Making Muslims Fit for Faiz (God’s Grace): Spiritual and Not-so-spiritual Transactions inside the Islamic Missionary Movement Dawat-e Islami
The Islamic missionary movement Dawat-e Islami is headed by the Memon business man and Barelwi scholar Muhammad Ilyas Qadiri Attar and aims to confront the Deobandi-affiliated Tablighi Jamaat in spreading Sunnah, the lifestyle of the Prophet and the Salaf. Since 2008 Dawat-e Islami has used its own TV station—the Madani channel—to advertise Sunnah-centric Sufism and popular piety through Sunnaization: the Islamization of clothing style, speech and behaviour. Fostering lay leadership and missionary journeys, the brotherhood reinforces a more general trend of making Islamic lifestyles market-worthy, i.e. capable of catching attention and attracting demand, thereby standardizing Sunnah, individualizing Islamic mission, and branding Barelwiyat. Its strategies of mobilization are thus described by applying the metaphors of religious economics.