in well-connected parts of the city, close to the places a family already goes. The company also sets out to teach buyers how to judge a home for themselves, looking at its location, its access to schools and healthcare, and the time it takes to get to work, before it makes the case for its own projects.
The idea is simple. A buyer who knows what to look for should be able to see why its developments fit the way they live.
A second venture, for working mothers
Rozario brings the same approach to Return On Life, or ROL. It is aimed at working mothers who manage a career, children and a home, and who often feel they are expected to be a "superwoman" at all three.
The problem ROL takes on is time poverty and the invisible mental load: remembering the school form, the grocery list, the bill due on Friday, the doctor's appointment next week. Little of it is hard. There is simply a great deal of it, and it never really stops.
ROL builds practical systems that put the repetitive parts of running a home on autopilot, so there is less to keep track of and more usable time in the week.
One way of working
Across property and family life, Rozario's method is the same. She looks closely at how people actually live, finds the friction that established businesses tend to overlook, and builds around it.
Alongside both businesses, she is building a personal brand and a growing community around entrepreneurship, lifestyle and modern working life.