Soch Expands into Malaysia: A New Chapter for Indian Ethnic Wear
Published
October 14, 2025
In a significant move to broaden its international footprint, Soch, a prominent brand known for its evening and occasion wear, has officially launched three stores in Malaysia. The new outlets are located in Klang, Johor Bahru, and Kuala Lumpur, marking the brand’s entry into the Southeast Asian market and its commitment to bringing Indian ethnic wear to a diverse audience.
A Vision for Global Reach
Vinay Chatlani, co-founder and CEO of Soch Apparels Pvt Ltd, expressed enthusiasm about this expansion. “Soch has always been about making Indian ethnic wear aspirational yet accessible,” he stated in a recent press release. Chatlani emphasized that Malaysia is an ideal market due to its rich cultural tapestry that values celebration, heritage, and community. This strategic move aims to position Soch not only as a leader in Indian ethnic wear but also as a globally recognized brand with contemporary cultural relevance.
Strategic Partnerships and Future Plans
To facilitate this expansion, Soch has partnered with Venturist Sdn. Bhd., a local retail business. This collaboration is expected to enhance Soch’s retail presence in Malaysia, with plans to open two to three additional stores over the next three to five years. The brand is also committed to adapting its product offerings to suit the local climate, featuring a curated selection of sarees, kurtis, lehengas, and fusion wear.
This expansion is part of a broader strategy for Soch, which currently operates over 175 stores across 68 cities in India and has recently made its debut in Canada. The brand is actively exploring opportunities in other regions, including Southeast Asia, the Middle East, the UK, and the US.
The Cultural Significance of Indian Ethnic Wear
The introduction of Soch’s stores in Malaysia is not merely a business venture; it represents a cultural exchange. Indian ethnic wear has long been celebrated for its intricate designs and vibrant colors, often associated with festivals and significant life events. The growing interest in Indian fashion among diverse communities worldwide reflects a broader trend of globalization in the fashion industry.
Historically, Malaysia has been a melting pot of cultures, with influences from Malay, Chinese, Indian, and indigenous communities. This rich cultural backdrop provides a fertile ground for Soch’s offerings, which resonate with the local appreciation for heritage and craftsmanship. The brand’s focus on making ethnic wear accessible aligns with the increasing demand for diverse fashion choices in Malaysia.
Market Trends and Consumer Preferences
The Malaysian fashion market has seen a notable shift towards ethnic and traditional wear, particularly among younger consumers who seek to celebrate their cultural roots while embracing modern styles. This trend is evident in the rising popularity of fusion wear, which blends traditional elements with contemporary designs. Soch’s strategy to offer a mix of traditional and modern garments positions it well to cater to this evolving consumer preference.
Moreover, the COVID-19 pandemic has accelerated changes in shopping behaviors, with many consumers now favoring brands that offer a seamless online and offline shopping experience. Soch’s expansion into Malaysia comes at a time when the retail landscape is adapting to these new consumer expectations, making it crucial for brands to innovate and engage with their audience effectively.
Challenges and Opportunities Ahead
While the prospects for Soch in Malaysia appear promising, the brand will face challenges typical of entering a new market. Understanding local consumer behavior, navigating regulatory requirements, and establishing a robust supply chain are critical factors that will influence the success of this venture. Additionally, competition from established local and international brands will require Soch to differentiate itself through quality, design, and customer service.
However, the opportunities for growth are substantial. The increasing interest in Indian culture and fashion, coupled with Malaysia’s strategic location as a gateway to other Southeast Asian markets, presents a unique advantage for Soch. By leveraging its brand heritage and commitment to quality, Soch can carve out a significant niche in the region.
Conclusion
Soch’s expansion into Malaysia marks a pivotal moment in the brand’s journey, reflecting its ambition to become a global player in the ethnic wear market. With a focus on cultural relevance and community engagement, Soch aims to resonate with Malaysian consumers while celebrating the rich heritage of Indian fashion. As the brand continues to grow, it will be interesting to observe how it navigates the complexities of a new market and adapts to the evolving landscape of global retail.
