The rich, tasty and filling ‘Hyderabadi Haleem’ is now coming in yet another variant — organic. The popular dish in all its avatars — including the vegetarian and organic version — is in great demand with the advent of the holy month of Ramzan.

With unofficial estimates of the sales of haleem put at ₹500 crore in 2015, the buzz around the calorie and protein rich delicacy consumed by devout Muslims at Iftaar to break the fast has grown this year.

Haleem is made of meat (mutton, chicken), grains, spices, lentils and pure ghee — all pounded into a thick stew.

Haleem stalls, most of them temporary set-ups for Ramzan, have sprouted in their hundreds in the city. With their sidewalk bhattis and eye-catching signs in some colonies they can be seen at every corner. Major players such as Pista House, Shah Ghouse, Paradise, Sarvi, and Hyderabad House have multiple outlets, while scores of Irani hotels such as Alpha, City Lights and regular restaurants serve the dish to packed houses during the evenings.

The new entrant this year will be the ‘organic’ version in restaurants. It will be chemical free. The meat used will be totally organic and a notch more healthier, says MA Majeed, Managing Director of Pista House.

Haleem makers and the Greater Hyderabad Municipal Corporation officials met to ensure hygiene and smooth operations of the business during the month.

Traditionally, Haleem was made from mutton and ghee. Over the years chicken, emu, fish etc have got into being the main ingredient. Records show that in 1953, Hussain Zabed was the first person to commercially sell Haleem in Madina Hotel, near Charminar in the old city of Hyderabad by modifying the original recipe from his native Iran.

Of innovative biz opportunities

If fasting, austerity and giving to the poor symbolises the period for the believers, enterprising corporates and businessmen have unleashed a slew of ideas to tap opportunities in the food, services and healthcare areas.

Pista House has over the years tied up with logistics major Gati and India Post to deliver the rich brew to homes in Indian cities and abroad, especially the US and West Asia.

With the support of other haleem makers, it has also been able to get the geographic identification tag for the Hyderabadi delicacy.

MoneyGram, the global provider of money transfer services, will help a lucky dip winner realise the dream trip of Umrah to Mecca.

In addition 35 others stand to get television sets and smartphones. What’s more, MoneyGram will offer free international calls to all devotees to connect with their folks after breaking the fast via special branded booths outside over 100 mosques across the country.

They will be operational in Telangana, Bihar, Uttar Pradesh, Gujarat and Kerala.

Telecom service providers like Aircel are quick to seize the opportunity with attractive, discounted offers. It launched a special ‘Ramzan Pack’ that allows lower tariff for voice calling at night and Talk Time benefits. It has found a high usage pattern after ‘Iftaar’ in making local, STD and ISD calls.

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