Indya has opened an exclusive brand outlet in Malaysia. This is the brand’s first exclusive outlet both in Malaysia and outside of India.

It is a franchise store and it retails Indya’s range of everyday kurtas and sets as well as occasion wear and accessories. The aim is to increase and strengthen the brand’s reach in international markets, bringing differentiated ethnic occasion wear at affordable price points to the Indian diaspora.

The brand is looking at opening stores in regions with strong NRI communities such as the US, Canada, South Africa, and the Middle East. The plan is to make international a key channel for the business and increase its contribution to revenue to 25 per cent by next year.

Indya mixes classic Indian aesthetics with modern styling to appeal to a range of age groups. Indya, a part of New Delhi-based fashion house High Street Essentials, was born out of a thought to modernize ethnic fashion by considering the evolving lifestyle and needs of the new-age woman.

Indya has since grown to become one of India’s leading omnichannel fashion brands. Besides retailing in the country through its website, online marketplaces, 400 shop-in-shops and 32 exclusive brand stores, the brand also serves a robust international market that currently contributes to 18 per cent of its total revenue.