The Hindu Business Line : Where Bachchan relaxes between takes

Amitabh Bachchan was so happy with the medium-range bus Dilip Chhabria custom-built for him at a cost of Rs 45 lakh, that he has given a repeat order, this time for son Abhishek.

The medium-range bus that was redesigned for Bollywood biggie Amitabh Bachchan.

They never fail to catch your eye while whizzing past you. Those fancy contraptions that make your eyes pop, not just because of their sleek bodies, but also because they invariably come in the most eye-catching hues. Screaming red, dazzling blue, egg yellow, and the like.

But that is partly why they are there in the first place. Yes, custom-made cars are quite often there just to make an outrageous statement. But, quite often, they also have more practical uses. Like getting around town. Or, being deployed as vehicles of brand promotion.

And, from all accounts, the market for custom-made cars is alive and purring. In fact, according to the pioneer of custom-made automobiles in the country, Dilip Chhabria, there are not enough players to service a market valued at Rs 400 crore at the very least.

Queried on the evolution of custom-made wheels in the country, he says with obvious pride that his company, DC Design, has single-handedly "grown" the domestic market for fancy cars.

"We have created a market purely out of our passion for automobile design and prototypes." On the prospects for custom-made cars in the country, he says, "Indians, more and more, are looking for original designs suited to domestic conditions and local socio-cultural requirements."

Providing an example, he says that cars designed abroad invariably have more front seat comforts, since most owners there like to drive themselves. But for the Indian market, such manufacturers need to provide more back-seat comforts since many of these car-owners employ drivers.

"Indian and foreign car makers will have to keep this in mind while crafting their cars," he says.

Chhabria's product range includes, apart from four wheelers, two and three-wheelers too; and of course the six-wheelers. And his clientele is just as varied. It includes corporates, automotive component makers, people from the film industry, politicians and top dogs from the corporate world.

And what are all these people looking for? The main objective is to drive around on a set of exclusive wheels. On the other hand, custom-made cars could just as well serve business goals too. Corporates, he says, often overhaul automobiles for advertisement campaigns. Film units also sometimes need retooled cars and automobiles for their projects.

So has the economic slowdown affected this exclusive market too?

"I would say that volumes have not been affected, but sentiment has certainly dimmed, especially for make-overs done purely to make a frivolous, lifestyle statement," is his response.

He says that enquiries for custom-made cars have dropped by about 10 per cent over the last year. But corporate enquiries are still coming in.

"In fact, the stability of our revenues comes from our corporate clients such as the Indian subsidiaries of General Motors, Honda and Toyota, besides Telco, to name a few."

Also, "corporate jobs have better realisations for us. And, typically, these jobs are for small upgrades here and there. We also receive requests from auto-makers to make prototypes of concept cars to be featured at auto exhibitions," he adds.

It is with a lot of satisfaction that he says, "We have sufficient orders to keep us busy for the next 10 years."

Putting the spotlight on a couple of his recent creations, he recalls an Ashok Leyland medium-range bus that the company had re-designed for Bollywood biggie Amitabh Bachchan at a cost of a whopping Rs 45 lakh. The body of the bus was extensively retooled to give it the look of a passenger car.

"The detailing around the surface angles and the joinery, besides the locking mechanism were more on the lines of a car." The interiors were modified to resemble the inside of a private jet, with the accent on luxury.

"Our brief from Bachchan was to create a space in which he could relax in between shoots. The space was redesigned to accommodate a home theatre, a music system, a laptop, and overhead storage space, among other things."

The vehicle, which is fitted with a toilet cubicle, also doubles up as a recreational vehicle. It can seat six in comfort and has sleeping space for two.

Obviously the mega star was so happy with the work, that Chabria has got a repeat order from Bachchan, this time for son Abhishek.

Another recent order was to convert a Tempo Traveller into a mobile restaurant called Zip Zap Zoom. The interior of the vehicle has been modified to accommodate vending machines for popcorn, Coke, and other edibles.

The Rs 19-lakh order was completed in four months. The exterior of the vehicle was modified to give it a "futuristic and radical look," he said. No wonder that the vehicle looks anything but your normal mini-bus!

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