Home to the Hindi film industry, the market in Mumbai is heavily influenced by Bollywood stars. Mumbai is also the commercial hub of the country and the number of HNIs (High Networth Individuals) in the city is only growing by the day. That explains why this metro accounts for at least 30 per cent of the sales of high-end luxury and premium brands, with a sudden surge over the last two years. The luxury and premium customer base in Mumbai consists of both new and old money, but essentially both segments want to be recognized for their penchant for the finer things in life. Luxury and premium brands are now seeing Mumbai as equally profitable, setting up more than one store - in five-star hotels and malls, as well as standalone stores at strategic locations.