March
2004
The Cola that Cared |
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| Taste-testing
of Qibla products |
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The
Derby-based 'ethical' cola drink, Qibla, has enjoyed a busy start
to 2004, winning orders in two major Asian countries.
Gavin Bevis takes a look at a very 21st Century company. |
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Marketing
itself as an ethically sound multi-national business, in a world where
ethics can take second place to good business practice, Qibla Cola
has been one of Derby's most talked about companies of the past 12
months.
Launched in February 2003 from a cramped office in Normanton Road,
Qibla Cola has received plenty of column inches for its stance as
a caring company which operates without exploitation and greedy self-interest.
And while taking care not to give named examples of multi-nationals
it rallies against, the brand has struck a chord with the 'No Logo',
anti-globalistation generation who feel powerless to voice their opposition
to alleged anti-social practices of global corporations.
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| Mohammed
Haider |
The company
is the brainchild of Bradford-born businesswoman Zahida Parveen, although
its main voice comes from Chief Executive Officer, Mohammed Haider.
The name comes from the Islamic term for Direction - a reference to
the religious practice of facing East to pray to Mecca.
Qibla's
success in the UK has largely been based on the drink being marketed
at Muslim communities in Derby, Leicester and Birmingham but company
bosses say what the drink represents transcends religious and racial
borders.
Mohammed Haider said: "We were noticing a growing concern around
the world from consumers, where people were questioning the impact
of corporations on peoples' lives and on the environment.
"We
wanted to develop a global brand but at the same time it would be
based on alternative principles of fair trade and ethical business
principles."
It appears to take these principles seriously too, donating ten per
cent of profits to third world charities and carefully vetting foreign
distributors to check their practices are in line with the company's
values.
Qibla is not alone. Following a similar marketing tack are France's
Mecca Cola, Iran's Zam Zam Cola and Turkey's Cola Turka - which featured
Hollywood actor Chevy Chase in its adverts.
But the
signs seem healthy for Qibla. The drink is now sold in Canada, Norway,
Holland and Bangladesh and the company last week signed a deal to
distribute the cola in Pakistan - a potentially huge Muslim market.
Malaysia,
India and South Africa are next on the list and Qibla have branched
out into producing other drinks too - including water.
A move
to 'swankier' offices this summer is further evidence of successful
times for the company and whilst Qibla remains only a small thorn
in the side of the multi-nationals, bosses will hope their unique
marketing niche can capture the public's imagination and make the
company a major global player.
Gavin Bevis |
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Derby
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