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In this edition of the bottom line, Evan Davis and guests discuss the growing buying power of Muslim consumers.

Hello and welcome to the programme.

What is the difference between your average British shopper and a Muslim consumer?

I don't have a punchline to that, nor indeed even an answer.

But the question is one I'm putting to my three guests,

who each run businesses that specialize in serving what we might call the Islamic economy,

halal food, halal holidays, and marketing to that segment of the population.

Let's hear about them and their businesses.

And first of all, Shalina Jan Mohammed, who is vice president of Ogilvy Nour,

it's an Islamic branding consultancy.

Tell us a little about the company, Shalina.

We were set up about three years ago in recognition of the fact that there is something called a Muslim consumer.

We studied Muslims around the world and over 90% of them told

us that their faith affects their consumption. And that's really what we're offering to brands

and businesses around the world. An understanding of who this increasing segment is, 1.8 billion

Muslims around the world spending $2.3 trillion and how they can reach out to them as part of

their growth strategies.

And you're part of the much bigger empire of Ogilvy and Mayther?

That's right.

Before we go further, Shalina, it will be very useful if we can just define terms here

because the term we will be using a lot, I am sure, is halal.

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