Rushdi Siddiqui, co-founder and managing director of the private equity advisory firm Azka Capital, is focused on halal industry initiatives with Islamic financing. He believes both industries have much in common, but hardly communicate with each other. Halal is not just about meats/foods, but also about pharmaceuticals, cosmetics, logistics, etc., all linked to the real economy, yet very unstructured and fragmented. The PE firm's goal is creating risk-adjusted portfolio value for investors who have traditionally invested in real estate, oil/gas, and healthcare. Strategic investors include family offices, high-net-worth individuals, sovereign wealth funds, food companies, Western investors looking for the next BRICS story in the emerging markets. Besides, Siddiqui believes that the development of the Islamic equity capital market (iECM) will bring balance to today's Shariah-complaint (debt bias) Islamic finance.