It has been the domain of tourism so far: serve the core attraction with a side-dish of culture.

Cricket, which has transformed itself into the most lucrative entertainment industry in India, has borrowed the lessons well.

During India's opening Champions Trophy match against England [Images], at the Sawai Mansingh stadium (or SMS as the locals call it) in Jaipur, the VIP entrances were splashed with traditional reds and greens. Camels and elephants, painted and decorated with bright saddles and accessories, stood at the gates welcoming those wanting to spend some time at cricket. While the animals were oblivious of the curious on-lookers, their owners kept the side-show running in the scorching sun.

And just in case the invitees get bored with the game, they can veer to shopping; the Rajasthan Cricket Association has made a provision for that too. Right below the VIP stand is a small shop that has a collection of Rajasthani handicrafts and ethnic wear.

The shop is like a thousand others along the lanes of Jaipur. All equally colourful and inviting. Streamers, lanterns, decorative wall-pieces and paintings adorn the streets while clothes, bags even umbrellas with bold embroidery and mirror-work twinkle, painting the city into a perpetual festive atmosphere.

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People in the stadium also had a lot to celebrate during the England innings as Team India started their Champions Trophy on a high. Though the packed house would have hoped for India to bat first and score tons of runs, they settled for a flurry of English wickets after Rahul Dravid [Images] elected to field first.

It is amazing how the most enthusiastic stand in India has to suffer the brunt of the sun the most during day-night matches. The East stand is the cheapest and loudest, yet it inevitably bakes under the sun; as the first innings gets under way the sun is really harsh and hits the eyes.

The fans there are usually the ones who pay for the game; no complementary tickets. It represents the common man, who keeps the cricket industry running smoothly with his near obsession for the game and its stars. Yet they are the ones with the worst facilities. No clean toilets or air-conditioned rooms; no water or eatables allowed inside.

They pay three hundred rupees, line-up for their seats for more than five hours before the match and go home satisfied after the cricket adventure.

Some of the ticket prices being quoted at the Champions Trophy are obscene. The President's box at the SMS stadium, which has a leather sofa seating, is going at around Rs 30-40,000 per seat, while the Chief Minister's box is allegedly priced above Rs 80,000!!