Soft drinks have become a commodity that offers something new, but Salaam Cola really does offer something different. This certified halal beverage from entrepreneur Aykiz Shah is now available in Pakistan. The unique feature of this brand is that it is available in eight countries and its whole concept revolves around just one statement a sip for some cause.
The introduction of Salaam Cola in Pakistan is arguably its biggest market move to date – a symbolic homecoming for a drink made by a British-Pakistani entrepreneur in what is the fifth-biggest Muslim country on earth.
From the UK to Pakistan — A Global Footprint
Before landing in Pakistan, Salaam Cola expanded its footprint across a geographically diverse range of markets:
- United Kingdom
- United States
- France
- Germany
- Singapore
- Malaysia
- Ireland
- Pakistan — now added to the list
The international scope prior to the Pakistan entrance holds great importance from a strategic standpoint. The product has not come out in Pakistan first and then gone on from there. The product has achieved some credibility and established itself through marketing in the Western and Asian countries before coming back into the South Asian region.
The 10% Pledge — Where the Money Goes
The number that defines Salaam Cola is not on the nutrition label. It is 10 percent — the share of earnings the brand commits to humanitarian projects in some of the world’s most crisis-affected regions:
- Palestine: education, healthcare, food, and reconstruction
- Syria: shelter, food security, and community rebuilding
- Yemen: humanitarian relief and healthcare
- Lebanon: reconstruction and community support
“Salaam Cola’s focus on charitable giving and ethical values has helped it stand out from traditional soft drink brands, attracting consumers who want their purchases to support humanitarian causes.”
Salaam Cola
In Salaam Cola’s introduction in Pakistan, it becomes clear how this model can be used in a place where the sentiments of the consumers regarding humanitarianism in Palestinian and Muslim countries in general are rather strong. The difference of the company from the multinational giants Coca-Cola and PepsiCo is that it allows the consumers in Pakistan to buy products that do good.
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The Time for Ethical Consumerism in Pakistan Is Now
The arrival of Salaam Cola Pakistan comes at a time when consumers in Pakistan, especially those who are young, urban, and digital-savvy, are evaluating brands based on ethical standards. Issues regarding where money is going, what organizations the company backs, and how much the brand’s values match the buyer’s own values are becoming common considerations among consumers.
The global boycott campaigns directed against the brand that did not back up the Palestinians took shape in Pakistan in 2023 and 2024, influencing buying behavior for food and beverage products and personal care products. Salaam Cola occupies the niche made by the campaign; it is a trustworthy halal charity brand competing against the market giants.
Cola with a Conscious
The launch of Salaam Cola in Pakistan is more than just the introduction of another drink into Pakistan’s already saturated soft drink market. It offers a new approach to consumer capitalism, where purchasing a refreshing drink is an act of showing support for communities in trouble thousands of miles away.
Those Pakistani consumers willing to draw such connections when shopping have an option now, and their money, worth ten percent, will be used by those who need it.
Nayab Fatima is a media professional specializing in fact-based journalism, research, and analytical reporting on technology, telecom, aviation, and automobiles.
