Issue No.25 – September 2022 : Safar 1444

September 24th is celebrated annually as Heritage Day in the Republic of South Africa, and is aimed at recognising and celebrating our diverse cultures, customs, religious values and teachings.

Our heritage is what we have inherited from the past, to value and enact in the present, and to preserve and pass on to future generations. It is an essential part of our identity and plays an important role in our politics, society, business and world view.

Heritage gives people a sense of unity and belonging and allows them to better understand previous generations and the history of their origins.

Our heritage in the form of the experiences and teachings of our parents and grandparents, together with the emotional attachment to our traditions in relation to what we wear, eat, the products that we use and our religious practices, shapes our present and the future we build.

On products that we use, some brands have become ubiquitous in our homes and are now firmly embedded in our heritage. Some of these brands have been around for decades and some even more than a century. Recognized and trusted for good quality, these brands evoke an emotional connection such as the washing liquid next to our sinks, the same product which our grandmother used or the biscuits we have been consuming since our tender years. Such brands become the benchmark for others and are classified as heritage or legacy brands.

The Divine injunction of Halaal is an unquestionable mandatory tenet of faith for Muslims. As an analogy and without trivialising it, Halaal is the Divine and heritage brand of Muslims. Let us look at the qualities of great brands and compare them with Halaal.


Always delivers on the promise of reliability, consistency and value for money. As an example, you would expect the same experience of the unique taste of Coca Cola in its familiar packaging of red and white every time you purchase the product at any location around the globe.

Halaal: Muslims accept without question the Word of Allah Almighty as revealed to the Prophet Muhammad (peace be upon him) amongst which is the injunction in Chapter 5, Verse 88, “Eat of the things which Allah hath provided for you, lawful and good; but fear Allah, in Whom ye believe.”


Brands that endure for over a hundred years or more are regarded as stellar performers and iconic.

Halaal: Over 1400 years old and perpetuity guaranteed.


Appeal to a wide mass-market in multiple sectors.

Halaal: The market for Halaal comprises consumers who represent 24% of mankind i.e. 1.8 Billion from all income groups with a value of US$3,1 trillion. The Halaal brand category is multi sectoral i.e. food, packaging, logistics, tourism, fashion, pharmaceuticals, financial services etc.


Great brands such as Coca Cola, Shell Oil, Levi Strauss and others rake in billions of dollars in profits.

Halaal: Double reward for honest endeavour in both this world the Hereafter, both as a producer or consumer, which is what every Muslim strives for.


Great brands afford their shareholders strong protection from competitors. A head start with advanced technology and technical know-how, protection through patents, prohibitive entry costs, sheer organizational and marketing might are tactics employed.

Halaal: Truly a people’s brand with no exclusion and restrictions to enter the market. Administered by the Muslim collective as custodians.


Global brands transcend their origins and create strong enduring relationships with consumers across many countries and cultures.

Halaal: Instant recognition globally by Muslims anywhere in the world irrespective of language or culture.


Successful national brands sometimes falter on the global stage due to the language paradox of a name, perfectly acceptable in one language but offensive in another. E.g. Urinal hot drink, a Romanian drink that is said to offer natural protection (due to natural antioxidants in cranberries) but a totally distasteful image comes to mind. Or Ghana’s popular Pee Cola which means “very good cola” conjures up a different connotation, as does Burger King’s Poo Poo Smoothie offering in China which reportedly is a mango Smoothie.

Halaal: A miracle of a word. Out of the estimated 6500 languages of the world, the word has never overlapped with an offensive one in any language.