Shilpa Phadnis, TNN
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.
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