Islamic branding is an idea whose time has come, as brands
tracking a broader consumer base get accustomed to Muslim
sensibilities. It’s not just about halal food alone, for it’s at
the forefront of the branding repertoire that resonates deeply
with Muslim consumers around the globe.
Homegrown brands like CavinKare, Daawat, Bikano, Goldwinner oil,
Vadilal ice cream, Amrutanjan Health Care and Gujarat Ambuja
Exports are embracing halal-certification to get a better foothold
in markets like Singapore, Malaysia and Gulf Co-operation Council
CavinKare has got a halal certification from Halal India, an apex
body for halal certification, for three of its products – Fairever,
Nyle herbal shampoo and Ruchi pickle – to expand its footprint in
Singapore, Malaysia and GCC.
“The certification is a
reason-to-belief for customers on quality parameters. The
certification will also give an edge over our competitors,” said R
S Vijay Kumar, GM of international business at CavinKare, a
Chennai-based personal care company.
Nyle shampoo, for instance, cornered a 26.7% share in the
Singapore halal-compliant market and 22% in Malaysia for the same
segment last fiscal, he added. The Rs 1,100-crore company expects
its international business to touch the Rs 100-crore mark in the
current fiscal from Rs 70 crore earlier.
Bikano, the sweet and the namkeen brand from Bikanervala Foods,
has seen a 30% jump in soan papdi and cookies sales in Malaysian
market in the last one year, partly due to the halal-certification
that gave a higher visibility on retail shelves there.
“Halal signifies highest standards
of quality and hygiene in ingredients, processes and products,”
said Sachin Anand, head (international business), Bikanervala
Amrutanjan has obtained a halal certificate for all its pain balm
products exported to Singapore, Malaysia, West Indies and a few
“Islam in many ways is a way of
life. To that extent, Islamic branding is all about using brands
as good deeds. What starts with halal foods, can move on to halal
practice in every industry, be it the pharmaceutical or the
cosmetic industry. Islamic branding can embrace broader pastures
that cover business practices too,” said Harish Bijoor, CEO of
Harish Bijoor Consults.
“With many brands embracing halal, Indian brands may look at an
export market opportunity of about $200 billion in the next ten
years,” said Mohamed Jinna, CEO of Halal India.
The halal stamp can be extended to
those brands tuned into the principles of Sharia in faith, good
practice and spirit. Globally, the halal market is worth a
staggering $2.1 trillion a year, says a report by brand
consultancy firm Ogilvy Noor.
The market opportunity for halal products is still untapped in
India, but brand consultants are not dismissing its potential in a
country with 160 million Muslims. Paul Temporal, founder and MD of
Temporal Brand Consulting, feels that there is a lot more room for
brand managers to adapt these values for different markets and
cultures, whether Islamic or not.
“If you look at Islamic values, most of them are emotional and
this makes for good branding and marketing. A more careful look
reveals that a lot of these values do not just suit Islamic
audiences, but are of a universally appealing nature. The issue or
challenge is to find where these people are and to reach them with
suitable products,” he added.