Can Siti Khadijah Telekung Overcome Cultural Differences in the UK?

Abstract

The telekung is a two-piece religious garment unique to Southeast Asia, namely, Malaysia and Indonesia, worn by Muslim women specifically for prayers. It is usually loose and is worn over the normal clothing. By emphasising premium quality and comfortable fitting as their unique value proposition, Siti Khadijah® became the leading brand of prayer apparel for Muslim ladies in Malaysia. The company is looking to expand to other markets including Indonesia and more recently into the UK market. However, the UK market presents certain issues the company has not faced in either the Malaysian or Indonesian markets. This is mainly to do with cultural differences between Muslims of different ethnic backgrounds.