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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% share in the Singapore halal-compliant market and 22% 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.