East India Company Relaunches as Luxury Brand


Written by Jim Boulden for CNN

It was the world’s first multinational company, a trading giant during the colonial rule of the Indian subcontinent.

This week, The East India Co. is being reborn as a luxury brand — under Indian ownership.

Sanjiv Mehta, an Indian-born importer and entrepreneur, bought the intellectual property rights to the company in 2005, after they had lain dormant for a century. His goal was to create a global luxury brand.

His dream is realized in a new store off London’s high-end Regent Street, where the new East India Co. now sells gourmet tea, chocolate, coffee and gifts.

“Its name has a huge relationship with all that is high-end products,” Mehta said.

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