KUALA LUMPUR (Jan 7): There is nothing wrong in using religion as a marketing tool to attract consumers, pundits say, following criticism directed at new "Shariah-compliant" airline, Rayani Air.

Dr Maszlee Malik, senior fellow at the Institute of Democracy and Economic Affairs (Ideas), said Islamic branding was just one out of many marketing techniques used to reach a targeted audience.

"As a supporter of consumerism, I think the consumers are the deciding factor. What matters is that the choice lies in the hands of consumers and there is no market monopolisation," he told The Malaysian Insider.

Businesses have been using nationalism and patriotism to sell their products since the advent of consumerism, he said.

"Proton, for instance, they use the element of patriotism when selling their cars," he said, referring to the national carmaker.

"It's all about market forces, and what matters most is we give consumers a choice, as well as the ethics involved in using products that are being linked to religion."

Proton founder and chairman Tun Dr Mahathir Mohamad told Free Malaysia Today that Rayani Air was merely using Islam to make a profit.

Touting itself as a Shariah-compliant airline, Rayani Air serves halal food and drinks to passengers, while alcoholic beverages are prohibited on board.

Its female cabin crew also don the tudung, and a prayer is recited before take-off.

The airline, comprising 355 employees, eight pilots and 50 cabin crew members, launched its maiden flight from Kuala Lumpur to Langkawi on Dec 20.

Rayani Air is named after the airline's owners, husband and wife Ravi Alegandrran and Karthiyani Govindan.

Selangor mufti Datuk Tamyes Abd Wahid said businesses that used Islamic elements should be viewed positively.

"I believe it's a good move. It creates clearer guidelines for Muslims. For instance, the halal logo makes things easier for us," he said.

He said Islam also urged its followers to use products that were clean and pure.

"Our goal in life is to be happy in this world and the hereafter. Everything we do in this world is accounted for."

PAS Youth leader Hafez Sabri defended Rayani Air, saying that not all Islamic-oriented businesses were trying to profit from religion.

"Dr Mahathir said Rayani Air's owners are using Islam to make a profit. The question is, has any other airline in Malaysia tried to comply with the shariah before this?

"Even though Rayani Air's owners are not Muslim, their inclination towards the Islamic experience should be praised," he said.