'Telekung,' an outfit worn by Muslim women during prayers, covers a womans body and only reveals the face. It is usually white in colour.
Telekung come in various materials and designs.
This outfit is readily available in the market throughout the year, but some Muslims only purchase this garment during Ramadan.
The cost of a pair of telekung is dependent on the quality of materials used during its production. In some parts of Malaysia, retailers have even launched a price war on the telekung.
TELEKUNG TRADER
For telekung seller Nor Azirah Salleh, the prayer outfit has turned fashionable and is in great demand during Ramadan just as with the other wear like the tudung (traditional Malay women head wear).
"There are some consumers who claim that they only purchase the telekung once a year during Ramadan.
"We are currently offering discounts on telekung. Before Ramadan, the price of a pair of telekung at our store could have been between RM55 and RM60. Now, we are selling a pair of telekung for RM40," said Nor Azirah, who sells telekung that are produced in Indonesia.
She added that she is offering discounts on telekung because of their abundant supply in bazaars, boutiques, and markets.
GIFT
The purchase of telekung is not only limited to the fasting month of Ramadan as well as for the obligatory ibadah and tarawih prayers but also used as gifts.
People from Sabah, Sarawak, Brunei Darussalam and other states in Malaysia purchase telekung here and send them to their kith and kin.
Some of them purchase more than one pair of telekung, noted Nor Azirah.
There are customers who bought the prayer outfit for other purposes such as wedding gifts and for those going to the Holy land to perform either the Haj or Umrah.
Padzilah Enda Sulaiman, owner of Siti Khadijah Apparel Sdn Bhd, contributes telekung for the purpose of sadaqah during Ramadan to orphanages and surau.
EASY TO WEAR
According to Padzillah, people purchase telekung that meet the requirements to perform the ibadah and are easy to wear.
"Peoples purchasing power has increased, and they can afford to have several pairs of telekung.
"In the past, consumers selected telekung based on the material and the embroidery design, but now, Siti Khadijah (Apparel Sdn Bhd) offers designs that suit the shape of a persons face," said Padzilah, who has been producing telekung under Siti Khadijah label since 2009.
COLOURFUL
Today, the telekung comes in a multitude of colours.
Azzah uses social media sites to sell the telekung, and many of her customers place their orders for colourful telekung.
Azzah sells telekung which are produced in Yemen; her relative who is studying in Yemen ships telekung to Malaysia, and Azzah sells them online on social media sites.
"A number of customers prefer maroon and dark blue colours," she noted.
However, white telekung is still popular among Muslims in Malaysia. In addition, those going on a pilgrimage to Makkah purchase white telekung.
MARKET
Many of the telekung that deluge the local market are produced in neighbouring countries such as Indonesia, and prayer outfits produced in Malaysia are only available at a few outlets, including boutiques.
According to Padzilah, the production of telekung in Malaysia is not full-fledged, which is why the telekung is still imported from neighbouring countries.
According to telekung entrepreneur Noor Azliza Abdul Wahab of Kampung Pulau Kecil, Jitra, Kedah, who runs Melati Tanjung Enterprise, there is always a huge demand for telekung that is produced locally.
Telekung come in various materials and designs.
This outfit is readily available in the market throughout the year, but some Muslims only purchase this garment during Ramadan.
The cost of a pair of telekung is dependent on the quality of materials used during its production. In some parts of Malaysia, retailers have even launched a price war on the telekung.
TELEKUNG TRADER
For telekung seller Nor Azirah Salleh, the prayer outfit has turned fashionable and is in great demand during Ramadan just as with the other wear like the tudung (traditional Malay women head wear).
"There are some consumers who claim that they only purchase the telekung once a year during Ramadan.
"We are currently offering discounts on telekung. Before Ramadan, the price of a pair of telekung at our store could have been between RM55 and RM60. Now, we are selling a pair of telekung for RM40," said Nor Azirah, who sells telekung that are produced in Indonesia.
She added that she is offering discounts on telekung because of their abundant supply in bazaars, boutiques, and markets.
GIFT
The purchase of telekung is not only limited to the fasting month of Ramadan as well as for the obligatory ibadah and tarawih prayers but also used as gifts.
People from Sabah, Sarawak, Brunei Darussalam and other states in Malaysia purchase telekung here and send them to their kith and kin.
Some of them purchase more than one pair of telekung, noted Nor Azirah.
There are customers who bought the prayer outfit for other purposes such as wedding gifts and for those going to the Holy land to perform either the Haj or Umrah.
Padzilah Enda Sulaiman, owner of Siti Khadijah Apparel Sdn Bhd, contributes telekung for the purpose of sadaqah during Ramadan to orphanages and surau.
EASY TO WEAR
According to Padzillah, people purchase telekung that meet the requirements to perform the ibadah and are easy to wear.
"Peoples purchasing power has increased, and they can afford to have several pairs of telekung.
"In the past, consumers selected telekung based on the material and the embroidery design, but now, Siti Khadijah (Apparel Sdn Bhd) offers designs that suit the shape of a persons face," said Padzilah, who has been producing telekung under Siti Khadijah label since 2009.
COLOURFUL
Today, the telekung comes in a multitude of colours.
Azzah uses social media sites to sell the telekung, and many of her customers place their orders for colourful telekung.
Azzah sells telekung which are produced in Yemen; her relative who is studying in Yemen ships telekung to Malaysia, and Azzah sells them online on social media sites.
"A number of customers prefer maroon and dark blue colours," she noted.
However, white telekung is still popular among Muslims in Malaysia. In addition, those going on a pilgrimage to Makkah purchase white telekung.
MARKET
Many of the telekung that deluge the local market are produced in neighbouring countries such as Indonesia, and prayer outfits produced in Malaysia are only available at a few outlets, including boutiques.
According to Padzilah, the production of telekung in Malaysia is not full-fledged, which is why the telekung is still imported from neighbouring countries.
According to telekung entrepreneur Noor Azliza Abdul Wahab of Kampung Pulau Kecil, Jitra, Kedah, who runs Melati Tanjung Enterprise, there is always a huge demand for telekung that is produced locally.
