Aykiz Shah, a 27-year-old entrepreneur from Brentford, London, launched Salaam Cola in October 2023, starting with just £160 for sample cans and no external funding.

In just over 18 months, Salaam Cola has sold nearly two billion cans, achieving remarkable success without initial capital investment.

Initially targeting Muslim consumers, the brand has gained popularity across diverse communities, attracting celebrity endorsements and support from non-Muslim consumers.

Shah reflects on her journey as a blend of hard work, divine guidance, and community support, which has been crucial to her rapid success.

Her marketing strategy heavily utilized social media platforms like TikTok and Instagram, promoting the brand's commitment to social causes and ethical consumption.

Shah, who has a background in recipe development, created a unique formula for Salaam Cola that excludes aspartame, prioritizing consumer health.

Salaam Cola donates 10% of its proceeds to charitable causes, contributing £250,000 to charity from UK sales in 2024, which has been vital for the brand's expansion.

The brand is actively involved in humanitarian efforts, including opening schools for displaced Palestinian children and providing medical aid to victims of conflict in the Middle East.

In addition to its charitable work, Salaam Cola has diversified its product line, introducing flavors like Seriously No Sugar for Syria and Yemonade for malnourished children.

By 2024, Salaam Cola generated a turnover of €6 million in Europe, with £1.6 million from UK sales, selling cans priced at £1 each.

Shah aims to inspire women in business by breaking stereotypes in a male-dominated industry, emphasizing the importance of community support and ethical responsibility.

Despite her rapid success, Shah continues to operate from her home and is focused on developing new products that support different countries in need.