East India Company - Reborn after 135 years

Recognizing the brand equity that the "East India Company" carries, a Bombay born  Indian businessman Sanjiv Mehta bought the company's all intellectual properties. He would like to promote the brand as a luxury food store in London.
Sanjiv is very passionate about the prized possession that he has already spent close to 20 million in establishing it and promoting it. The products range from Indian exotic teas to far eastern products that brings the colonial memories.
The store is beautifully themed to reflect the high social status of the merchandise it carries. Sanjiv may be planning to invest about 100 million to build a chain of East India Company.
Here's a video of the interview from CNN.