In every Indian history textbook, The East India company is listed as the initial vehicle which brought about the British rule in India.

Since I was brought up in India, I had a VERY -ve reaction just reading the story here on Hacker News. It was kind of built in.

I dont understand why this guy would pick this name for his company. Maybe he never intends to sell in India.

So, the company that played a major role in modern India's history, American Revolution and for the most part British modern history is now a brand with a bit more than a coffee and tea shop? I wouldn't call that exactly a 'return'. It's more of a homage+memorabilia setup than anything.

I would be highly amused if some Americans visiting London stole the store's entire stock and dumped it into the harbor, for old time's sake. I would be less amused if activists decided to re-enact some of the other episodes from the history of this company.

Anybody have data on what he paid for the brand?

undefined

At its peak, the company employed a third of the British workforce and was responsible for a huge tranche of global trade.

I knew it was big, but a third of the British workforce? That's insane.

Anyway, I welcome the East India Company back. I realise it has almost nothing in common with the original entity, but I personally might buy their tea if it becomes available here, just for the illicit non-PC pro-colonialism thrill.