Our Principles.

These are the principles of our da’wah and what our da’wah is based upon. These are what we call to as an organisation in all our da’wah efforts.

Religious Pride and Practice.

We call people to an unflinching belief that Allah is supreme, He is the only one worthy of worship and our Prophet (saw) is the best of creation and the best of examples to be followed. We also call to religious conviction/pride – a firm belief that Islam is the best and only solution for all of mankind in all times. It is with this in mind that leads one to always focus on their Ākhira and continuously improve in their relationship with Allah by striving to increase in both the quality and quantity of their worship and servitude.

Ummah Mindset.

We call to a collective effort, as there is strength in working together and no one person, group or movement can do everything. Therefore, our efforts must be molded around working with people, trying to bring the Ummah together and avoiding division whilst recognising differences. We also call to shūra in our efforts on all levels recognising that we are part of the larger ummah with all the safety that comes with it, our Prophet told us “stick to the congregation, for the wolf eats the sheep that strays off on its own”.

Excellence of Character.

We call to the improving of character as the Prophet (saw) was of the best of characters and he taught us that character is from the heaviest things on the scales “The heaviest thing which will be put on the believer’s scale (on the Day of Resurrection) will be good morals.”  

In particular we call to the characteristics of generosity and bravery as per the hadith of Anas (RA) where he described the prophet (saw) as the most generous and brave of all men. The characteristics of steadfastness, patience and perseverance are also central, as these were described as the bedrocks of the Prophets character by scholars. We also call to the justice,  Ihsan, mercy and compassion as these also epitomise exemplary character.

Serving Society.

We call to sacrificing for the sake of Allah and His religion and giving more than what we take with a passion to make things better. This leads to activism and social engagement that promotes work for improvement of the society in all ways. We also call to political awareness to ensure Muslims are not left disenfranchised without a voice.  

Championing Heritage

 We call to holding firm to that which the Prophet (saw) came with and understanding the religion how he taught it and how the scholars understood it and not straying away from the fundamental principles of the religion especially those that were agreed on by the vast majority of scholars throughout history, all the while contextualising the application of these principles for our time and context.   

Promoting Excellence

 We call to the pursuit of excellence in everything we do as Muslims, always looking to be the best exploring new ideas, utilising new technologies and being at the forefront of innovation. We call for Muslims to be proactive have far reaching visions and to take continuous improvement of themselves as a lifelong undertaking.