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  The branding for Mumbai Se is the manifestation of RSH Limited’s vision of an international store for contemporary Indian fashion and lifestyle.
For Mumbai Se, Illum went beyond the stereotypical ethnic image of India to present the country’s new, glamorous face. The brand identity drew from the romance and flamboyance of Krishna, symbolized by the peacock feather that adorns his head. Designed to appeal to an affluent and sophisticated audience, the store was launched in popular fashion districts of Singapore and Dubai.