Soch Expands to Malaysia Bringing Indian Ethnic Wear to Southeast Asia

Soch, a renowned evening and occasion wear brand, has announced its significant strategic expansion into the Malaysian market. This move marks a pivotal step in bringing the rich heritage of Indian ethnic wear to shoppers across Southeast Asia. The brand has successfully launched three new stores in key Malaysian cities: Klang, Johor Bahru, and Kuala Lumpur, establishing its initial footprint in the region.

Vinay Chatlani, co-founder and CEO of Soch Apparels Pvt Ltd, highlighted the brand's core philosophy behind this international venture. “Soch has always been about making Indian ethnic wear aspirational yet accessible,” Chatlani stated in a press release. He further elaborated on the strategic choice of Malaysia, noting, “Malaysia allows us to carry that promise overseas in a market that understands celebration, heritage, and community at its core. With these stores, we are laying the foundation for Soch to be recognised as not just India’s ethnic wear leader, but as a global brand with a contemporary cultural relevance.”

To facilitate its growth in the region, Soch has forged a strategic franchise partnership with Venturist Sdn. Bhd., a prominent Malaysia-based retail business. This collaboration is crucial for expanding Soch's retail presence efficiently. Looking ahead, Soch has ambitious plans to add two to three more stores in Malaysia over the next three to five years. Furthermore, the brand is committed to tailoring its product offerings specifically for the local, tropical climate, ensuring a curated range of garments including sarees, kurtis, lehengas, and fusion wear that resonate with Malaysian consumers.

Soch Apparels currently boasts an impressive network of over 175 stores across 68 cities within India. Beyond its domestic success, the label has already made its international debut in the Canadian market. The expansion into Malaysia is an integral part of Soch’s broader commitment to global retail growth. The brand is actively exploring further opportunities for international expansion, with a keen focus on other regions such as Southeast Asia, the Middle East, the UK, and the US, solidifying its vision to become a globally recognized ethnic wear brand.