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Several super-luxury brands in the newly inaugurated Jio World Plaza luxury mall in Mumbai have stipulated that a minimum of four top brands, such as Louis Vuitton, Gucci, Cartier, Burberry, Tiffany, Valentino, Bulgari, Zegna, Giorgio Armani, and Bottega Veneta, should operate within the same complex to maintain their brand exclusivity. Copies of agreements between Reliance Industries, the mall s owner, and five brands revealed this requirement. While many brands seek exclusivity clauses in malls to avoid direct competition, super-luxury brands in this case want similar brands nearby to attract a consistent buyer profile. ....