As High Street Phoenix evolves like an octopus with many arms and each of a different character it is changing Parel along with it. But Gayatri Ruia, who has been turning it into an endpoint destination for shopaholics, likes to keep things simple herself

GAYATI RUIA is late for the interview. A celebrity running late for his or her appointment is a given. And without apologies too in most cases. So it comes as a surprise when Gayatri calls up to apologise for the delay.

When she walks in, wearing jeans and a black kurta, her simplistic attire is another surprise. She rushes through make-up, which she applies herself and to perfection, to comply with the photo shoot. "I am used to applying make-up on my own now," she says with a laugh.

For all those who know about Gayatri and husband Atul, they have two daughters. But Gayatri tells us that they actually have three Sharanya, Tarini and the Palladium!

"Palladium has been very exciting. We have overspent on the project but it's close to our hearts... it's like our third baby," says Gayatri, business development director, Palladium, with a laugh.

With over 6,000 parking space spread over six levels and 70 store spaces, the Ruias can't wait to unveil it by the third week of September. And the Palladium at High Street Phoenix will see first-time brands coming to Mumbai. Apart from the Birla Group's 18,000 square feet The Collective, which will house luxury men's only brands, and a 40,000 sq feet Landmark store, Spanish brand Zara, British brand Topshop and American designer brand Marc Jacobs are coming to town finally.

"International brands had to work very hard to convince us to be here. We have been selective with the Palladium. Let's say brands can't afford not to be here. It's like a textbook mall," says Gayatri without a trace of arrogance.

Is Mumbai ready to spend big money?

Considering the changing consumer needs, which showed that super luxury brands are yet to be accepted by the city, the Ruias "tweaked" the strategy to get in luxury brands instead of the super luxury.

Commenting on that, Gayatri says, "We tried to understand what luxury means to us Indians and realised that it actually means premium brands. It's a mindset or lifestyle change for those who are willing to spend a lakh and a half for an accessory like a bag or shoes. That will happen gradually."

The fact that some of the big brands have pulled out of India and many from Mumbai shows that adequate market research wasn't done by these brands before disembarking on the Indian shores.

"Super luxury brands did not realise how to market in India. They went for a stratified, niche stores in hotel lobbies. That didn't work. A-list buyers are very fickle. They can either shop abroad or call up Harrods directly and ask them to deliver the products to them. Besides, they are not the mall shoppers. And malls that housed such stores were too isolated for regular people who need to first get introduced to luxury. So somewhere in the Catch-22 situation, luxury brands lost out," says Gayatri thoughtfully.