Mehul Choksi wants to become the world's largest jewelry retailer. He has no room for error
For a traditional diamantaire, Mehul Choksi is on unfamiliar territory. Unlike his brethren from the $10-billion diamond cutting and exporting business who haven’t moved from the old, crowded diamond hub near Opera House in South Mumbai, Choksi operates from the city’s latest financial district. Two years ago, he gave up eye glasses and the assortment table for a chic office to play host to high profile guests, mostly Bollywood actors. He talks of brands, advertising expenditure and balance sheet, something his hush-hush industry has often shied away from.
(This story appears in the 23 October, 2009 issue of Forbes India. To visit our Archives, click here.)