Haleem Originated from the Persian Empire during the royal regime of the Great King Khusrow from the 6th century BC. It travelled to Saudi Arabia and other Middle Eastern countries and when it reached India it got geographically divided in various states and in umpteen cuisines of each state namely Lucknow but the original taste of Persian Haleem has been brought to life in the last four decades by none other than the original Persian Darbar Chain of restaurants which started in the year 1978.
The preparation starts from 4 AM in the morning and lasts until 4 PM to 5 PM if all goes well. The mutton along with the bones of the goat is mashed meticulously by special Ghota Mashers who are specialist in this job and they have mastered this art over the last 4 decades. Ghota is a wooden log with which the Haleem is mashed for hours endlessly, it has many Indian and Persian spices mixed in the right proportions to get the exact taste every single day. This Persian Haleem tastes almost like the original unadulterated and unchanged with the perfect blend of spices and pure mutton mixed and mashed for more than 12 hours in pure ghee with the paste of Almonds/Cashews/Pistachio’s. Cooked on firewood for 10 to 12 hours in a special copper vessel which is huge in size, with no trans fat and no artificial colours added. Mutton with the right mix of grounded wheat is added which is constant which is evident in its taste.
Haleem is a royal dish from the royal era ,but Persian Darbar is trying its best to make this a mass product to make sure every food lover enjoys and relishes the taste of this ancient Persian Haleem and would serve Mumbaikars so that they enjoy this dish every year as a Mumbai’s Speciality and proudly own it.
Persian Haleem promises a great nutrient value in each pack, high in protein content, Persian Haleem is nutritionally perfect to eat at the end of a long day as a starter, it is exceptionally superior in nutrition, also helps people have better energy levels post breaking fast and is any day good for health when compared to deep fried items taken on empty stomach post breaking a fast.
Fortunately the younger generation at the Persian Darbar passionately wants to take this legacy to the next level and have started to market this product aggressively and have initiated a marketing campaign at a Pan Mumbai level conceptualised by Mind Frame India which is a creative advertising agency in Mumbai dealing with many leading FnB brands, The campaign is coined as EAT IT OR MISS IT …emphasising the consumers to eat it or miss it, as they would have to wait for one calendar year to enjoy the same as making haleem is only possible in Ramazan as its Mumbaikar special dish. But Haleem is not just enjoyed by people who fast but also by many who enjoy good food. The campaign has gone live from May 1st 2019 in the digital space / In cinema/ Moving media/Print and Outdoor.
It’s available in all Original Persian darbar outlets ( BANDRA/KURLA/ANDHERI) and also available on all leading food apps. For Mumbaikars convenience, Haleem is available in many take away outlets in many areas across the city for easy access to consumers from 5 pm onwards until 10 PM. Price-wise Wise: It is priced very economical at 160 Rs per pack which is more than enough for one individual to have 100 % pure mutton haleem with Pure Ghee /Dry fruits as mentioned on the pack and served with lentils and lemon and topped with pure ghee. Availability: Food aggregators like Zomato/Swiggy/ Scootsy and also Online on Persian darbar website: www.persiandarbar.in
