KUALA LUMPUR, Feb 6 — Former beauty queen Sharmisstha Yoogan strongly believes that the pageant industry is a great platform for women to pursue their goals in modelling and show business.

Her latest endeavour comes in the form of national director for the Miss and Mrs India Worldwide Malaysia (MMIWM), a pageant that aims to showcase the diversity of Indian culture across the globe.

"When you look at the modelling industry here, pan Asians are sought after but what about Indian women? I feel Indian women lack a platform for exposure,” said Sharmisstha.

(From left) Mrs India Worldwide Malaysia finalists Kiron, Maynicca Devi and Pramila choosing their evening gowns for the grand finals at Navneet Goenka in Starhill Gallery.

Interestingly, the pageant is carving a niche for itself by doing without the often-controversial swimsuit category, replacing it with traditional wear.

"There’s still a stigma attached to Indian girls wearing bikinis so we’ve decided not to have the swimsuit round,” she said, adding that women can show off their figure in a saree too.

Over 300 hopefuls applied for the pageant but only 100 lucky women were shortlisted.

Not many are aware about Malaysian-Indian culture, says flight attendant Kiron.

At this Saturday’s grand finals, 12 Miss and 10 Mrs finalists will compete for the crown and represent Malaysia in October at the Miss and Mrs India Worldwide pageant where they will compete with women from 40 nations.

Mrs finalist Kiron Jeet Kaur, 48, a flight attendant with Malaysia Airlines for the last 28 years said MMIWM is a brilliant way to showcase Indian culture.

"Somehow people still think if you’re dressed in a saree, you’re by default an Indian national so in that respect, Malaysian-Indian women still lack representation,” said the mother of one.

Pramila says being married with children should not stop women from pursuing their dreams.

This is also the first time the Mrs category is being introduced into the pageant and for career-minded women like Pramila Devi, who works in the oil and gas industry, it is a chance to chase a childhood dream.

"Being a mother and wife should not stop us from pursuing our little dreams,” said Pramila.

The 44-year-old mum of three also said there was never a dull moment whenever she was in the company of her fellow Mrs contestants.

"We simply love exchanging funny stories about our kids, that keeps us going.”

Sabiah says her three sons are her biggest cheerleaders.

Despite controversy surrounding Muslim women’s participation in beauty pageants, Penangite Sabiah Hassan did not let any negativity get to her.

"I was told by some I won’t be successful but I won’t allow anyone to put limitations on me,” she said, adding that her three boys are her biggest cheerleaders.

For their younger Miss counterparts, many saw it as an avenue to gain exposure in the entertainment industry especially Bollywood while others seized the opportunity to make a difference in their community.

Felena wants to boost education within the Indian community.

"Education is seriously lacking in the Indian community and I would like to help change that by upgrading schools,” said Felena Jesu Kumar, 22 from Ampang.

JobStreet account manager Shemini Rama Rao, 27 joined the pageant to improve her public speaking skills, a skill she said is vital if one wants to highlight a cause.

"My mum, who is an ex-policewoman, heads a non-governmental organisation called Persatuan Kebajikan Wanita Selangor Wilayah that helps single mothers.

"From her, I learned how to empower and help other women in our community. She also taught me how to be masculine and feminine at the same time,” said Shemini.

On top of polishing her public speaking skills, Shemini says her mum played a vital role in encouraging her to empower other women.

The MMIWM grand finals will take place on Saturday at the TSR Conference Hall, Shah Alam.

The grand finals will be judged by Datuk Seri Daljit Singh Dalliwal, Datuk Seri Navneet Goenka, Datuk Raymond Jolly, Datuk Nicholas Pinder, model Carl Graham, Mrs Universe 2013 Carol Lee and Kavita Sidhu.

Tickets can be purchased at worldwide.arseatrdg.com.