Haleem lovers in Hyderabad devour delicacy worth 600 crore

​Hyderabad: Satiated, done and dusted, haleem-lovers in Hyderabad would have to wait for another year for what has now become an annual ritual of haleem hopping but thanks to their loyalty, the delicacy sale has hit a new high and crossed Rs 600-crore mark this year.

The holy month of Ramzan generates an opportunity of high-return ephemeral business. Dishing out this nutritious delicacy peaks as Eid approaches making its turnover cross of some of the industries that toil throughout the whole year. The gung-ho part is it generates employment for a host of skilled persons.

It gives an opportunity for specialised chefs, ghota-makers (long wooden spoons), traders in spices, meat sellers and people who build bhattis (brick and mud ovens) and students who take-up part-time jobs at haleem joints. Mahboob, a ghota-maker in the Old City says, “I managed to sell 800 plus wooden spoons this year and was able to pay the school fee of all the children for the whole year.”

Hyderabad Haleem Makers’ Association told The Hans India that the number of outlets this year had increased by nearly 700 within the city limits. Last year there were 3,500 outlets and the business was to the tune of about Rs 300 crore. With increase in demand and more outlets opened, the business is estimated to be over Rs 400 crore this season, the association president said.

A family member of the Pista House group said, “Last year the sale of haleem during Ramzan fetched over Rs 500 crore. This year a number of new players entered the market and with every passing year, the popularity is increasing.”

It is now common knowledge that haleem is a global brand and is exported to Dubai, Oman and several places in the Middle East and America but this year a few established haleem-makers expanded their footprint to Sri Lanka and Bangkok.

Explaining the rising popularity of haleem, an employee of Grand Hotel, who claims to be making haleem for decades now, says, “We have a trusted clientele who have been coming to us for years, but what we are seeing a new trend in the last few years, a number of IT employees come in large groups. Once they come to us they become regulars and have struck a bond with us.”

The haleem mania is not just restricted to the Old City and popular joints such as Pista House, Shah Ghouse, Sarvi, Paradise but in almost every locality from Alwal to Attapur, Masab Tank to Moula Ali, small-time hotels have created a niche for themselves with a strong following.

Meherbaba, who has been selling haleem at Moula Ali for the last few years, says, “We have our own unique taste and many who taste our haleem say it is actually better than the big brands. We use the finest meat and good wood. They make a lot of difference.”