What is tenpin bowling? It is an indoor game which involves knocking down ten `pins' by bowling a 6-16 pound polyutherene ball underarm along a 60 feet alley.

This is a sport that has been traditionally identified as very American. Then what accounts for the opening up of 450-500 lanes in the country, including Pune, in the last two years? And the fact that they are all doing excellent business?

``There is a pent up demand in India for genuine leisure and recreational activities, and a lot more disposable income than avenues to enjoy it,'' explains Deep Kalra of AMF, leading bowling operators in the world and pioneers in India. ``One can't just keep shopping or going out all the time. Tenpin bowling thus fills a void.''

``Unlike tennis, or say cricket in India, where there are a few participants and thousands of spectators, bowling can involve everyone. It does not require great capital outlay or special skills. It is an everyman's game,'' adds Deep.

But with prices at Rs 100 to 150 per game, there might be many to challenge the statement. Operators claim that the game is expensive right now because upfront costs are high. The installation of a twin lane unit costs at least 40-45 lakhs because all the equipment is imported.

This is where Pune based Recreation Unlimited, proprietors of Alley-Gator at Residency Club, have stepped in. By becoming the first indigenous manufacturers of bowling equipment, they have succeeded in reducing set-up costs by almost 50 per cent. Pune, therefore, has become the first Indian city to offer the game at as low as Rs 40 per head.

Furthermore, says the company's Ashwin Panchal, ``Maintenance costs are minimum and payback on investments in new markets like India are typically less than two years. Once the recovery process starts, we want to slash prices still further.''

The alleys are fast gaining popularity in the country because they are extremely family friendly, the game itself being accessible to all ages. This has taken them a long way in an environment where there are not too many places for family outings.

This is where the concept of FECs -- Family Entertainment Centres -- came in. The bowling alleys, consequently, offer a variety of other temptations as well. Video games, pool tables, cafeterias, dance floors, swimming pools, barbecues all are part of the plan.

Bowling, however, is clearly the centre piece. The Indian response has already overshot initial expectations. In most centres in the country, attendance is at roughly 500 to 600 daily, with waiting lists on weekends stretching upto six hours.

According to research, the country can today support 10,000 lanes. Work on at least ten more lanes is slated to start in Pune itself this month.

The Sports Authority of India and the Exhibition Authority have already given tenders for setting up alleys in their halls. Others are also looking towards the country with the saturation in Western markets and with India's liberalisation policies which put sporting equipment under the Open General License category.

Tenpin bowling is a medal sport in the Asian Games and the Bowling Federation of India is building a team for it. An Indian contingent has already been to Cairo to participate in the Bowling World Cup '98.

The country has a chance of holding a World Cup edition by the start of the century once it fulfills the requirements of a 24-lane centre, the typical size of an American bowling alley. Will Pune be the chosen venue, having already become pioneers on the manufacturing front?

Bowling is currently the second most popular participation sport worldwide. And judging by the Indian response towards it, it looks as if this 5000 year old game has enough savvy to last in the country even long after the novelty value wears off!