Aurangabad drives into the global arena - The Times of India http://timesofindia.indiatimes.com/articleshow/6702436.cms?

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Aurangabad drives into the global arena

TNN, Oct 6, 2010, 11.32pm IST

AURANGABAD/PUNE: It was a deal that put Aurangabad a city in the backward region of Marathwada on the global map. The bulk order
placed in April this year for over 100 Mercedes Benz cars by the Aurangabad group' comprising doctors, builders, industrialists and
professionals is all set to be fulfilled on October 14. The number of cars booked has gone up from 115 in the initial stages to 150, and is expected
to touch the 160-mark by the time of delivery.

Currently, there are five models of Mercedes Benz available in the market C, E, M, S and GL with ex-showroom price ranging from Rs 25 lakh
to Rs 70 lakh. The actual price will be higher after adding charges for octroi, RTO, road tax and other costs. A majority of the cars booked by the
group are among the costliest from the Mercedes stable.

Though the Mercedes Benz has its plant near the Chakan industrial area in Pune, the deal was sealed at the company's headquarters in
Germany. "The deal is very important for the German car maker as well. It is being considered as a special project by the company," said a
senior official of the company, who refused to be identified.

Deven Bhandari of B U Bhandari Motors, said, "This would take the total number of Mercedes cars in Aurangabad close to 190, which is a
significant size for a high-end car dealer. As a dealer, we are scouting for a good location to set up a well-equipped, after-sales service centre in
Aurangabad." Another location would be Kolhapur, which already flaunts a large number of modified Mercs.

It all started on a fine February morning this year, when, while working out in a gym, Sachin Nagori, an Aurangabad-based builder and
developer, shared his childhood dream of owning a Mercedes with two of his friends. Sachin suggested that all his friends should also join in.

"We laughed it off as we were not sure of even 11 people joining the bandwagon. But, Sachin continued to pursue the idea wherever and
whenever he got an opportunity," said Akshay Rathi, director of the Kaigaon Paper Mill, and Balkrishna Bhakre, director, Disha Group, a
construction company.

Soon, entrepreneurs, manufacturers, developers, traders and professionals, including lawyers and doctors, joined in and saw it as an
opportunity to promote Aurangabad and bring it to the world's notice.

Nagori said, "It was a collective effort."

"It's all about the story of first generation entrepreneurs, who tasted the benefits of privatisation and globalisation, and also proves the
uniqueness of Aurangabad where people have faith in each other," said Maansingh Pawaar, the president of the Maharashtra Chamber of
Commerce Industry and Agriculture (MACCIA).

Pawaar, who is one of the Mercedes buyers, said the main idea behind the collective effort was basically to showcase the city's strength. "We
have succeeded in grabbing the world's attention," he said.

"Each of us has certain skills in our respective areas, but we faced an image apprehension. Given an opportunity, we have proved our worth in
almost all fields," said Nilesh Kapadia, a 39-year-old chartered accountant, who runs a network of 2,000 CAs across the country and is among
the 150-plus Mercedes buyers.

Interestingly enough, at least four persons of the Aurangabad group already own a Mercedes, but they found the idea of joining the group to
effect an image makeover for Aurangabad an exciting prospect.

"Collective buying was a novel and exciting idea," said Sitaram Agrawal and Sanjay Kasliwal, who already bought Mercedes cars just a few
months ago.

"Many in the town could afford a Mercedes, but one needs an attitude and confidence to actually buy one," they said. "If the Mercedes had
extended its deadline for booking, the number of buyers would have crossed the 300-mark," said Manzoor Khan, another buyer.

Ajit Muley of Ajit Seeds, who, too, owns a Mercedes, said, "It's not that those who booked the Mercedes want to flaunt their wealth. It is the
attitude. They could have owned it any time, but to buy it collectively makes a difference."

"Their reason for coming together and spending money is something that appealed to me. Buying Mercedes cars in a group to create and
project an image of the city was a novel and commendable idea and that was the reason I joined the group," said Ulhas Gaoli, an industrial
consultant.

"The officials from the company, too, responded positively and took us very seriously. They visited Aurangabad thrice and held a series of
meetings. Subsequently, banks, too, came forward with their offers of assistance. Eighty per cent of the vehicles have been financed by the
bank," Gaoli added.

A grand function is being planned in Aurangabad around the delivery date, which is expected to be attended by chief minister Ashok Chavan
and State Bank of India chairman O P Bhat.

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