Global Halal RTE Meals

Strategic Insights from PT Halalan Thayyiban Indonesia (PT HaTI)

Abstract

The case study examines the marketing strategy of PT Halalan Thayyiban Indonesia (PT HaTI), a leading manufacturer of halal ready-to-eat (RTE) meals under the Wong Solo Group. PT HaTI is an ideal example of how religious values can lead to innovation, ethical branding and global expansion along with a mission based on the Islamic idea of halal and thayyib. This case study examined how PT HaTI leverages innovative food technologies, particularly retort sterilisation and self-heating packaging, to produce nutritious, long-lasting ready-to-eat meals suitable for everyday consumers, disaster relief operations, and Hajj pilgrims. This case study also examines PT HaTI’s efforts to promote ethical branding and its commitment to corporate social responsibility (CSR). The company’s operations are driven by strategic partnerships and export-led expansion, particularly in key markets such as Saudi Arabia. In response to domestic pricing pressures arising from comparisons with freshly prepared meals, PT HaTI has implemented several strategies, including smaller packaging options, product bundling, and enhanced digital engagement through e-commerce platforms and planned mobile application features. Empirical insights d indicate that the company adopts a flexible approach supported by continuous innovation and dynamic monitoring systems to ensure sustainable halal business practices. Overall, the findings provide valuable insights into how halal food businesses can achieve sustainable growth in both domestic and international markets by integrating technology, Islamic values, and customer-oriented strategies.