Soch, the Indian ethnic wear brand, is growing internationally, opening three stores in Malaysia to enter the Southeast Asian market.This move is a big step for the brand to become a well-known direct-to-consumer (D2C) fashion brand from India. It shows their dedication to being a top ethnic wear brand outside of India.
After a good start in Canada earlier in the year, Soch has now launched stores in Klang, Johor Bahru, and Kuala Lumpur, officially entering Malaysia’s fashion retail scene. They’ve partnered with Venturist Sdn. Bhd., a local retail firm, to help customize their collections for Malaysia’s climate and culture, while keeping Soch’s Indian design style.
According to Vinay Chatlani, Co-founder and CEO of Soch Apparels, these stores are setting the stage for Soch to be known as a global brand with modern cultural importance, not just as India’s ethnic wear leader. His words emphasize the brand’s goal to create an omnichannel D2C strategy, mixing Indian craftsmanship with a modern shopping experience for global customers.
This expansion occurs as more D2C fashion and lifestyle brands in India explore global opportunities, fueled by a growing interest in ethnic and fusion wear from both diaspora and non-Indian shoppers. As part of its D2C growth plans, Soch is not only growing its physical store presence but also planning to launch localized e-commerce in Malaysia to serve the increasing number of online shoppers in Southeast Asia.
The company plans to open 2–3 more stores in Malaysia in the next three to five years and is considering markets in the Middle East, the UK, and the US. Currently, Soch runs over 175 stores in 68 Indian cities, with a wide range of products like sarees, salwar suits, kurtis, lehengas, and fusion wear, reflecting the changing shopping habits in India’s D2C fashion world.
Soch’s rise reflects the increasing strength of premium D2C brands in India, especially in fashion and lifestyle, where brands are using omnichannel retail and online-first marketing methods more and more. This growth adds to the increasing number of new D2C startups entering international markets and shows how established brands are changing through D2C business models and brand stories that resonate worldwide.
As D2C industry articles continue to share success stories of Indian brands going global, Soch’s entry into Malaysia shows how scalable Indian D2C fashion brands can be. With localized lines, smart retail partnerships, and a future digital introduction, Soch is leading a new wave of D2C fashion exports from India, proving that local brands can balance tradition, innovation, and global appeal.
