BritishIndia is modern Singaporean jeanswear production company, founded in 1994 by Pat LIEW, a well-known and respected industry veteran, which is currently the CEO of this Group. The company captures the aesthetics and unique look of the days of the British Raj, blending vintage styles with modern ease, using the finest natural fabrics and local craftsmanship. The company became famous for its branding campaign by the late Yasmin AHMAD, with a brilliant and controversial, tongue-in-cheek headline: “Presenting BritishIndia, an era of racism, oppression, injustice and nice outfits.”​, but at the same time evoked an era of glamour, maharajas, elephants, tigers and durbars. In 1995 BritishIndia won London Fashion Award for this ad.