Malaysian shoppers embrace BIBA’s contemporary Indian wear for daily use, as the brand marks its first anniversary with three stores nationwide.
KUALA LUMPUR: Indian fashion brand BIBA is seeing growing interest from Malaysian shoppers beyond its traditional customer base, with more Malay and Chinese women embracing its contemporary ethnic wear for everyday use rather than festive occasions.
The shift comes as the brand celebrates its first anniversary in Malaysia, having expanded from a single outlet to three stores within a year.
Known in India for nearly four decades for its premium ethnic wear, flowing kurtas and contemporary Indian-inspired designs, BIBA has built a strong reputation with hundreds of stores nationwide.
In Malaysia, however, the brand is attracting a broader audience seeking versatile clothing for work and casual outings.
The Malaysian expansion is led by franchise owners Buelah Subramaniam and Krishsubashini Govindasamy, who saw an opportunity to introduce contemporary Indian fashion to a wider market.
The entrepreneurs said they wanted to challenge the perception that Indian fashion is reserved solely for weddings, Deepavali celebrations and other festive occasions.
“Many people still think Indian fashion is only for weddings or festivals and this is a perception we want to change.
“It’s not just our Indian customers, we’re seeing Malay and Chinese customers coming in specifically looking for pieces they can wear to work,” they said.
Krishsubashini said the idea of bringing BIBA to Malaysia was inspired by her decade-long experience shopping at the brand’s outlets in India.
“Malaysia has a vibrant multicultural community with a growing appreciation for Indian fashion, not only among the Indian community but also among women who simply love colourful, contemporary clothing,” she said.
The pair said their partnership combines expertise in business operations, management and customer experience, driven by a shared belief that fashion can inspire confidence.
“Our partnership began through a shared passion for entrepreneurship and a common belief that fashion has the power to inspire confidence,” Buelah said.
Looking ahead, the founders plan to strengthen BIBA’s presence in Malaysia by expanding into additional strategic locations nationwide.
“We are proud to have reached three stores within our first year, but we see this as just the beginning. Our aspiration is to establish BIBA as one of Malaysia’s most sought-after Indian fashion brands while making contemporary Indian wear more accessible to women nationwide.
“Our long-term hope is simply for more Malaysian women to discover how versatile Indian fashion can be, whatever their background,” they added.
To mark its first anniversary in Malaysia, BIBA’s outlets in Brickfields, 1 Utama Shopping Centre and Klang will offer discounts of up to 50 per cent from July 10 to 12, alongside a special Thank You Day and in-store activities for customers.
“This first year has been about the customers who gave us a chance and kept coming back. The Thank You Day is our way of celebrating them and this milestone is as much theirs as it is ours,” the founders said.
