The Great Indian Rebrand: Why the West Is Just Catching On

Prada Kolhapuris are trending. But why does something rooted in South Asian culture only become “fashionable” once it hits a Western runway? And when did basmati rice bags become designer? Dilpreet and Suhayla unpack the mixed feelings around cultural validation, from luxury takes on everyday items to oil massages rebranded as TikTok wellness rituals. Is it appreciation, appropriation or just capitalism? Plus, why Ed Sheeran’s Sapphire feels like collaboration done right, and why Coldplay and Beyoncé didn’t get the same love.

A playful but pointed chat on how Indian culture went from being shamed to being sold and why it’s got us feeling everything from pride to confusion. Listen now on SBS Spice, wherever you get your podcasts.

I think we've been ashamed of ourselves for a very long time. This idea of projecting it onto white people or the West completely doesn't always sit right with me, because I do think that projection has come from us in the first place.

Dilpreet Kaur Taggar, SBS Spice

What this conversation is going back to is the idea of getting it from the source, getting it from where the inspiration comes from, or where it's being manufactured.

Suhayla Sharif, SBS Spice

SBS Spice is your go-to for South Asian Australian culture, exploring what makes us tick—or ick. Catch us on your favourite podcast platforms: Spotify, Apple Podcasts, YouTube and the SBS Audio app. Or tap the audio player to listen to the full episode.

To continue the cultural deep dive, have a listen to these chats too:

LISTEN TO

Inside Vipassana: Staying Silent for 10 Days

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19:43English

LISTEN TO

The in-between of being South Asian Australian

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18:15English

New episodes drop every week. Follow SBS Spice on Instagram @SBSSpice and never miss an update.