how to sort the expression not based on the Heads in Times?

with the help of Bob Hanlon:

axx = HoldForm[
   NonCommutativeMultiply @@ 
    SortBy[List @@ (a[k, l] b[i, j]), First]] // ReleaseHold

axx //. NonCommutativeMultiply[a_, Y___] :> HoldForm[Times[a, Y]]