Newport-based My Salah Mat, the name behind the world’s first interactive prayer mat, has developed an extensive international portfolio since it was formed four years ago, with its products now sold in over 25 countries across four continents.
Originally set up by dad of two Kamal Ali, the company was established after he noticed his son struggling with his praying technique. With a background in product design, Kamal set about creating a solution – a touch activated interactive prayer mat that teaches children the different positions in Salah, including where to place their feet, knees, hands and head, as well as what to say during different positions.
After two years of developing prototypes, Kamal launched his first product in 2018 to rave reviews. Since then, My Salah Mat has made a global name for its products, supported by 75 distributors and retailers worldwide, with exports now accounting for 40% of its business.
Over the last three years, the company has seen its sales in the Middle East rise by 15% after its children’s mat went viral across social media in the region. Its popularity led to it securing deals with major international retailers including Virgin Megastores in the UAE and Dabdoob in Kuwait, one of the largest kids’ retailers in the country.
Key to My Salah Mat’s export growth and success has been support from the Welsh Government. The company has been involved in the Welsh Government’s International Trade Development programme, which provides tailored support including market research and export strategy development, to help companies enter new markets. It has also benefited from the International Trade Opportunities programme, which helps businesses to identify and contact potential customers, and provides information on trading at a local level.
Market research conducted by the Welsh Government on consumer trends in Malaysia, the Middle East and India, has enabled the company to better understand varying regional preferences, prompting it to adapt the mat into 20 languages and create future product lines tailored to the needs of desirable markets.
Alongside these programmes, My Salah Mat has also attended virtual trade trips, funded by the Welsh Government, in Qatar, the UAE and Malaysia, which has helped it meet new clients and determine the best routes of entry into these territories.
Kamal Ali, founder and inventor of My Salah Mat, said: “Exporting is a significant part of our business and has played a key role in our growth over the last few years. Global demand for our products has been huge, with Muslim parents all over the world looking for help teaching their children the right techniques to pray, which opens up a lot of opportunities for us to increase our sales.
“The Welsh Government has played a large role in our export growth. Having a better understanding of how our target markets operate and how to effectively enter them has been invaluable. The virtual trade missions we have attended have allowed us to reinforce our credibility and build relationships with prospective customers, helping us gain a better idea of what they are looking for while enabling us to establish new business opportunities.”