ABSTRACT
The Islamic market is composed of Muslim and non-Muslim consumers. These distinct categories differ significantly on several issues such as size, location, motives, buying behaviour and consumption patterns. The definition of the Muslim consumer is not as straightforward as it might seem. Being a Muslim by birth does not necessarily mean that a person actually searches out, adopts or consumes products that are Shariah-compliant. Shariah-compliant Muslims are aware of the teachings of Islam relating to what to consume, what not to consume, how to consume it and when and where to consume it, and they mostly adhere to these teachings. International marketers must help Muslims become more observant and must include that fact in their marketing communications. International marketers cannot afford to ignore the religious factor in the decision-making process of the Muslim consumer. Non-Muslim customers of Halal in India include the Indian army as well as many government institutions.
