Al-Qalam 
By Dr Quraisha Dawood
Instagram, the world’s most widely used app among women, has evolved into a powerful tool for entrepreneurship, cultural expression, and economic empowerment for Muslim women; all from within the boundaries of faith and family responsibilities.
Instagram’s visual nature and accessibility make it an ideal platform for women who wear the nikaab or adhere to modesty norms. It provides a private, controlled space where products can be marketed without compromising personal or religious boundaries. The economic landscape has also shifted with the growth of the global halaal economy, which spans food, finance, fashion, and even travel. More than just a dietary requirement, the concept of “halaal” is part of an ethical lifestyle. For many consumers, choosing halaal goods has become a form of political and moral expression, particularly in a world increasingly conscious of social justice, human rights, and anti-genocidal sentiment.
Faith, Trust and the ‘Instafamous’
Catalysed by the pandemic, many South African women took to Instagram to create economic opportunities within the halaal market, becoming part of the labour force while maintaining their roles as Muslim women. Balancing their roles as wives and mothers, maintaining modesty, as well as fulfilling one’s daily prayers can make being traditionally employed difficult for the Muslim woman. The accessibility of Instagram offers a flexible, 24-hour online ‘shop’ which may be used to sell products while fulfilling her other duties.
Within this economy, consumers also trust that a Muslim provider will sell only halaal or halaal-certified products. ‘Instafamous’ celebrities, however, pose a concern in Muslim communities as their endorsements, videos and emphasis on materialism often contradict the modesty and simplicity expected of Muslim women. Nevertheless, their networking power, especially of those with over 100 000 followers, has facilitated the rise of premium halaal brands which they endorse.
Honouring belief in business
For the women interviewed in this study, the flexibility of Instagram allowed Muslim women to have multiple online businesses. For example, Nura managed three businesses on Instagram: a scented candles business, a clothing ‘store’, and a beverage product line. As a single parent, this allowed her to earn an income from the diverse markets she has entered, while still fulfilling her duties as a mother (such as homework, cooking and cleaning), making the products, driving long distances to source Halaal products and delivering items to customers.
For Zahra (a baker) and Ayesha (a doula), who have toddlers, hosting the business on Instagram allows them to fulfill their rights to their children and adhere to their prayer times, especially during Ramadan. Fatima, (an educational toy business owner) explained:
“Instagram opens up a new world to us Muslim women. We have a business tool on hand “literally”. It gives us purpose, independence and endless opportunities.”
The overarching understanding that one will answer to Allah (God) for one’s sins influences business ethics and strategy.
Ayesha, who prepares post-partum products and services, elaborates: “…I rather give a customer more than less. If I am doing a massage, I would rather give them five minutes more than wondering if I timed it wrong…because we are answerable for all that…”
Similarly, Zahra says, “I do research on halaal ingredients. Sometimes an ingredient like vanilla essence will have alcohol in it and one wouldn’t know. So I ensure all my products are Halaal.”
Customised and curated
The demand for customisable products is a selling point for handmade gifts in the halaal economy. Initials, names, or Arabic letters show a little more effort has been put into a gift. The option to customise it or curate an experience is key to success in the halaal Instagram market. This is true for privacy as well, especially with antenatal classes among Ayesha’s Muslim clientele. While influencers may have their place online, a business owner needs to be careful who she aligns herself with and whether the influencer portrays the authenticity of her brand.
Essentially, Nura relates that it all comes down to ‘rozi,’ or what Allah SWT has ordained for you. Even in the face of COVID where these items may not have been deemed essential and the role of the Muslim woman in the home became that of supervisor, cleaner and carer, participants believed that Instagram still allowed them to trade due to its online presence, rather than having to shut down a physical store and still pay their overheads. Business is intricately linked to faith or fate, as Nura says, ‘I took whatever Allah gave me and whatever business was meant for me, came to me.’ Even in the online halaal economy that thrives on Instagram, Allah’s will has a way.
*All names have been changed to ensure anonymity.
Dr Quraisha Dawood is the Deputy Dean of Research at the Independent Institute of Education, Emeris, National Office.
