EXCEL International Journal of Multidisciplinary Management Studies _______________ ISSN 2249- 8834 EIJMMS, Vol.3 (9), September (2013) Online available at zenithresearch.org.in SUSTENANCE OF HYDERABADI HALEEM FROM LOCAL TO GLOBAL MS PRARTHANA KUMAR DOCTORAL RESEARCH SCHOLAR SCHOOL OF MANAGEMENT STUDIES UNIVERSITY OF HYDERABAD HYDERABAD ABSTRACT Introduction This paper is based on an empirical study conducted during the month Ramadan at Hyderabad, Andhra Pradesh, India regarding Hyderabadi Haleem, the famous, popular and nutritious dish available at Hyderabad during the holy month of Ramadan which has successfully achieved the Geographical Indicator tag. Hyderabadi Haleem Hyderabadi Haleem is a type of meat stew, a mastered art form, traditionally cooked with local wisdom. Legend has it that it took nearly a week and 100 of recipes to make a perfect mix of Hyderabadi Haleem. Chicken is also used to make a variant of Haleem. Revenue and Employment Generated There are 6,000 Hyderabadi Haleem makers and they employees more than 25000 people every year during Ramadan at Hyderabad. About 6,000 goats are supplied from the neighboring districts every day of Ramadan. It is estimated that the Haleem sale is valued around 4 crore a day, making it a 120-crore industry in the city alone during Ramadan. Sustainability Factors Hyderabadi Haleem is sustainable cuisine since it encourages local wisdom, regional food supply, strong local economy, maintains a sense of community, encourages traditional cooking process and protects the future of small to medium-size producer. The marketing strategy that has contributed the most to the growth is Word-of-mouth. The GI tag has boosted its brand image and exports. Haleem production in Hyderabad is business with a human face. Thus the festive season of Ramadan and the sale of Hyderabadi Haleem is the sustainer and benefactor for many other sectors. KEY WORDS: Geographical Indicator, Food Sustainability, Hyderabadi Haleem, Traditional Cooking, Local Wisdom .