He is the founder and president of the Islamic Research Foundation (IRF).[1][17][18] He is also the founder of the Peace TV.[19][20] He has been called an "authority on comparative religion",[21] "perhaps the most influential Salafi ideologue in India",[22] "the rock star of tele-evangelism and a proponent of modern Islam"[17] and "the world's leading Salafi evangelist".[14] Unlike many Islamic preachers, his lectures are colloquial,[24] given in English, not Urdu or Arabic,[23] and he usually wears a suit and tie.[24]