What perception about Indian fashion are franchise owners trying to change?

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Franchise Owners Aim to Broaden Perception of Indian Fashion Beyond Festive Occasions

Franchise owners of the Indian fashion brand BIBA in Malaysia are actively working to shift the perception that Indian attire is exclusively suitable for weddings and festivals. They are observing a growing trend where Malay and Chinese customers are purchasing BIBA pieces for everyday wear, including for professional settings and casual weekend activities, indicating a broader acceptance of contemporary Indian fashion for daily use. This effort is part of a strategic move to make these styles more accessible to a wider demographic across Malaysia.
Shifting from Occasion Wear to Everyday Appeal

BIBA's presence in Malaysia, marked by the opening of three outlets within its first year, is driven by franchise owners Buelah Subramaniam and Krishsubashini Govindasamy. Their primary objective is to demonstrate that modern Indian fashion can transcend its traditional association with celebratory events. They have noted that non-Indian customers are increasingly seeking out BIBA garments for their versatility and aesthetic appeal, integrating them into their work wardrobes and casual outings.
Expanding Customer Base Beyond the Indian Community

Subramaniam and Govindasamy believe that contemporary Indian fashion holds significant appeal for a diverse Malaysian market. They are actively encouraging Malay and Chinese customers to consider BIBA pieces for their daily needs, thereby challenging the notion that such clothing is solely for individuals of Indian heritage or specific cultural events like Diwali open houses. This inclusive approach aims to make BIBA a go-to brand for women from all cultural backgrounds in Malaysia.
Growing Brand Presence and Accessibility

The brand's expansion to three locations—Brickfields, 1 Utama Shopping Centre, and Klang—within its inaugural year highlights its growing traction. The franchise owners attribute this success to a shared passion for entrepreneurship and a belief in fashion's ability to boost confidence. Their immediate focus remains on strengthening BIBA's brand awareness and presence nationwide, with aspirations to become a leading Indian fashion label in Malaysia and ensure contemporary Indian wear is readily available to all Malaysian women.

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What perception about Indian fashion are franchise owners trying to change?

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