Halal packaging and certification in India: issues and challenges
by Rajasekhara Mouly Potluri; Lohith Sekhar Potluri
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 3, No. 1, 2018

Abstract: The principal objective of this research is to reveal issues encountered and challenges faced in halal packaging and certification along with attitude and awareness of Indian Muslim consumers' towards halal. Following a scrupulous review of the germane literature, researchers garnered required data by employing both quantitative and qualitative methods. The researchers conducted structured personal interviews with the consumers, managers of certification and packaging companies along with a survey method to measure the factors influencing Muslim consumers' consciousness and purchase decision. Astonishingly, 98& of the Indian Muslims thought that halal means prayer offerings before/during slaughtering of sheep/chicken/cow/camel. After being exposed to the concept, significantly 95 percent of Indian Muslims accepted that familiarise about halal is very important to Muslim consumers for opting halal-certified products. This is a pioneering research effort related to halal certification and packaging from India which is beneficial to both the corporate sector and the academic world.

Online publication date: Thu, 10-May-2018

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