Local brands hopeful new heritage business scheme will help them widen reach, secure legacy

SINGAPORE – A colourful array of saris, kurtas, Punjabi suits and lehengas greets customers at Dakshaini Silks in the heart of Little India.

Since 1992, this one-stop shop for traditional Indian wear has provided those who enter its doors with a cultural experience, said Mrs Rani Kumar, the boutique’s founder and managing director.

The 69-year-old entrepreneur gives advice on fabrics and draping techniques, offers styling tips and suggests accessories to go with the garments.

She believes it is this personal touch that is the secret to her staying power. It was, after all, her loyal customers who encouraged her to apply for the National Heritage Board (NHB)’s new

SG Heritage Business Scheme.

Dakshaini Silks was one of 42 home-grown businesses recognised under the scheme on Oct 9.

Others include stores that sell religious accessories like VSS Varusai Mohamed & Sons, food businesses like Swee Choon Tim Sum Restaurant and bookshops like Maha Yu Yi.

Mrs Kumar hopes she will get some marketing and promotional support to attract more customers.

She will also be holding sharing sessions in her shop to promote Indian culture.

“A sari is a cultural experience, not just a piece of clothing,” she said. “I look forward to working closely with NHB, Indian Heritage Centre and other cultural groups to promote Indian culture to the wider community including non-Indians and tourists.”

Launched in March, the SG Heritage Business Scheme aims to raise awareness of heritage businesses.

Besides support in branding, marketing and consultancy services by NHB and other agencies, each business under it will receive a specially designed SG Heritage Business mark which it can display at its stores and marketing platforms.

These businesses can also participate in heritage-focused events like the Singapore Night Festival and Singapore HeritageFest to widen their outreach.

Haji V. Syed Mohamed, managing director of VSS Varusai Mohamed & Sons in North Bridge Road, believes the scheme will give his business a boost in visibility.

Nestled in the heart of Kampong Gelam, the store has been selling religious accessories to Muslims making the haj pilgrimage since 1935. It was established by his father in 1924 as a roadside stall in Haji Lane selling imported socks and other textiles.

Competition from e-commerce and rental hikes made him downsize from two retail units to one in 2021. The 84-year-old, who runs the business with his children, hopes for more exposure for his business.

“We wish to attract more tourists from Malaysia, Indonesia, Brunei and India,” he said. “Being recognised as a heritage business by NHB will help.”

Mr Ernest Ting, third-generation owner and director of Swee Choon Tim Sum Restaurant, also believes the scheme will give heritage businesses a stronger voice.

“By sharing our story on platforms like the NHB portal, through the SG Heritage Business mark, and in national marketing efforts, it helps both locals and tourists rediscover what makes these places special,” he said.

Founded in 1962, the business has six branches in Singapore specialising in handmade dim sum, including its flagship in Jalan Besar.

Running a heritage business is a blessing that comes with great responsibility, said Mr Ting, 34. He added: “Tastes change, lifestyles change, and we can’t stay still.

“The hardest part is finding that balance between holding on to tradition and embracing innovation – staying true to our roots while ensuring younger generations find us exciting and relevant.”

Publicity and outreach are also priorities for bookstore Maha Yu Yi, which has three units at Bras Basah Complex and an online presence on

yuyi.com.sg.

To widen its reach, the store organises events like talks and storytelling sessions at least once a month, and hopes it can tap the

SG Culture Pass

for some of its future activities. It also recommends and supplies books to the National Library and schools.

There is a need to attract new readers as it faces fierce competition from online bookshops, said managing director Sung Jee Tong.

His sister, Ms Sung Yuen Ling, 56, who is the business’ manager, said: “We have readers who are very young or old. We hope to reach out to more working adults who may be too busy to read, or are accessing e-books or buying books online.”

Mr Sung, 60, also hopes the scheme will provide consultancy services on using technology to reduce manpower needs so that they can channel more resources to customer service.

“We work and open daily except on major public holidays,” he said. “It is hard to get young people to work in retail as they are used to a five-day work week in the office.”

The business was established in 1969 by his father, Mr Sung Teo Chu, who is now 88. His mother, Ms Goh Mui Keow, 85, also helped build it up.

Said Mr Sung: “For my parents, who have put in a lot of effort in this business, this scheme also serves as recognition of their years of hard work and a nod to their legacy.”