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Last Updated: Sep 25th, 2006 - 11:36:04 |
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Mecca Cola's concept of doing charity-business is said to have inspired 486 brands in the Arab and Muslim world to do the same. Working from the principle of a charity-business, 20 percent of profit earned is given away to charity; 10 per cent goes to the Palestinian children and the other 10 per cent to a local charity of the country which the product is being sold in. |
It’s been almost four years now since Mecca Cola first appeared on grocery store shelves across France. Today it is one of the few Muslim brands known throughout the world having garnered extensive media coverage of more than 900 press articles, 40 hours of TV interviews and more than 400,000 internet references.
Additionally, it was ranked the 34th among the top brands in the world just a few months after being launched. Considering its humble beginnings of 22,000 Euros, to be ranked among the top 50 brands within such a small period of time is an extraordinary feat “Today, I’m a third-world maker of cola,” says Tawfiq Mathlouti, the founder of the beverage.
But that’s not all Mecca Cola can be proud of. It’s concept of doing charity-business is said to have inspired 486 brands in the Arab and Muslim world to do the same. Working from the principle of a charity-business, 20 percent of profit earned is given away to charity; 10 per cent goes to the Palestinian children and the other 10 per cent to a local charity of the country which the product is being sold in.
This is perhaps the most striking quality about the beverage. Without making any effort, the consumer is making a contribution to a cause. “He’s just buying a product, but with this simple gesture, he’s making sadaqah everyday when he drinks Mecca Cola,” says Mathlouti.
A Political Statement
Tawfiq Mathlouti is no businessman. But the experience of standing by, helpless, while watching the massacre of Jenin take place was more than he could handle. “I had to do something and start fighting in a non-violent way,” he said. Leaving his 20-year-job of running a radio station, Mathlouti embarked on a mission, to provoke the conscience of consumers all around the world.
“The Zionist entity is nothing without the support of America,” he says, thus his decision to target the country’s economy. By this he meant that he was targeting “the American foreign policies, the American mentality and their double standards.”
His idea was therefore to develop an alternative beverage to that of Coca-Cola, which he says is “the biggest and most well known symbol of America”. With its red can adorned with white script and a distinct taste that is strikingly similar, Mecca Cola is clearly designed to be a challenge to the American beverage. “If 1.5 billion Muslims stopped consuming American products and Israeli goods, we will hurt them in a non-violent way,” he says.
Mecca Cola therefore offers as an alternative option for the politically engaged. An option for all those who reject the injustices perpetrated against the innocent, those who are mindful of cultural imperialism and who have a desire to refuse hegemonic control. “Drink with commitment, drink with a taste of freedom,” it reads on each bottle. The rationale behind it is simple, if it tastes the same and costs the same, why give your money to those who perpetrate injustice.
The political commitment behind the brand coupled with the charity factor of the business is what distinguishes Mecca Cola from other beverages. “I’m not a merchant of cola, I’m promoting an ideology and a new kind of business derived from the Islamic concept,” said Mathlouti.
On Markets
Distributed in 64 countries worldwide, Mecca Cola’s biggest market is Europe. While one might think that the Middle Eastern countries would be more aggressive in their support for the beverage, according to Mathlouthi, it is really European Muslims that demonstrate more of a political conscience.
“In Europe, you’re obliged in each second to make a conscious effort to keep your faith,” he said, “whereas in Muslim countries they are living as a Muslim without having to think much about it.” His second biggest market is Asia, followed by the Middle East, North Africa and some African countries. Most interesting is their newest market - Malaysia.
Despite Mathlouthi’s opposition toward the Zionist regime, an interesting point to note is the fact that Mecca Cola is selling well in occupied Palestine and in areas within Jewish control. Surprisingly, the product is not only attracting the Palestinians.
In carrying out their charity actions, Mecca Cola does not discriminate against Jewish, Muslim or Christian children. Out of 5,000 school bags distributed in Tel Aviv, 2,000 went out to Muslim children, 2,000 to Jewish children and 1,000 to Christian children.
“Everybody was surprised, but I said don’t be, because that’s how we should be in Islam...I’m not against Jewish people, I’m just against injustice,” Mathlouti said.
New Developments
To add on to the range of Mecca Cola is Mecca Tea, Mecca Coffee and Mecca Power – claimed to be the first true Halal energy drink. According to Mathlouti, unlike other energy drinks, the ingredient taurine in Mecca Power comes from a source that is Halal. “We are unique in this world because we have Halal taurine.”
The establishment of Mecca Café, a franchise system emulating the Starbucks Coffee chain, is set to take place in a number of locations around the world. There is already one in Dubai, with a second one opening in Kuala Lumpur and plans for a third one in Paris. Like Starbucks, his vision for Mecca Café is to see it mushroom around the world.
An additional investment of USD15 million in an industrial park in Dubai will also see the opening of three factories by September 2007 that will not only allow him to manufacture his range of products by himself, but also undertake other research and development projects such as concentrated and instant versions of his drinks and smaller varieties of his Halal packaging.
“There is already a lot of pressure from the big companies and I need to have my own factories. If not, they can buy over the factories working for me and threaten to stop manufacturing for Mecca Cola,” he said.
The trials and difficulties of maintaining and developing Mecca Cola as a charity-business may be many. But for Mathlouti, it’s all about jihad. “War is nothing,” he says. “Our real jihad is to develop the economy, to develop conscience..."
Mathlouthi’s commitment and determination to avoid non-Islamic banks due to interest-based loans is nothing short of amazing. His advice to other Muslim entrepreneurs: “if you need barakah, seek Halal money”.
Mecca Cola’s aim from the beginning has been to battle American imperialism through commerce and to aid the development of Muslim society by the charity through business concept. The political connotation attached to the brand name of Mecca Cola therefore represents a choice that the consumer makes – a conscious choice for action, a deliberate choice for change.
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