SHAH ALAM – Siti Khadijah did not build its name solely on telekung (prayer garment for Muslim women), but on turning prayer wear into a lifestyle experience centred on comfort, innovation and emotional connection.
Now, 16 years later, the brand is expanding beyond women’s prayer wear into a broader family-focused Muslim lifestyle business after receiving the Muslimah Lifestyle Leadership Award at Bisnes Sinar Harian Awards (BISA) 2026.
Siti Khadijah Holding Sdn Berhad chief executive officer Mohammad Munzir Aminuddin said the company’s growth was driven by a mission that went beyond selling products.
“Maybe many people think we are only selling telekung, but actually, we are selling solutions.
“We are selling technology, innovation and experiences that suit the needs and lifestyles of women today, and now men as well,” he said.
“It may sound cliche, but that is what we have focused on consistently for the past 16 years,” he said in a sideline interview after the awards ceremony yesterday.
Munzir said staying consistent with the company’s original vision had been key to building trust and long-term brand recognition.
He said Siti Khadijah founder, Padzilah Enda Sulaiman had made the brand direction clear from the beginning, making it easier for the team to stay aligned in terms of communication, product development and customer experience.
“Sixteen years ago, she wanted to elevate the telekung to another level. We already knew how the brand should look, how we should communicate and even how the stores should feel.
“We just needed to stay true to that vision,” he said.
Today, Siti Khadijah operates 63 stores nationwide and has expanded into Singapore and Indonesia.
Munzir said the company was now focusing on diversifying its offerings to cater to a broader customer base, including men and families.
Its men’s line under the Teman brand has shown promising growth, with products such as kurtas and jubah receiving encouraging response from customers.
“Our focus now is on expanding our stores and offering more products to serve a wider range of customers, not just women.
“We now cater to the whole family,” he said.
Munzir also reflected on the company’s toughest period during the Covid-19 pandemic, when all of its outlets were forced to close.
At the time, he said the company had around 400 staff members, many of whom relied on retail operations for income.
“Closing down and doing nothing was never an option.
“Looking at them and the families depending on them gave us a strong sense of responsibility to overcome the challenge,” he said.
He added that the company’s people-first values remained central to its identity, with women making up the majority of its workforce, including single mothers and those eligible for zakat assistance.
“That has always been part of the company’s DNA, and we continue to stay true to it,” he said.
Munzir said the company welcomed the growth of other businesses within the Muslimah fashion and prayer wear industry, viewing it as a positive sign for the local entrepreneurial ecosystem.
Siti Khadijah received the Muslimah Lifestyle Leadership Award at the BISA 2026, a national initiative by Sinar Harian under the Karangkraf Group that recognises the achievements of Malaysia’s micro, small and medium enterprises across various sectors.
For its 2026 edition, BISA introduced expanded categories covering areas such as education, property, insurance and fashion, with nearly 40 awards presented in total, including jury-selected honours and a continued entrepreneur icon recognition.
The gala night was supported by partners including Royale Chulan, Boustead Holdings, Edaran Otomobil Nasional Berhad (EON), PLUS Malaysia Berhad, Lexis Hotel Group, Jasmine Food and Yayasan Pembangunan Ekonomi Islam Malaysia (YAPEIM), and featured performances by Malaysian singer Ella, Monocort Band and comedian Mad Sabah.