30 September, 2020

Small Town Big Money

Marketers shift their focus from metros to cash in on the consumerist rampage

Small Town Big Money

SPREAD out against the sky like patients etherised upon the table? Not evenings in Ludhiana. Scores of cars are heading towards Ghumar Mandi, the happening hang-out in this agricultural small town turned global knitwear, cycle parts and auto components hub. Teenagers cluster at ice-cream parlours and confectioneries like Lip-Lap Bakers, downing ice-cream cones and paying Rs 25 to Rs 50 per hour as sitting charges. The din is joyous and ear-splitting, the colours neon.

Sixteen-year-old Deepa Gupta glows when the conversation shifts to her 11 pairs of shoes. Monthly expenditure on wardrobe: Rs 4,000-5,000. Watch on the wrist: Rolex. Favourite perfume: Poison. Holiday destination: Switzerland. "My parents don't deny me anything," she says. Deepa belongs to the first generation of Ludhianaites who have seen neither Partition nor poverty to shatter any dreams.

At Cyclone Acoustics, owner Bhanu Ahuja is getting ready for the night. He came back to Ludhiana four years ago, armed with a management degree from Mumbai. As a hobby, he...



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