Tracing the migration of Muslims from India to South Africa's Natal colony in the late nineteenth century, the article focuses on the missionary activities of Ghulām Muhammad “Sūfī Sāhib” (d. 1329/1911). Placing Ghulām Muhammad in a new religious marketplace of competing religions, and versions thereof, the article examines the strategies through which he successfully established his form of Islam among Natal's indentured and merchant Muslim classes and used the fabric of religion to bind together a distinctly “Muslim” community from the heterogeneous individuals and groups brought from India by commerce and the plantation economy. As a founder of shrines no less than madrasas, Ghulām Muhammad demonstrated the ways in which a customary Islam of holy men, festivities and hagiographies flourished and responded to the demands and opportunities of modernity. Building on the popular appeal of customary piety, Ghulām Muhammad consolidated his success by providing a range of social services (education, healthcare, burial) for the Indian poor of Natal, to create an effective public platform for the norms of Sharia in South Africa.