Apple has specified that it wants around two dozen technology, electronics, and e-commerce brands to be kept away from its upcoming store at the Reliance Jio World Drive mall in Mumbai.

What Happened? As per the lease agreement, which data analytics firm CRE Matrix accessed, the Cupertino-based firm has listed 22 brands, including Amazon, Facebook, Google, LG, Microsoft, Sony, and Twitter, that must be kept out of its “exclusive zone” — including stores, advertisements, and hoardings.

According to an Economic Times report, the agreement reads, “The licensor will not give on a license, sub-license, lease, sub-lease or any other arrangement nor allot any of the brands listed as ‘Competing Brands’ to occupy any space for setting up of retail stores for retailing, advertising, selling, offering, displaying, and merchandising their products and services within the area of the shopping centre depicted on the exclusivity zone.”

See also: Apple Locks Down Bengaluru Commercial Space For 10 Years: What’s Cooking?

Apple took the wraps off its first retail store in the country last week, offering excited fans a glimpse of the outlet set to open later in the month.

The new store which Apple wants to call ‘Apple BKC‘ is located in Mumbai's Jio World Drive Mall.

The company shared a barricade of the store last Wednesday, which features colourful designs inspired by Mumbai's iconic Kaali Peeli taxi art.

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