Kuala Lumpur: Local ‘telekung’ (Muslim woman’s prayer veil) brand Siti Khadijah has set a sales target of RM2.5 million over a period of three months to six months for its latest telekung collection, Maharani. Founder Padzilah Enda Sulaiman stated that her company, Siti Khadijah Apparel Sdn Bhd, has produced 5,000 units of Maharani telekung available in three types, namely Midi, Sabira, and Exclusive, in two colour options, white and black.

According to BERNAMA News Agency, the Maharani’s face design is initially available in three types of telekung and will be expanded to all Siti Khadijah telekung collections by Hari Raya Aidilfitri next year. Padzilah explained that after a decade without new designs, the Maharani design has been introduced, catering to the face shape of Asian women. The design symbolizes the elegance and strength of a woman.

Padzilah revealed plans to consider expanding the business to the Middle East, particularly Saudi Arabia and Dubai, after 2030. Currently, the focus is on strengthening operations in Malaysia, Indonesia, and Singapore, with 60 branches in Malaysia and one each in Singapore and Indonesia. The strategy emphasizes reselling and marketplace platforms.

She highlighted that in addition to physical boutiques, Siti Khadijah will focus on online sales, from which 35 per cent of total sales revenue is generated. Efforts will be made to strengthen both the online and in-store shopping experiences.

Padzilah also mentioned that over the next five years, the company plans to diversify its product offerings for women, men, and children, aligning with its strategy to capitalize on its broad market share.