Breaking the mold

Breaking the mold

Tika and Nisa Mulya, Indonesia

Tika and Nisa Mulya, Indonesia

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Breaking the mold

Breaking the mold

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We have to have the innovation and courage to change for the better.

Tika and Nisa Mulya

Tika and Nisa Mulya

Indonesia

As second-generation members of eLcorps, the Muslim fashion company founded by their mother, Tika and Nisa Mulya have their eyes on the future. “We have to keep updated on global trends and stay true to the company vision, but we have to have the innovation and courage to change for the better,” Nisa says.

Their mother, Elidawati Ali Oemar, has guided the company’s growth through a franchising partnership strategy — a business model that was new to the Islamic word. Her trailblazing spirit has made the sisters mindful of their family legacy’s impact.

“We create a big market, and we create so many jobs,” Tika says. “So many people rely on us, and that is why you have to be more thoughtful, because we have to be beneficial for others.”

Building on that legacy led the sisters to the EY NextGen Academy. “It is not easy to continue a family business,” Nisa says. “As the next generation, we have different challenges than the previous generation.” The NextGen Academy offered Tika and Nisa insights into how to navigate these challenges — from capitalizing on their experiences to improving lines of communication — and their fellow attendees shared perspectives from other businesses and other countries.

They are now applying those lessons within eLcorps as they work alongside their mother. For example, Tika is involved in a marketing project that will have great ramifications for the company and its brands.

“I’m changing the brand image, but I am also changing how the system works on the inside,” Tika says, noting that the fashion industry requires them to react more quickly. “We have to be more committed to what we do.”

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