LUDHIANA - A MANCHESTER OF INDIA

By M H Ahssan

Global brands throng industrial town Ludhiana to get a pie of its huge consumer spending

Abustling industrial hub which takes pride in having the highest number of Mercedes Benz in the country and labelled as the ‘Manchester of India’, Ludhiana is hailed as a city that never sleep. With a plethora of malls, cafes and restaurants dotting the city, Ludhianvis, by and large, are entrepreneurial, fun loving, eager to flaunt their wealth and like to unwind at night in the city clubs over Scotch and a game of rummy.

With extravagant bungalows and largest number of vehicles in the country of every conceivable top-notch models, the industrial hub of north India represents one of the grandest success stories of Punjab. Of course money rules in this mega city and controls all aspects of life, including social hierarchy. Keen to show off their wealth even young children are choosy of making friends only upon knowing the economic background of their classmates and the possessions they have — whether it is a Merc or BMW or Skoda. Clubs such as the famous Satluj Club, Ludhiana Club, Model Town Club and Lodhi Club (and for the fairer sex, Lakshmi Ladies Club) are the best rocking hubs where the celebrations begin well past 9 in the evening on week-nights, and the Saturday Night Syndrome in the city makes it certain that the parties normally continue till the wee hours of the next morning.

Weddings in Ludhiana are now an ostentatious display of wealth and power and not merely solemn ceremonies. Decorations are a delight to watch with choicest flowers — be it orchids or tulips — imported from Singapore and Holland make marriage venues resplendent. Even invites for weddings are eye catching with card and sweets on a silver platter for the nouveau riche and for the gourmet mouth watering delicacies are in plenty. With incomes rising, the upward trend in spending is evidently visible in this city, which boasts of a population of of over 1.4 million people.

Education is now getting more attention as the youths are becoming more ambitious to reap the benefits of globalisation. With an urge to grow fast, young businessmen are focusing more on professionally managed set-ups rather than handling traditional business ventures. In tandem with the changing income patterns, there are the spas and health clubs to keep them remain fit and look younger.

While Ludhiana is known for bicycles, sewing machines, engineering goods, knitwear and hosiery industries, virtually the lavish lifestyles of its residents have made it one of the happening cities in Punjab. All new lifestyle products — be it the latest brand of Rado, Omega,Tag Haeur or Citizen watches, the Mont Blanc or Gucci sunglasses, the newest offering from the house of Polo Sports, Marks and Spencer or Hugo Boss — are concurrently available in the mega city.

Ludhiana’s industrial structure is built on three types of industries — bicycle, sewing machine and hosiery industries. Now the sewing machine industry has lost its sheen and remains as a token. Cycle industry was successful in developing other sub-sectors like machine tool, rubber industry, cotton-spinning industry, steel making and forging industry. Like wise, hosiery industry gave birth to sectors like spinning of yarn of various types and dying industry. The city which is home to known business houses such as Vardhman, Hero, Trident, Avon and Nahar also boasts of manufacturing generators, diesel engines, tyre and tubes, hand tools and many consumer goods.

Says P D Sharma, president, Apex Chamber of Commerce and Industry (Punjab): “Of about 1.15 crores cycles manufactured in the country annually, 90% production takes place in Ludhiana.” Hero Cycles Ltd has got the distinction of being the largest manufacturer of bicycles in the world. Its competitor Avon Cycles has also a unit in Ludhiana. About 500 working units are engaged in the cycle trade in the city although there are another 1,000 units working as a cottage industry. In Ludhiana, there are 43,321 registered small-scale units of all types and 154 medium and large units. Of this, about 70 units fall in the large category. The total investment in the small-scale sector is around Rs 1,265.18 crore and investment in medium and large sector is Rs 5,637.56 crore. Production in the smallscale sector is around Rs 4,000 crore and that of medium and large is Rs 15,000 crore annually.