More than a brand: How Siti Khadijah celebrates and supports mothers every day
“Ninety per cent of our team are women and most of them are mothers. Some are also single mothers. So that’s how we support mothers,” says CEO.
SHAH ALAM – For many women, motherhood means balancing countless responsibilities every single day, from building careers and managing households to caring for their families, often while putting themselves last.
For Malaysian Muslimah brand Siti Khadijah, that reality is deeply understood, not just through its customers, but within the company itself.
In conjunction with Mother’s Day, Siti Khadijah Holding Sdn Bhd chief executive officer (CEO) Mohammad Munzir Aminuddin said the brand’s appreciation for mothers begins internally, with women forming the backbone of the organisation.
“First and foremost, we start with ourselves. We hire a lot of mothers in the company.
“Ninety per cent of our team are women and most of them are mothers. Some are also single mothers. So that’s how we support mothers,” he said.
Munzir said the appreciation was also personal, as the company itself was built on the sacrifices and vision of his mother, who founded the brand.
“And me here, personally also supporting my mother as the founder,” he added.
Over the years, Siti Khadijah has grown from a telekung brand into one of Malaysia’s most recognisable Muslim lifestyle labels, with its identity closely connected to women’s everyday experiences, comfort and spirituality.
Reflecting on the role of mothers in today’s demanding environment, Munzir described women, especially mothers, as individuals who work tirelessly, often carrying responsibilities both at work and at home without pause.
“Looking at my team, they work hard day and night. At home, they have to raise their children and take care of their family.
“Women, especially mothers, are working tirelessly. This creation of Allah called women, especially mothers, is very special,” he said.
He also encouraged mothers to appreciate their own journey and sacrifices, acknowledging that their efforts often go unseen despite shaping families and communities every day.
“I dedicate this message to my mother and also my wife,” he said.
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