Branding a Commodity: Pista House's 'Hyderabadi Haleem'
Info courtesy: Mohammed Ayub Ali Khan
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Abstract:
Every Muslim welcomes the month of Ramzan, but a Hyderabadi Muslim has something more to rejoice for - the Hyderabadi Haleem, a delicacy, which is available only during that month. It is a tradition to break the daily fast (roza) at Iftar with a plateful of Haleem. The making of the dish, which originated in Saudi Arabia, is mastered to an art form in Hyderabad. However, today, the dish is recognised all over the world by the name - Pista House Haleem. By 2009, Pista House - established as a bakery in 1997 - went on to become an organisation that exports its Haleem to all the major countries across the world. It turned a generic commodity - Haleem - into a unique global brand acquiring a cult like status - 'Pista House Haleem'. However, Pista House Haleem is offered only in the month of Ramzan. Considering the cyclical demand for the product, the way PH scales up its operations and manages quality along with its 'concentrated advantage' is very intriguing and worth emulating. The case deals with the economics of the demand for a cyclical product, management of scaled up operations, branding a commodity and taking such branded commodity global. This case can be used to understand and analyse: (1) the nature of demand for 'Hyderabadi Haleem'; (2) the maintenance of quality in a scaled up operation; (3) the building of a brand around a commodity; and (4) the best approach for the Pista House brand to go global.
