Mansooruddin Faridi/New Delhi
Call it the power of social media or the benevolent nature of Indians, a Hyderabadi boy’s innocent appeal on social media to food lovers has gone viral and ended up boosting his father’s food business.
The 13-year-old Mohammad Adnan had posted an appeal on Instagram asking people to taste the Haleem, a mutton-based Hyderabadi dish that his father Mohammad Ilyas cooks and sells on a roadside kiosk in the city to earn his livelihood.
His appeal has gone viral and so has the fame of Haleem. People are flocking in groups at the Alhamdulillah Heleem stall at the city’s Moti Nagar intersection. Not only the locals, but people from far-off places are also coming to eat Haleem at this stall.
The food lovers start their interaction by complementing Ilyas for his son’s talents.
People were shocked to see the advertisement for "Daddy's Haleem" on Adnan’s Instagram page. A young man wrote on Instagram,” ... I appreciate your abilities and confidence, I like it because most graduates do not have these abilities. But you are the best and the best to use this amazing marketing strategist. May Allah grant you a lot of success and let's build a business empire together. We need young people like you for this nation. Needed, proud of you my little brother, you made my day happy.”
Food bloggers are writing about it. The netizens had renamed it "Papa's Haleem." Its fame is spreading like wildfire in Hyderabad.
Adnan used social media to help his father at a time when he was struggling to run his business and to restart business in a Covid-free environment.
After creating an Instagram account, Adnan started sharing videos in a 'reporter’s' style to attract netizens. In a video, Adnan shared all relevant details, including location and menu.
After Adnan's video went viral on the Internet, several food bloggers came out in his support and his father. From buying haleem to making the video to promote Adnan's father's stall, the social media bees are going gaga over Adnan’s message. Of course, the Internet once again became the Messiah for a family.
Adnan was felicitated by social activist Azhar Maqsusi who also shared some pictures on his Twitter account:
Aaj hum is masoom bachey ki Pappa ki Haleem par gaye the 😊 please ek bar zaroor visit kijiye pappa ki Haleem par— Azhar Maqsusi (@azhar_maqsusi) April 13, 2022
Address: Moti Nagar x Road borabanda Hyderabad pic.twitter.com/iySIRbkf3h
Speaking with Awaz-the Voice, Adnan's father Mohammad Elias says the Corona pandemic had upset the finances and fortunes of his family. “I couldn't bear the loses so I went home and continued to struggle against a very difficult situation,” he said.
Now that the situation has returned to normal, he tried to restart his Haleem cart. : “I was trying to make a fresh start, but my struggle was on till Adnan’s video went viral.”
“What happened is for all of you to see; God has opened a new door for me and my family. This is the blessing of Ramazan,” he said.
Asked how the idea of selling a single dish came to him, Iliyas said it’s a personal choice. “When I was working in a hotel there was a special Haleem counter in it. That is why I made a fresh start with Hyderabadi Haleem.”
Elias, the father of three, said 15 years ago, a plate of Haleem cost seven or eight rupees. Now it is eighty rupees.
How much difference did the video make to his business?
Elias says that in the past he was not able to sell all Haleem he cooked. After the video, Alhamdulillah Haleem is selling like hot cakes" Earlier he used to wait for buyers, and now buyers have to wait for their turn to get Haleem.” He sells more than 300 plates per day. "Alhamdulillah, It is a great help and support of Allah for his family.”
When I asked Elias who the idea for posting Adnan’s video on Instagram cam, he said, “I can use my mobile only to speak to someone and have no idea about posting the video or using the internet.”
A blogger with his family and friends went to the stall of "Papa's Haleem". He shared the experience of this trip and Haleem party on YouTube.