Salaam Cola, the ethically sourced, halal-certified cola launched by 27-year-old Aykiz Shah, initially debuted in Ireland towards the end of 2023. It has since grown at a swift pace, with 18 markets now covering the UK, USA, France, Germany, Singapore, Malaysia, and now Pakistan.
The Pakistan entry is part of the brand’s strategy to enter another 10 markets by 2026. This is not mere expansion, it’s a masterminded foray into South Asia.
Ethical Mission at Heart
Salaam Cola donates 10% of its earnings to humanitarian causes in war-torn areas, including Palestine, Syria, Yemen, and Lebanon. By its collaboration with UK charity “Muslims in Need,” it has already supported a school in Egypt, delivered healthcare to more than 10,000 patients, provided shelter and food, and assisted in rebuilding a mosque in Syria.
The message is distinct: Each sip helps in real-world assistance.
Salaam Cola isn’t coasting on virtue. It’s also beating taste tests. The drink is halal-certified, has softer carbonation, earthy spice flavours, such as touches of sumac, and contains natural cane sugar rather than high‑fructose corn syrup.
Some people describe it as a smoother, slightly more elegant cola than the mainstream variety. That distinction is appealing to those looking for something other than Coke and Pepsi.
Pakistan Launch: What It Means Locally
In Pakistan, the market is saturated, from international heavyweights such as Pepsi and Coca‑Cola to national emerging symbols such as Cola Next.
Salaam Cola enters with a slightly similar proposition to the local alternatives: ethically conscious consumers, particularly the younger generations and the diaspora, are now looking for products that reflect their values. A beverage that’s halal-certified, taste-driven, and socially responsible speaks directly to that desire.
The brand’s image is unapologetically purpose-driven. Aykiz Shah, a mother, hijab-wearing entrepreneur, has openly challenged cola giants, saying, “If our presence makes the industry uncomfortable, that means we’re doing something right.”
Salaam Cola positions itself not just as a beverage, but as a rallying cry: vote with your wallet, fuel meaningful change, and sip consciously.
Strategic Production and Growth
Salaam Cola’s production is presently located in Turkey, and the firm intends to build regional production centres in order to optimise supply, cut costs, and generate local employment.
In the case of Pakistan, such a local plant would bring fresher product, better logistics, and economic dividends to the community.
A Growing Wave of Ethical Colas
Salaam Cola enters the legacy of ethically motivated colas such as Mecca‑Cola, Qibla Cola, and Zamzam Cola, which donated 10 % of profits to charity and provided halal substitutes in contrast to mainstream Western brands.
The difference now is the temporal frame: activism in relation to ongoing wars, particularly Gaza, has raised consumers’ awareness of cause-branding. Salaam goes beyond superficial ethics by creating an engaged, visible impact.
Though it has gained momentum, Salaam Cola will have challenges. Distribution within Pakistan will be competitive: shelf space is limited, and consumer loyalty is high. Some critics are sceptical about blending fizzy drinks with ethical messaging: will the health-conscious crowd converge with charity-sourced cola?
Salaam Cola’s entry into Pakistan is more than significant. It’s not just introducing a product, it’s introducing a movement. With authentic taste, open-source impact, and calculated growth, it’s poised to shake up Pakistan’s beverage industry.
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