Given the saturated Indian shopping festival market in Singapore, Mr Abdul Malieq Abdul Salam, owner of Shaabaz Events Hub, hit upon a new strategy this October.
He organised the Asian Festival Village from Oct 3 to 6 at Singapore Expo, which focused not only on Indian culture and ethnic wear, but also incorporated the styles and flavours of Indonesia, Nepal, Thailand and Japan.
It was a departure from the consumer exhibitions he had organised since 2012, which were targeted at Indian expats.
“It was a bit challenging for us because a lot of Indian events take place in Singapore close to Deepavali,” said the 43-year-old entrepreneur.
“So we created a new brand that appeals to everybody. The response was good, we saw more than 20,000 people from different races attend the event.”
Mr Malieq said he was forced to change his concept because the “spending powers of individuals is limited, with different organisers trying to tap into the market”.
“Unless you have a good concept, no one will come,” he said. “People want value for their money and they always look at which artiste is performing (at the bazaar) and which brands are there.
“People are getting tired of attending the same shows. So I told my vendors they could bring their Diwali decorations and dresses, but they should be modernised. The different designs should also attract the Filipinos and other communities in Singapore. That is what I’m keen on.”
At one time, Mr Malieq used to organise six exhibitions a year. He has since reduced them to three. “Quality is what matters,” he said.
Ms Shagun Chand, who organises the NRI Buzzar twice a year, agreed it’s important to provide an “unforgettable and unique shopping experience”.
“Our shopping festival goes beyond showcasing products and giving the best prices,” she said. “It also involves networking and integration. There is excellent food, wine and music – it’s a celebration of craftsmanship and community.”
The NRI Buzzar shopping festival she organised with her partner Chandni Jain at the Holiday Inn Singapore Orchard City Centre on Oct 8 attracted around 8,500 people.
“We had 89 vendors providing lifestyle items like clothes and jewellery, as well as food. There was something for everyone,” she said.
The competition does not worry her. “There is a space for everyone; the key is to think of new ideas. Your product should speak for itself,” she said.
Direct dealing is also the secret behind Zak Salaam India’s success, said its Singapore representative Muhammad Fazil.
The Chennai-based company has been organising Indian shopping festivals in Singapore for the past 17 years, and has found the market growing.
“It’s all about doing away with middlemen and bringing the product straight from the factory to consumers,” said Mr Fazil, 35.
Zak Salaam India does three events a year – around the time of Hari Raya Puasa, Aadi and Deepavali. This year, it also did a Pongal event in January.
Its latest shopping festival from Oct 10 to 13 at Singapore Expo attracted some 62,000 visitors.
