Indian brands go halal crazy
‘TIME HAS COME FOR ISLAMIC BRANDING’
New Delhi, May 21: 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 Cavin-Kare , a Chennai-based personal care company.
Nyle shampoo, for instance, cornered a 26.7 percent share in the Singapore halal-compliant market and 22 percent 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 percent 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 Shariah 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. Courtesy TOI
Lastupdate on : Mon, 21 May 2012 21:30:00 Makkah time
Lastupdate on : Mon, 21 May 2012 18:30:00 GMT
Lastupdate on : Tue, 22 May 2012 00:00:00 IST
- MORE FROM NATIONAL
- Deaf and dumb are valid witnesses: SC
- Siasat to have international weekly edition from Middle East
- ‘11 cases of rights violation against defence forces since 2009’
- Evidence of hostile witness can't to be rejected in toto: SC
- IIM-Calcutta graduates bag Rs 2 mn in average salary
- Indian brands go halal crazy
- White paper on black money sans vital details
- Pakistan violated air space 23 times in last 3 years: Antony
- Rajiv Gandhi remembered on death anniversary
‘Infants Die Of Various Complications’
Srinagar, May 21: Lack of healthcare facilities at district level is forcing people to shift their children to GB Pant Hospital here for treatment which in turn is showing impact on the medicare at the More
- Srinagar City
ADB yet to approve funding for much hyped project
IN October 2009, Chief Minister, Omar Abdullah announced that a mega flyover would be constructed between Jehangir Chowk and Natipora within a timeframe of three years asking the concerned agencies to More
GK NEWS NETWORK
Jammu, May 21: The traffic signals would be soon installed at 30 important crossings in the Jammu city for the better management of the vehicular movement in the winter Capital. This was stated by More
- South Asia
NISAR AHMED THOKAR
Islamabad, May 21: President and Prime Minister of Pakistan administered Kashmir (PaK) Sardar Muhammad Yaqoob Khan and Chudhary Majeed on Monday paid glowing tributes to Kashmiri martyrs. Addressing More
Albuquerque (New Mexico), May 21: Millions in Asia and the western United States watched as a rare “ring of fire” eclipse crossed their skies. The annular eclipse, in which the moon passes in front More
New York, May 21: Two new studies indicate that people who suffer sleep apnea have a higher risk of developing cancer. Due to be presented in San Francisco this week at an American Thoracic Society More