BANGALORE (India), 29 Jumada Al-Thani/21 May (IINA)-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 (GCC) countries.
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 Foods.
Amrutanjan has obtained a halal certificate for all its pain balm products exported to Singapore, Malaysia, West Indies and a few African markets. “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.
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