Imagine starting with a humble sweet shop in a small town and growing it into a sprawling business empire that spans education, automobiles, real estate, and even electric vehicles. That’s the story of Punjab’s Lovely Group—a tale of grit, innovation, and an unrelenting drive to evolve. From crafting laddus in Jalandhar to running one of India’s largest private universities, the Lovely Group has proven that with vision and perseverance, the sky’s the limit. And guess what? They’re far from done.
In this blog post, we’ll dive deep into the incredible journey of the Lovely Group, explore how a family of sweet-makers became a multi-business powerhouse, and uncover their ambitious plans for the future. Whether you’re an entrepreneur seeking inspiration or just curious about how regional businesses scale to greatness, this story will captivate you. Let’s unwrap this delicious tale of success—one layer at a time.
The Sweet Beginnings: A Laddu Legacy in Jalandhar
Every empire has a starting point, and for the Lovely Group, it began in 1961 with a small sweet shop in Jalandhar Cantonment, about 10 kilometers from the bustling city center. Baldev Raj Mittal, the family patriarch who had migrated from Rajasthan to Punjab, whipped up magic with his innovative motichoor ke laddu. Punjab’s sweet culture was already rich, but Baldev brought something new to the table—literally. Curious about how this Punjab gem grew from a humble beginning? Check out Forbes India’s deep dive into their rise—it’s the perfect kickoff to their epic tale of grit and glory!
Unlike the traditional laddus made with coarse badi boondi, Baldev experimented with finer chotti boondi, creating the now-iconic motichoor ke laddu. This innovation wasn’t just a tweak; it was a game-changer. The lighter, melt-in-your-mouth texture won over locals, and soon, Lovely Sweets became a name synonymous with quality and creativity in Jalandhar. A second shop followed in the city, cementing their reputation.
But what made this sweet shop stand out wasn’t just the laddus—it was the family’s knack for thinking outside the box. The first shop was a “closed-door” operation, open for just two hours a day. This unusual approach piqued curiosity, drawing customers in droves. It’s a lesson in marketing that still resonates today: scarcity and intrigue can build demand like nothing else.
Scaling Up: From Retail to Wholesale
By the mid-1970s, Lovely Sweets had a loyal following, but the business hit a ceiling. Scaling a sweet shop in a small town wasn’t easy—until the next generation stepped in. Ramesh Mittal, Baldev’s eldest son, joined the family trade, followed by his brothers Naresh and Ashok. Together, they transformed a small-town shop into a wholesale powerhouse, sparking an empire from just ₹500. Want the juicy details on how they built an ₹800 crore legacy? Franchise India’s interview spills the beans—a must-read for any business buff!
The trio expanded the product line beyond laddus to include snacks and cookies, tapping into a broader market. What started as a Punjab-centric business soon reached across India, with distribution networks spreading far and wide. This wasn’t just growth—it was a strategic leap, fueled by Ramesh’s vision and the family’s willingness to adapt.
Ashok Mittal, the youngest sibling, recalls how their father encouraged risk-taking: “Be ready to take risks, look at the bright side, and learn from mistakes. Your efforts should always focus on improving lives.” That philosophy became the cornerstone of the Lovely Group’s evolution, pushing them beyond the confines of a sweet shop into uncharted territory.
A Bold Pivot: Entering the Automobile Industry
If you think going from sweets to snacks was ambitious, hold on—the Lovely Group’s next move was a jaw-dropper. In the 1990s, they ventured into the automobile business with Lovely Automobiles, securing dealerships across Punjab. This wasn’t a natural progression; it was a leap of faith.
The transition wasn’t smooth sailing. Skeptics mocked them, saying, “Ab laddu wale gaadi bechenge” (Now the sweet-makers will sell cars). Convincing automakers like Bajaj took years of persistence, but in 1991, Bajaj took a chance on Lovely. Five years later, Maruti Suzuki followed suit. Today, Lovely Automobiles boasts nearly 25 showrooms and outlets across Punjab—a testament to their tenacity.
Shashank Srivastava, Executive Director at Maruti Suzuki India, sums it up perfectly: “The family is passionate about the businesses they get into. Their journey and growth have been stupendous.” From two-wheelers to four-wheelers, Lovely Automobiles carved a niche in Punjab’s competitive market, proving that passion and hard work can overcome even the toughest odds.
The Crown Jewel: Lovely Professional University
While automobiles marked a bold expansion, the Lovely Group’s most transformative venture came in 2005 with the founding of Lovely Professional University (LPU) in Jalandhar. What started as an educational experiment has grown into one of India’s largest private universities, hosting 35,000 students from over 50 countries.
LPU isn’t just a university—it’s a statement. The Mittal family poured ₹912 crore into building a world-class institution, complete with cutting-edge facilities and a global outlook. After 16 years, it’s shed the “laddu walas” image entirely, earning a reputation for academic excellence and diversity. Want to meet the man behind this mega-dream? Zee News spotlights Ashok Mittal’s rise—a story of vision that’s rewriting Punjab’s future!
Ashok Mittal, now a key figure in the group, explains their ethos: “Every step we take is focused on offering something consequential to the customer that hasn’t been explored before, at least in Punjab.” LPU embodies that vision, blending innovation with accessibility to redefine higher education in the region.
Real Estate and Beyond: A Multi-Business Goliath
By 2020-21, the Lovely Group’s partnership firm—comprising Lovely Sweets, Lovely Automobiles, and LPU—clocked a turnover of ₹1,153 crore. But they weren’t done diversifying. The family turned their sights to real estate, leveraging their extensive land holdings in Jalandhar.
“Ramesh, my brother, is fond of buying land,” Ashok says with a smile. Over the years, the group amassed significant property in the district, and now they’re turning it into a thriving business. Housing projects are sprouting up across the city, adding another revenue stream to their portfolio.
And then there’s the electric vehicle (EV) play. With Lovely Automobiles already entrenched in Punjab’s auto market, the group is exploring an EV label of their own. “We want to create our electric vehicle brand with the expertise of a manufacturing giant,” Ashok reveals. Plans include building charging centers, after-sales services, and battery infrastructure—a forward-thinking move in a world shifting toward sustainability.
The 24×7 Revolution: Lovely Bake Studio
Even as they scaled new heights, the Lovely Group never forgot their roots. Enter Lovely Bake Studio, Jalandhar’s only 24×7 bakery. “There was hesitance in the family about opening a round-the-clock shop,” Amit Mittal admits. “Who’d want sweets late at night in a small town?”
But they saw the potential: late-night cravings, forgotten anniversary cakes, and road-trip munchies. It was a risk, but it paid off. Lovely Bake Studio caters to a niche no one else dared to touch, proving once again that the group thrives on unconventional ideas.
Lessons from the Lovely Group: What Entrepreneurs Can Learn
The Lovely Group’s journey offers a masterclass in business growth. Here are some takeaways for aspiring entrepreneurs:
1. Innovate Within Your Roots
From motichoor ke laddu to a 24×7 bakery, the group built on their sweet-making legacy while pushing boundaries. Find your core strength and innovate around it.
2. Take Calculated Risks
Entering automobiles and education required boldness, but each move was backed by research and persistence. Risk isn’t reckless—it’s strategic.
3. Diversify Smartly
Rather than sticking to one lane, the Lovely Group spread across unrelated sectors, creating multiple revenue streams. Diversification can be your safety net.
To know how to work smartly, You can click on here — a must read detailed guide for you.
4. Stay Relevant
Their EV venture shows a commitment to future-proofing. Anticipate trends and adapt to stay ahead of the curve.
5. Focus on Impact
Ramesh Mittal’s advice—“improve lives, don’t pull others down”—is a reminder that purpose-driven businesses endure.
To know how to increase your focus, You can click on here — a must read detailed guide for you to master the art of focus.
The Future: Far from Done
At 60 years old, the Lovely Group isn’t slowing down. With real estate projects blooming, an EV ecosystem in the works, and LPU expanding its global footprint, the Mittal family is writing their next chapter. “We want to stay relevant,” Ashok says. “Every business we venture into is about offering something new.”
Their story is a beacon for regional businesses everywhere. What began as a laddu shop in Jalandhar has morphed into a multi-dimensional empire, proving that ambition, adaptability, and a sprinkle of creativity can turn dreams into legacies.
Wow, what a saga, right? From a laddu shop to an empire spanning sweets, cars, and campuses, the Lovely Group’s ride is pure inspiration. Want to savor the full flavor of their legacy? Outlook India’s take calls it ‘a lovely story indeed’—a perfect wrap-up to a family that started small, dreamed huge, and keeps pushing the boundaries of what’s possible in 2025!
So, the next time you bite into a motichoor ke laddu or drive past an LPU campus, remember the Lovely Group—a family that started small, dreamed big, and is far from done.
Frequently Asked Questions (FAQs)
How Did the Lovely Group Start?
The Lovely Group began in 1961 when Baldev Raj Mittal, a Rajasthan native who migrated to Punjab, opened Lovely Sweets in Jalandhar Cantonment. It all started with a small sweet shop famous for its innovative motichoor ke laddu, made with finer chotti boondi. This unique twist on a traditional sweet laid the foundation for what would become a diversified business powerhouse.
What Makes Lovely Professional University (LPU) Special?
Lovely Professional University, founded in 2005, stands out as one of India’s largest private universities, with over 35,000 students from 50+ countries. Built with an investment of ₹912 crore, LPU offers world-class facilities, a diverse student body, and a focus on innovation. It’s a testament to the Lovely Group’s commitment to transforming education in Punjab and beyond.
How Did the Lovely Group Enter the Automobile Industry?
In the 1990s, the Mittal family took a bold leap from sweets to automobiles with Lovely Automobiles. After years of persistence, they secured dealerships with Bajaj in 1991 and Maruti Suzuki in 1996. Today, they operate nearly 25 showrooms across Punjab, proving skeptics wrong and establishing a strong foothold in the competitive auto market.
What Businesses Does the Lovely Group Own Today?
The Lovely Group has a diverse portfolio that includes:
– ❤ Lovely Sweets: The original sweet-making business, now expanded to wholesale and a 24×7 bakery (Lovely Bake Studio).
– 🚙 Lovely Automobiles: A network of auto dealerships across Punjab.
– 🏫 Lovely Professional University (LPU): A leading private university in Jalandhar.
– 🏢 Real Estate: Housing projects leveraging their extensive land holdings.
– 🚗 Electric Vehicles (EVs): An upcoming venture to create their own EV brand and infrastructure.
Their turnover hit ₹1,153 crore in 2020-21, showcasing their multi-dimensional success.
Why Did the Lovely Group Start a 24×7 Bakery?
Lovely Bake Studio, Jalandhar’s first 24×7 bakery, was born from the family’s knack for spotting untapped markets. Despite initial hesitation—after all, who buys sweets at midnight in a small town?—they saw potential in catering to late-night cravings, travelers, and last-minute celebrations. It’s now a unique offering that sets them apart.
What Are the Lovely Group’s Plans for Electric Vehicles?
The Lovely Group is gearing up to launch its own electric vehicle brand, partnering with a manufacturing giant. Their plans include building charging stations, after-sales services, and battery infrastructure. This move reflects their forward-thinking approach to sustainability and staying relevant in a rapidly evolving world.
How Has the Lovely Group Impacted Punjab?
From creating jobs through Lovely Automobiles and real estate to educating thousands at LPU, the Lovely Group has significantly shaped Punjab’s economy and society. Their focus on innovation—be it in sweets, education, or green technology—has put Jalandhar on the map as a hub of entrepreneurship and progress.
Who Runs the Lovely Group Today?
The Lovely Group is a family affair led by the Mittal siblings: Ramesh Mittal, Naresh Mittal, and Ashok Mittal, sons of founder Baldev Raj Mittal. Each brother brings unique strengths to the table, with Ramesh driving vision, Naresh managing operations, and Ashok steering strategic growth, including LPU and future ventures.
What Can Entrepreneurs Learn from the Lovely Group?
The Lovely Group’s journey offers timeless lessons:
- Innovate within your niche (think motichoor ke laddu).
- Take calculated risks (like entering automobiles).
- Diversify wisely across industries.
- Stay ahead of trends (EVs, 24×7 bakery).
- Focus on improving lives, not just profits.
Their story is a blueprint for turning small beginnings into lasting legacies.
Is the Lovely Group Still Growing?
Absolutely! At 60 years strong, the Lovely Group shows no signs of slowing down. With real estate projects taking off, LPU expanding globally, and an EV venture on the horizon, they’re constantly evolving. As Ashok Mittal puts it, “We want to stay relevant”—and they’re doing just that.
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