Crossroads is business tycoon Ajay Piramal's answer to London's Harrods or New York's Macy's. Crossroads will house 125 top Indian and international brands in fashion, jewellery, footwear, watches, etc, under one roof and at ``no price premiums''.

Says Piramal Holdings' (through which the Crossroads project is routed) chief, Jaydev M Mody: ``While the pre-launch marketing efforts for Crossroads will essentially depend on press advertising, the launch and post-launch efforts will include fashion shows, loyalty programmes, inter-brand promotions, etc.''

The press advertisements will begin by August 1,1999--two weeks before the proposed date of opening of the mall. Crossroads will also play host to a series of mega events--ranging from fashion shows by Rohit Bal/Lacoste or maybe even a Daler Mehendi concert, if Coke decides to become the official cola for the mall. Crossroads' atrium boasts of a seating capacity of at least 1,000.

Mody says that Crossroads is also in talks with a leading bank to co-brand the Crossroads card with its credit card-for discounts and points in the kitty for the mall shopper. Other marketing strategies will include tie-ups with airlines, mobile operators etc.

Adds Mody: ``We could also have a beverage company co-promote a food fest and garner additional mileage.'' Currently Crossroads plans to offer a choice between six kinds of cuisine at its Food Court including pizzas, Chinese, Lebanese, and Indian veg curry and rice, Italian food at Biscotti and Cafe Ole. McDonald's largest outlet in Mumbai will also be housed at Crossroads.

And for those who thought the Piramals'entry into mall management is just another flashy diversification, take a look at these vital statistics. The India retailing industry in India is estimated to be worth approximately $180 billion and contributes to eight per cent of the employed workforce. One-hundreth of a share of this pie translates into $ 1.8 billion--clearly, Piramal has not lost his Midas touch yet.