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.
There are 1.6 billion Muslims living around the world today making up 23.4% of the global population. If current trends continue, Muslims will make up 26.4% of the world's total projected population of 8.3 billion in 20301. The Muslim market spans an estimated US$2 trillion, making it one of the fastest growing consumer segments in the world2. According to Reuters, the Halal food market alone—which accounts for 12% of global trade in agri-food products—is estimated at US$560 billion.
Muslim tourists globally represent a major niche market-a market that has a young demographic, is growing in affluence, and is increasingly asserting its unique needs on the travel, tourism and hospitality market.
A study estimates that the global Muslim tourism market in 2011was $126.1 billion in outbound expenditure (not including core religious travel expenditure of Hajj & Umrah, but covering leisure, business, and other tourism segments). This constitutes 12.3% of the total global outbound tourism expenditure in 2011 of $1,034 billion.
The unique Muslim lifestyle consumer drivers are centered on Halal food, family friendly environments, religious practices accommodation, gender relation nuances, and other areas. While this is a large travel segment-very few hotels, airlines and tourism destinations moved to meet demand. Industry players a unique opportunity to lead in adding this segment to their multicultural marketing mixes.
Advantages of Halal Certification to the Manufacturers and Producers:
- Improvement in brand image by fulfilling different consumer requirements.
- Halal certificate can enhance the marketability of your products and services to over 160 billion Halal consumers worldwide
- Tapping into a quarter of world's population provides a lucrative Indian export opportunity to the global Halal market.
- Halal trade is estimated to be $80 Billion or some 12% of total trade in agri-food products.
- A competitive advantage over companies with no Halal Accreditation.
- Strict rules are maintained relating to private sanitation of facilities that in addition to the other obligatory hygienic practices observed on the premises.
- It is more promotable and marketing is more attractive, with a distinct logo of Halal recognition on all the products.
- Halal certified products can be advertised as Halal and can also display the Halal logo on their packaging, hence making your products readily acceptable by Halal consumers.
- Halal certified products are viewed by Muslims as a mark of quality and an added religious safeguard.
- Halal products and services are largely consumed by non-Muslims as well.
- Improved advertisement and acceptance of products in Muslim countries/markets.
Halal Certification Steps
- 1. Halal certification application
- 2. Application evaluation
- 3. Halal certification agreement and price quote
- 4. On-site audit
- a) Opening meeting
- b) Document review and evaluation
- c) Plant inspection
- d) Closing meeting
- e) Audit report
- 5. Certification decision OR Refusal to grant the certificate
Note:Halal Council of India may refuse a halal certification application if the client does not comply or fails to comply with the halal requirements, halal standards and Islamic norms and if the client fails to meet with any of the clauses of the halal certification agreement.
Suspension or withdrawal the Halal Certificate
- The halal certificate may be suspended if the client persistently or seriously fails to meet the halal certification requirements and if the client refuses to allow Halal Council of India to conduct surprise visit, monitoring or recertification audit.
- The halal certificate may be withdrawn if the client fails to comply any of the terms and conditions in the halal certification agreement and if the client fails to resolve the suspension issues within a stipulated period.
Policy for maintaining, extending and renewing the Halal certificate
- 1. To maintain the halal certificate, client must continue complying with the halal requirements.
- 2. Halal Council of India may conduct surveillance audits to ensure that facility continue to meet the halal requirements.
- 3. To extend the certification scope, client must submit a request to Halal Council of India. Evaluation and approval decision are required before extending any certificate.
- 4. If necessary, Halal Counil of India may conduct surveillance audit before the approval decision.