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The Guardian - UK
The Guardian - UK
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Nadeine Asbali

From ‘salam’ shower gel to ‘ethnic’ bedding, firms want to celebrate Ramadan. But some can’t even spell ‘iftar’

The first Ramadan lights installation at Piccadilly Circus, London, 21 March 2023.
The first Ramadan lights installation at Piccadilly Circus, London, 21 March 2023. Photograph: Anna Gordon/Reuters

Supermarkets have wheeled out the 20kg bags of rice. High-street stores have popped hijabs on mannequins. Cosmetic companies are churning out products scented with pomegranate, cardamom, saffron and “sticky date” – at Lush you can buy Salam shower gel, Noor lip butter and a massage bar that apparently smells like a turmeric latte. All this can only mean one thing in our modern, consumerist world: Ramadan is upon us.

Ramadan, the holiest month in the Muslim calendar, begins this weekend. Like many Muslims, I find it is my favourite time of the year (and not because I can bulk-buy rice for the entire year in my local Tesco). It is a time of spiritual growth and reflection, of turning away from our own desires and egos to focus on God, and of letting go of the trappings of the earthly world – including food and drink in daylight hours.

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