Aladdinstreet.com.sg, a global e-marketplace specializing in premium and halal products, has officially launched. Catering to both businesses and individual consumers, the platform offers a range of halal-certified products alongside premium items that don’t require certification.

Since its initial announcement in July 2016, Aladdinstreet.com.sg has carefully selected 200 merchants for inclusion on the site, formalizing agreements with nearly 60. Approximately half of these merchants provide halal-friendly or halal-certified products, encompassing diverse categories such as food, beverages, vitamins, cosmetics, pharmaceuticals, fashion, and more. The businesses themselves represent a mix of Muslim and non-Muslim ownership.

Co-founder of the Aladdin Group, Dato’ Dr Sheikh Muszaphar Shukor Al Masrie, emphasizes that Aladdinstreet.com.sg aims to establish an entirely new market niche rather than compete with existing platforms. He highlights the platform’s focus on trust and quality assurance for halal goods and services, addressing a gap he observed in his own online shopping experiences where the authenticity and origin of products were often unclear.

Dr. Al Masrie points out the increasing global recognition of the health benefits associated with halal products, extending beyond Muslim communities. He notes that manufacturers struggle to meet the full demand, with supply only meeting approximately 20% due to limitations in reliable marketing avenues. Singapore, as a significant importer of halal products with a strong reputation for governance and halal compliance standards, presents a valuable opportunity for businesses to fully leverage Aladdinstreet.com.sg’s reach.

Zainul Abidin Rasheed, a former senior Minister of State for Singapore’s Ministry of Foreign Affairs, expresses optimism about the potential of Aladdinstreet.com.sg to foster brand purpose, values, and growth opportunities, particularly in light of Singapore’s economic climate. He emphasizes Singapore’s well-established reputation as a business and financial hub recognized for its integrity and quality standards, which extend to its halal standards.

Imran Musa, Advisor to the Aladdin Group and CEO of ARK, a specialist in halal competency development, estimates the halal market to be worth US$3 trillion by 2019. He emphasizes that halal extends beyond religious considerations, encompassing ethical and quality aspects such as food processing methods, cosmetic ingredients, and allergen considerations. He highlights the significant global Muslim consumer base, with over 600 million being tech-savvy online shoppers, demonstrating the potential of the e-commerce model.

Dato’ Dr Grace Kong, Singapore Co-founder & President of AladdinStreet, stresses the platform’s relevance to both Muslim and non-Muslim audiences, emphasizing that halal aligns with broader consumer trends towards healthier and more ethical consumption choices. This includes a growing awareness of food sources, manufacturing practices, and animal welfare.

AladdinStreet Singapore actively promotes the understanding that halal extends beyond food, encompassing cosmetics, health, and pharmaceutical products. The company recognizes the expanding halal cosmetics market, with major European and Korean brands already producing halal-certified cosmetics for Muslim-majority markets.

Ambassador Zainul emphasizes Singapore’s position among the top 15 countries with Muslim populations demonstrating significant purchasing power. He highlights Singapore’s reputation as a favored travel destination for Muslims, with countries like China and Japan viewing Singapore as a model for successful halal industry integration. Ambassador Zainul underscores the strategic advantage of leveraging Singapore as a springboard into regional and global markets.

Numerous companies have partnered with AladdinStreet Singapore to extend their market reach, aiming to increase sales by 40% in the coming year. For instance, Singapore-listed Food Empire, a manufacturer of halal-certified instant beverages, frozen foods, and snacks, aims to further expand its presence in Southeast Asia through the partnership.

Other merchants on the platform include Artistic-Arrivo, offering halal-certified cosmetics, Ice’s Secret with its line of herbal skincare, and ZAC Meat, a supplier of halal meats expanding into the e-commerce market. Alcurea is promoting the Grayns rice cooker, a product that reduces the glycemic load of rice by straining out sugar content during cooking. Note Cosmetics, observing a gap in halal cosmetics retail, has joined the platform, experiencing growing demand from non-Muslim customers appreciating their ethically sourced products.

Budinadia, a fashion brand blending modern and vintage styles, sees Aladdinstreet as a valuable platform for community engagement and learning opportunities. Tudung Ku Collection, specializing in easy-to-wear yet luxurious scarves for modern Muslim women, joins the platform with a history of consistent sales growth.

Tea Ideas, offering a unique tea wand experience, and Goshen Art Gallery, featuring a range of art pieces, further diversify the offerings on Aladdinstreet. Dream Sparkle, a cleaning service using eco-friendly steam cleaning methods, expands the platform’s reach into the service sector.

Juz Demure, recognizing the need for modest sportswear, offers dri-fit sports hijabs designed for comfort, security, and visibility. Their presence reflects the growing trend of Muslim women engaging in active lifestyles.

Singaporean football icon Fandi Ahmad endorses Aladdinstreet as a reliable source for halal and quality products for families, with plans to launch his biography on the platform in the future.

Aladdinstreet.com.sg prioritizes quality and integrity over frequent discounts and flash sales often seen on other e-commerce platforms. This commitment aligns with their stringent halal compliance requirements and business integrity checks. They also provide educational programs for merchants to ensure a thorough understanding of halal compliance.

Aladdin envisions becoming a top 10 global e-marketplace, aiming to host over 100,000 merchants and offer more than 3 million unique products within three years. Dr. Al Masrie underscores their focus on quality control and premium offerings, drawing parallels to e-commerce giants like Alibaba.

Dato’ Kong highlights the extensive support network offered to merchants and customers through Aladdinstreet’s offices in 30 countries, with plans to expand to a total of 50, covering a vast consumer base.

AladdinStreet Singapore represents one of the 29 countries where the Group has established joint ventures, including markets like India, Indonesia, Europe, the Middle East, Japan, Korea, Thailand, Iran, and the US. The company’s next major announcement will focus on AladdinStreet China, targeting a market with over 20 million Muslims and a rising demand for halal products, driven by both religious and food safety concerns.

The Aladdin Group is in the process of securing a partnership with a major global football club, potentially granting access to a massive fan base of 650 million across 200 territories. This partnership is anticipated to facilitate faster entry into the Chinese market and contribute to AladdinStreet Singapore’s ambitious sales targets.

Dato’ Sri Desmond To, Co-Founder and President of the Aladdin Group, reveals their efforts to establish Islamic payment gateways in various countries, similar to AliPay’s model, collaborating with Maybank in Malaysia and UOB in Singapore.

Merchant participation on Aladdinstreet is by invitation only. Listings undergo rigorous halal integrity audits conducted by a dedicated in-house team of experts before being approved for the platform, ensuring a high standard of quality and compliance.