Date:14/09/2007 URL: http://www.thehindubusinessline.com/2007/09/14/stories/2007091451010700.htm

Back Gati launches haleem delivery service on Net

Joins hands with Pista House

Our Bureau

Hyderabad, Sept. 13 After playing Santa, sending rakhis and mangoes, Gati, the city-based express cargo company, has launched a service on its Web site, allowing people across the globe to order the popular Hyderabadi haleem (the dish made by muslims during the month of Ramzan).

The cargo company, which has been delivering haleem to the customers of Pista House for the last five years, has decided to open a Web interface this time in order to reach a wider population.

Web site

For buyers from India, the Gati-Pista House duo offers haleem at Rs 320 per kg for any destination in the country. Globally, Gati would use its international offices to distribute haleem after getting the required permissions.

Haleem is a rich mix of wheat, meat, ghee, etc., and is wholesome, especially to break the Ramzan fast.

Brand building

But Gati is not looking at this as a great revenue generator. “Our aim is to build an image linked with the local cultures. More than revenues, it helps improve our brand image,” Mr Anil Atri, National Sales Head, said.

On its part, Pista House has introduced a tin-packing for the Ramzan dish to increase shelf life to 15 days. Haleem at this shop near the Charminar is so popular that it has decided to open 40 outlets, including a major one at Tolichowki, during the month-long Ramzan. For this year, a portion of haleem would cost Rs 52.