Thank you to Adam Sheth, Founder of Jewels of the Ummah for this month's guest blog on the subject of Halal.
As supporters of ethical trade and business practices, the Groundswell Innovation team are extremely pleased to have worked with Adam on the development of this new brand.
Halal is a historical Islamic term used by Muslims all across the world which means 'permissible' or 'allowed’.
The opposite of Halal is 'Haram'. Impermissible. What is Halal and Haram derives from the Quran and Prophet Muhammed p.b.u.h.
The word Halal is mostly recognised when referring to food, but nowadays the word is being used in every part of a Muslim's life. Take travel for instance, how can it be made Halal?
The importance of Halal travel is where a Muslim has the necessary facilities to practice their faith with ease from Halal food, information for prayers, water in toilets, separate swimming pools, gyms and so on. The travel industry focusing on the Muslim consumer needs has valued the Muslim travel market to be worth an estimated US$220 billion, according to an October 2016 report by MasterCard and CrescentRating.
The global ‘Halal’ market is now estimated at US$2.1 trillion, growing at a phenomenal US$500 billion annually. The global Muslim population account for 23% of the world’s population and are expected to grow by 35% to be 2.2 billion in 2030.
The rise of the Millennial Muslims (nicknamed, Generation M) is driving this huge change. As a group they are digitally connected, not afraid of expressing themselves and proud of their Muslim identity. The growth of this consumer group has created vital talking points on everyday topics such as fashion, travel, health and beauty, in relation to the rulings of Islam. They look at Halal as not only a certification or an end product but the entire process to ensure products and services have been created in an ethical manner also known as tayyib meaning good, pure and wholesome.
Millennial Muslims don't just care that the meat they are eating is Halal. But also that it comes from an animal that has been treated decently and lived a happy life.
Halal goes much further than food.
This has presented young British entrepreneur Adam Sheth, with a huge opportunity to create a new marketplace known as the Jewels of the Ummah. This contemporary online market space will bring together the most modern, ethical and creative Muslim-friendly lifestyle products that creative businesses have to offer to the young generation of Muslims around the world in a single place of online shopping. Brands that will feature on this e-commerce platform will help Muslim and Non-Muslim brands connect to this audience effectively.
Many brands and independent businesses are considered Halal without having a Halal certificate or Tayyib but reaching this target audience is difficult. This platform will be a highly effective way for brands to connect to consumers seeking non-food Halal products. For example, brands like Purple Impression, an eco-conscious fashion brand that puts emphasis on earth-friendly materials, transparency of the production process and take social responsibility as part of the main business model, is just one example of what can be categories as being “Halal”.
The definition and origin of Halal remain the same, but the meaning is being applied much more widely. Millennial Muslims, savvy entrepreneurs and brands are playing with the idea of relating this to modern day consumerism and exploring new opportunities to make the Muslim lifestyle more meaningful and fulfilling with a greater faith-consciousness.
Halal, simply put, is a way of life.
Meet the Futurists: The new Muslim consumer.
Nazia Hussain, Head of Strategy, Ogilvy Noor and Shelina Janmohamed, Senior Strategist for Ogilvy Noor