Ute Seela

Life goes on... Those who think that being religious by default means being old fashioned may get a little confused by this. No idea how this plays out for Christians, Hindu’s, Buddhists… but Islam nowadays is increasingly being marketed, definitely in countries like Indonesia and India.

From televangelists to Islamic fashion magazines, online fatwa to billboards advertising for the sharia debit card – Islam and ‘modern life’ are by no means contradictory and, in some cases, Islam simply sells.

The Islamic economy may not be immediately visible to the foreign tourist – even though one cannot miss the enormous shopping malls of Jakarta. Having read ‘ Expressing Islam’ edited by Greg Fealy and Sally White, however, I curiously keep an eye on shops, magazines, TV…  It may not be your taste, but just google  ‘ Islamic fashion images’ – it’s not what you may call cheap or boring!

Fealy and While give a lot more examples: Islamic preachers in soccer stadiums and on TV that have acquired the status of rockstars, some of which offer seminars of sms advice on how to get rich and happy quickly. Islamic (sharia) banks which advertise for their banking services because they are transparent and more profitable. Webshops offering Islamic cosmetics ‘making you feel more comfortable’. 

Feeling good probably is the emotional argument for buying the Islamic label. But apparently as consumers Indonesians still demand quality and service. A sharia bank commissioner is quoted  in the ‘Expressing Islam’-book: “The Islamic market is like McDonalds. We have to keep bringing out interesting new products and strategies or else business will go elsewhere.”

In India, the Islamic market seems to have found an example in another global business giant: Ikea. Several dealers in the country offer ‘ready made minarets’ for sale. Apparently, the craft of building a minaret is a special one which is only mastered by few and takes months to complete. Luckily now there are minarets packaged in ‘ready for assembly’ kits in 7 sizes…  How much imagination does it take to see a parallel with the classic  BILLY bookcase?

Now what does that say? Some may be alarmed that minarets may be as easily acquired and assembled as Ikea furniture. On the other hand, marketing Islam also means simplifying (maybe diluting) the religious message so as to reach a large audience. Religious experience seems increasingly a matter of individual choices. Rational choices, at least in some cases – much like bargaining on the marketplace.  

But to be honest: even ‘liberal’ Muslims are not quite sure whether or not to embrace this striking marriage of Islam and consumption/prosperity. Some dislike the abuse of the Islamic label for (personal) economic gain. Others aren’t sure whether ‘consuming Islam’ will make the relation of people to their belief so superficial that it can also be abused in other ways, e.g. promoting a less plural form of Islam.

Time will tell. Meanwhile (in times of financial crisis) check out the rates at your nearest syariah bank… you never know!