Madina Kalimullina, Ph.D in Economics
Maryam Pomykanova, student of Humanities Institute of TV and Radio Broadcasting

A Territory of Business Excellence

As lately as ten years ago, nobody could imagine that the halal business sector of Russia might grow to a scale of such a significant international event as Moscow Halal Expo.

Problems of Muslims living in the modern world are challenging and vital, for being Muslim is not just about keeping faith deep in one's heart. It's also about strictly observing God's rulings and laws, praying on time, eating only allowed food, dressing modestly and covering head, working with conscience and in fair cooperation with others, being kind and patient in all affairs. This is why events like Moscow Halal Expo have become purely essential.

Strong growth in the number of companies willing to participate in each coming Moscow Halal Expo is a clear sign of rapid development of halal industry both in Russia and abroad. In 2013, the exhibition has brought together over 140 companies and was visited by more than 8,000 people. It is attended by members of Muslim business community fr om all parts of Russia—and the world.

The very first Moscow Halal Expo opened its doors in June 2010 inside Crocus Expo Exhibition Centre, but the history of the project dates way back. It was on an interfaith exhibition “Faith, Hope and Charity in Third Millenia” in year 2000, wh ere Russia Muftis Council supervised Islamic part of the programme, and later, while developing and refining the standard of goods compliance to the requirements of halal in 2003 with the subsequent creation of International Centre of Standardization and Certification “Halal” in 2007 that the future members of the organizing committee had an idea of holding an independent and comprehensive exhibition devoted to halal services and products. In 2009, a big business delegation—headed by then head of International Department (and now deputy chairman) of Russia Muftis Council Rushan hazrat Abbyasov—went to Malaysia to take part in V International Showcase MIHAS. This event became a starting point in the development of a project of an exhibition that became known as Moscow Halal Expo.

Russia Muftis Council has organized many significant events on many different sites and stages during the years of its existence, but this project demanded full concentration of resources, and first of all, human resources, united by enthusiasm and faith in importance and success of the project.

First exhibition proved success both for exponents and all other participants. Since then, Moscow Halal Expo became an annual event. Commitment to excellence and improvement of the quality of organization are the main tasks of the exhibition's organizers. Every year, new interesting ideas and suggestions appear. In years 2012 and 2013, the Exhibition took place in All-Russian Exhibition Centre and went on for four days. A significant part of visitors comes to the Exhibition to get acquainted with the concept of halal.

Answering to the poll, “Why do you choose halal products?”, conducted by the exhibition's organizers in social networks, the vast majority of respondents (85%) answered “I am a Muslim who follows God's religious decrees”. Second most popular answer was, “I trust halal quality mark/follow my friends' advice” (6%).

The organizers of the Exhibition pay close attention to the presence of halal compliance certificates among the participant companies and their overall reputation. It was more than once that companies both from Russia and from abroad were refused to take part in the Exhibition because of doubtful qualities of their goods or upon receiving information on their professional misconduct.

The main goal of the Exhibition is promotion of Islamic business. The near-term prospects include formation of halal infrastructure in different parts of Russia and development of a stable investment system based on the principles of partnership.

Every manufacturer needs financial partners, and since providing financial resources based on interest rates is forbidden in Islam, the development of Islamic financial investment companies is a high market priority. Since the time when first Islamic financial companies emerged on Russian market and drew a substantial amount of attention from Russian and international investors, Islamic finance became a reality in our country. “Sharing Experience in Creation and Promotion of an Islamic Financial Company in Russia”: this was the topic of an international discussion group in the course of the Exhibition's Business programme. Thuswise, on June 13, 2013, CEO of Finance House “Amal” Rashid Nizameev shared his experience on company's work and suggested the probable ways of development of Islamic finance in the regions of Russia. One of the permanent participants of Islamic Finance and Investment Forum is Alberto Brunoni, famous international consultant on Islamic finance.

Certain niceties of Sharia law pertaining to the conduct of business demand familiarity with the topic and extensive knowledge. This is why the participants of Islamic Business Forum that is annually held withing the framework of Moscow Halal Expo, have profound interest in permissibility or forbiddance of certain business operations in the sphere of Islamic financial system. With each coming day, more and more questions arise about scholars' judgements on different types of deals, religious restrictions on participation in multi-level marketing and advertising business and so on. Moscow Halal Expo is an event that lets discuss all these questions and hear the opinion of experts in Sharia law and people who have effectively operated on Islamic market both in Russia and abroad.

With each coming year our Exhibition claims more attention and recognition. This can be verified by the testimonials of our partners, government institutions and largest companies. According to the representatives of Russian government, the consistency and annual growth of the Exhibition have proven the importance of the development of halal business.

It is a common knowledge that our future depends on the generation that we raise; what you rip is what you sow—this is why youth needs special attention. Muslim Youth Forum, that was included into the programme of the Exhibition in 2012, is dedicated to discussion and finding solution to the problems that the younger generation is facing. In 2013, the list of speakers for the forum included such well-known public figures as philosopher Elmir Kuliev, lawyer Murad Musaev, publicist and political expert Ruslan Kurbanov, famous traveller Anton Krotov and many others.

Moscow Halal Expo combines business with pleasure. In addition to serious discussions, visitors can treat themselves to delicious food, enjoy the view of beautiful Islamic attires and get acquainted with the deepest meanings of Islamic art.

Halal Food Show serves to acquaint the visitors with the amazing diversity of national cuisines of Muslim nations, lets them get satiated with a wide selection of meals and even learn to cook the meals of their choice.

Visitors interested in the last tendencies of Muslim fashion traditionally attend the International Festival “Islamic Style”, which never fails to attract attention of the media. Amidst the recent hijab affair and the discussion of compulsory school uniform in Russian society, more and more Islamic fashion designers appear, and the competitive capability of this section of market continues to show steady growth.

Halal marking is a guarantee of the compliance of manufacturing, transportation and storage conditions of the products to Islamic laws. Nevertheless, every food manufacturer has his own recipes and know-hows. The annual “Best Halal Goods” contest is aimed at determining best products in the terms of recipe, taste and other qualities. With each coming year, number of nominations in this category continues to grow. The winning company can use additional label “Best Halal Product” on its package. The winners of the last years' tasting competitions are listed here.

The exhibition is concluded with the annual contest “Halal Company of the Year”, which goal is to determine the best companies from the perspective of accordance of their business conduct to the rules of Islam. The main objective of this contest is promotion of fair competition among the manufacturers, raising awareness about Islamic laws of conducting business and building up businesses' social responsibility.

EVALUATION PARAMETERS
1. Presence of halal certification of all products/services (including legacy).
2. Ethics of behaviour of the management and employees.
3. Observance of agreements.
4. Absence of complaints of consumers on quality of productions/company services.
5. Honesty of competition.
6. Marketing strategy.
7. Relevance.
8. Uniqueness/originality.
9. Social importance.
10. Investments in research and development.

In 2013, the contest was held for the first time. The nomination in Finance and Investment was won by Finance House “Amal” from Kazan. IRADA was named best among Clothes Design and Tailoring companies. Chain of restaurants “Livan House” won the award for best Public Catering. The nomination of Food Production was won by “Chechen Mineral Waters”. “Islamic Travels”, a company from London, was named best of the three companies contending in the nomination of Tourism. Muslim Magazine became best in Publishing Industry. The award in Arts and Decorations was won by Asfour Crystal. Miradio.ru got the Discovery of the Year award. The contest was organized In partnership with the National Rating Agency of Russia.

During such a big event, visitors learn a lot of new information, and what's most important, have a great time that they spend in comfort.

Moscow Halal Expo is a green territory of sorts; an amazing oasis of halal in the centre of Moscow. For four full days this small but comfortable world of halal brings delight to all its visitors—not just Muslims, for warmth and kindness are valued by everyone and everywhere. The motto of the exhibition—“Excellence in Business, Harmony at Heart”—perfectly fits into our multicultural and multireligious society and helps to address its members easier.

• Moscow Halal Expo is the best way to make yourself known on halal market of Russia, find new clients and strengthen ties with existing ones, try new halal product or service or sign a favourable deal.

• This is a perfect opportunity to raise recognizability of your company, product or brand on Moscow, Russian and international markets.

• As a result of former Exhibitions, many local retail chains have significantly expanded the range of offered halal goods.

• Direct communication with possible partners will help to outrival the competitors and accentuate the advantages of your company over others.

• This is a unique opportunity for sales promotion and new halal goods tryout.

Moscow Halal Expo is a territory of new ideas, a ground for sharing knowledge and experience, signing honest deals and excelling one's business in a positive and comfortable atmosphere.