Bombay-based architectural magazine Indian Architect Builder in collaboration with Kansai Narolac organised a conference titled Earth Matters 2011 - Ideas that Count at Ludhiana on Friday. This conference had been conducted across 37 cities in India last year elaborating on the relationship between architecture and sustainability .With an understanding to address this theme holistically,it focused on the emerging concepts,ideas and innovations aimed at making the future sustainable and eco-friendly. About 100 architects and interior designers had participated from all over the Punjab.