Luxe Pop

How the aspiration for luxury has travelled well beyond the metrosand their cityslickers

- Rajiv Singh

TYPE JLR ON GOOGLE AND it will direct you to the website of luxury carmaker Jaguar Land Rover. But, as Rajat Asawa would tell you, flashing his air ticket with the acronym on it, JLR is also the abbreviation of choice for airlines flying out of Jabalpur, a tier II city in Madhya Pradesh with a population of roughly 14 lakh. “There is a connect between JLR and Jabalpur,” grins the 37-year-old chartered accountant.

Waiting at the domestic airport in Mumbai for his direct SpiceJet flight to Jabalpur, Asawa rues the lack of more flying options to his hometown, historically overshadowed by the political capital Bhopal and largest city Indore. “There is either SpiceJet or Air India,” he laments, intermittently checking the time on his Rolex Submariner Date.

The daily SpiceJet flight departs at 2 pm from Mumbai. Asawa’s crisp white Express shirt, an American brand, and blue Levi’s denims add to his casual look. He’s also sporting a Louis Vuitton belt he’s just picked up in Mumbai.

During the two-hour flight, Asawa lets on how his decision to quit his job at Deloitte in the US eight years back took his doctor-father by surprise. “But he stood by me and encouraged me to live my dream,” recalls the first generation entrepreneur, who now runs three Royal Enfield showrooms in Jabalpur. “The bestseller in Jabalpur and nearby towns is the Enfield Classic, priced at 1.5 lakh,” he offers.

On arrival at Jabalpur, an Audi Q3 is at hand to pick up Asawa. “Welcome to Jabalpur,” he smiles. “JLR will also happen soon.”

THAT SMALL TOWN FEELING