Ramadan is the 9th month in the Islamic Lunar calendar and considered the most awaited and revered time of the year for the Global Muslim community. Its characterized by spiritual reflection, devotion, and generosity.
During Ramadan, one-fourth of the world's population undergoes significant changes in lifestyle, includingfasting from dawn to dusk for an entire month, increased prayer and self-control, engaging in introspection, and charity. Nearly 2 billion people around the world do this in hopes of strengthening connection to the divine and absolving sins. While these shifts impact religious practices, they also have a direct and substantial impact on consumer behaviour.