INDIAN ethnic wear is no longer reserved for Deepavali celebrations or wedding receptions.
A year after opening its first outlet in Malaysia, Indian fashion label BIBA says an increasing number of Malay and Chinese women are embracing its contemporary ethnic wear as everyday fashion, signalling a shift in how traditional Indian clothing is perceived across the country’s multicultural landscape.
Known in India for its modern take on traditional silhouettes, BIBA has built its reputation over nearly four decades with collections of kurtas, coordinated sets and ethnic-inspired apparel.
In Malaysia, however, the brand is finding a broader customer base drawn less by cultural ties than by comfort, colour and versatility.
“We want to challenge the perception that Indian fashion is only meant for weddings or festivals,” said franchise owners Buelah Subramaniam and Krishsubashini Govindasamy.
“It is not just our Indian customers. More Malay and Chinese women are coming into our stores looking for outfits they can wear to work, casual gatherings or on weekends.”
For Krishsubashini, introducing BIBA to Malaysia was inspired by years of shopping at the brand’s outlets in India, where she felt its contemporary designs had universal appeal.
“Malaysia’s multicultural society has created an environment where people are increasingly open to exploring fashion beyond their own cultural traditions.”
“We believed BIBA could resonate with women who simply appreciate colourful, elegant and comfortable clothing,” she said.
The pair said their partnership was built on a shared passion for entrepreneurship and a belief that fashion could empower women by helping them feel confident in what they wear.
Since opening its first Malaysian outlet last year, BIBA has expanded to three stores — in Brickfields, 1 Utama Shopping Centre and Klang — reflecting what the founders describe as encouraging demand during its first year of operations.
While the immediate priority is to strengthen the brand’s presence and grow awareness nationwide, the long-term ambition is to position BIBA as a mainstream fashion choice rather than one associated solely with cultural occasions.
“We hope more Malaysian women, regardless of their background, will discover how versatile contemporary Indian fashion can be,” they said.
To mark its first anniversary in Malaysia, BIBA will offer discounts of up to 50 per cent at all three outlets from July 10 to 12, alongside customer appreciation activities during a special Thank You Day.
“This first year has been shaped by customers who believed in us from the beginning. This celebration is as much about them as it is about our journey,” the founders said. - Juny 6, 2026
