The word keling has been used since 15th century within the Malay community to mean "Indian-Muslim children". The term "Kapitan Keling" was used for a representative of an Indian community, similar to the "Kapitan Cina" of a Chinese community. In early Penang of the 1790s the Kapitan Keling was Cauder Mohideen who, together with the Kapitan Cina Koh Lay Huan and other prominent members of the community, formed the first Committee of Assessors to decide the rates and collection of taxes.[6] This usage is preserved is the name of the Kapitan Keling Mosque, a prominent Penang landmark (see below).

In many cases the word is used as a derogatory term.[3] Keling was recently used by Members of Parliament in Malaysia, resulting in uproar by the Malaysian community accusing the MPs of racism.[7] Popular usage in Malaysia also suggests a tone of general disrespect to Indian Malaysians[according to whom?].

The phrase janji keling (janji being "promise" in Malay) OR cakap macam keling (cakap macam being "talk(s) like" in Malay) is sometimes used by people of Malay-speaking communities (regardless of race) to refer to a liar, someone who gives conflicting statements, or, more commonly, someone who changes their minds and decisions often. Considered offensive, this term is comparable to the North American English expression Indian giver (although referring to different types of "Indians") or the English expression "to welsh", meaning to fail to honour a bet.