The man who would be queen

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///PEOPLE ///THE INTERVIEW

The Man Who Would Be Queen

The East India Company was officially dissolved in 1874 by the Queen of England. Ages later, it was resurrected at the hands of the Indianborn Sanjiv Mehta. By Ayswarya Murthy

Sanjiv Mehta believes he has realised the ‘average Indian’s dream’. But there are probably too many miles, literal and metamorphic, between the London-based entrepreneur and the ‘average Indian’ and its debatable that any of his dreams revolve around getting one up on the British. Not that the Average Indian is insensitive about his history. It’s just that he has moved on. And is the fleeting sense of redress this particular news would have evoked in the collective Indian bosom worth the $15 million that has so far been sunk into the company? “Being an Indian, obviously this issue goes straight to the heart,” Mehta said, “But I also had to part with a considerable amount of money and that is definitely a matter of the mind.” Though he admits that at the time of acquisition, he was emotional about the whole thing, he is unflinchingly certain about the tremendous commercial potential of the brand. This is how Mehta defended the brand value of The East India Company: “Kabul, Auckland, Mauritius, Vancouver, East Africa…The East India Company had a far reaching impact across the length and breadth of the world. More than three and a half billion people are subconsciously bound to this brand, to this common thread of history. The company was the world wide web of its times. And I believe that this subliminal experience can be

64 JUNE 2012 EXECUTIVE TRAVELLER


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The man who would be queen by Ayswarya Murthy - Issuu